...从到达率（Reach Rate）、记 忆率（Unaided Ad Awareness）、喜欢程度 （Likeability）、影响购买意愿程度（Purchase Intention）等下四个方面人手。 一、到达率 到达率又被称为广告总认知度．它告 诉我们消费者中看到了所投放广告的人群 比例。
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长沙市居民个体特征、旅游风险认知、旅游保险意识对其旅游保险购买意愿有着不同程度的影响。
Travel insurances purchase intention was influenced by personal features, perception of travel risks and travel insurance awareness of Changsha residents.
结果发现，中国公众会更加重视比较性带来的风险利益。此外，接受程度会影响人们的购买意愿和实际行为。
Results indicated that the risk and benefits induced by comparing were more emphasized by the public in China, and purchasing inclination and purchasing behaviors was influenced by acceptance.
若本土乾香菇因品牌认证制度，价格因而提高时，喜欢乾香菇程度高者较低愿意购买，而乾香菇有益健康与购买容易亦会影响其购买意愿。
If the price of Taiwanese dried mushroom was more expensive due to the authentication process, then the purchasing decision was affected by preference, health, and convenience.
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