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研究生:梁佳瑜
研究生(外文):Chia-Yu Liang
論文名稱:調節焦點理論對食安認證產品說服效果之探討:以人格特質、訴求類型為干擾變數
論文名稱(外文):The Persuasion Effect of Regulatory Focus on Certified Food:The Moderating Effect of Personalities and Appeal Types
指導教授:梁貫御梁貫御引用關係
口試委員:周軒逸陳明怡
口試日期:2016-06-28
學位類別:碩士
校院名稱:國立中興大學
系所名稱:行銷學系所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2016
畢業學年度:104
語文別:中文
論文頁數:122
中文關鍵詞:食品安全調節焦點環境訴求個人健康訴求自我建構訊息框架
外文關鍵詞:Food-safetyRegulatory FocusEnvironmental AppealsPersonal Health AppealsSelf-construalMessage Framing
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台灣食安風暴已經延燒多年,廠商的黑心與政府的把關不足,讓民眾對於食安信心崩盤,連GMP也因此失去消費者的信賴。食品安全與民眾的個人健康息息相關,同時也是一個關係到每一位國民的社會事件,產官學界都在尋找解決的方案,除了加強政府與廠商風險管理之科學技術外,強化與消費者之溝通也是另一項重要的議題,各食品安全之利害關係人唯有透過不斷的溝通,建立互信機制,台灣的食品安全才有機會能慢慢改善。

過去研究將調節焦點論廣泛運用在與個人的健康溝通上,透過強調為個人帶來的好的結果或避免負面的影響之不同訊息溝通方式,試圖影響並改變個人之行為。而在訊息溝通的研究領域中,同時強調個人健康訴求、社會環境訴求類型的議題多在於環保、有機食品等議題,本研究認為食品安全也能超越個人層面,將消費者的思考提升至社會層面。因此,本研究以貼有虛擬食安認證之食用油作為標的物,加入個人健康訴求、社會環境訴求,旨在探討當消費者在決策環境中進行購買選擇時,消費者之自我建構人格、長期調節焦點人格、訊息訴求類型、訊息框架將會如何影響消費者的態度,並提供政府及廠商與消費者溝通之策略性建議。

實驗中探討2(調節焦點訊息:促進焦點訊息、預防焦點訊息) x 2(訴求類型:個人健康訴求、社會環境訴求)受測者間實驗設計,經由共變數分析後,發現:消費者在預防焦點訊息搭配社會環境訴求下,相較於預防焦點訊息搭配個人健康訴求,對於貼有標章之油品態度較高;消費者在促進焦點訊息搭配社會環境訴求下與促進焦點訊息搭配個人健康訴求下,對於貼有標章油品態度則沒有顯著不同。

另外,本研究也探究消費者自我建構人格與訴求類型之間的交互作用關係,對於貼有標章油品態度之影響。透過2(自我建構人格:獨立自我、相依自我) x 2(訴求類型:個人健康訴求、社會環境訴求)受測者間實驗設計,利用統計共變數分析後發現:傾向獨立自我人格的個體搭配社會環境訴求,相較於獨立自我人格的個體搭配個人健康訴求,標章油品態度較高。


Taiwanese has been suffering from food safety problems for years. Due to unscrupulous practitioners and the careless of the government, people seem to show little confidence in Taiwan’s food safety. Food safety is directly concerned to people’s personal health; moreover, it is also concerned to important social issue to every national. Industry, government, academic are all trying to find the way out. We think that to improve the food safety in Taiwan, we should not only strengthening the risk management of science technology is important, but also improve communication between customers. What stakeholders should do is keeping communication, building the mechanism of trust between each others, then there will be an opportunity of turning Taiwan’s food safety better.
Regulatory Focus Theory have been widely used in health communications through emphasizing on producing positive outcomes, or avoiding negative outcomes, which trying to influence or change ones attitude and behaviors. In the past researches of communication, which issue emphasizing either personal health or environment appeals are about recycling, organic food. However, food safety problems are not only matters on personal aspect, but also social aspect. We targeted fictitious certification on cooking oil, the goal of this thesis is to find that what and how the self-construal, chronic regulatory focus, message appeals, and regulatory focus message interact, will them change people’s attitude toward the product, and try to give some strategies advice to government and Industries.
In our experiment, we examined 2 (Regulatory Focus: promotion focus message、prevention focus message) x 2 (Appeal types: personal health, social environment) between participant design. Analysis by ANCOVA, we found that people will be more persuaded with prevention focus messages with social environment appeals, rather than prevention focus messages with personal health appeals. There is a fit between regulatory focus and appeal types. However, there is non-significant between promotion focus and appeal types. Moreover, there is an interaction between self-construal and appeal types. 2 (Self-construal: independent , interdependent) x 2 (Appeal types: personal health、social environment), We found that consumers who tend to have independent self-construal will have more favorably toward product attitude as it manipulated with social appeals.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 4
第二章 文獻探討 6
第一節 調節焦點理論 6
第二節 調節適配性 12
第三節 訊息訴求類型 16
第四節 自我建構 20
第三章 實驗 24
第一節 研究架構 24
第二節 假設推導 25
第三節 變數定義與衡量 29
第四節 研究設計 33
第五節 樣本描述 41
第六節 假設驗證分析 42
第四章 結論與建議 48
第一節 研究結論 48
第二節 學術貢獻 50
第三節 管理意涵 51
第四節 研究限制 52
第五節 未來研究方向 52
參考文獻 54
附錄一前測問卷—促進焦點訊息搭配個人健康訴求(情境A) 61
附錄二前測問卷—預防焦點訊息搭配社會環境訴求(情境D) 70
附錄三正式問卷—促進焦點訊息搭配個人健康訴求(情境A) 79
附錄四正式問卷—預防焦點訊息搭配個人健康訴求(情境B) 90
附錄五正式問卷—促進焦點訊息搭配社會環境訴求(情境C) 101
附錄六正式問卷—預防焦點訊息搭配社會環境訴求(情境D) 112


一、中文部分

王馨儀(2014年10月20日)。餿水油下肚怎麼辦?多排毒保持排便順暢。取自http://healthnews.com.tw/readnews.php?id=17677
劉靜瑀(2014年10月)。民調:8成民眾盼GMP宜修不宜廢。取自:http://www.chinatimes.com/newspapers/20141029000053-260202
林倖妃、謝明玲(2014年10月)。政府為何擋不住食安崩壞?。取自:http://www.cw.com.tw/article/article.action?id=5061897


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