碩士 / 國立高雄應用科技大學 / 觀光與餐旅管理系 / 99 / The purpose of this study was to investigate whether scuba diver’s experiential sharing would affect college students’ intention to purchase diving product . The project was designed as a Randomized Block Design where five universities served as Block, Three messages (TRT’s) were designed to promote the product to college students：1.printed descriptions of the product (TRT 1)、2.the printed descriptuions and a video clip that showed what divier can see under water (TRT 2); and 3.printed descriptions, underwater video plus one more video in which a diver share his personal experiences while he was scubadiving under water (TRT 3). Three classes from the Colleges of Businesses or College of Management were randomly selected from each of the five universities. Each class was randomly assigned to receive one of the three treatments. After the students were exposed to TRT’s, they were asked to fill out a questionnaire that inquired their intention to purchase the product. Data were analyzed by descriptive statistics, principle component analysis, reliability analysis, and analysis of variances ANOVA). If differences were detected by ANOVA, post-hoc analyses of were conducted to pinpoint the exact sources of differences .Results revealed that experiencal sharing positively affect subjects’ intention to purchase leisure diving product.
Keywords: Leisure diving, experience share, advertisement effect, purchase wish
| Identifer | oai:union.ndltd.org:TW/099KUAS8720045 |
| Date | January 2011 |
| Creators | LEE,CHAO-MING, 李昭明 |
| Contributors | Chinkang Wu,Ph.D., 吳志康 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 91 |
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