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研究生:施娉娉
研究生(外文):SHIH PING PING
論文名稱:健康功能性紡織品正負訊息訴求方式對消費者購買意願之影響—以產品立即與非立即感受及品牌知名度為干擾效應
論文名稱(外文):The Effect of Positive and Negative Information of Health Functional Fabric’s Appealing Strategy on Consumers’ Purchasing Decision--Instant Impression and Non-Instant Impression on Product and Brand Awareness to be Interference Effects
指導教授:徐達光徐達光引用關係
指導教授(外文):Ta-Kuang Hsu
學位類別:碩士
校院名稱:輔仁大學
系所名稱:織品服裝學系
學門:民生學門
學類:服飾學類
論文種類:學術論文
論文出版年:2006
畢業學年度:95
語文別:中文
論文頁數:93
中文關鍵詞:功能性紡織品+正負訊息+購買意願+品牌知名度
外文關鍵詞:functional facric+message framing+purchase intention+brand awareness
相關次數:
  • 被引用被引用:18
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  • 下載下載:334
  • 收藏至我的研究室書目清單書目收藏:5
隨著”健康議題”的備受重視,加上根留台灣的紡織業者努力轉型以技術密集為競爭核心,開發各種功能性紡織品,目前市場上已經有各種成熟的健康導向功能性紡織品,如何有效使消費者了解此類型的紡織品,廣告手法相當重要。過去有針對健康導向為訴求的產品研究發現,負面訊息陳述產生的效果較佳,也有研究發現消費者對於正面描述的呈現方式有較高的偏好;因此本研究想探討,以健康為訴求的功能性紡織品,其正面訊息訴求方式以及恐懼訴求方式對消費者購買意願的影響。本研究以”框架理論”的概念為基礎,探討消費者面臨不同廣告訊息時的處理模式;此外,本研究也加入不同產品屬性以及不同的品牌知名度作為研究的干擾因子,以測量其獨立與交互作用下的關聯性。
本研究採實驗設計,藉由健康導向的功能性紡織品之廣告內容為情境模擬,進行三個實驗步驟。第一,驗證正面訊息與恐懼訴求下,購買意願的結果;第二,不同產品屬性與正面訊息及恐懼訴求的交互作用之購買意願;第三,不同的品牌知名度與正面訊息及恐懼訴求的交互作用之購買意願。本研究樣本將以北區之上班族群為隨機抽樣對象,總計發放400份問卷,回收320份,實際有效樣本300份,有效回收率為75%,再以SPSS10.0軟體進行統計。研究結果如下:
一、恐懼訴求對於購買意願會有正向的影響。當產品是與人體健康議題相關時,若以恐懼訴求方式引發出消費者適度的恐懼,購買意願會比正面訴求的購買意願較佳。
二、當產品的功能無法被消費者立即感受的時候,使用恐懼訴求方式會比正面訊息訴求方式有較佳的購買意願。若是產品功功能可以被立即感受時,則兩種訴求方式沒有顯著差異。
三、當品牌知名度低的情況下,恐懼訴求方式的購買意願會優於正面訊息的購買意願。反之當品牌知名度較高時,正面及恐懼訴求方式都同時可以吸引消費者的注意且有顯著的高購買意願。
As people today become increasingly concerned about health issues, and the fact that most existing Taiwanese textile manufacturers are transforming into technology intensive firms developing a variety of functional textiles as their core competence, a broad range of health-oriented functional textiles are already commercialized. As a result, advertising plays a critical role when promoting the benefits of functional textile products to consumers.

Some researchers have found fear appeal to be more effective in promoting health issues, while others found that consumers demonstrate greater preference towards positive appeal. This research aims to investigate how positive and negative messages could influence consumer’s purchase intention on health-oriented functional textiles. Based on message framing theory, this research also explores how consumers respond to certain advertising messages. It also involves brand attributes and brand awareness as the interference factors and to investigate the correlations between different advertising appeal and purchase intention.

Through experimental design, commercial advertisement on health-oriented textiles is used to create scenarios, which involves three procedures:
i) to investigate the relationship between degree of positive or fear appeal and purchase intention;
ii) to investigate whether message framing has interference effect on the correlations between product attributes and purchase intention;
iii) to investigate whether argument strength has interference effect on the correlations between degree of brand awareness and purchase intention.

The sample consisted of randomly selected white-collar men and women from the Northern District of Taiwan. Questionnaires were sent to 400 people for survey and 320 responses were actually collected, while 300 responses were considered to be valid data and used in data analysis by a statistic program called SPSS 10.0. Therefore the rate of sample response is 75%. The research results indicated the following situations:

1. A positive relationship between fear appeal and purchase intention has been identified. When a product is associated with health issues, using fear appeal to trigger certain degree of consumer’s fear would result in stronger purchase intention.
2. If a product is unable to offer immediate experience to its benefits or any apparent effect, using fear appeal in advertising results in stronger consumer purchase intention.
3. When a brand’s awareness is low, fear appeal yields greater purchase intention than positive appeal. However, when a brand’s awareness is high, both positive and fear appeal results in stronger consumer attention as well as purchase intention.
目 錄
中文摘要 I
英文摘要 III
誌 謝 VI
目 錄 VII
圖目錄 IX
表目錄 X
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 4
第四節 論文架構 6
第二章 文獻探討 7
第ㄧ節 健康功能性紡織品的市場規模 7
第二節 健康功能性紡織品的廣告效果評估 11
第三節 恐懼訴求(fear appeal) 20
第四節 可立即感受與非立即感受之健康功能性紡織品 25
第五節 品牌知名度與健康功能性紡織品之訊息訴求關聯 32
第三章 研究方法 36
第一節 研究架構 36
第二節 研究假設 38
第三節 變數定義與操作化說明 38
第四節 實驗設計 42
第五節 統計方法 53
第四章 研究結果與討論 55
第一節 樣本描述 55
第二節 信效度分析 58
第三節 假設驗證 59
第四節 結果彙整與討論 70
第五章 結論與建議 76
第一節 研究結論 76
第二節 學術貢獻與實務建議 77
第三節 研究限制與未來研究建議 79
參考文獻 82
附錄一:前測問卷 87
附錄二:正式問卷 91
一、中文文獻:
市場新訊(2004)
http://gpo.pouchen.com.tw/market_update/20030925/read7.htm
行政院國家科學委員會網站資料(2005) www.nsc.gov.tw(2005)
克黴樂網站,(2005) http://apower.info/project/sunny_116/index.html
吳文演,(1999) 高科技紡織品之研發企劃與產品設計
林新賀,(2004) ITIS紡織產業知識庫網站,機能性紡織品的現況與趨勢分
林寶齡,(2004)。訊息架構與恐懼訴求廣告互動效果研究-以全罩式安全帽為例。南台科技大學企管研究所碩士論文。未出版。
徐達光,(2003)。消費者心理學。台北:東華
紡拓會全球資訊網,(2004) http://news.textiles.org.tw/
紡織產業綜合研究所網站,(2005) http://www.ttri.org.tw
康健雜誌(2004)第68期
郭貞、張卿卿, (2003)”贈獎誘因、品牌差異、個人感官刺激需求對網路廣告效果之影響-一個線準上實驗”. 22卷4期, 管理評論 p81-100.
臧國仁,(1999)。新聞媒體與消息來源-媒介框架與真實建構之論述。台北:三民
樊志育,(1993)。廣告學新論。台北:三民
謝文雀(譯),(2001)P.kotler著。行銷管理:亞洲實例。台北:華泰

二、英文文獻
Amos Tversky, Daniel Kahneman.(1986). Rational Choice and the Framing of Decisions. Journal of Business, Vol. 59, No. 4, Part 2: The Behavioral Foundations of Economic Theory, pp. S251-S278.
Doods, William B., Kent B. Monroe and Dhruv Grewal(1991),”Effects of price, brand, and store information on buyers’product evaluation”Journal of Marketing Research, Vol.28, August, pp.307-319.
Entman, R. M. (1993), Framing: Toward clarification of a fractured paradigm. Journal of Communication 43(4), 51-58.
Fiske S T,Taylor S E.Social cognition.New York:McGraw-Hill,(1991).
Gross, Sharon, Rolf Holtz, and Norma Miller (1995),”Attitude Certainty”. In Attitude Strength: Antecedents and Consequence, ed. Richard E. Petty and John. A. Krosnick, Mahwah, NJ: Erlbaum, 215-245.
Henthorne, T.L., LaTour,M.S., & Nataraajan,R.(1993).Fear appeals in print advertising: an analysis of arousal and response. Journal of Advertising, 12(2),59-69
Hoyer, Wayne D.,& Brown, Steven P.(1990). Effects of brand awareness on choice for a common, repeat-purchase product. Journal of Consumer Research, 17,141-148.
Hyman,M.R., & Tansey,R.(1990).The ethics of psychoactive ads. Journal of Business Ethics, 9(2), 105-114.
James R. Bettman, Mita Sujan (1987)。”Effects of Framing on Evaluation of Comparable and Noncomparable Alternatives by Expert and Novice Consumers” Journal of Consumer Research, Vol. 14, No. 2 (Sep., 1987), pp. 141-154
James R. Bettman, Mita Sujan, (1987), “Effects of Framing on Evaluation of Comparable and Noncomparable Alternatives by Expert and Novice Consumers”, Journal of Consumer Research, Vol. 14, No. 2, pp. 141-154.
Janiszewski, Silk & Cooke(2003)Janiszewski, C., Silk, T. & Cooke, A. D. J.(2003).Different Scales for Different Frames:The Role of Subjective Scales and Experience in Explaining Attribute-Framing Effects, Journal of Consumer Research, 30(3), pp. 311-325.
Kahneman D, Tversky A. Choices,(1984) values and frames. American Psychologist, 39: 341~350.
Kamins, Michael A. and Lawrence J. Marks. (1987), "Advertising Puffery: Impact of Using. Two-Sided Claims on Product Attitude. and Purchase," Journal of Advertising, 16 (4),. 6-15.
Keller, G, (1993). The Gretaceous Tertiary boundary transition in the Antarctic Ocean and its global implications. Mar. Micropaleontal. 21,1-45.
Kinder, Donald R., and Lynn M. Sanders. (1990) “Mimicking Political Debate With Survey Questions: Thee Case of White Opinion on Affirmative Action for Blacks. “Social Cognition 8(1):73-103.
Levin, I.P., &Gaeth,G.J.(1988). Framing of attribute information before and after consuming the product. Journal of Consumer Reserch.15,374-378.
Machleit, Karen A. and R. Dale Wilson (1988), ”Emotional Feelings and Attitude Toward the Advertisement: The Roles of Brand Familiarity and Repetition”, Journal of Advertising, 17(3), 27-35.
Maheswaran,D.,& Mayers-Levy,J.(1990).The influence of message framing and issue involvement. Journal of Marketing Research, 27(3),361-367
Metcalfe,J., & Mischel, W.(1999). A hot/cool-system analysis of delay of gratification: Dynamics of willpower. Psychological Review, 106(1), 3-19.
Meyerowitz BE and Chaiken S, (1987). The effect of message framing on breast self-examination attitudes, intentions, and behavior. 52(3):500-10.
Michael A. Kamins, Lawrence J. Marks, Deborah Skinner, (1991). “Television Commercial Evaluation in the Context of Program Induced Mood: Congruency versus Consistency Effects” Journal of Advertising, Vol. 20,
Pan, Z., & Kosicki, G. M.(1993). Framing analysis: An approach to news discourse. Political Communication, 10(1, Jan,-March), 59-79.
Philp Kotler and Gary Armstrong.(1996), Principles of Marketing, 7th edition, Prentice Hall, Inc.,
Ray, M.L., & Wilkie, Wl.(1970).Fear: The potential of an appeal neglected by marketing. Journal of Marketing, 34(January),54-62.
Roger Ghanem, (1998), “Probabilistic Characterization of Transport in Heterogeneous Media”
Ruiter, R. A. C., Kok, G., Verplanken, B., &Eersel, G. (2003). Strengthening the persuasive impact of fear appeals: The role of action framing. The Journal of Social Psychology, 143(3), 397-400.
Samiee, Saeed. (1994). Customer evaluation of products in global market. Journal of International Business Studies, 25(3): 579-604.
Shiv,B.,Edell,J.A.,& Payne, J.W.(1997). Factors affecting the impact of negatively and positively framed ad messages. Journal of Consumer Research, 24(3),285-294.
Smith, K. H., &Stutts,M. A. (2003). Effects of short-term cosmetic versus long-term fear appeals in anti-smoking advertisement on the smoking behavior of adolescents. Journal of Consumer Behavior, 3(2) 157-177.
Tversky A, Kahneman D.(1981) The framing of decisions and the psychology of choice. Science, 211:453-458.
William A. Gamson, Andre Modigliani.(1989) Media Discourse and Public Opinion on Nuclear Power: A Constructionist Approach. American Journal of Sociology, Vol. 95, No. 1, pp. 1-37.
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