English  |  正體中文  |  简体中文  |  Items with full text/Total items : 49647/84944 (58%)
Visitors : 7712267      Online Users : 85
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/31934

    Title: 雙可信度模型之探討 : 衡量代言人可信度與企業可信度對購買意願的影響 : 以中國行動通訊市場為例
    Other Titles: The dual credibility model : measuring the influence of spokeman and corporate credibility on purchase intent : an emprical study on the mobile telecom market in China
    Authors: 何志敏;He, Jhih-min
    Contributors: 淡江大學國際貿易學系國際企業學碩士班
    劉燦樑;Liu, Tsann-liang
    Date: 2005
    Issue Date: 2010-01-11 01:26:43 (UTC+8)
    Abstract: 本研究的目的在於實證Lafferty , Goldsmith , Newell (2002)所提出的「雙可信度模型」,探討代言人可信度和企業可信度對購買意願之影響。本研究是以中國大陸地區的行動通訊市場為分析對象。中國移動和中國聯通是唯一擁有中國行動通訊牌照的大規模企業,因此我們選擇中國移動和中國聯通和他們的代言人(周杰倫和姚明)作為研究的對象。受訪者分別勾選他們對這兩家企業可信度、代言人可信度、廣告態度、品牌態度、購買意願的感受。受訪者都是20-30歲的年輕族群,主要是選定中國大陸地區的大專在學學生(上海復旦與西南財經大學)及年輕上班族(南京市某公司)為主要調查樣本,以進行問卷填寫。


    The dual credibility model proposed by Lafferty, Goldsmith and Newell(2002)was adapted to explore the combined influence of corporate and spokesman credibility on purchase intent in China mobile telecom market. China Mobile and China Unicom are the only two remarkably huge telecom enterprises in china, so the two companies and their spokesmen(Jay Chow and Yao Ming)were selected for the research. Respondents assessed separately the credibility of the two companies and two spokesman as well as their attitudes toward the ads and brand, and their intent to purchase the advertised product. Participants are 20-30 years old including students in Fudan University and South Western University of Finance and Economy, and working people in Nanjing city.
    The results show that the model fit the data partially. The findings didn’t support neither the direct impact of ads attitude on purchase intent in both companies nor the direct impact of corporate credibility on purchase intent in the model of China Mobile. Except these, the study corroborated prior research indicating the both types of source credibility have an indirect influence on attitudes and purchase intentions albeit a differential one or company.
    The results suggest that the dual credibility model partially predicts and explains advertising effectiveness for these dual sources of credibility. Besides, the influence of corporate credibility on purchase intent is larger than the influence of spokesman credibility, which emphasized the importance of corporate credibility in consumer behavior and would be helpful to managerial activities.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

    Files in This Item:

    File SizeFormat

    All items in 機構典藏 are protected by copyright, with all rights reserved.

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library & TKU Library IR teams. Copyright ©   - Feedback