臺灣博碩士論文加值系統

摘要
本文主要包含兩個研究。研究ㄧ的主要目的在藉由目標-屬性適配理論來探討自我送禮以及自我送禮廣告的效果。研究二旨在瞭解男女性別差異對於自我送禮廣告反應的差異。為了探討各變數之間的關係，本研究共設計了兩組各包含四個版本的廣告，由問卷回收之後所得的資料分析研究結果如下：自我送禮的廣告在不同的產品屬性訴求下，對於受測者的廣告回憶、「自我送禮」態度有顯著影響；而男女受測者對於自我送禮的廣告訴求回應亦不相同。

Abstract
There are two studies in this research. In Study 1, the purpose was to investigate Self-gifting through the lens of effect of goal-attribute compatibility theory. In Study 2, whether male and female react differently to Self-gifting ads with different appeals are explored. Two four-scenario experiments were designed to explore the relationships among research variables. The results of the study are as follows.
Self-gifting ad highlighting with hedonic attributes has significant effects on the recall of communicating message. The attitudes toward Self-gifting are significantly different in ad appeals. Moreover, in the reward context, the hedonic appeals result in better persuasive effect on female than male.

TABLE OF CONTENTS

CONTENTS
TABLE LISTS
FIGURE LISTS
CHPATER I INTRODUCTION 1
CHPATER II LITERATURE REVIEW 4
Study 1 Self-Regulatory Focus 6
Goal-Attribute Compatibility Theory 7
Self-Gifting 8
Study2 Gender Difference 9
Conceptual Model 11
CHPATER III METHODOLOGY 12
Part I. Definition and Measurement of Variables 12
Part II. Pretests and Modifications of Study 1 14
Part III. Pretests and Modifications of Study 2 22
Part IV. Manipulation Checks and Formal Data Collection 29
CHPATER IV RESULTS AND DISCUSSION 31
Data Handling 31
Study 1 Reliability and Validity 34
Hypotheses Testing 37
Study 2 Reliability and Validity 45
Hypotheses Testing 47
CHPATER V CONCLUSIONS AND SUGGESTIONS 53
Research Conclusions 53
Research Contributions 56
Limitations and Suggestions for Future Research 57
REFERENCE 58
APPENDIX A TO F

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