本研究透過整合分析方法對廣告與購買意願之相關研究進行整合的工作。整合分析方法可將過去研究結果進行量化整合及分析,不但能將各學者的研究成果作一個較為客觀性之整合,並且能從分析過程與結果中獲知各構面與構面間更明確清楚之關係,提供給管理者採取有效方式,以提高消費者對該產品或服務的興趣與接受度,進一步引發消費者在該產品或服務上的消費。 本研究透過國家圖書館「全國博碩士論文資訊網」,以廣告、購買為關鍵字,搜索民國九十五年前所出版之論文,經研究者篩選過後,最終有29篇符合整合分析所需。本研究的結果如下: 1.品牌態度與品牌形象對購買意願都呈現顯著的正相關。 2.廣告效果、廣告代言人與廣告訊息等變項對購買意願是呈現顯著的正相關。 3.廣告構面對品牌態度呈現顯著的正相關。 影響購買意願的的因素,除了廣告外,尚有其他的因素存在,如顧客滿意度、產品類型、口碑等,建議後續研究者可以再做進一步的探討。
This study integrates the related advertisement and purchasing intension papers with Meta-Analysis. Meta-Analysis can quantify、integrate and analyze the past research results. It not only integrate the research result of each scholar objectively but also help understand more specific relation in every aspect through analytical process and result. This strength of Meta-Analysis provides managers to adopt effective way to increase customers’ interests and acceptance to the product or service and further make customers to consume the product or service. This study searches for the theses which are completed before the year 2006 and are listed in the Electronic Theses and Dissertations System. The author uses the key words “advertisement” and “purchase” to select these papers and finally gets twenty-nine theses which meet the purpose of Meta-Analysis, this study explores three empirical results: 1.Brand attitude and brand image both have a positive relationship with purchasing intension. 2.Variables such as advertising effect、advertising spokesperson and advertising message have a positive relationship with purchasing intension. 3.Advertising aspect has a positive relationship with brand attitude.