臺灣博碩士論文加值系統

廠商經常使用富有創新的廣告來引起消費者的注意。近年來，可以發現希望(Hope)在行銷上無所不在。然而，恐懼(Fear) 在健康和社會議題的廣告是經常使用的手法，但是卻很少在行銷領域上深入探討。希望(Hope)和恐懼(Fear) 是兩種可以有效地引起消費者行為的情緒。過去，許多研究討論著使用正向廣告或是負向廣告可以有效地影響策略決定。而這是一個非常有趣且值得探討的議題。
對於廠商來說，可以引起消費者的行為意圖便是好的廣告。消費者常常購買商品來達到所希望的目標，也購買產品來預防害怕結果的發生。研究消費者行為是行銷上的一大課題。因此，本研究的主要目的在探討正負向的廣告框架所引起的希望(Hope)和恐懼(Fear)強度。作者同時也試圖證明人格特質會干擾廣告框架對希望和恐懼的影響。最終，探討希望和恐懼對於消費者資訊蒐集和購買意圖的影響。
本研究在回顧文獻之後，作者發展研究架構來探討各構面的關係。本研究由實驗方法來進行探討，2 (廣告框架: 正向廣告，負向廣告) × 2 (人格特質: 樂觀，悲觀)，有校人數:171人。選擇保濕保養品進行研究。
本研究所獲得的重要結論如下:
1.相較於負向廣告，正向廣告可以引起較高的希望(Hope)-正向希望效果(Positive hope effect)；相較於正向廣告，負向廣告引起較高的恐懼(Negative fear effect)-負向恐懼效果。
2.樂觀的人沒有較強的正向希望效果；悲觀的人沒有較強的負向恐懼效果，但是整體數字和假設的方向相一致。
3.高希望的消費者有較高的資訊蒐集和購買的意願；然而，高恐懼和低恐懼的消費者不管在資訊蒐集或者購買意願上沒有顯著的差異。

Advertisers frequently use creative appeals in television commercials to elicit consumer attention. In recent years, hope has been omnipresent in marketing contexts. While fear is another powerful appeal used frequently in health and social programs, there has been little study from a marketing perspective when examining consumers’ behaviors. Hope and fear are powerful emotions, both of which may induce behaviors. For more than a decade, researchers have argued which framing message content either positively or negatively influences decision processes the most. This is a very interesting issue that warrants further investigation.
For marketers, the best advertisement is that which evokes consumers’ intentions to act. Consumers often purchase products in the hope of attaining a desired goal. Consumers may also purchase products out of fear of suffering an undesired goal. As a result, instigating goal-directed behavior is one of the main purposes of marketing actions. Thus, the purpose of this study is to examine the impact of advertisement framing on hope and fear, the moderating effect of personalities on the impact of advertisement framing, and ultimately the influences of hope and fear on goal-directed behaviors.
After reviewing related literature, we develop a research framework to examine the relationships. The study is conducted as a 2 (advertisement framing: positive versus negative) × 2 (personality: optimist versus pessimist) with 171 effective subjects. A moisturizer is selected as the tested product.
The major findings of this study are as follow:
(1) Positive ad framing can evoke more hope than negative framing can (positive-hope effect), whereas negative ad framing can evoke more fear than positive framing can (negative-fear effect).
(2) Optimists do not have a stronger positive-hope effect, while pessimists do not have a stronger negative-fear effect, but the results suggest that our conceptualization is supported.
(3) High-hope individuals search for more information and have higher purchase intention. However, there is no significant difference between high/low fear individuals on purchase intention and information searching.

Chapter 1 Introduction.........................................................................1
1.1 Background ...............................................................................1
1.2 Objectives ...............................................................................4
Chapter 2 Literature Review ...............................................................5
2.1 Definition of hope and fear ...............................................................5
2.1.1 Hope ...............................................................................5
2.1.2 Fear ...............................................................................6
2.2 Advertisement framing ...............................................................7
2.3 Moderating effect of personality...........................................................9
2.4 Goal-directed behavior – information searching and purchase intention ..............11
2.4.1 Goal-directed behavior ..............................................................11
2.4.2 The impact of hope on information searching and purchase intention ..............12
2.4.3 The impact of fear on information searching and purchase intention ..............13
Chapter 3 Methodology ......................................................................15
3.1 Research framework ......................................................................15
3.2 Research hypotheses ......................................................................15
3.3 Experiment design and method ......................................................16
3.3.1 Subject and design ..............................................................16
3.3.2 Procedure ..............................................................................17
3.3.3 Stimuli and measurement ..............................................................18
3.4 Data analysis ......................................................................25
3.5 Pretest ..............................................................................26
Chapter 4 Analysis and Results ..............................................................28
4.1 Sample characteristics ..............................................................28
4.2 Manipulation check ......................................................................28
4.3 Reliability analysis ..............................................................30
4.4 Hypotheses Testing ......................................................................34
4.4.1 The influence of advertising framing on hope and the moderating effect of personality.34
4.4.2 The influence of advertising framing on hope and the moderating effect of personality.37
4.4.3 The effect of consumers’ hope and fear on goal-directed behaviors....................39
4.5 Other findings ......................................................................40
Chapter 5 Conclusion and Suggestions..........................................................42
5.1 Conclusion and discussion ..............................................................42
5.2 Theoretical implications ..............................................................44
5.3 Managerial implications ..............................................................44
5.4 Limitation and directions for future research.............................................45
References ..............................................................................48
Appendix A –An Alternative Calculation of Hope and Fear......................................53
Appendix B-Questionnaire of Pretest ......................................................57
Appendix C-Formal Experiment ..............................................................61

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