臺灣博碩士論文加值系統

消費者在選擇購買商品時，可以透過圖片認識產品外觀，也可以透過文
字敘述認識功能性能等特性，消費者容易受到產品外觀的影響，直覺的認為
產品的外觀越好功能也越好。但許多產品功能並無相對提升，產生外觀與功
能不一致。消費者在購買時，會因為購買目的而有不同的考量。本研究之目
的想討論當消費者在選擇購買時商品時，受到廣告圖文的影響，是否會因為
不同的購買目的而有不同選擇，而當如果產品的廣告是圖片與文字同時呈現
時，面對產品的功能與設計產生不一致優劣的衝突時，消費者又會因為目的
的不同而會優先在意哪個部份。為了驗證假設，本研究先對相關構面發展量
表問卷，再使用情境設計，設計了六種情境：在單獨圖片、文字廣告呈現與
圖文廣告同時呈現時，依據不同購買目的如自用或送人的購買選擇。分析286
份有效問卷後，其分析結果支持本研究之假設。最後，作者根據研究結果提
供管理意涵，也對後續研究提出相關建議。

When consumers choose products, they can understand the appearances from pictures, and understand the functions from verbal descriptions. Consumers will be effected from the appearances that good-looking products with good functions easily. But there are not the same. Besides, consumers will consider different things with
different buying purposes. The purpose of this study is to discuss the effects of products advertisement presentations and consumer buying purposes on decisions.We develop related measurement of the concepts, and use scenario experiment design, including four groups of conditions (buying purpose for myself in pictures and in verbal and in both, buying purpose for giving as a present in pictures and in
verbal and in both). There are 286 samples for the final analysis,and the result.
supports our hypotheses. Lastly, the author provides the several managerial
implications for marketers and directions for future researchers.

中文摘要 ........................................................ viii
英文摘要 .......................................................... iv
致 謝 .............................................................. v
目錄 .............................................................. vi
圖目錄 .......................................................... viii
表目錄 ............................................................ ix
第一章 緒論 ........................................................ 1
1.1 研究背景與動機 ............................................ 1
1.2 研究目的 .................................................. 2
第二章 文獻回顧 .................................................... 3
2.1 廣告呈現 .................................................. 3
2.2 美學設計 .................................................. 4
2.3 購買目的 .................................................. 5
2.4 解釋水平理論 .............................................. 7
2.5 文獻評析 .................................................. 8
第三章 研究方法 .................................................... 9
3.1 研究假設 .................................................. 9
3.2 變數定義與衡量 ........................................... 11
3.3 研究設計 ................................................. 13
3.4 統計分析方法 ............................................. 18
第四章研究結果 .................................................... 19
4.1 問卷詴測 ................................................. 19
4.2 正式施測 ................................................. 19
4.2.1 樣本結構 ........................................... 19
4.2.2 信效度分析 ......................................... 20
4.2.3 操弄檢驗 ........................................... 21
4.2.4 假設驗證 ........................................... 21
第五章 結論與建議 ................................................. 25
5.1 討論與結論 ............................................... 25
5.2 管理意涵 ................................................. 25
5.3 未來研究建議 ............................................. 26
參考文獻 .......................................................... 27
附錄 .............................................................. 30
附錄一、情境五與六前測 ....................................... 30
附錄二、情境五與六前測 ....................................... 32
附錄三、情境五與六前測 ....................................... 33
附錄四、正式問卷(情境一) ..................................... 34
附錄五、正式問卷(情境二) ..................................... 36
附錄六、正式問卷(情境三) ..................................... 38
附錄七、正式問卷(情境四) ..................................... 40
附錄五、正式問卷(情境五) ..................................... 42
附錄六、正式問卷(情境六) ..................................... 44

1. Appel, Valentine,Weinstein, “Brain Activity and Recall of TV Advertising”,Journal of Advertising Research, Vol 19(4), Aug 1979.
2. Brian Wansink, Robert J. Kent, Stephen J. Hoch, “An Anchoring and
Adjustment Model of Purchase Quantity Decisions”, Journal of Marketing Research. Vol.XXXV,PP.71-81.1998.
3. Belk and Gregory S. Coon, “Can’t Buy Me Love: Dating, Money andGifts,”Advances in Consumer Research, 18, pp.521-527, 1991.
4. Castaño, R.,SujanM. and Kacker, M.,”Managing Consumer Uncertainty in the Adoption of New Products: Temporal Distance and Mental Simulation”,Journal of Marketing Research. Vol.XLV, pp. 320-336,2008.
5. Claudia and Suzzane, “When and How Aesthetics Influences Financial
Secisions.”, Journal of Consumer Psychology, 2010.
6. Cornelia D., Roger C., and Nukhet H.,”New Product Success: Is It Really Controllable by Managers in Highly Turbulent Environments?”,Journal of Production Innovation Management, Vol.25,pp.272-286, 2008.
7. Creusen, M.E.H., & Schoormans,J.P.L.,” The Different Roles of Product Appearance in Consumer Choice.”, Journal of Product Innovation Management,22, pp.63-81, 2005.
8. Dhar & Kim,” Seeing the Forest or the Trees: implications of Construal Level Theory for Consumer Choice”, Journal of Consumer Psychology, 2007.
9. Eileen Bridges , Renée Florsheim, “Hedonic and Utilitarian Shopping Goals:The Online Experience”, Journal of Business Research, Vol. 61, pp. 309-314,2008.
10. Erica M. O.,“Justification Effects on Consumer Choice of Hedonic and Utilitarian Goods,” Journal of Marketing Research, Vol. 42, pp. 43-53, 2005.
11. Erica M. O., “Upgrades and New Purchases”, Journal of Marketing Research,Vol. 70, pp. 92-102, 2006.
12. Gollwitzer, P. M., & Moskowitz, G. B. “Goal effects on action and cognition.”,Social psychology, pp. 361–399 ,1996.
13. Griffin, S.M.,Broniarczyk, “The Slippery Slope: The Impact of Feature Alignability on Search and Satisfaction”, Journal of Marketing Research, 2010.
14. Herzenstein, M., Posavac, S.S. and Brakus, J.J. “Adoption of New and Really New Products: The Effects of Self-Regulation Systems and Risk Salience.” Journal of Marketing Research, Vol.44, pp. 251-260, 2007.
15. Holbrook and Moore, “Feature Interactions in Consumer Judgments of Verbal versus Pictorial Presentations”, Journal of Consumer Research, 1981.
16. JoAndrea Hoegg,”The good, the bad, and he ugly: Influence of aestheticd on product feature judgements”, Journal of Consumer Psychology, Vol. 20, 2010.
17. Kalins, D., “It's Cool to be Warm.” Newsweek, Oct. 27, 2003.
18. Kevin E. Voss, Eric R. Spangerberg, Bianca Grohmann, “Measuring the hedonic and utilitarian dimensions of consumer attitude”, Journal of Marketing Research ,Vol. XL, pp.310-320, 2003.
19. Kruglanski,“On Leaping to Conclusions When Feeling Tired: Mental Fatigue Effects on Impressional Primacy”, Journal of Experimental Social Psychology,1996.
20. K Kim, M. Zhang, “Effects of Temporal and Social Distance on Consumer Evaluations”, Journal of Consumer Research, 2008.
21. Liberman, Nira; Trope, Yaacov,” The role of feasibility and desirability considerations in near and distant future decisions: A test of temporal construal theory. “, Journal of Personality and Social Psychology, Vol 75, Jul 1998.
22. Manjit S. Yadav., ”How Buyers Evaluate Product Bundles : A Model of Anchoring and Adjustment”, Journal of Consumer Research, Vol.21,pp342-354, 1994.
23. Mauss,”The Gift, London: Cohen and West”,1954.
24. Mick and DeMoss, “Self-Gifts: Phenomenological Insights fromFour
Contexts,” Journal of Consumer Research, 17 (December), pp.322-332, 1990.
25. Miller, A.,”Impurity conduction at low concentrations”, Physical Review, 1960.
26. N Liberman, Y Trope,”Construal Level Theory and Consumer Behavior”,Journal of Consumer Psychology, 2007.
27. Page, C., & Herr, P.M. ”An Investigation of the Processes by Which Product Design and Brand Strength Interact to Determine Initial Affect and Quality Judgments”, Journal of Consumer Psychology, 2002.
28. Ravi Dhar and Eunice Y. Kim,” Seeing the Forest or the Trees: Implications of Construal Level Theory for Consumer Choice”, Journal of Consumer Psychology,17(2),2007.
29. Ravi Dhar and Klaus Wertenbroch. ”Consumer Choice Between Hedonic and Utilitarian Goods”, Journal of Marketing Research, Vol.XXXVII,PP.60-71,2000.
30. Ravindra Chitturi, Rajagopal Raghunathan, & Vijay Mahajan, “Delight by DesignThe Role of Hedonic Versus Utilitarian Benefits.”, Journal of Marketing,Vol.72,pp.46-83,2008.
31. Schwartz, “The Social Psychology of the Gift,” American Journal ofSociology,73(1),pp. 1-1,1967
32. Teresa J. Domzal, Lynette S. Unger, “Judgments of Verbal Versus Pictorial Presentations of a Product with Functional and Aesthetic Features”, Advancesin Consumer Research, Volume 12 , Pages 268-272,1985.
33. Trope, Y.” Temporal Construal and Time-Dependent Changes in Preference.”,Journal of Personality and Social Psychology, Vol 79(6), Dec 2000.