The Effect of Information Signs and Layout Position of Print Advertisement on Purchase Behavior- Moderating Effect of Brand Awareness and Price Rang

[[abstract]]平面廣告DM發展至今跨越了兩個世紀 歷經高科技的發展 即使在網路發 達的世代也未被淘汰 仍然是零售商與消費者之間不可或缺的溝通橋樑之一。消 費者在搜集資訊過程中透過平面廣告DM瞭解商品資訊 平面廣告DM多由資訊符 號所組成 所有的符號均攜意義 而在這些資訊符號當中 又有哪些會影響購買 行為呢? 因此 本研究旨在探討平面廣告DM的資訊符號與其版面位置對消費者購買 行為的影響 並且加入商品的品牌知名度與價格區間作為干擾 深入探討是否因 此增強或減弱資訊符號與版面位置對購買行為的影響。 本研究以台灣某3C電器零售通路作為研究對象 針對2013年四次促銷期間的 平面廣告DM與其對應之銷售量進行研究 包含1196筆商品資料與136個3C電器品 牌 以SPSS 22 0進行獨立樣本t檢定與變異數分析 其結果發現:第一 部分資訊 符號對購買行為確實有正負面影響;第二 整體而言 干擾效果均在中低品牌知 名度和低價格區間時才具影響力。另外 本研究更深入探討中低品牌知名度與低 價格區間同時存在時的干擾效果。最後 本研究提出理論意涵與實務意涵 並提 出未來研究建議。[[abstract]]Although the development of the internet rises DM of print ads is still the major source of marketing information delivered from retailers to customers in the last two centuries Customers understand the product specification via collecting DM of print ads DM is composed of information signs and individual information signs carries out significant purposes respectively Do information signs influence purchase behavior? This study used information signs and layout position on DM to investigate their impacts of purchase behavior Furthermore brand awareness and price range are also included in our study as moderating variables 3C electrical retailed business is the research setting in this study Four DMs in 2013 were used in this study The sale volume includes 1196 commodities and 136 appliance brands With Independent-Sample T-Test and ANOVA via SPSS 22 0 research results are be observed from the analysis Firstly consumer purchase behaviors are partially affected by information signs Secondly the moderating effect only has impact in low levels of brand awareness and price range Furthermore this study also investigated the the moderating effect under both brand awareness and price range This study provides managerial and theoretical significance that can benefit future studies on these relevant topic