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

• Autores: Neng Wang Hsieh, Pei Chao, Yang Xiao
• Localización: Espergesia, ISSN 2410-4558, ISSN-e 2312-6027, Vol. 8, Nº. 2, 2021 (Ejemplar dedicado a: Julio - Diciembre), págs. 52-61
• Idioma: inglés
• DOI: 10.18050/rev.espergesia.v8i2.855
• Títulos paralelos:
  • El efecto de los letreros de información y la posición del diseño de la publicidad impresa en el comportamiento de compra: efecto moderador del conocimiento de la marca y el rango de precios
• Enlaces
  • Texto completo
• Resumen
  • español

    El propósito de esta investigación fue descubrir la influencia del comportamiento de compra de los consumidores de los símbolos de información en los anuncios impresos, y también agregó el conocimiento de la marca y el rango de precios de los productos como la interferencia, para averiguar si aumentar o disminuir la información, así como ver la influencia de los símbolos y el diseño de la página sobre el comportamiento de compra. Se ha aplicado un canal minorista de electrodomésticos 3C en Taiwán como objeto de investigación, concentrándose en el DM publicitario durante las cuatro promociones en 2013 y el volumen de ventas. Según el análisis de varianza, los resultados indicaron: Primero, algunos símbolos de información incluían los efectos positivos y negativos sobre el comportamiento de compra; En segundo lugar, en general, los efectos de interferencia solo influyeron en el conocimiento de la marca de bajo a medio y en el rango de precios bajo. En resumen, la investigación generó implicaciones tanto teóricas como prácticas y también brindó asesoramiento para futuras investigaciones.

  • English

    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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