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研究生:林裕娟
研究生(外文):Yu-Chuan Lin
論文名稱:電子發票平面廣告溝通效果之研究—從心理模擬與調節焦點觀點探討之
論文名稱(外文):E-invoice Advertising Communication Effects–A Perspective on Mental Simulation and Regulatory Focus
指導教授:周宇貞博士
指導教授(外文):Yu-Jen Chou
學位類別:碩士
校院名稱:銘傳大學
系所名稱:管理學院高階經理碩士學程
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:47
中文關鍵詞:廣告溝通效果心理模擬調節焦點
外文關鍵詞:regulatory focusmental simulationadvertising communication effects
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行銷被視為與消費者溝通,進而影響其行為意圖最有效的方法,對政府機構而言,行銷是要傳遞政策的真正價值予民眾,以提高公部門之服務滿意度,而政策行銷廣告訊息溝通策略的制定,對公部門的宣導單位而言是相當重要的。本研究旨在探討當民眾(消費者) 面對政府稽徵機關推展之電子發票廣告訊息時,針對不同的調節焦點訊息與心理模擬引發策略,是否會導致不同之廣告溝通效果。
本研究透過實驗探討短期調節焦點訊息,引發不同之心理模擬,實驗採用2 (心理模擬:過程vs.結果) × 2 (調節焦點訊息:預防焦點vs.促進焦點)之組間實驗設計。研究結果顯示,調節焦點訊息與引發心理模擬策略在廣告溝通效果上具交互作用,當產品於情境上所傳遞呈現的訊息利益(促進焦點vs.預防焦點) 與採用之心理模擬目標導向(過程導向vs.結果導向) 相符,會產生較佳之溝通效果。
本研究之研究結果提出政策行銷的一些結論與建議,希望能提供政府稽徵機關政策行銷之規劃人員在廣告訊息運用上一些啟示,研究結果亦有助於理論與實務上之貢獻。
Marketing is usually considered as a way to communicate with consumers,
thereby affecting their opinions in the most effective way. Government
institutions use marketing to help inform people of the value of their policies, in order to improve their satisfaction with the government. It is very important to the press office of government, to establish a communications strategy that uses marketing methods to advertise their policies. The objective of this research is to investigate if, when the public (consumers) sees the E-invoice advertisements, which are being implemented by the government based on different regulatory focus and mental simulation strategies, what the effect on the consumers will be.
This research investigates using experiments with short-term regulatory
focus to manipulate different mental simulations. The experiments consisted of
2 (mental simulation: process-focused vs. outcome-focused) and 2 (regulatory
focus: prevention vs. promotion) experiments. The results show that there is an
interaction between regulatory focus and mental simulation in effective advertising. When the advertising strategy uses both regulatory focus (promotion focus vs. prevention focus) and mental simulation-oriented (process-oriented vs. results-oriented) approaches it will be more effective.
The results of this study provide some conclusions and recommendations,
for the marketing department of the government tax administration. It is hoped
they will provide some inspiration to the marketing department of the
government tax administration and their personnel when using advertising.
These findings also contribute to theory and practice.
目錄......................................................................... I
圖目錄..................................................................... III
表目錄...................................................................... IV
第一章緒論................................................................... 1
1.1 研究背景與動機........................................................... 1
1.2 研究問題與目的........................................................... 2
1.3 研究流程................................................................. 3
第二章文獻探討............................................................... 5
2.1 發票沿革及重要概述....................................................... 5
2.1.1 統一發票發展起源及演進................................................. 5
2.1.2 統一發票重要性......................................................... 7
2.1.3 統一發票類別........................................................... 8
2.1.4 電子發票概述........................................................... 8
2.1.5 小結.................................................................. 10
2.1.6 電子發票政策推動歷程...................................................11
2.1.7 實體消費通路電子發票實施現況.......................................... 12
2.1.8 小結.................................................................. 13
2.2 心理模擬................................................................ 14
2.2.1 心理模擬之定義........................................................ 14
2.2.2 心理模擬在行銷上之應用................................................ 14
2.2.3 小結.................................................................. 16
2.3 調節焦點................................................................ 16
2.3.1 調節焦點理論及相關概念................................................ 16
2.3.2 調節焦點訊息.......................................................... 17
2.3.3 調節配適.............................................................. 17
2.3.4 調節焦點訊息對消費者之影響............................................ 18
2.3.5 廣告溝通效果.......................................................... 18
2.4 研究假說................................................................ 18
第三章研究方法.............................................................. 20
3.1 實驗設計................................................................ 20
3.2 實驗對象................................................................ 20
3.3 正式實驗................................................................ 20
3.3.1 調節焦點訊息與引發心理模擬策略之廣告溝通效果.......................... 20
3.3.2 實驗流程.............................................................. 21
3.4 研究變數之操作型定義與衡量.............................................. 21
3.4.1 自變數之操作性定義與操弄檢驗題項...................................... 21
3.4.2 依變數之操作性定義與衡量題項.......................................... 23
3.5 資料分析方法............................................................ 24
第四章研究結果.............................................................. 25
4.1 正式實驗................................................................ 25
4.1.1 樣本分析.............................................................. 25
4.1.2 問卷信度分析.......................................................... 25
4.1.3 操弄性檢驗............................................................ 25
4.1.4 假說檢驗.............................................................. 26
4.2 實驗結果................................................................ 30
第五章研究與實務意涵........................................................ 31
5.1 研究意涵................................................................ 31
5.2 實務意涵................................................................ 31
5.2.1 針對政策之廣告訊息為促進焦點訊息,採取引發結果導向之心
理模擬策略.......................................................................... 31
5.2.2 針對政策之廣告訊息為預防焦點訊息,採取引發過程導向之心
理模擬策略.......................................................................... 31
5.2.3 針對不同性質的政策,設計不同之廣告行銷策略............................ 32
5.2.4 針對特定族群,設計合宜之廣告行銷策略.................................. 32
5.2.5 依單位職掌之業務屬性,設計不同之廣告行銷策略.......................... 32
5.3 研究限制及未來研究方向.................................................. 33
參考文獻.................................................................... 34
圖目錄
圖 1-1 研究流程圖............................................................ 4
圖 4-1 調節焦點與心理模擬之交互作用圖....................................... 30
表目錄
表 2-1 統一發票發展演進表.................................................... 6
表 2-2 統一發票類別區分...................................................... 8
表 2-3 電子發票與傳統發票之差異.............................................. 9
表 2-5 電子發票政策推動歷程表............................................... 11
表 4-1 信度分析表.......................... ................................ 25
表 4-2 心理模擬與調節焦點訊息之溝通效果與變異數之分析....................... 27
表 4-3 各實驗組別在溝通效果上之平均數與標準差............................... 28
表 4-4 正式實驗之各假說驗證結果..............................................30
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二、中文文獻
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4. 杜岡陵 (2011,7 月)。調節焦點訊息與心理模擬方式對廣告說服之效果-以健康食品
為例。銘傳大學管理學院高階經理碩士學程在職專班碩士論文。
38
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變數。中原大學企業管理研究所碩士論文。
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