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研究生:張逸羚
研究生(外文):Yi-Ling Chang
論文名稱:從調節焦點探討品牌危機類型與回應策略關係之研究
論文名稱(外文):The Study of the Relationship between Brand Crisis Type and Response Strategy-Regulatory Focus Perspective
指導教授:陳振燧陳振燧引用關係
指導教授(外文):Cheng-Hsui Chen
學位類別:碩士
校院名稱:國立雲林科技大學
系所名稱:企業管理系碩士班
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:2013
畢業學年度:101
語文別:英文
論文頁數:93
中文關鍵詞:品牌危機類型調節焦點調節配適回應策略說服效果
外文關鍵詞:and PersuasivenessRegulatory FitResponse StrategyRegulatory FocusBrand Crisis Type
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品牌一直是以終端消費者為主之廠商最重要的無形資產,然而品牌危機近年來卻層出不窮。國內最近爆發的”毒澱粉”事件,影響著許多終端大廠,以及國外豐田汽車加速器意外加速案,都考驗著消費者對品牌的信心,進而影響消費者對該品牌的態度。 有鑑於此,發生品牌危機的廠商都需要做出回應策略。本研究納入調節焦點為消費者本身所採用之焦點以及回應之訊息框架,欲了解採用不同調節焦點之消費者在面對不同的品牌危機類型時,哪種類型之危機分別對採取何種調節焦點之消費者影響較大,又使用哪種調節焦點之訊息框架的說服效果較好,故採用2 × 2 × 2 之實驗設計來探討品牌態度在危機發生後以及回應後的影響。
本研究所使用的是變異數分析,分析結果為: (1) 當品牌發生績效相關危機時,採用預防型焦點的消費者所產生的負面影響較採用促進型焦點的消費者大; 而當品牌發生價值相關危機時,採用促進型焦點的消費者所感受到的負面影響較採用預防型焦點的消費者大。 (2) 就績效相關危機的回應訊息而言,使用預防型的回應訊息之說服效果優於使用促進型之回應訊息; 而就價值相關危機的回應訊息而言,使用促進型的回應訊息之說服效果優於使用預防型之回應訊息。 (3) 在績效相關危機裡,預防型消費者接收到預防型回應訊息時,所產生的預防型配適效果其說服效果優於沒有配適的促進型訊息框架; 而在價值相關危機裡,促進型消費者接收到促進回應訊息時,所產生的促進型配適效果其說服效果優於沒有配適的預防型訊息框架。
Brands are key assets of market-oriented forms and therefore companies continually strive to improve and protect brand equity and value. Unfortunately brand-relate adverse events are common and typically highly publicized, which reduce the brand confidence in customers and thus affect the attitude toward brand. This study includes Regulatory Focus (promotion and prevention focus) as customers’ orientation and crisis response message framing, to discuss whether customers are affected varies with regulatory focus they adopted and crisis types (PRC and VRC). And whether the efficacy of persuasiveness is varies with regulatory focus message framing in crisis types.
This study conducts an ANOVA analysis to explain the results. The major findings of the research are as follow:
Firstly, when a brand performance-related crisis occurs, the adverse influence that prevention focus consumers perceived is huger than promotion focus consumers; whereas when a brand values related crisis occurs, the adverse influence that promotion focus consumers perceived is huger than prevention focus consumers. Secondly, in terms of a performance related crisis response strategy, the efficacy of prevention message framing is more effective than promotion message; whereas the efficacy of promotion message framing is more effective than prevention message in terms of a value related crisis response strategy. Lastly, when consumer with prevention focus orientation under Performance-related crisis condition, the prevention focus message framing will lead to a greater persuasion than the promotion focus message framing whereas when promotion focus orientation consumer under Values-related crisis condition, the promotion focus message framing will lead to a greater persuasion than the prevention focus message framing.
中文摘要 i
ABSTRACT ii
Table of Content iii
Table list iv
Figure list v
Chapter One – Introduction 1
1.1 Background of The Study 1
1.2 Purpose of The Study 3
Chapter Two – Literature Review 4
2.1 Brand crisis 4
2.2 Brand Crisis Relevant Study 10
2.3 Response strategies 16
2.4 Regulatory focus theory 20
2.5 Attitude 26
2.6 Summary 26
Chapter Three – Methodology 28
3.1 Research Framework 28
3.2 Research Hypothesis 29
3.3 Operational Definition 34
3.3 Experiment 37
Chapter Four – Results 41
4.1 Sample Data Analysis 41
4.2 Manipulation Checks 43
4.3 Hypothesis Testing 47
4.4 The result of hypothesis 52
Chapter Five – General discussion and Suggestions 53
5.1 Research conclusions 53
5.2 Contribution and Managerial Implication 54
5.3 Limitations and Future Research 56
References 58
Appendix A 66
Chinese
1.丘宏偉,2003,產品危機情境與廠商反應策略對品牌權益影響之研究,國立雲林科技大學企業管理系研究所碩士論文。
2.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,039-052。
3.馬慶玲,2011,調節焦點影響廣告效果之研究,國立政治大學心理學研究所碩士論文。
4.陳正民,2003,產品負面訊息之廠商回應策略、說服效果與品牌權益關係之研究,國立嘉義大學行銷與流通管理研究所碩士論文。
5.顏志龍、余景文、邱發忠,2007,不同軍事任務特性與心戰訊息內容對說服效果之影響-以實驗法進行心理作戰研究之範例,國防大學心理學研究所碩士論文。

English
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