(3.236.175.108) 您好!臺灣時間:2021/03/01 12:04
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:黃羚喬
研究生(外文):Huang Ling Chiao
論文名稱:自我贈禮的廣告訴求對消費者購買意圖之影響
論文名稱(外文):Self-gift Advertising Appeals to Consumers Purchase Intention
指導教授:尚榮安尚榮安引用關係
指導教授(外文):Shang Rong An
口試委員:尚榮安劉秀雯黃心怡
口試委員(外文):Shang Rong AnLiu Xiu WenHuang Xin Yi
口試日期:2013-07-29
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:2015
畢業學年度:103
語文別:中文
論文頁數:49
中文關鍵詞:自我贈禮訴求調節焦點購買意圖
外文關鍵詞:self-GiftsRegulatory FocusPurchasing Intention
相關次數:
  • 被引用被引用:2
  • 點閱點閱:417
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:170
  • 收藏至我的研究室書目清單書目收藏:0
你有曾經買東西送給自己呢?在社會學及消費者行為研究中,自我贈禮的行為主要發生在獎勵、治療自己的身心。而這些研究主要集中於自我贈禮的禮物類型和自我贈禮行為發生的過程。通常人們購買的東西時,他們購買需要或想要的東西作為自己的禮物,這意味著以獎勵或治療自己的身心或是試圖取悅別人.此狀況的產品或服務可以解釋為增強自我吸引力。隨著經濟發展,競爭激烈的時代,現代的人壓力愈來愈大,需要進行一些消費行為來紓緩所承受的壓力以及衝擊,而在產品資訊充斥的時代,企業思考透過何種廣告訊息陳述,能夠有效的將廣告訊息傳達給消費者,進而引起其注意,並且發揮廣告效果,一直是廠商擬訂廣告策略的重要考慮因素。
這篇研究的目的是探討自我贈禮之廣告訴求和購買意圖的關係,所有數據將通過問卷調查來收集和統計分析檢驗,此研究總共發放了299位問卷,回收了205份,在實驗設計上設計了兩種工作情境,分別是成就與挫折,並且設計出兩種分別代表獎酬及療癒的自我贈禮廣告訴求與調節焦點的防禦焦點以及促進焦點做為交互效果來進行實驗研究。
研究結果得出工作環境中遭遇挫折及得到成就的情境下,產生購買意圖的行為背後的動機療癒自己會大於獎酬自己;另外對防禦焦點者而言,療癒訴求相對於獎酬訴求更容易產生其消費者之購買意圖,由此可得知,消費者的調節焦點對自我贈禮廣告訴求有明顯的影響,故廣告商可以在療癒性的廣告訴求上加以著磨。企業針對消費者的類型,投其所好,給予適合的廣告型態,以提高廣告效益,進而達到預期效果。

Have you ever bought something for yourself? It’s meaningful not only the goods but also the gift. The self-giving is also appeared in sociology and consumer research,. The study research has focused on self-gifts and on the process of self-giving. Everyone have unique cognitive, emotional, and social characteristics compared to other people. Frequently, people purchase something they needs and buy their wants to give as a present for oneself. While all seem to agree that means to reward or to therapy, opinions differ as to try to please other people. Products or service can be consumed for the purposed of enhancing self-attractiveness. The last few years have seen a great deal of work on gift-giving behavior. Some scholars have to consider a gift is a product or a service, given by an individual or a group to another during a ceremony. There has been an increasing interest in the relationship between self-giving and consumer behavior.
In the gift-giving studies, self-giving has become fashionable in consumer behavior research. In our life there are full of information around us. For marketing managers and advertisers, it is always be an important issue to choose what kind of messages should they use to present to enhance the communications with customers. From above, the purpose of this article is to explore the relationships among ad. demands of self-giving and purchasing intention. We begin this article with a review of relevant literature and develop the hypotheses on the basis of the literature. Then, we test the hypotheses through an experiment design. Data will be collected via questionnaire and tested by statistical analysis

The study concluded the following results. In working situation, the therapeutic demands is higher than reward demands. If we through the ad., the prevention focus will be arise the purchasing intention because of the therapeutic ad.
The marketing communications, our results indicate that they should use different kind of advertisements for different people to influence their attitude.

中文摘要….……………………………………………………………………………………i
英文摘要….………………………………………………………………...…………ii
謝誌….…………………………………………………………………………..……iii
目錄….…………………………………………………………………………..……iv
表目錄….……………………………………………………………….…………..…v
圖目錄.…………………………………………………………………………..……vi
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 2
第二章 文獻探討 4
第一節 自我贈禮 4
第二節 調節焦點理論 10
第三章 研究方法 13
第一節 研究架構 13
第二節 研究假設 14
第三節 實驗設計 14
第四節 問卷與變數定義 16
第四章 資料分析 19
第一節 基本資料分析 19
第二節 變數操弄檢定 21
第三節信效度分析 22
第四節 相關係數分析 24
第五節 假說驗證分析 26
第五章 結論與建議 29
第一節 結論與實務意涵 29
第二節 研究限制與未來方向 30
參考文獻 32
附錄
附錄 1網站首頁 35
附錄 2背景情境內文 36
附錄 3自我贈禮之廣告(四則) 38
附錄 4正式問卷 42

表目錄
表2 - 1人際送禮 V.S 自我贈禮 6
表2 - 2自我贈禮背景情境與動機之對應關係表 8

表3 - 1操作性定義及題項內容表 17

表4- 1各組問卷隨機情境與問卷數 19
表4- 2人口統計變數分佈狀況(1/2) 20
表4- 3人口統計變數分佈狀況(2/2) 21
表4- 4情境變數操弄之ANOVA檢定 22
表4- 5自我贈禮之廣告訴求變數操弄之ANOVA檢定 22
表4- 6 KMO與Bartlett檢定 22
表4- 7轉軸後的成份矩陣 23
表4- 8信度分析表 24
表4- 9相關係數矩陣 25
表4- 10受試者間效應項的檢定 26
表4- 11參數估計值 28

圖目錄

圖2 - 1促進焦點 11
圖2 - 2防禦焦點 12
參考文獻
中文部分
吳明隆(2006),SPSS統計應用學習實務:問卷分析與應用統計,三版,台北市;知城數位科技出版。
陳正芬(譯)(2004),奢華,正在流行,商智文化出版。
李斯毅(譯)(2005),心靈消費,沃爾文化。
白琳(2012),「國外消費者自我贈禮研究進展探析」,外国经济与管理,第34卷 67-73頁。
祝鳳岡(2005),「廣告感性訴求策略」之策略分析,廣告學研究,第5期85-112頁。
林讚祺(1994),「送禮行為與個人價值觀」,國立交通大學管理科學研究所碩士論文。
邱小真(1998),「個人與集體主義傾向對消費者自我贈禮行為之影響」,國立
中正大學企業管理研究所碩士論文。
涂元瀚(2002),「送禮行為中贈人與贈己心理現象之解析」,國立台灣科技大學企業管理學系碩士論文。
盧芳盈(2006),「自我贈禮與消費價值之研究」,國立中正大學行銷管理研究所碩士論文。
趙庭瑋(2009),「調節焦點對尋求多樣化的影響」,國立台灣大學商學研究所碩士論文。

英文部分
Babin B.J., Rarden W.R. and Griffin M. (1994), “Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value,” Journal of Consumer Research, 20 (3), 664-656.
Engel J.F., Blackwell R.D. and Miniard P.W. (1990), Consumer Behavior, 6th edition, New York: The Dryden Press.
Holbrook M.B. and Elizabeth H.C.(1982), “The ExperientialAspects of Consumption: Consumer Fantasies, Feelings, and Fun, ” Journal of Consumer Research, 9, 132-140.
Holbrook M.B. (2000), “The millennial consumer in the texts of our times:Experience and entertainment,” Journal of Macromarketing, 20,(2) 178-192.
John F. and Sherry J.R.(1983), “Gift Giving in Anthropological Perspective,” Journal of Consumer Research. 10(2), 157-168.
Haws K.L., Dholakia U. and Bearden W.O. (2009) “An Assessment of Chronic Regulatory Focus Measures”
Luomala .T. and Laaksonen M. (1997), “Mood-Regulatory Self-Gifts: Development of a Conceptual Framework,” Journal of Economic Psychology, 18, 407-434.
Luomala H.T. and Laaksonen M. (1999), “A Qualitative Exploration of Mood-Regulatory Self-Gifts Behaviors,” Journal of Economic Psychology, 20, 147-182.
McKeage .K.R, Richins M.L., and Debevec K. (1993), “Self-Gifts and the Manifestation of Material Values,” Advances in Consumer Research, 20, 359-364.
Mick G.D. and DeMoss M. (1990a), “To Me from Me: A Descriptive Phenomenology of Self-Gifts,” Advances in Consumer Research. 17, eds. .
Mick G.D. and DeMoss M. (1990b), “Self-Gifts: Phenomenological Insights from Four Contexts,” Journal of Consumer Research, 17 (3), 322-332.
Mick G.D., DeMoss M. and Faber R.J.(1992), “A Projective Study of Motivations and Meanings of Self-Gifts Implications for Retail Management, ” Journal of Retailing, 68(2), 122-145.
Mick G.D. and DeMoss M. (1992), “Further Findings on Self-Gifts: Products, Qualities, and Socioeconomic Correlates,” Advances in Consumer Research, , eds. Sherry, J.F., Strenthal, B., Provo, UT: Association for Consumer Research, 19, 140-146.
Mick G.D. and Faure C. (1998), “Consumer Self-Gifts in Achievement Contexts: the Role of Outcomes, Attributions, Emotions, and Deservingness,” International Journal of Research in Marketing, 15(4), 293-307.
Olshavsky W. R. and Lee D.H. (1993), “Self-Gifts: A Metacognition Perspective”, Advances in Consumer Research, 20, 547-552
Olson P.P. and Jerry C. (1996), Consumer Behavior and Marketing Strategy, Chicago: Irwin.
Sherry J.F. (1983), “Gift Giving in Anthropological Perspective,” Journal of Consumer Research, 10 (9), 157-168.
Shapiro J.M. (1993). Compulsive Buying and Selfs-Gifts: A Motivational Perspective, Advances in Consumer Research, 20, 557.
Suri S.W., Thakkar M. (2012), “A Framework for Examining The Role Of Culture in Individuals Likelihood to engage in Self-Gift Behavior.” Academy of Marketing Studies Journal, 16(1), 39-52.
Tauber E.M. (1972). Why Do People Shop?, Journal of Marketing, 36 (10), 46-59.

QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
系統版面圖檔 系統版面圖檔