臺灣博碩士論文加值系統

產品資訊在廣告訊息中，究竟是以詳細的數字、術語或規格來說明較具說服力，還是以簡單文字敘述商品功能利益較為有效？本研究以屬性訊息與利益訊息二種訊息類別於記憶中編碼的差異觀點，與以記憶的再認作業來進行實證與解釋，並進一步探討訊息類別、問題複雜度與產品知識對消費者選擇與態度的影響。研究一操弄簡單、複雜二種問題複雜度之情境以檢驗屬性訊息、利益訊息的差異；研究二採記憶的再認作業來測試二種訊息的再認差異情形。結果發現：一、當問題的複雜度高時，屬性訊息比利益訊息，於選擇的正確率與評價的態度上，有顯著偏低的表現；當問題的複雜度低時，二種訊息類別間沒有差異。二、低產品知識的受試者，其屬性訊息比利益訊息的再認分數顯著偏低；而高產品知識的受試者，在二種訊息類別上沒有顯著差異。

This paper investigates how the type of messages affect consumers’ memory encoding and memory decay. Specifically, we investigate the effect of attribute message and benefit message on two independent variables: the complexity of choice problem (4 aspects vs. 12 aspects), and product Knowledge (high product knowledge vs. low product knowledge). Two experiments employing one 2 X 2 design and another 2 X 2 design are utilized, showing that the type of messages interacts with both the complexity of choice problem and product knowledge. Participants were asked to choose the most desire hotel and the most undesired hotel, and evaluated each of the four hotels respectively (study 1), and during the recognition task, two type of the messages’ memory decay were measured (study 2). Our results showed: (1) When complexity of choice problem was high, attribute message compare with benefit message has both lower accuracy rate and lower evaluative attitude toward hotels, whereas when complexity of choice problem was low, there was no difference between these two kinds of messages, and (2) Low product knowledge consumer has lower recognition score in attribute message than benefit message, whereas there was no significant difference between these two recognition scores.

第一章 緒論
第一節 研究動機與目的.........................................1
第二章 文獻回顧
第一節 訊息類別.............................................5
第二節 問題複雜度...........................................11
第三節 產品知識.............................................15
第三章 研究一
第一節 前測一...............................................19
第二節 前測二...............................................26
第三節 主要實驗.............................................31
第四章 研究二
第一節 前測一...............................................39
第二節 前測二...............................................42
第三節 主要實驗.............................................49
第五章 結論與建議
第一節 研究結論.............................................59
第二節 研究限制與後續研究建議...............................59
第三節 行銷與管理上之意涵...................................61
參考文獻 .....................................................63
附錄...........................................................69

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