跳到主要內容

臺灣博碩士論文加值系統

(44.200.86.95) 您好!臺灣時間:2024/05/21 07:54
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

我願授權國圖
: 
twitterline
研究生:簡嘉進
研究生(外文):Chia-chin Chien
論文名稱:基金廣告訊息類型對購買意願之影響:風險程度之干擾效果
論文名稱(外文):The Effect of Advertise Message types on Purchase Intention for Mutual Fund: The Moderating Effect of Risk Level
指導教授:胡凱傑胡凱傑引用關係
指導教授(外文):Kai-Chieh Hu
學位類別:碩士
校院名稱:東吳大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
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:72
中文關鍵詞:訊息類型調節焦點購買意願風險程度
外文關鍵詞:Message typesRegulatory FocusPurchase IntentionRisk Level
相關次數:
  • 被引用被引用:4
  • 點閱點閱:280
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:0
廣告訊息是企業對消費者進行溝通的主要管道之一,如何透過廣告訊息達到行銷的目的一直是企業與廣告行銷業者所重視的課題,另一方面,過去的學者也發現人們的消費行為會受到知覺風險的干擾。本研究之目的在於瞭解訊息類型對消費者在信託投資基金的購買意願之影響,運用調節焦點理論與調節配適理論的相關研究為基礎,以實驗設計為研究進行方法,以信託投資基金為設定產品,並選定不同風險程度的信託投資基金進行操弄。藉由網路問卷方式蒐集資料。主要研究結果發現廣告訊息對消費者在信託投資基金的購買意願有正向影響。其次,相對於促進訊息,預防訊息對消費者在信託投資基金的購買意願會產生較佳的效果。不過信託投資基金的風險程度對訊息類型與購買意願之間並不存在干擾效果。本研究最後依據實驗結果提出管理意涵與研究限制,以及對後續研究者的建議。
Advertising is one of the major channels for businesses to communicate with consumers. How to reach the marketing purposes via advertisements has always been an important issue for businesses, the advertising and marketing industry. On the other hand, past scholars have found that the perceived risk will affect people's consumption behavior. The purpose of this study is to understand the impact of message types on consumer purchase intention for mutual funds. In this study, theories of regulatory focus and regulatory fit and other relevant are applied as research basis while using experimental design as research approach. Mutual funds, with a diverse level of risk, are selected as research products. Sampling is conducted via internet surveys. The main findings are as below: Advertisements have a positive impact on the purchase intentions of consumers on mutual funds. Next, when it comes to mutual funds, preventing message has a better impact on purchase intentions of consumers than promotion message. However, the risk levels of the mutual funds have no moderating effect between the message type and the purchase intention. Based on experimental results, the managerial implications, research limitations, and recommendations for future research are proposed.
第一章 緒論 1
1.1研究背景與動機 1
1.2研究目的 4
1.3研究範圍與對象 5
1.4研究流程 6
第二章 文獻探討與回顧 8
2.1金融商品概述 8
2.1.1信託投資基金 8
2.1.2信託投資基金風險等級區分 11
2.2訊息類型:調節焦點理論 13
2.2.1調節焦點理論之概念 13
2.2.2調節配適理論 16
2.2.3國內相關研究 18
2.3知覺風險 20
2.3.1知覺風險的定義 20
2.3.2知覺風險的相關研究 20
第三章 研究設計 22
3.1研究假設與模式 22
3.2變數操作性定義與衡量 23
3.3實驗設計 27
3.4前測與修正實驗情境 30
3.5問巻發放與回收 32
3.6統計分析方法 33
第四章 研究結果 35
4.1樣本結構 35
4.2信效度分析與操弄性檢驗 37
4.2.1信度分析 37
4.2.2操弄性檢驗 38
4.3不同訊息類型對購買意願的影響 39
4.3.1獨立樣本t檢定 39
4.3.2迴歸分析 40
4.4不同金融商品類型對不同訊息類型與購買意願的干擾效果 41
第五章 結論與建議 45
5.1研究發現與結論 45
5.2管理意涵 47
5.3研究限制與後續研究的建議 48
5.3.1研究限制 48
5.3.2後續研究的建議 48
參考文獻 50
附錄一 前測問巻 56
附錄二 正式問巻 58
附錄三 平面廣告 60


圖目錄
圖1-1 研究流程 7
圖2-1 促進焦點及預防焦點在心理變數上的區別(Higgins, 1997) 14
圖3-1 研究架構 22
圖3-2 促進訊息×低風險廣告情境 28
圖3-3 促進訊息×高風險廣告情境 28
圖3-4 預防訊息×低風險廣告情境 29
圖3-5 預防訊息×高風險廣告情境 29
圖4-1 不同訊息類型與不同金融商品下的購買意願 44


表目錄
表2-1 國內投信公開募集基金統計表(至2010年12月底止) 9
表2-1 國內投信公開募集基金統計表(至2010年12月底止)(續) 10
表2-2定期定額基金統計表(至2010年12月底止) 10
表2-3 2010年境外基金市場依投資區域彙總表 11
表2-4 風險收益等級說明 12
表2-4 接近或避免(approach - avoid)定向的自我調節原則 14
表2-5 接近或避免定向的差異說明 15
表3-1 訊息類型之操弄性檢驗問項(前測) 24
表3-1 訊息類型之操弄性檢驗問項(前測)(續) 25
表3-2 購買意願之衡量題項 26
表3-3 訊息類型與金融商品類型分組表 27
表3-4 訊息類型操弄性檢驗之組別統計量 (前測) 31
表3-5 訊息類型之操弄性檢驗問項 31
表4-1 樣本結構統計表 35
表4-1 樣本結構統計表(續) 36
表4-2 問巻信度分析結果 37
表4-3 不同訊息類型之組別統計量 38
表4-4 不同訊息類型之獨立樣本檢定 38
表4-5 不同訊息類型之組別統計量 39
表4-6 不同訊息類型之獨立樣本檢定 39
表4-7 ANOVA分析表 40
表4-8迴歸係數分析表 40
表4-9混合迴歸分析表 42
表4-10 不同訊息類型之組別統計量(債券型基金) 42
表4-11 不同訊息類型之獨立樣本檢定(債券型基金) 43
表4-12 不同訊息類型之組別統計量(股票型基金) 43
表4-13 不同訊息類型之獨立樣本檢定(股票型基金) 43
表5-1 實驗假設與驗證結果表 46
Funddj基智網http://www.moneydj.com/funddj/notes/rrnotes/rrnotes.htm
中華民國證券投資信託暨顧問商業同業公會(2011),http://www.sitca.org.tw/Menu_main.asp?FD=D0000&FL=D0000.asp&Click=F&SSL=&typ=&TopSub=&SubOrder=2&Lang=C,擷取日期:2011年10月7日,期間至 2010年12月底止。
何苔麗、徐慧霞、陳照森、鄭淑賢(2012),銀行投資人購買共同基金影響因素之研究,中華科技大學學報,50期,頁187 -210。
李偉義(2008),趨利或預防:資訊內容對新產品知覺風險之影響,碩士論文。
周宇貞(2006),目標導向與廣告比較方式對說服效果之影響,博士論文。
林鴻銘(2011),調節焦點對廣告說服的影響-訊息處理之角色,商略學報,3卷,1期,頁039-052。
邱皓政(2011),量化研究法(二)統計原理與分析技術,第一版修訂版,雙葉書廊有限公司。
范惟翔、莊立民、林忠勳(2006),品牌聯想、知覺風險對企業主管購買意願之影響研究,經營管理論叢,2卷2期,頁21-37。
凌儀玲、劉宜芬(2008),廣告訊息之理解與說服效果:捷思式-系統式訊息處理觀點,管理學報,25卷,5期,頁487-503。
馬慶玲(2011),調節焦點影響廣告效果之研究,碩士論文。
許禎益(2008),廣告效果之研究─調節配適觀點,碩士論文。
陳仕庭(2011),調節配適應用於廣告說服效果-以時間框架為干擾變數,碩士論文。
陳瓊蓉、王如鈺、李政達、張志偉(2010),臺灣金融業顧客對財富管理商品再購意願之前置變項探討:以投資者風險偏好及商品風險屬性為干擾變數,企業管理學報,86期,頁37-74。
楊文惠、周雅燕(2005),消費者成藥品牌知識與知覺風險、購買意願關係之研究-以感冒、咳嗽成藥為例,醫護科技學刊,7卷3期,頁221 -235。
劉詩琪(2007),調節配適對消費者購買意圖影響之研究—以消費者動機為干擾變數,碩士論文。
簡怡雯、蕭中強、邱玉葉、盧端雯(2007),訊息來源與產品種類相關性、訊息來源可信度、消費者涉入程度對產品態度之影響,管理評論,第二十六卷第二期,頁23-38。
魏文欽、侯耀庭(2008),消費者產品涉入、知覺風險對有機蔬果購買意願之實證研究,International Journal of Lisrel,1卷1期,頁61 -72。
蘇昱霖、林頌堅(2006),我國證券市場內個別投資者之資訊行為,圖書館學與資訊科學,32巻2期,頁93 – 104。
Aaker, J. L. and Lee, A. Y. (2001), ““I” Seek Pleasures and “We” Avoid Pains: The Role of Self-Regulatory Goals in Information Processing and Persuasion,” Journal Of Consumer Research, Vol. 28, pp. 33-49.
Aaker, J. L. and Lee, A. Y. (2004), “Bringing the Frame into Focus: The Influence of Regulatory Fit on Processing Fluency and Persuasion,” Journal of Personality and Social Psychology, Vol. 86, NO.2, pp. 205-218.
Aaker, J. L. and Lee, A. Y. (2006), “Understanding Regulatory Fit,” Journal of Marketing Research, Vol. XLIII, pp. 15–19.
Avnet, T. and Higgins, E. T. (2006), “How Regulatory Fit Affects Value in Consumer Choices and Opinions,” Journal of Marketing Research, Vol.43, No.1, pp. 1-10.
Baird, I. S. and Thomas, H. H. (1985), “Toward a Contingency Model of Strategic Risk Taking,” The Academy of Management Review, Vol. 10, No. 2, pp. 230-243.
Bauer, R. A. (1960), “Customer Behavior as Risk Taking,” in R. S. Hancock(ed.), Dynamic Marketing for a Changing World, AMA, Chicago, pp. 389-398.
Cesario, J., Grant, H., and Higgins, E. T. (2004), “Regulatory Fit and Persuasion: Transfer From “Feeling Right”,” Journal of Personality and Social Psychology, Vol. 86, No. 3, pp. 388–404.
Cunningham, S. M. (1967), “The major dimensions of perceived risk,” in Donald F. Cox. (ed.), Risk-Taking And Information Handling In Customer Behavior, Boston: Harvard University Press, pp. 82-108.
Dodds, W.B., Monroe, K.B. and Grewal, D. (1991), “Effect of Price, Brands, and Store Information on Buyers’ Product Evaluations,” Journal of Marketing Research, Vol.28, No.3, pp. 307-319.
Flynn, B. S., Worden, J. K., Bunn, J. Y., Dorwaldt, A. L., Connolly, S. W. and Ashikaga, T. (2007), “Youth Audience Segmentation Strategies for Smoking-Prevention Mass Media Campaigns Based on Message Appeal,” Health Education & Behavior, Vol.34, No.4, pp. 578-593.
Förster, J., Idson, L. C. and Higgins, E. T. (1998), “Approach and avoidance strength during goal attainment: Regulatory focus and the "goal looms larger" effect.” Journal of Personality and Social Psychology, Vol.75, pp. 1115-1131.
Gifford, K. and Bernard, J. C. (2004), “The Impact of Message Framing on Organic Food Purchase Likelihood,” Journal of Food Distribution Research , Vol.35, No.3, pp. 19-28.
Higgins, E. T. (1987), “Self Discrepancy: A Theory Relating Self and Affect,” Psychological Review, Vol.94, No.3, pp. 319-340.
Higgins, E. T. (1997), “Beyond Pleasure and Pain,” American Psychologist, Vol.52, No.12, pp. 1280-1300.
Higgins, E. T. (1998), “Promotion and prevention: Regulatory focus as a motivational principle,” Advances in experimental social psychology, Vol. 30, pp. 1-46.
Higgins, E. T. (2000), “Making a good decision: Value from fit.” American Psychologist, Vol. 55, pp. 1217-1229.
Higgins, E. T. (2002), “How self-regulation creates distinct values: The case of promotion and prevention decision making,” Journal of Consumer Psychology, Vol.12, pp. 177-191.
Jacoby, J. and Kaplan, L. (1972), “The components of perceived risk”, in Venkatesan, M. (Ed.), Proceedings of the 3rd Annual Conference, Association for Customer Research, Chicago, IL, pp. 382-393.
Kahneman, D. and Tversky, A. (1979), “Prospect Theory: An Analysis of Decision under Risk,” Econometrica, Vol. 47, No. 2, pp. 263-292.
Peter, J. P. and Tarpey, L. X. (1975), “Comparative Analysis of Three Customers Decision Strategies,” Journal of Customer Research, Vol. 2, No. 1, pp. 29-37.
Ramanathan, S. and Dhar, S. K. (2010), “The Effect of Sales Promotions on the Size and Composition of the Shopping Basket: Regulatory Compatibility from Framing and Temporal Restrictions,” American Marketing Association, Journal of Marketing Research, Vol.XLVII, pp. 542-552.
Roselius, T. (1971), “Customer Rankings of Risk Reduction Methods,” Journal of Marketing, Vol. 35, No. 1, pp. 56-61.
Rothman, A. J. and Salovey, P. (1997), “Shaping Perceptions to Motivate Healthy Behavior :The Role of Message Framing,” Psychological Bulletin, Vol. 121, No. 1, pp. 3-19.
Stone, R. N. and Gronhaug, K. (1993), “Perceived risk: Further considerations for the marketing discipline,” European Journal of Marketing, Vol. 27, No. 3, pp. 39-50.
Unnava, H. R., Burnkrant, R. E. and Erevelles, S. (1994), “Effects of Presentation Order and Communication Modality on Recall and Attitude,” The Journal of Consumer Research, Vol. 21, No. 3, pp. 481-490.
Zeithaml, V. A. (1988), “Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing, Vol.52,No.3, pp. 2-22.
Zhao G. and Pechmann C. (2007), “The Impact of Regulatory Focus on Adolescents’ Response to Antismoking Advertising Campaigns,” American Marketing Association, Journal of Marketing Research, Vol. XLIV, pp. 671–687.
Zhou, R. and Pham, M. T. (2004), “Promotion and Prevention across Mental Accounts: When Financial Products Dictate Consumers’ Investment Goals,” Journal Of Consumer Research, Vol. 31, pp. 125-135.
Zhu, R. and Meyers-Levy, J. (2007), “Exploring the Cognitive Mechanism that Underlies Regulatory Focus Effects,” Journal of Consumer Research, Vol.34, No. 1, pp. 89-96.
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top