The Effect of Information Signs and Laout Position of Print Advertisement on Purchase Behavior
Moderating Effect of Brand Awareness and Price Rang
DOI:
https://doi.org/10.18050/rev.espergesia.v8i2.855Keywords:
Information Signs, Layout Position, Purchase Behavior, Brand AwarenessAbstract
The purpose of this research is to discover the consumers’ buying behavior influence of information symbols in print advertisements, and also added the brand awareness and price range of the products as the interference, and to find out whether to increase or decrease the information symbols and page layout on purchasing behavior influence. A 3C electrical appliance retail channel in Taiwan has been applied as the research object, concentrating on the advertisement DM during the four promotions in 2013 and the sales volume. There were 1,196 product information and 136 3C electrical appliance brands. According to the variance analysis, the results indicated: First, some information symbols included the positive and negative effects on purchasing behavior; Second, overall, the interference effects only influenced low to medium brand awareness and low price range. In sum, the research generated both theoretical and practical implications and also provided future research advice.
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