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研究生:李尹甄
研究生(外文):LI,YIN-JHEN
論文名稱:觸動你捍衛愛情的小心機!— 廣告訴求、伴侶守衛動機與奢侈品購買意願間關係之實驗研究:以伴侶關係品質為干擾變數
論文名稱(外文):Stimulating You to Take Action to Protect Love:An Experimental Study of the Relationship between the Advertising Appeal, Mate-Guarding Motivation and Luxury Purchase Intention:Relationship Quality between Mate as Moderator
指導教授:方祥明方祥明引用關係
指導教授(外文):FANG, HSIANG-MING
口試委員:林晏瑜顏炘怡
口試委員(外文):LIN, YEN-YUYEN, HSIN-YI
口試日期:2017-06-16
學位類別:碩士
校院名稱:靜宜大學
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:2017
畢業學年度:105
語文別:中文
論文頁數:84
中文關鍵詞:奢侈品廣告訴求伴侶守衛動機伴侶關係品質購買意願
外文關鍵詞:LuxuryAdvertising AppealMate-Guarding Motivation,Relationship Quality between MatePurchase Intention
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本研究的主要在探討不同性別受試者觀看不同訴求類型廣告對於伴侶守衛動機的激發效果是否有所差異;其次,探討伴侶守衛動機對奢侈品購買意願之影響;最後,探討伴侶關係品質是否會顯著干擾伴侶守衛動機與奢侈品購買意願之間的關係。本研究根據研究目的與文獻探討的結果,建立實證性研究架構,提出三項研究假設。並採用「真實驗設計方法」(true experimental design)中的2×2 二因子實驗設計 (two-factor factorial design),以性別(男性/女性)與廣告訴求(性背叛信號廣告訴求/損失信號廣告訴求)區分為四種情境,分別依照各訴求類型的定義設計各情境的廣告內容,以圖文方式呈現在問卷上,並以實驗後的結果驗證研究假設是否成立。本研究採用立意抽樣法(purposive sampling),研究樣本共有302位消費者,其中,男性有133位,女性有169位。
最後,研究結果顯示:
一、對於不同性別的人而言,不同訴求的廣告對伴侶守衛動機的激發效果會有顯著差異存在。對於男性而言,性背叛信號訴求廣告對伴侶守衛動機的激發效果會顯著高於損失信號訴求廣告;對於女性而言,損失信號訴求廣告對伴侶守衛動機的激發效果會顯著高於性背叛信號訴求廣告。
二、伴侶守衛動機會對奢侈品購買意願產生顯著的正向影響。
三、當伴侶關係品質越好時,會弱化伴侶守衛動機對奢侈品購買意願的正向影響。

The objects of this study aims to examine whether subjects watch different types of advertising appeal will influence mate guarding motivation and have significant differences in different sexes. Secondly, it also examined whether mate guarding motivation will influence luxury purchase intention. Lastly, the moderator effect of relationship quality between mate.
On the basis of purpose and literature review, this study established the research construction and proposed three research assumptions. Using two-factor factorial design of true experimental design, and divided into 2 (sex: male, female) × 2 (advertising appeal: signals of sexual betrayal advertising appeal, signals of losses advertising appeal) experimental situations. The sampling method of this study is purposive sampling The subjects were 302 consumer, including 133 males and 169 females. Finally, the major findings were as follows:
1.The different types of advertising appeal will influence effect of stimulating mate guarding motivation and have significant differences in different sexes. For male, those who watch signals of sexual betrayal appeal advertising had mate guarding motivation is significantly higher than who watch signals of losses advertising appeal advertising. For female, those who watch signals of losses advertising appeal advertising had mate guarding motivation is significantly higher than who watch signals of sexual betrayal appeal advertising.
2.Mate guarding motivation will have a significant positive impact on the luxury purchase intention.
3.Relationship quality between mate would significantly decrease the positive effect of mate-guarding motivation and luxury purchase intention.


摘要 III
ABSTRACT IV
表目錄 VII
圖目錄 VIII
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 3
第三節 研究程序 4
第二章 文獻探討 6
第一節 伴侶守衛動機 6
第二節 廣告訴求 10
第三節 奢侈品購買意願 17
第四節 伴侶關係品質 22
第一節 研究變數間關係之相關研究 27
第三章 研究方法 31
第二節 研究架構 31
第三節 研究假設 33
第四節 研究對象 34
第五節 研究變數之操作性定義與衡量工具 35
第六節 實驗設計 42
第七節 資料分析方法 44
第八節 信度與效度分析 46
第四章 研究結果 51
第一節 敘述性統計 51
第二節 各變數相關分析 54
第三節 各變數間之影響性分析 55
第五章 結論與建議 59
第一節 研究結果 59
第二節 研究涵意 62
第三節 研究限制 64
第四節 未來研究建議 65
參考文獻 66
附錄一 研究問卷 74
附錄二 不同廣告訴求情境問卷 80



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