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系統識別號 U0026-0812200913352181
論文名稱(中文) The Effects of Internet Advertising Attitude and Brand Image on Purchase Intention: A Study of Online Users in Taiwan
論文名稱(英文) The Effects of Internet Advertising Attitude and Brand Image on Purchase Intention: A Study of Online Users in Taiwan
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士在職專班
系所名稱(英) Institute of International Management (IIMBA--Master)(on the job class)
學年度 95
學期 1
出版年 96
研究生(中文) 王麗雅
研究生(英文) Liya Wang
學號 ra793116
學位類別 碩士
語文別 英文
論文頁數 113頁
口試委員 指導教授-吳宗正
口試委員-溫敏杰
口試委員-潘浙楠
口試委員-吳萬益
口試委員-賴明材
中文關鍵字 none 
英文關鍵字 Purchasing intention  Internet advertising attitudes  Brand image 
學科別分類
中文摘要 none








英文摘要 The purposes of the study were to examine consumers’ attitudes toward web advertisement and email advertisement. Also, the investigations would be further proceeded to inspect the influences of consumers’ attitudes from web and email advertisement upon brand image and purchase intention. This study collected data by adopting online questionnaires. One hundred and ninety-eight valid questionnaires were retrieved. Most participants, about 114, were around age 20 to 29, and 64 participants were around age 30 to 39. The study found that first, consumer internet advertising attitudes from either web and email advertisement had positive relation with brand image and purchase intention. Second, consumers’ attitudes toward brand image positively related to purchase intention as well. Third, it was found that consumers’ attitudes towards web advertisement were significantly different from that of email advertisement. Fourth, consumers with different demographics did not tend to perceive differently on internet advertising, brand image, and purchase intention. Finally, consumers perceived web advertisement and email advertisement differently on advertising attitudes, brand image, and purchase intention. This study could provide information for Internet companies to reconsider what contents should be included in advertisement and how to broadcast their advertisement.
論文目次 ACKNOWLEDGEMENTS................................................................................................. I
ABSTRACT.......................................................................................................................II
TABLE OF CONTENTS.................................................................................................. III
LIST OF TABLES............................................................................................................ VI
LIST OF FIGURES .......................................................................................................... IX
CHAPTER ONE INTRODUCTION................................................................................ 1
1.1 Research Background ............................................................................................... 1
1.2 Research Motivations................................................................................................ 2
1.3 Research Objectives.................................................................................................. 3
1.4 Research Objects and Extent .................................................................................... 3
1.5 Research Procedure................................................................................................... 3
CHAPTER TWO LITERATURE REVIEW.................................................................... 6
2.1 Advertising................................................................................................................ 6
2.2 Internet Advertising .................................................................................................. 9
2.3 Attitudes.................................................................................................................. 14
2.4 Brand Image............................................................................................................ 22
2.5 Purchase Intention................................................................................................... 25
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY......................... 29
3.1 Research Model ...................................................................................................... 29
3.2 Construct Measurement .......................................................................................... 30
3.3 Hypotheses to Be Tested......................................................................................... 31
3.4 Questionnaire Design.............................................................................................. 32
3.5 Sample Plan ............................................................................................................ 34
3.6 Data Analysis Procedure......................................................................................... 35
CHAPTER FOUR DATA ANALYSIS.......................................................................... 40
4.1 Sampling Analysis .................................................................................................. 40
4.2 Descriptive Statistics............................................................................................... 43
4.3 Factor Analysis ....................................................................................................... 50
4.4 Reliability Analysis and Validity Analysis............................................................. 54
4.5 Analysis Difference on Construct Variables........................................................... 61
4.5 Linear Structure Relation Model ............................................................................ 73
CHAPTER FIVE CONCLUSIONS AND SUGGESTIONS ......................................... 84
5.1 Research Conclusions ............................................................................................. 84
5.2 Research Suggestions.............................................................................................. 89
5.3 Research Limitations .............................................................................................. 89
5.4 Research Contributions........................................................................................... 89
REFERENCES ................................................................................................................. 91
APPENDICES .................................................................................................................. 96
A-1: Value of Item-to-total in Attitude toward Internet Advertising ........................... 97
A-2: Value of Item-to-total in Brand Image ................................................................. 98
A-3: Value of Item-to-total in Purchase Intention ........................................................ 98
B-1: Questionnaire in English....................................................................................... 99
B-2: Questionnaire in Chinese.................................................................................... 107
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