| 統一资源定位器(URLs)對消费者行為的影響(英文) |
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| 引用本文： | 洪福來,Eduina da Silva.統一资源定位器(URLs)對消费者行為的影響(英文)[J].澳门理工学报,2006(1). |
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| 作者姓名： | 洪福來 Eduina da Silva |
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| 作者单位： | Assistant Professor in the Faculty of Business Administration of the University of Macau，Lecturer，in the Career Development Centre of Macau Polytechnic Institute |
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| 摘 要： | 這項研究是調查報章及雜誌廣告上出現的統一资源定位器(URLs),會否影響消费者對有關產品的看法及其消费行為。結果顯示,URL的出現會令消费者對有關產品的看法及其品牌形象有正面的影響。這個發現進一步確立了URL在宣傳手法中的獨特角色及貢獻,並且對市場從業員提供了一些在實務應用上的建議。
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| 关 键 词： | 統一资源定位器(URLs) 廣告 消费者的行為 |
The Influence of URLs on Customer Perception and Reaction |
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| Jacky Hong is an Assistant Professor in the Faculty of Business Administration of the University of Macau. Eduina Da Silva is a Lecturer in the Career Development Centre of Macau Polytechnic Institute.The Influence of URLs on Customer Perception and Reaction[J].Journal of Macao Polytechnic Institute,2006(1). |
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| Authors: | Jacky Hong is an Assistant Professor in the Faculty of Business Administration of the University of Macau Eduina Da Silva is a Lecturer in the Career Development Centre of Macau Polytechnic Institute |
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| Institution: | Jacky Hong is an Assistant Professor in the Faculty of Business Administration of the University of Macau. Eduina Da Silva is a Lecturer in the Career Development Centre of Macau Polytechnic Institute |
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| Abstract: | This research investigates the relationship between the presence of a Uniform Resource Locator (URL) in newspaper advertisements on the one hand and the perception of the product advertised, as well as the likelihood to act upon the advertisement, on the other. We found that the presence of URLs would have a positive effect on one's perception of the product and brand image. The findings clarify the unique roles and specific contributions of URLs as a new promotional tool and, as a result, some practical advice for marketing professionals is suggested. |
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| Keywords: | URLs Advertising Consumer perception Consumer reaction |
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