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E87018
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003
廣告對鮮乳消費行為影響之研究:複欄式模型之應用
A Study on the Influences of Advertising on the Consumption Behavior for Fluid Milk: A Double-Hurdle Model Approach
1.萬鍾汶
1.Jong-wen Wann
1.國立中興大學農業經濟研究所
1.Agricultural Economics, National Chung Hsing University
001,002,003,004
1.國立中興大學農業經濟研究所
1.Agricultural Economics, National Chung Hsing University
002
1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):1997-08-01
A.14 計畫執行期間(訖):1998-07-31
A.16 收到日期:0000-00-00
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家計成員

1

600


600
001
01
C.2 聯絡日期:1999-02-03
2
1.國立中興大學農業經濟研究所
1.Agricultural Economics, National Chung Hsing University
1
C.7 資料公開日期:1999-08-01
2
008
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2
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001
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1.全面性廣告
2.品牌廣告
3.消費行為
4.複欄式模型
5.鮮乳
1.Brand Advertising
2.Consumption Behavior
3.Double-hurdle Model
4.Fresh Milk
5.Generic Advertising
台灣鮮乳市場向有全面性廣告和廠商的品牌廣告並存的情形。不同類的廣告是否對購買行為發生作用或如何引發個別消費者的購買意願及數量實取決於消費者對廣告產 品與廣告方式及內容的認知與偏好。一般所觀察到的市場消費量乃參與及購買數量二種具連續性的消費決策的結果,而總合消費需求的變化可能來自於既有市場參與 者購買量的改變,或參與市場消費者比例的變動,或二者兼俱。為瞭解國人鮮乳消費習性的真實面,本研究欲由實證剖析全面性廣告與品牌廣告對鮮乳消費決策推論 過程的影響。研究方法採Cragg(1971)兩階段消費決策模型-複欄式模型來驗證兩種鮮乳廣告對不同階段消費行為的影響及影響鮮乳消費需求的各種因 子。利用調查資料實證後發現消費者在參與決策階段對鮮乳的全面性廣告與品牌廣告的反應大致相同,但購買量決策僅受品牌廣告影響,主要重視的品牌訊息為營養 成分及純生乳製造兩項。此外,參與消費的機率與消費者認同的鮮乳替代品之多寡成反向關係。而年齡及家中幼小孩童數對實際購買量都有顯著正向的影響。

The Taiwan fresh milk market has been associated with generic and brand advertisements through time. The primary distinction between generic and brand advertising is in their contents of information, but the question of how and why advertisements induces tendency of consumption and actual purchase is usually unknown. In order to understand the characteristics of milk consumption from insight of decision behavior, this study intends to empirically examine the impacts of generic and brand advertising on the decision inference process for fresh milk consumption by using the Cragg\'s Double-hurdle model. Empirical results shown that the influence of generic and brand advertising on consumers\' participation decision for fresh milk was about the same, while the quantity consumption decision was mainly affected by brand advertising. In addition, the two demographic factors, age and number of children in the family, had positive influences on actual quantity purchased.

D.16 完成檢誤日期:1999-08-12
D.17 預定釋出日期:1999-08-27
D.18 初次釋出日期:1999-08-27
D.19_1 最新版釋出日期:1999-08-27
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10.6141/TW-SRDA-E87018-1
http://efenci.srda.sinica.edu.tw/webview/index.jsp?object=http://efenci.srda.sinica.edu.tw:80/obj/fStudy/E87018
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