Title page for etd-0703110-151718


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URN etd-0703110-151718
Author Wen-yu Tseng
Author's Email Address No Public.
Statistics This thesis had been viewed 5581 times. Download 1685 times.
Department Communications Management
Year 2009
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title A study of consumer Attitude of Product Involvement-
A comparison between telemarketing and SMS Advertising
Date of Defense 2010-06-30
Page Count 117
Keyword
  • SMS Advertising
  • Telemarketing
  • FCB Model
  • Product Involvement
  • Theory of Reasoned Action
  • Abstract The Mobile media has flourished more and more recently. In terms of NCC (National Communications Commission) statistics, the mobile phone penetration had been more than 100% in Taiwan in 2008. In addition, the proportion of Mobile phone revenue was the highest part of telecommunication services in 2008. The marketing pattern developed from both of the highest revenue of Mobile phone business, “Voice Service and Short Message Service (SMS)”, telemarketing and SMS advertisement are the most significant. Therefore, it is definitely a useful study for advertiser who wants to compare both of the most important marketing tools, and which one is suitable for which product’s marketing, additionally, the purpose of understanding the consumer’s attitude and behavior intension.
    According to research methodology, this study has employed questionnaire survey technique. It had surveyed the consumers who have had received telemarketing and text-message advertisement, and for understanding the differentia of attitude and behavior intension when consumers face both of the marketing tools on different products. There are totally 300 valuable questionnaires. Make time from 18 April to 9 May in 2010. According to the findings of the study, to sell high-involvement with rational products, the telemarketing is better. And the object of the students, the military and housewife will likely purchase are more than people who serve as commercial and manufacturing. If advertiser wants to sell high-involvement with perceptual products, both telemarketing and SMS advertisement are useful. If advertiser wants to sell low-involvement with rational products, the telemarketing is easier to succeed. Furthermore, we can pay attention on that the attitudes and behavior intentions of female that are definitely better than male, and people with low educational level whose attitudes and behavior intentions are better than with high educational level, and low income people whose behavior intentions are better than high income people. If advertiser wants to sell low-involvement with perceptual products, the SMS advertisement is much better. In summary, it is important to mention that: People serve as the "services" whose attitudes and behavior intensions are “low”, and serve as "housewife", "military", "manufacturing" and "students" are “high”.
    Advisory Committee
  • Shih Yueh-Chun - chair
  • Bingchiang Jeng - co-chair
  • Yue-shan Chang - advisor
  • Files
  • etd-0703110-151718.pdf
  • indicate accessible in a year
    Date of Submission 2010-07-03

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