運動轉播平臺使用者廣告信念、廣告態度及購買意圖之研究─以中華電信hichannel為例
No Thumbnail Available
Date
2013
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
運動的轉播牽繫著龐大的利益，除了驚人的轉播權利金，廣告亦是其中的重要收益來源，近年來由於科技發展蓬勃，運動轉播與廣告已邁向數位化的資訊網絡形式，成為一嶄新的運動商業複合體，因此本研究目的在探討運動轉播平臺使用者廣告信念、廣告態度及購買意圖之關係，以運動轉播平臺hichannel使用者為研究對象，採用問卷調查法蒐集相關資料，內容包含：人口背景變項、廣告信念、廣告態度及購買意圖四部分，共回收430份問卷。回收資料以描述性統計、獨立樣本t檢定、單因子變異數分析、雪費事後考驗、皮爾森積差相關及多元逐步迴歸等統計方法進行資料分析，研究結果如下：一、本研究中之運動轉播平臺 hichannel 使用者多為男性、19-25歲、大專院校畢業及學生族群，並且大致上有規律運動之習慣。二、運動轉播平臺使用者對於平臺廣告之信念、態度及購買意圖大致具負面之看法。三、不同背景變項會影響運動轉播平臺使用者之廣告信念與購買意圖，但不影響廣告態度。四、廣告信念與廣告態度及購買意圖之間具有正向之關聯性。五、廣告信念及廣告態度對於購買意圖有顯著之正向影響。若相關業者可加強廣告之資訊豐富程度、廣告設計並且營造流行趨勢及廣告吸引力，將能提升消費者對於其廣告之整體性態度，進一步增加消費者之購買可能性。
Sports broadcasting involves huge interests, including incredible royalty and advertising income. With rapid technological development, sports broadcasting and advertising have digitalized to be a new sporting commercial complex. Hence, this study aimed to explore the relations among advertising belief, attitude and purchase intention of users on the sports broadcasting platform, hichannel. Questionnaire survey was adopted to collect relevant data, including demographic information, advertising belief, attitude, and purchase intention. This study received 430 completed questionnaires in total. The collected data was analyzed through descriptive statistics, independent-sample t test, one-way ANOVA, Scheffe’s Method, Pearson product-moment correlation coefficient, and multiple stepwise regression. The results were as follows. First, the users on hichannel are mainly male graduates and students at the age of 19 to 25 with regular exercise habits. Second, these users mostly hold negative viewpoints on advertising belief, attitude, and purchase intention. Third, different demographic variables may influence the users’ advertising belief and purchase intention, but not advertising attitude. Fourth, there exists a positive correlation among advertising belief, attitude, and purchase intention. Fifth, advertising belief and attitude have a significant positive effect on purchase intention. If the richness of information, advertising design can be enhanced to create a fashion trend and attraction, consumers’ attitude towards advertising will be improved, and the possibility of purchase will increase.
Sports broadcasting involves huge interests, including incredible royalty and advertising income. With rapid technological development, sports broadcasting and advertising have digitalized to be a new sporting commercial complex. Hence, this study aimed to explore the relations among advertising belief, attitude and purchase intention of users on the sports broadcasting platform, hichannel. Questionnaire survey was adopted to collect relevant data, including demographic information, advertising belief, attitude, and purchase intention. This study received 430 completed questionnaires in total. The collected data was analyzed through descriptive statistics, independent-sample t test, one-way ANOVA, Scheffe’s Method, Pearson product-moment correlation coefficient, and multiple stepwise regression. The results were as follows. First, the users on hichannel are mainly male graduates and students at the age of 19 to 25 with regular exercise habits. Second, these users mostly hold negative viewpoints on advertising belief, attitude, and purchase intention. Third, different demographic variables may influence the users’ advertising belief and purchase intention, but not advertising attitude. Fourth, there exists a positive correlation among advertising belief, attitude, and purchase intention. Fifth, advertising belief and attitude have a significant positive effect on purchase intention. If the richness of information, advertising design can be enhanced to create a fashion trend and attraction, consumers’ attitude towards advertising will be improved, and the possibility of purchase will increase.
Description
Keywords
運動轉播平臺, 廣告信念, 廣告態度, 購買意圖, Sports broadcasting platform, Advertising belief, Advertising attitude, Purchase intention