臺灣博碩士論文加值系統

自古以來就有人類飼養寵物之行為，現代人將寵物視為家人，作為情感依附之對象，但面臨社會變遷與都市化發展，飼主受到許多環境限制而棄養寵物，加上零撲殺政策，進而衍生出收容所爆籠與資源不足之情況。過去並無寵物認養相關文獻，大多探討收容所狀況或寵物可影響飼主生理、心理與醫療等方面之研究，因此，本研究使用2×2×2的組間實驗設計法以廣告訴求(理性訴求/感性訴求)、訊息框架(正向訊息/負向訊息)及涉入程度(高涉入/低涉入)為自變數，探討受測者對寵物認養的幸福感與認養意願之影響，受測對象為240位大學生。研究結果顯示：廣告訴求、訊息框架及涉入程度對幸福感與認養意願無顯著的主效果影響，但三者之交互作用對受測者的幸福感與認養意願有顯著之影響，在正向訊息且涉入程度較高的情況下，感性訴求的幸福感與認養意願較好；在負向訊息且涉入程度較高的情況下，理性訴求的幸福感與認養意願較好。希望本研究結果可以提供給任何公私立的收容所與政府實務上的建議且能作為後續研究者之參考依據。

Since ancient times, there have been human behaviors of keeping pets. Modern people keep their pets like families as someone of emotional attachment, but in the face of social changes and urbanization, the owners are subject to many environmental restrictions and abandon pets, plus zero culling policy, which leads to the outbreak of shelters and resources. In the past, there was no literature on pet adoption, and most of the research on the status of shelters or pets can affect the physiological, psychological and medical aspects of the diet. This study used the 2×2×2 inter-group experiment design method for advertisement appeals (rational appeal/emotional appeal), message framing (positive message/negative message), and involvement (high involvement/low involvement) as variable and discusses the influence of the tester's well-being and willingness of pet adoption. The testers are 240 university students. The results of the study show that the advertising appeal, the message framing and the involvement have no significant effect on the well-being and the willingness of pet adoption, but the interaction between the three has a significant impact on the testers' well-being and pet adoption willingness. When the message is positive and the degree of involvement is high, the happiness of the rational appeal and the willingness to pet adoption are better. In the case of a negative message and a high degree of involvement, the sense of well-being and the willingness to pat adoption rational appeal are better. It is hoped that the results of this study can be provided to any public and private shelters and government practice recommendations and can be used as a reference for follow-up researchers.

摘要 i
Abstract ii
致謝 iv
目錄 v
表目錄 viii
圖目錄 ix
第壹章 緒論 1
1.1研究背景與動機 1
1.2研究目的 3
第貳章 文獻探討與研究假說 5
2.1寵物認養 5
2.2廣告訴求 7
2.3訊息框架 8
2.4涉入程度 10
2.5幸福感 11
2.6認養意願 12
2.7廣告訴求與幸福感、認養意願之關係 14
2.8訊息框架與幸福感、認養意願之關係 15
2.9涉入程度與幸福感、認養意願之關係 16
2.10廣告訴求、訊息框架與涉入程度對幸福感及認養意願之關係 17
第參章 研究方法 21
3.1研究架構 21
3.2變數的操作性定義與衡量 22
3.2.1廣告訴求(理性訴求/感性訴求) 22
3.2.2訊息框架(正向訊息/負向訊息) 23
3.2.3涉入程度(高涉入/低涉入) 23
3.2.4幸福感 24
3.2.5認養意願 26
3.3.1研究對象與蒐集資料 28
3.3.2前測實驗設計 28
3.4前測結果 30
3.4.1廣告訴求操弄之結果 30
3.4.2訊息框架操弄之結果 30
3.4.3涉入程度操弄之結果 31
3.5正式實驗 31
第肆章 研究結果 33
4.1人口統計變項分析 33
4.2信度分析 34
4.2.1幸福感之信度分析 34
4.2.2認養意願之信度分析 35
4.3效度分析 36
4.4廣告訴求、訊息框架與涉入程度對幸福感之影響 36
4.4.1廣告訴求對幸福感之影響 36
4.4.2訊息框架對幸福感之影響 37
4.4.3涉入程度對幸福感之影響 37
4.4.4廣告訴求、訊息框架與涉入程度對幸福感之影響 38
4.5廣告訴求、訊息框架與涉入程度對認養意願之影響 42
4.5.1廣告訴求對認養意願之影響 42
4.5.2訊息框架對認養意願之影響 42
4.5.3涉入程度對認養意願之影響 43
4.5.4廣告訴求、訊息框架與涉入程度對認養意願之影響 44
第伍章 結論與建議 48
5.1研究結論 48
5.2管理意涵與研究建議 49
5.3研究限制與未來建議 51
參考文獻 52
中文文獻 52
英文文獻 58
附錄一、理性訴求之前測問卷 67
附錄二、感性訴求之前測問卷 68
附錄三、正向之前測問卷 69
附錄四、負向之前測問卷 70
附錄五、高涉入程度之前測問卷 71
附錄六、低涉入程度之前測問卷 72
附錄七、正式實驗 73

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