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研究生(外文):Liu, Pei-Ying
論文名稱(外文):Factors Affecting Consumers' Preference for Advertising Appeals: The Role of Death Priming and Self-Transcendence
指導教授(外文):Shen, Yung-Cheng
口試委員(外文):Shen, Yung-ChengHung, Hsiu-YuChang, Chia-Chi
外文關鍵詞:terror management theorywell-beingeudaimonichedonicself-transcendenceconsumer choice behavior
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本研究探討廣告訴求對於消費者來說的最終意義,即消費者福祉,以及廣告訴求與廣告選擇的關係,更進一步探討死亡觸發、自我超越人格是否在此主效果之下使消費者在選擇旅遊產品時產生調節效果。研究方法採用2(死亡觸發v.s.觀看電視) X 2(自我超越高v.s.自我超越低) 實驗設計,並以實體的形式進行現場實驗觸發與資料蒐集,最終每個組別會選擇兩種結果,享樂訴求廣告產品或幸福訴求廣告產品,透過此廣告訴求選擇,我們發現:高度自我超越的受試者,經過死亡觸發後,在旅遊產品中,選擇幸福訴求廣告的傾向更加強烈,經過卡方分析與邏輯斯迴歸之後,僅說明自我超越與死亡觸發對於廣告訴求選擇具有部分調節效果,研究結果理論上闡明東方文化消費者經過死亡觸發與自我超越之後對於廣告訴求的選擇,實務上享樂、幸福訴求之下的維度期待未來可以在東方文化的領域進行更深入的探討。
This study explores the ultimate meaning of advertising demands for consumers, as known as consumer well-being, and the relationship between advertising appeals and advertising choices, further discussing whether death priming and self-transcendence personality have a moderating effect on consumers' choice of the product which for instance, travel under this main effect. The research method adopts a 2 (death priming v.s. watching tv) X 2 (self-transcendence high v.s. self-transcendence low) experimental design, and conducts the process by priming and data collection in the form of entities. Consequently, each experimental group will choose two results: the eudaimonic-appeal advertisement or the hedonic-appeal advertisement. From the experiment result, we discover that subjects with a high degree of self-transcendence personality, after being primed by death, have a stronger tendency to choose the eudaimonic-appeal advertisements in tourism products. After executing chi-square analysis and logistic regression analysis, it only declares that self-transcendence and death priming has a partial moderating effect to the choice of advertising appeal. The research results theoretically elucidate the choice of oriental culture consumers for advertising appeal after death priming and self-transcendence. In practical domain, the dimensions of the hedonic appeal and the eudaimonic appeal are expected to having a deeper discussion in the oriental culture field.
謝辭 I
摘要 II
英文摘要 III
目次 IV
表次 V
圖次 VI
第壹章 緒論 1
第貳章 文獻回顧 2
第一節 廣告訴求 2
第二節 廣告訴求:享樂訴求與幸福訴求 4
第三節 福祉:享樂與幸福 5
第四節 福祉:享樂與幸福的發展 7
第五節 調節變數:恐怖管理理論 10
第六節 調節變數:自我超越 16
第七節 死亡觸發、自我超越與幸福 18
第參章 研究方法 20
第一節 研究假說與研究架構 20
第二節 研究設計 22
第肆章 結果分析與討論 27
第一節 樣本結構 27
第二節 結果分析 29
第伍章 結論與建議 36
第一節 研究結論 36
第二節 建議與未來方向 37
參考文獻 39
附錄 46
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