大眾溝通與人際溝通在反應層級效果之差異：以桃園地區EMBA推廣教育為例

The difference between Mass communication and Interpersonal communication on Response Hierachy Model effects : Using Executive MBA Program in Taoyuan Area as an Example

彭珮宜(Pei-Yi Peng)

指導教授 ： 沈永正

元智大學/管理學院/管理研究所/碩士(2007年)

摘要

知識經濟時代的來臨帶動起終身學習風潮盛行，成人學習者對於學習的需求量不斷地增加，也導致EMBA如雨後春筍。為了搶得市場先機，大學推廣機構紛紛開始運用各種不同的行銷宣傳工具，藉以刺激成人學習者的學習動機，進而使其選擇或購買。
因此，本文嘗試將宣傳工具分為以大眾溝通媒體為主的廣告、新聞報導、電子郵件及以人際溝通媒體為主的電話、口碑等作分類，探討「大眾溝通媒體」與「人際溝通媒體」等個別行銷工具在傳播EMBA課程資訊給予成人學習者時，其在反應層級模式下所產生效用衰減之差異研究，並加入學習動機的干擾變數後，影響效果為何。利用問卷調查142名受訪者後，結果發現：
1.人際溝通媒體（口碑及電話）在反應層級效果下效用衰減的程度，明顯的比大眾溝通媒體（新聞、廣告、電子郵件）要來的緩慢且效用較為持久。尤以口碑對新聞、電話對新聞、電話對廣告等在反應層級模式下效用衰減的程度較為顯著。
2.高、低動機對大眾溝通媒體與人際溝通媒體在反應層級模式下無明顯的效用衰減效果。

關鍵字

反應層級模式 ； AIDA ； EMBA ； 促銷工具 ； 動機

並列摘要

In the era of Knowledge Economy, lifelong learning is becoming important. Meanwhile, elder learners’ needs for learning are increasing. Accordingly, the trend expands the market of EMBA programs. To gain the market share, the university promotion institution needs to adopt diversified promotion tools to stimulate elder learners’ motivation to make choices or purchase.
As a result, this study classified the promotion tools into several mass communication media, including advertisement, news, E-mails and interpersonal communication, consisting of telephone and word of mouth. Moreover, this research encompasses these promotional tools into investigation to test the outcomes of response hierarchy model through delivering the information of EMBA courses. Besides, this study further examines the effect of the moderating variable, motivation. For the sake of examining the effects of this framework, this research collected 142 samples and used t-test as the primary analytical method.
The empirical findings show that the extent of decreasing utility on response hierarchy effects for interpersonal communication media is slower than that for mass communication media. Especially, the effects between word of mouth and news, between telephone and news and between telephone and advertisement are statistically significant. Finally, there exist insignificant effects of utility decreasing for high-low motivation respectively toward mass communication and interpersonal communication media.

並列關鍵字

The response hierarchy model ； AIDA ； EMBA ； promotion tool ； motivation

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