統一資源定位器(URLs)對消費者行為的影響(英文)

The Influence of URLS on Customer Perception and Reaction

 

摘要:
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 hand. 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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