年輕消費族群消費資訊傳散者之研究－－電視廣告資訊尋求模式

The Information Search Behaviors of Young Consumers- from TV Advertising

本研究整合了兩級傳播理論和創新傳佈說在一九八O年代以後新的思考方向，來探析年輕消費族群在消費方面的傳播行為－消費資訊尋苂，研究的媒介對象是電視廣告。研究中整合了「消費資訊傳散者傾向」（Market maven）、創新性認知型式，及消費事務涉入感、消費文化價值觀等四個取向，來建立整合性的理論模式，並進一步以LISREL統計軟體進行模式適合度的評估及因徑參數估測。

This paper describes the application of an integrated model (measured by the Kirton adaptioninnovation inventory, personal in-volvement, market maven inventory, and culture value) in the expla-nation of consumers' information search behaviors. The finding supports that the integrated model is appropriate. And advertisement on Television are importatnt information sources for Market Mavens in young consumers.