臺灣博碩士論文加值系統

本研究旨在探討當消費者接收到不同訊息文字，即不同屬性框架：訊息正向／反向、訊息訴求：理性／感性，是否會影響到受試者之廣告理解程度，進而解釋是否造成受試者產生認知的捷徑，亦即捷思現象(Heuristics)。
本研究採用情境(Scenario)實驗法，以2（屬性框架：正向、反向） × 2（訊息訴求：理性、感性）之雙因子受試者間(between-subject)設計，發放4種不同情境之問卷予受試者填寫，親身於路上隨機發放，實驗對象為154位一般大眾。然而結果顯示，訊息正反性與訴求對廣告理解程度並無顯著影響，而顯著結果僅出現在個別的主效果上，且得出在正向訊息及理性訴求下之理解程度顯著較佳。
資料的分析結果顯示，本研究認為人們還是較習慣於觀看正向訊息的文字，可能導致捷思現象，但若呈現理性訴求內容，受試者會有較佳的廣告理解程度，亦即在此情況下，捷思現象將大減，此或可呼應Shimp(1981)提出消費者一般屬理性、系統性的決策者。

This study examines the influence of attribute framing (positively framed messages or negatively framed messages) and message appeal(rational appeal or emotional appeal) on advertising comprehension when the consumer receives a text. It will affect the level of understanding of the subjects of advertising, and then explain whether caused by Subjects who have cognitive shortcuts, that is, the phenomenon of Heuristics.
In this study, We use scenario experiment at 2 (attribute framing : positively messages versus negatively messages) × 2 (message appeal : rational versus emotional) between-subjects design, 4 different scenario of questionnaires to the situation in person on the road were paid, subjects for 154 general public. However, the results show that the interaction of attribute framing messages and appeals on advertising comprehension is not significant, whose main effect on advertising comprehension is significant individually. And it shows that advertising comprehension better on positively message and rational appeal.
According the results shows, this study suggests that positive people are still more accustomed to viewing text messages, heuristics may lead to the phenomenon, but if the rational demands of content presentation, participants will have a better advertising comprehension, then the heuristic phenomenon will be greatly reduced, this may echo Shimp (1981) proposed the general consumer is rational, systematic decision-makers.

目錄
摘要
Abstract
目錄
圖目錄
表目錄
第壹章 緒論
第一節 研究背景與動機
第二節 研究目的
第貳章 文獻探討
第一節 屬性框架
第二節 訊息訴求方式
第三節 屬性框架與訊息訴求方式
第四節 捷思
第五節 層級效果模式(Hierarchy of Effects)
第六節 小結
第參章 研究設計
第一節 研究架構與假設
第二節 變數定義
第三節 實驗設計
第肆章 資料分析與結果
第一節 屬性框架與訊息訴求對廣告理解程度的影響
第二節 屬性框架對廣告理解程度之影響
第三節 訊息訴求對廣告理解程度之影響
第伍章 結論與建議
第一節 研究結論
第二節 理論與實務意涵
第三節 研究限制與建議
參考文獻
附錄一 廣告文字
附錄二 問卷內容

參考文獻
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