顧客對於中文廣告及中英文廣告的觀感之研究

Consumer Perception of Chinese vs. English/Chinese Hybrid Advertising in Taiwan

Michael Homer(Michael Homer)

指導教授 ： 李培齊

亞洲大學/管理學院/經營管理學系碩士班/碩士(2011年)

摘要

這篇論文最主要是為了要了解台灣人是否喜歡中文廣告或是中英文廣告, 論文作者想要知道各個不同年齡層的人對於中文或中英文廣告的想法,還有想要了解具有英文聽說讀寫能力的台灣人是否認為中英文廣告更具感染力.

並列摘要

This study employs a conventional survey by distributing the questionnaire manually in front of a department store in Taichung, Taiwan. The purpose of the study is to identify whether Taiwanese people prefer advertising that includes Chinese and English words or if they prefer Chinese only advertising. The researcher also wants to explore if there is different preference toward hybrid advertising, related to the age and English literacy of the consumer. Results reveal that younger consumers prefer hybrid advertising more than Chinese only advertising. It also found that consumers with good English literacy prefer English/Chinese hybrid advertising.

並列關鍵字

English/Chinese Advertising ； Preference, Age ； English Literacy

參考文獻

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