||China Post in 2003, the former Ministry of Transportation Republic GPO restructuring state-owned companies, due to institutional changes and for-profit-oriented business model, making the results of command, the company did not dare think of how to cut costs at all levels has increased margin revenue which, upon selling all kinds of goods dimensional Post-profit projects, this study was to investigate the post office outlets purchase the behavioral characteristics of the public goods to Ajzen (1985) proposed based on the theory of planned behavior to explore the people in the post office outlets purchase their goods potential motives? This study hopes to establish a pattern of consumer behavior oriented to explore and justify people's consumer behavior.|
In addition to verifying whether the theory of planned behavior for customers to purchase goods for the post office outlets behavioral intention, also joined the advertising effect of variables to test whether the effect of advertising to influence behavioral intention factors, the study proposed including advertising content and advertising effectiveness advertising channels, ad content, including drama, slogans, images and layout skills, advertising channels including traditional media and new media. In this study, in addition to behavioral intentions Department investigate the theory of planned behavior by attitude, subjective norm, perceived behavioral control three variables which impact, advertising effectiveness is also an important influence factor, is also one of the themes of this study, the advertising effectiveness study will in advertising content and advertising channel for analysis and interpretation, in order to solve the advertising effect on behavior intention and correlation effects.
Research questions of this study include:
1, based on the theory of planned behavior to investigate the post office customers to buy goods consignment motivation and behavior.
2, to verify whether the theory of planned behavior can reasonably explain people's consumption behavior.
3, test whether the content of advertising effectiveness advertising impact factor.
4, examine whether the effect of advertising and advertising pathway.
5, the advertising effect is to influence the consumer.
The study found:
1, the attitude is the most important factor affecting the intention of behavior
This study suggests that good brand Chunghwa Post, the line to the fresh, widely accepted by the community, post office customers to buy goods may think that the post office goods are high quality, whether for goods needed for their own, not the top priority factors.
2, the influence of subjective norm on behavioral intention is not obvious
Subjective normative level behavior occurs in the majority of customers have assertive, unaffected family members or peers, subjective norms influence the behavior of the post office Commissions intention obvious.
3, perceived behavioral control on behavior has a strong influence
In the face of perceived behavioral control structures, the majority of respondents have sufficient financial capacity and the ability to judge goods, a significant impact on the ease of purchase and have the time and will not have access to relevant information,
Most respondents believe that buying seen the post office does not have the convenience of consignment of goods, may be required to wait a long time because no affect their purchase intentions.
4, advertising content for advertising effectiveness has strong influence
In facets advertising content, the advertising image is clear, explicit demands more influential factors, we can see the ad to the post office and the demands of the plot to win, and advertising slogans and celebrity endorsements are less influential on advertising effectiveness The impact is not obvious.
5, the impact of advertising on advertising effectiveness is not obvious path
This facet of the average of its variables are less than 3.0, indicating that the structure of the face of a weak influence of advertising effectiveness.
6, affected by the impact of advertising effectiveness advertising pathway by advertising content greater than Impact of advertising effectiveness by advertising content is obvious, but for the impact of advertising effectiveness advertising channels less significant.