碩士 / 國立屏東商業技術學院 / 行銷與流通管理系 / 95 / Taiwan government plans to set up an ocean icindustrial park for developing the ocean based industry and to integrate the related businesses,in order to become a true Ocean State. By setting up the park, it is expected that the serious environmental degradation and water pollution problems caused by intensive cultivation problems associated with in-land aquaculture can be alleviated. Furthermore, it will help alleviate concerns on the sanitary and the safety of the fishery products. This study used the integrated marketing communication (IMC) technique, which has been widely used by businesses for marketing decisions. The aim is to investigate how to use the IMC technique for consumers to receive the product information on the oceanic industrial park such that the products could acquire good reputation and the consumers’ purchasing decisions will be enhanced, and finally change the preference of the consumers.
The consumer survey by personal interviews was conducted in the northern, central, and southern Taiwan. Then the data was analyzed using the structural equation modeling method to conduct statistical tests on the propositions.
The research found that IMC had positive effect on the brand awareness and purchasing intention. When the consumers faced the choice of fishery products, the consumers would choose a product with fame to decrease the risks associated with the purchasing of the products. The brand name products which have high reputation would be able to earn trusts form the consumers, and then related on the purchasing pattern. The decision makers of the business should conduct IMC, and in that the information on the safety feature of the fishery products and promotion activities should be effectively conveyed to consumers, such that the consumer could take the information as one of the major factors in making purchasing decisions.
| Identifer | oai:union.ndltd.org:TW/095NPC05691013 |
| Date | January 2007 |
| Creators | Nien-Hsiang Tsai, 蔡年香 |
| Contributors | Jeun-Sheng Lin, 林俊昇 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 181 |
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