臺灣博碩士論文加值系統

處於資訊充斥的時代，廣告訊息能否影響消費者，對企業主來說，無疑是個極重要的課題。而如何陳述訊息才能提高與消費者的溝通效果，逐漸成為廣告實務上的重要議題。行銷人員應該針對不同目標消費者族群，安排適合的訊息陳述方式。過去學者對廣告訊息陳述的研究頗多，但研究人員卻很少注意到此處。不過近年來有學者(Higgins, 1997)提出調節配適的概念(regulatory fit)，個體會有兩種不同的目標導向：求成(promotion)與避敗(prevention)，因此將調節配適的觀念應用到訊息陳述上，也就是消費者與廣告訊息的配適與否､可能是廣告效果的良好解釋變數。
所以本研究試圖探討在不同訊息陳述下，對於兩種不同目標導向的消費者而言，是否會產生配適的現象，而本研究將會有兩個實驗：實驗一為探討正面負面訊息陳述對於消費者的目標導向是否會產生配適，進一步影響到消費者的態度與購買意願；而實驗二為探討最大化最小化訊息陳述對於消費者的目標導向是否會產生配適，進一步影響到消費者的態度與購買意願。以及探討加入了涉入程度當作本研究的干擾變數之後，對於態度影響的效果為何。
實驗一的結果顯示，配適組(求成/正面vs.避敗/負面)較無配適組(求成/負面vs.避敗/正面)有較高的廣告態度與購買意圖。此結果與過往文獻相符，而在加入干擾變數-產品涉入後，在高涉入之下，對於配適的受測者將會產生更正面的效果；對於沒有配適的受測者則會產生更負面的效果。
實驗二的結果顯示，配適組(求成/最大化vs.避敗/最小化)較無配適組(求成/最小化vs.避敗/最大化)有較高的廣告態度與購買意圖。結果與過往文獻相符，而加入干擾變數-產品涉入後，在高涉入之下，對於配適的受測者將會產生更正面的效果；對於沒有配適的受測者則會產生更負面的效果。
由以上敘述可以得知，假設企業主在進行廣告促銷之前，已經知曉消費者的目標導向類型為何，即可採用此結果，投其所好，達到更高效益的廣告。

Living in an era full of information, advertising messages can affect consumers. For enterprises, it is undoubtedly a very important issue. However, how to enhance the communication effect with consumers by message framing is a very important item. Marketing staff should focus on the characteristics of different consumers and arrange appropriate message framing. But researchers are less concern on it. In recent years, some scholars point out (Higgins, 1997) individuals might have two different regulatory focuses (promotion focus and prevention focus). Hence, we could apply the concept of regulatory fit to message framing and it might explain the advertisement effects very well.
Therefore, this study is to explore the effect of regulatory fit (unfit) on advertising between different messages statements and different goal-oriented consumers and this study will have two experiments: Experiment 1 will investigate the positive and negative messages for the goal-orientation consumers that have a fit, further influence consumer attitude and purchase intention. Experiment 2 will explore the maximum and minimum information statements for the goal-orientation consumers will have a fit, further influence consumer attitude and purchase intention and to explore the extent of involvement as a moderator in the research, for the effectiveness of attitude.
In experiment 1, the result shows that the fit group (promotion/positive vs. prevention/negative) has higher advertising attitude and purchasing intention than the unfit group (promotion/negative vs. prevention/positive).Results in line with the previous literature and after joined the moderator-product involvement, the result shows that in high involvement, fit for the subjects who will have more positive effects; unfit for the subjects who will have more negative effects.
In experiment 2, the result shows that the fit group (promotion/maximum vs. prevention/minimum) has higher advertising attitude and purchasing intention than the unfit group (promotion/minimum vs. prevention/maximum). Results in line with the previous literature and after joined the moderator-product involvement, the result shows that in high involvement, fit for the subjects who will have more positive effects; unfit for the subjects who will have more negative effects.
The study results show that if the enterprises have a well known about the consumer goal-orientation before executing an advertising promotion, that can be applied, and to achieve more effective advertising.

目錄
中文摘要 I
英文摘要 II
謝誌 IV
第壹章 緒論 1
第一節 研究背景及動機 1
第二節 研究目的 2
第三節 研究流程 3
第貳章 文獻探討 4
第一節 調節配適 4
第二節 訊息陳述 9
第三節 產品涉入程度 15
第四節 態度 17
第五節 購買意圖文獻探討 20
第三章 研究方法 22
第一節 研究架構 22
第二節 研究假設 23
第三節 研究變數與操作性定義 24
第四節 資料分析方法 27
第五節 實驗設計 28
第四章 資料分析與結果 29
第一節 敘述性統計分析 29
第二節 信度分析 31
第三節 調節配適的影響 33
第四節 消費者態度對意圖的影響 40
第五章 結論與建議 44
第一節 研究結果 44
第二節 研究貢獻 47
第三節 研究限制與後續研究建議 49
參考文獻 51
附錄-本論文問卷 57


表目錄
表2-1自我調節法則-趨-避傾向 6
表2-2趨避傾向的釋例 7
表3-1變數的衡量方式 25
表3-2 變數的衡量方式 26
表3-3 干擾變數的衡量方式 27
表3-4 涉入程度量表 27
表4-1問卷回收狀況 30
表4-2樣本分佈情形 31
表4-3 產品涉入量表信度信度分析 32
表4-4 產品涉入量表信度分析 33
表4-5 Scheffe事後檢定 35
表4-6加入涉入後之變異數分析結果 36
表4-7 Scheffe事後檢定 38
表4-8加入涉入後之變異數分析表 39
表4-9變異數分析表 41
表4-10態度與消費者購買意圖之迴歸分析 42
表4-11變異數分析表 43
表4-12態度與消費者購買意圖之迴歸分析 43
表5-1本研究之假設檢定結果研究彙總 46
表5-2本研究之假設檢定結果研究彙總 47


圖目錄
圖1-1本研究流程圖 3
圖2-1解釋求成焦點與避敗焦點的心理變數 5
圖2-2態度的三個組成要素 17
圖2-3三態度成分之相互關係(mutual interdependence) 18
圖2-4 Fishbein多屬性態度模型概念圖 20
圖3-1觀念架構 22
圖4-1配適與否在態度上的不同 34
圖4-2涉入程度變數之干擾效果 36
圖4-3配適與否在態度上的不同 37
圖4-4涉入程度變數之干擾效果 39
圖4-5標準化殘差分析圖 41
圖4-6標準化殘差分析圖 43

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