Pointing Out Differences: Consumer Evaluations of Comparative Information Across Product Types

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題名:	Pointing Out Differences: Consumer Evaluations of Comparative Information Across Product Types
作者:	謝依靜;Pant, Anurag;Hsieh, Yi-Ching;Lee, Monle;Shen, Chung-Han
貢獻者:	管理學院資訊管理學系
關鍵詞:	Attitudes;blog;Blogs;Brands;College students;Comparative advantage;comparative advertising;Consumer attitudes;Consumer behavior;Consumers;Experience;Information;product type;Products;Purchasing power;Searches;Studies;Taiwan;user-generated content
日期:	2014-01-01
上傳時間:	2026-04-23 13:48:54 (UTC+8)
出版者:	Taylor and Francis Ltd.;Binghamton: Routledge
摘要:	摘要： The purpose of this study is to investigate the impacts of comparative claims across search and experience product types. Data was obtained from 159 Taiwanese college students. Results reveal that comparative claims used in blogs (compared to those in print ads) produce lower counterarguments and consumers more easily accept claims made on a blog. Comparative claims lead to higher brand attitude and purchase intention for search products on the blog; however, noncomparative ads lead to higher brand attitude and purchase intention for experience products on the blog. For both search and experience products, there is no significant difference. 出版者： Binghamton: Routledge 出版日期： 2014-05-27 出處： Journal of promotion management, 2014-05, Vol.20 (3), p.390-409 資源來源： Taylor & Francis Journals 版權： Copyright © Taylor & Francis Group, LLC 2014 版權： Copyright Taylor & Francis Ltd. 2014 識別號： ISSN: 1049-6491 識別號： EISSN: 1540-7594 識別號： DOI: 10.1080/10496491.2014.908802
顯示於類別:	[資訊管理學系] 期刊論文

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