Technology-Based Multiple Attributes in Static Advertisement: Their Influence on Consumer Behaviors

探討在靜態行銷中技術爲基礎多屬性：對客戶行爲之影響

張克章(Henry Ker-Chang Chang) ； 簡坤鈺(Ken-Yu Chien)

《顧客滿意學刊》 7卷1期 (2011/03) Pp. 55-76

https://doi.org/10.30066/JCS.201103.0003

摘要

兩岸間科技市場互相交換的機會非常發達，而全世界高科技市場更值得開發。所以兩岸間或全世界高科技市場行銷都可以看到不同的成長。這也讓兩岸政府從正常發展的角度看到靜態行銷中技術爲基礎多屬性的特性。這讓世人看到技術爲基礎多屬性對全世界消費者行爲的影響。從靜態行銷過程中，運用書面與網路進行問卷調查已被提出。在經過統計分析與評估，本研究可依此繼續嘗試。第一，當無任何介紹或技術爲基礎多屬性數量成長時，消費者較無趨勢去購買產品的行爲。相反的，若有持續介紹與重複進行宣傳廣告，而消費者對改變產品有明顯的印象，而購買經費的需求亦會成長。第二，若技術爲基礎多屬性數量逐漸增加或靜態技術爲基礎多屬性亦不斷解釋，消費者心態上對該產品印象會強化，而該產品的價位亦可以增加。第三，當該產品的數量與價位很穩定，可以被讓消費者瞭解，消費者可以在靜態宣傳中受到該產品的注意。此外，較少消費者可以確認使用該產品後所發揮的功能，而引發其他消費者會受到吸引。未來的研究將從可以接受靜態與動態的宣傳中，看到不同其他宣傳的效益。

關鍵字

技術為基礎多屬性 ； 購買意願 ； 吸引力 ； 廣告解釋

並列摘要

There are technological marketing interchanged between two sides of the Taiwan Strait, the developments of future marketing are prosperous. Even the market is popular in the world. We can find that there are more friendships now to the two sides of governments as we understand the marketing for the use of technology-based multiple attributes (TBMA). This situation can implies that there is a world-wide market to all people. To discuss the functions of TBMA in static advertisement, questionnaires were processed using paper and the Internet. After the statistical analyses and evaluation, we obtained the following results. First, without explanations and as the quantity of TBMA is increased, consumers have less intent to buy the product. On the contrary, when there are explanations and increased repetitive appearances of the advertisements, the consumers' image of the product will improve and their budget for it will increase. Second, with increasing quantity of TBMA or the provision of explanations for the TBMA in static advertisements, the value of the product is enhanced in consumers' minds and the price of the product may be increased. Third, when the quality of the product is stable and is understood by consumers, consumers would be increasingly attracted by the product as the quantity of TBMA is increased in the static advertisements. In addition, the lesser consumers can be sure that how the functions will be after they use the product, the other consumers would be attracted.

並列關鍵字

Technology-Based Multiple Attributes TBMA ； Buying Will ； Attractiveness ； Advertisement Explanation

參考文獻

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