More information, stronger effectiveness? Different group package tour advertising components on web page

文化大學機構典藏 CCUR > 商學院 > 企業管理學系暨國際企業管理研究所 > 期刊論文 > Item 987654321/2700

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题名:	More information, stronger effectiveness? Different group package tour advertising components on web page
作者:	Wang, Kuo-Ching Chou, Shu-Hui Su, Che-Jen Tsai, Hsin-Yi
贡献者:	國企所
关键词:	advertising components advertising effectiveness information overload group package tour
日期:	2007
上传时间:	2009-11-13 15:53:52 (UTC+8)
摘要:	Empirical evidence concerning how group package tourists react to the different combinations of advertising components is scant, leaving unresolved issues in an important research arena. Therefore, the specific purpose of the present study is to identify the optimal numbers and combinations of advertising components on travel web pages and their contributions to advertising effectiveness. An experimental design was employed; sixteen experimental groups were surveyed. In total, 843 student informants participated in the study. The results found that informants will reflect different degrees of advertising effectiveness in response to different combinations of advertising components; and more components will induce a better attitude towards-the-ad and greater inclination to purchase. In addition, when the number of advertising components is increased, an inverted "U" curve of advertising effectiveness won't be observed, but the hypothesis of a partially curvilinear response can be accepted. Finally, some implications of these findings for travel managers and designers of travel-related web pages are discussed, along with some areas requiring further research. (C) 2006 Elsevier Inc. All rights reserved.
關聯:	JOURNAL OF BUSINESS RESEARCH Volume: 60 Issue: 4 Pages: 382-387
显示于类别:	[企業管理學系暨國際企業管理研究所] 期刊論文

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