摘 要
本研究以“三马啤酒”（泰铢）在安塔那那利佛、马达加斯加地区为案例，探讨信息传
播对消费者的购买行为的影响。主要的研究方向：通信及广告对购买行为的影响。本研究
以问卷设计和市场调查为主要样本，从而进行了定量分析。抽样调查了 200 位的受访者。

调查发现，泰铢设法通过消息传递使约 98.5%的消费者知道了它，并使用了听众喜欢
的泰铢广告，有趣的是，大多数受访者虽然发现泰铢广告非常有趣和动态，是最喜欢的电
视节目中的广告，但它并没有影响到消费者的购买行为。本研究建议未来的研究在这一领
域应扩大到其他地区，使用更大的样本来进行分析，看看调查结果跟目前的研究有没有偏
离。

关键词：通信，购买行为，三马啤酒（泰铢），抽样调查，影响顾客的购买行为。

Abstract
This study investigated the impact of communication on the buying behavior of consumers of
“Three Horse Beer” (THB) in Antananarivo, Madagascar. The main theoretical concepts of
communication and advertisement were outlined. This study followed a descriptive design and
survey methodologies in which quantitative approach was central. A sample of 200 respondents
was considered.
The survey discovered that THB managed to pass the message to its targets by approximately
98.5% and also that advertising THB managed to reach its audience, and that it was very much
appreciated but did not influence the purchasing behavior of consumers. Interestingly, majority
of respondents though found THB adverts as very entertaining and dynamic. The most preferred
medium of advertising was the Television. The study highly recommends that future studies in
this area should expand to other regions and also use relatively big samples to see if they will be
any departure to the current findings.
Keywords: communication, buying behavior of customers, Three Horse Beer (THB), survey,
influence the buying behavior of customers.