臺灣博碩士論文加值系統

在這個網路社群平台興盛的年代，許多話題事件透過新聞媒體、FACEBOOK以及PTT等平台快速散播，尤其負面的爭議性話題又是人們最為關注的的焦點。而許多企業也嘗試透過會引起社會大眾爭議的廣告以及新聞事件來提升產品知名度。
由文獻中我們發現，負面爭議性話題主要有兩種分類，也就是表現面以及價值面爭議性話題。而本研究主要的研究目的就是探討這兩種負面爭議性話題是否會影響品牌態度。此外，本研究採用產品種類和品牌知名度作為干擾變數。
本研究中，我們透過組間設計實驗的方式來研討2（負面爭議性話題：表現面VS價值面）×2（產品類型：實用型VS享樂型）實驗，以及另一組2（負面爭議性話題：表現面VS價值面）×2（品牌知名度：高VS低）實驗。研究結果發現：
(1)負面爭議性話題中，表現面爭議性話題與價值面爭議性話題之間，對品牌態度的影響差異並不顯著。
(2)當發生表現面爭議性話題時，實用型產品的品牌態度比享樂型產品的品牌態度低；而當發生價值面爭議性話題時，實用型以及享樂型產品之間的品牌態度沒有顯著的差異。
(3)當發生價值面爭議性話題時，低知名度品牌的品牌態度顯著比高知名度品牌低。

With the online community and websites arising like Facebook and PTT, it speeds up the spread of negative controversial topics and the influence become more powerful. More enterprises start choosing this channel to promote their new products and services.
Based on the literature, there are two types of negative controversial topics: performance-related and value-related. The purpose of this research is to examine the effect of negative controversial topic on brand attitude. Also, the product type and brand awareness are two moderators.
We conducted two experiments, a 2 (controversial topic type: performance-related vs. values-related) x 2 (product type: utilitarian attributes vs. hedonic attributes), and a 2 (controversial topic type: performance-related vs. value-related) x 2 (brand awareness: high vs. low) between-subjects designs were developed.
By using ANCOVA, the result came up as the following:
(1) There are no differences in brand attitude between performance-related and
value-related negative controversial topic.
(2) Consumers’ brand attitudes toward utilitarian products with performance-related negative controversial topic are lower than hedonic products; however, consumers’ brand attitudes toward utilitarian products and hedonic products with value-related negative controversial topic are no differences.
(3) consumers’ brand attitudes toward low brand awareness with value related negative controversial topic are lower than high brand awareness.

i
摘要 ii
Abstract iii
致謝 iv
目錄 v
表目錄 ix
圖目錄 xi
第壹章 緒論 - 1 -
前言 - 1 -
第一節 研究背景 - 1 -
第二節 研究動機 - 5 -
第三節 研究目的 - 9 -
第四節 研究步驟 - 10 -
第貳章 文獻探討 11
第一節 負面爭議性話題 11
第二節 產品類型 12
第三節 品牌知名度 13
第叁章 研究方法 15
第一節 前言 15
第二節 研究假說 15
第三節 研究架構 19
第肆章 實驗一設計與分析 20
第一節 前言 20
第二節 研究變數操作型定義與衡量 20
第三節 研究設計 23
第四節 實驗一結果分析 28
第伍章 實驗二設計與分析 35
第一節 前言 35
第二節 研究變數操作型定義與衡量 35
第三節 研究設計 37
第四節 實驗二結果分析 42
第陸章 結論與建議 49
第一節 前言 49
第二節 研究結果討論 49
第三節 實務貢獻 51
第四節 研究限制 52
第五節 未來研究及建議 53
第六節 小結 53
參考文獻 54
附錄 58

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