広告表現が購買意欲に及ぼす影響 : 同一ブランド3CMの分析

• 浅川, 雅美

Bibliographic Information

Other Title

• Influence of the executional element of commercials on consumer's purchase intention : Analysis of three of the same brand's commercials

Abstract

type:text

This study examined the differences in perception, attitude toward advertising, and purchase intention for three commercials (CMs) that represent the same brand but that differ in executional elements, except for the talent and the music used. For this purpose, 240 college students were presented three CMs. After the presentation, the students were asked to rate their perception and attitude toward the advertising and their purchase intention concerning the product on a 5 point rating scale. ANOVA and a multiple population analysis were conducted for the obtained data. The result demonstrated that the perception and attitude toward advertising differed for the three CMs, and there was a difference among purchase intentions.

Journal

• 生活科学研究 = Bulletin of Living Science

  生活科学研究 = Bulletin of Living Science 31 13-22, 2009-03-01

  文教大学生活科学研究所

Keywords

• 広告表現
• 分散分析
• 共分散構造分析
• 購買意欲
• 広告に対する態度
• 視聴印象

Details

• CRID: 1050845763170560256
• NII Article ID: 120006417494
• ISSN: 02852454
• Web Site: http://id.nii.ac.jp/1351/00000481/
• Text Lang: ja
• Article Type: departmental bulletin paper
• Data Source:
  • IRDB
  • CiNii Articles
  • KAKEN