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研究生:吳采凌
研究生(外文):WU TSAI-LING
論文名稱:消費者說服知識對迷信產品態度之影響 -以三種情境為例
論文名稱(外文):The Effects of Consumer Persuasion Knowledge on the Attitude toward Superstitious Products – Taking Three Situations as Moderators
指導教授:黃麗霞黃麗霞引用關係
指導教授(外文):Li-Shia Huang
口試委員:鄭士蘋駱少康
口試日期:2014-06-26
學位類別:碩士
校院名稱:輔仁大學
系所名稱:企業管理學系管理學碩士班
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:2014
畢業學年度:102
語文別:中文
論文頁數:144
中文關鍵詞:迷信好運商品說服知識
外文關鍵詞:Persuasion KnowledgeSuperstitionSuperstitious Product
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目前市面上可以見到幾乎各式各樣的商品都搭配好運、吉祥的意象進行行銷,廠商小從產品之外觀、價錢、顏色、名稱、內容物上賦予其好運、吉祥之象徵,大到產品的加持、產品的使用方式等都可能經過廠商渲染,不論其商品本身之功能以迷信的訴求來行銷是否恰當,迷信儼然已經成為廠商影響並說服消費者購買的手段之一,因此消費者察覺廠商意圖之能力與其對於行銷手法之敏銳度變得十分重要,換言之消費者說服知識的程度會影響其是否能判斷迷信文宣之真偽以及對於迷信產品的態度。然而,過去迷信相關之研究較多著重在個人的心理特質如何影響個人迷信之行為,較少針對迷信在消費行為上所產生之影響進行探討,所以本研究將會以個體本身的說服知識探討具有迷信訴求之產品將會如何影響消費者之態度。
本研究以實驗法設計三種情境讓受測者閱讀,分別以迷信訴求之強度、事件困難程度以及主觀性規範之有無作為調節變數來撰寫相關情境,並觀察在以上三種情境下消費者本身的說服知識將會如何影響其對於迷信訴求產品之反應。
本研究結果發現三種情境中,說服知識較高之消費者,其對於迷信產品之反應均較說服知識低者更差。並且此三種情境具有調節效果。本研究結果可供對說服知識有興趣之學者作為參考,並包含行銷意涵提供迷信產品之廠商作為參考之用,以及對於未來研究之建議。

Superstition is prevalent even in modern society. Many firms apply superstitious marketing for promoting their products. Some firms claim their products have special power by manipulating products’ name, color, shape, price, the usage direction or even the blessing by psychic or master. No matter whether the function of the products is appropriate to implant superstitious image and conduct superstitious marketing, superstition has now already become a mean of persuasion which firms persuade consumer to purchase. As the business opportunity and the market of superstition grows steadily, firms conduct superstitious marketing and sell lucky products are increasingly prevalent.
Therefore, consumers’ ability to be aware of the firms’ persuasion motive and the sensitivity to marketing strategy are becoming increasingly important than ever before. In another word, consumers’ persuasion knowledge would affect consumers’ attitude toward superstitious products. However, previous superstition-related studies usually focus on personality traits or other psychological characteristics. Little research discusses the influence of persuasion knowledge on superstitious marketing. Thus, this study would focus on how consumers’ persuasion knowledge and some moderating variables affect their attitude toward superstitious products.
This study will conduct three experiments to test the influence of persuasion knowledge on consumer product attitude under three situations which include 1) strength of superstitious appeal, 2) difficulty of events, and 3) degree of subjective norms. We found that generally, compared with consumers with lower persuasion knowledge, those with higher persuasion knowledge would have more negative response to superstitious product. However, the three situations may moderate the effects of persuasion knowledge on superstitious products. Under these three scenarios-- low strength of superstitious appeal, high difficulty of the events and high pressure of subjective norms-- consumers with high persuasion knowledge would like superstitious products and thus the influence of persuasion knowledge would diminish. This research would also provide some managerial implications for marketers.


第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第貳章 文獻探討 7
第一節 迷信 7
第二節 說服知識 19
第三節 假說推論 28
第參章 研究方法 35
第一節 變數之定義與衡量 35
第二節 研究設計 48
第肆章 分析與結果 51
第一節 迷信訴求強度(實驗一) 51
第二節 事件風險程度(實驗二) 62
第三節 主觀性規範(實驗三) 73
第四節 研究結果 84
第伍章 結論與建議 87
第一節 結論 87
第二節 對學術研究的貢獻 89
第三節 對行銷實務的意涵 90
第四節 研究限制與未來建議 93
參考文獻 97
附錄 1-1 107
附錄 1-2 115
附錄 2-1 121
附錄 2-2 127
附錄 3-1 133
附錄 3-2 139
表 目 錄
頁次
表4-1-1 樣本結構分布表(實驗一) 51
表4-1-2 信度分析表(實驗一) 52
表4-1-3 說服知識之分組結果表(實驗一) 53
表4-1-4 迷信訴求強度之操弄性檢驗結果表 54
表4-1-5 實驗一之假說H1檢定結果表 55
表4-1-6 假說H2交互效果之檢定結果表(實驗一) 56
表4-1-7 假說H2單純主效果檢定結果表(實驗一) 56
表4-1-8 實驗一研究結果表-受試者間效應項檢定 58
表4-1-9 迷信程度與依變數之相關分析表(實驗一) 60
表4-1-10 迷信程度與說服知識之相關分析表(實驗一) 61
表4-2-1 樣本結構分布表(實驗二) 62
表4-2-2 信度分析表(實驗二) 63
表4-2-3 說服知識之分組結果表(實驗二) 64
表4-2-4 事件困難程度之操弄性檢驗結果表 64
表4-2-5 實驗二之假說H1檢定結果表 65
表4-2-6 假說H3交互效果之檢定結果表(實驗二) 66
表4-2-7 假說H3單純主效果檢定結果表(實驗二) 67
表4-2-8 實驗二研究結果表-受試者間效應項檢定 69
表4-2-9 迷信程度與依變數之相關分析表(實驗二) 71
表4-2-10 迷信程度與說服知識之相關分析表(實驗二) 72
表4-3-1 樣本結構分布表(實驗三) 73
表4-3-2 信度分析表(實驗三) 74
表4-3-3 說服知識之分組結果表(實驗三) 75
頁次
表4-3-4 主觀性規範之操弄性檢驗結果表 75
表4-3-5 實驗三之假說H1檢定結果表 76
表4-3-6 假說H4交互效果之檢定結果表(實驗三) 77
表4-3-7 假說H4單純主效果檢定結果表(實驗三) 78
表4-3-8 實驗三研究結果表-受試者間效應項檢定 80
表4-3-9 迷信程度與依變數之相關分析表(實驗三) 82
表4-3-10 迷信程度與說服知識之相關分析表(實驗三) 83
表4-4-1 實驗一假說結果整理表 84
表4-4-2 實驗二假說結果整理表 85
表4-4-3 實驗三假說結果整理表 86



圖 目 錄
頁次
圖2-3-1 說服知識與迷信訴求強度之交互作用假設圖 30
圖2-3-2 說服知識與事件困難度之交互作用假設圖 31
圖2-3-3 說服知識與主觀性規範之交互作用假設圖 33
圖3-1-1本研究架構圖 35
圖3-1-2 實驗一迷信訴求強之產品示意圖 38
圖3-1-3 實驗一迷信訴求弱之產品示意圖 39
圖3-1-4 實驗二之產品示意圖 42
圖3-1-5 實驗三之產品示意圖 44
圖4-1-1 假說H2之交互作用圖(實驗一) 57
圖4-2-1 假說H3之交互作用圖(實驗二) 68
圖4-3-1 假說H4之交互作用圖(實驗三) 79



中文部分
1.林安婕(2013)。消費者說服知識與部落客特性對消費者閱讀產品心得文反應之影響。天主教輔仁大學企業管理學系管理學碩士班未出版碩士論文。新北市。
2.張佑薇(2013)。部落格產品心得文訊息呈現手法與讀者說服知識對讀者反應之影響。天主教輔仁大學企業管理學系管理學碩士班未出版碩士論文。新北市。
3.張育綺(2013)。說服知識與報導式廣告設計對消費者之影響。天主教輔仁大學企業管理學系管理學碩士班未出版碩士論文。新北市。
網路部分
1.聯合新聞網(2010)。遠傳電信,幫你算命交朋友。引自:http://mag.udn.com/mag/life/storypage.jsp?f_ART_ID=259967
2.中國新聞網(2009)。算命市場營業額每年超50億,台企招聘重星座占卜。引自:
http://www.chinanews.com/tw/tw-mswx/news/2009/10-05/1898339.shtml

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