Media effectiveness on commodity purchase behavior of university students in Taiwan

Abstract

The accelerating progress of the communication technologies in the past two decades has made media advertisement an inevitable marketing strategy for business success. Individuals in contemporary society receive more information than ever, and their attention is dispersed over more forms of media. Therefore, an understanding of the strengths and weaknesses of different media is crucial for businesses to survive the fiercely competitive new market. This study thus endeavored to investigate how frequently university students expose to different media? Message conveyed by what media are more persuasive? How students' socio-demographic backgrounds might influence their media use patterns? A self-developed questionnaire was administered to 250 university students in Taiwan. The results indicated that internet was appraised as the most adequate media for advertising to university students in terms of exposure frequency and message persuasion.