台灣地區網路消費者對服務業和商品業廣告訊息之研究

Abstract

本研究主要探討台灣地區網路消費者對業者在Internet上的廣告裡, 想得到那些廣告訊息? 並透過不同的消費者人口統計特徵及不同的業者, 試圖對消費者作進一步廣告訊息需求差異的探討。 本研究從403個有 效的電子問卷中, 請消費者依服務業或商品業針對25個重要的廣告訊息屬 性進行偏好調查。其結果如下: 台灣網路消費者對於服務業較商品業 在廣告訊息偏好上有所不同,除了工/商職業消費者及已婚消費者對於服務 業較商品業強調「安全評價」因素外, 大部份消費者對於服務業較偏好「 專業水準」這個因素。 本研究可提供在Internet進行廣告促銷的業者 擬定行銷策略時之參考,尤其是服務業業者; 亦可提供消費者在第一次消 費時決策之參考。 This study's primary objective was to obtain informationabout Taiwan network consumers' attitudes toward various servicesand goods advertised on the Internet. Over 403 consumers ranked the importance of 25 informationcues utilized in advertisements for a range of services andgoods. As between goods and services, there is little differencein the general categories of information consumers seek inInternet advertisements. However, results suggest that the"professional" factor is more important in advertising servicesthan goods. Also, for married people or consumers who work foreducation/ others "safety" ranks as more important considerationin service advertisements than in goods advertisements.