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研究生:邱冠婷
研究生(外文):Kuan-Ting Chiu
論文名稱:目標、成果預期與論點品質對品牌態度之影響:趨避理論的觀點
論文名稱(外文):The Impact of Goals, Outcome expectancy and Argument Quality on Brand Attitude: A Perspective of Approach-Avoidance Theory
指導教授:王仕茹王仕茹引用關係
指導教授(外文):Shih-Ju Wang
學位類別:碩士
校院名稱:國立臺灣師範大學
系所名稱:管理研究所
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:102
語文別:中文
論文頁數:94
中文關鍵詞:趨避理論成果預期論點品質品牌態度
外文關鍵詞:Approach-Avoidance TheoryOutcome ExpectancyArgument QualityBrand Attitude
相關次數:
  • 被引用被引用:0
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  • 下載下載:17
  • 收藏至我的研究室書目清單書目收藏:0
本研究探討不同的趨避訴求下,不同的成果預期與論點品質的說服效果,採2(趨近訴求/迴避訴求)×2(成果預期成功/成果預期失敗)×2(強論點/弱論點)受測者間實驗,變異數分析結果顯示:(1)無論在何種情境及成果預期,論點強度皆會提升品牌態度。(2)在趨近訴求下,當成果預期為失敗時,強論點比弱論點有較佳的品牌態度;但當成果預期為成功時,強論點與弱論點的品牌態度並無差異。(3)在迴避訴求下,當成果預期為成功時,強論點比弱論點有較佳的品牌態度;但當成果預期為失敗時,強論點與弱論點的品牌態度並無差異。(4)趨避訴求、成果預期與論點品質存有交互作用。本研究的發現有助於擴展趨避理論的研究範圍,並為實務界帶來不同的行銷意涵。
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 6
第二章 文獻探討 7
第一節 趨避理論的定義、應對構想與特性 7
第二節 目標與趨避理論之關係 12
第三節 論點品質、目標對趨避理論之影響 16
第三章 研究方法 20
第一節 研究架構 20
第二節 實驗設計 24
第三節 前測 30
第四章 研究結果 37
第一節 樣本結構 37
第二節 操弄檢定 38
第三節 假說檢定 43
第五章 結論 50
第一節 研究發現 50
第二節 學術與實務意涵 53
第三節 研究限制與後續研究建議 55
參考文獻 56
附錄 62

Trendgo+市場調查雲端資料庫(民101年)。從Trendgo+市場調查資料庫分析台灣2012年整體消費力。取自:http://life.trendgo.com.tw/epaper/5548
創世紀市場研究顧問(民99年1月)。創世紀臉部保養品篇。取自:http://www.insightxplorer.com/specialtopic/2010_01_FaceCare.htm
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