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研究生:王嘉君
研究生(外文):WANG,CHIA-CHUN
論文名稱:牽動感受、啟動意圖:行動號召與形意符號效果
論文名稱(外文):Affecting feeling and initiating intention: call to action and emoticon effect
指導教授:顧萱萱顧萱萱引用關係
指導教授(外文):KU,HSUAN-HSUAN
口試委員:陳绣里林陽助
口試委員(外文):CHEN, HSIU-LILIN,YANG-CHU
口試日期:2022-05-30
學位類別:碩士
校院名稱:東吳大學
系所名稱:國際經營與貿易學系
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2022
畢業學年度:110
語文別:中文
論文頁數:123
中文關鍵詞:行動號召形意符號心理抗拒行為意圖廣告效果社群媒體
外文關鍵詞:Call-to-actionEmojipsychological resistancebehavioral intentionadvertising effectsocial media
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行動號召(Call to action, CTA) 訊息的目的在於增加使用者點擊率,本研究探討其文字設計上的差異引導力是否能影響使用者的行動,進一步反映在心理狀態與行為表現上。
本研究共有三個實驗,實驗一探討針對有無立即性的行動號召,是否會透過語尾助詞影響到消費者的心理抗拒和當下的行為意圖。實驗二探討針對買方或賣方立場設計的行動號召,是否會透過形意符號影響到消費者的心理抗拒和當下的行為意圖。實驗三則再深入探討針對買方或賣方主從關係下所設計的行動號召,是否會透過形意符號之手勢方向不同影響到消費者的心理抗拒和當下的行為意圖。
本研究結果顯示如下:
1.當沒有搭配語尾助詞時,無立即性的行動號召會降低心理抗拒,從而使點閱意圖有顯著提升,且語尾助詞可以軟化心理抗拒,帶來後續有利影響。
2.當沒有搭配形意符號時,買方立場的行動號召會降低心理抗拒,從而使點閱意圖有顯著提升,且形意符號可以軟化心理抗拒,帶來後續有利影響。
3.當搭配形意符號之右手手勢時,買方立場為主的行動號召會降低心理抗拒,從而使點閱意圖有顯著提升。


The purpose of a call to action (CTA) message is to increase the cost-through rate (CTR) of the users. This thesis will explore whether the differences in word contents would influence the consumer’s action, and have further impacts on the consumer’s psychological state and behavior.
There are three studies in this research. Study 1 mainly explores whether CTA with urgency influences consumers’ psychological resistance and behavioral intentions by using auxiliary words. Study 2 mainly investigates whether CTA with a buy-and-sell position influences consumers’ psychological resistance and behavioral intentions toward Emojis. Study 3 further investigates whether the buy-and-sell position with subject-subordinate relationship CTA influences consumers’ psychological resistance and behavioral intentions based on different gesture directions.
The results suggest as follows:
1. This research results that unurgency CTA without auxiliary words will decrease consumers’ psychological resistance and have a significant increase in consumers’ behavioral intentions. Moreover, auxiliary words will soften consumers’ psychological resistance, and create beneficial influence.
2. buyer position CTA without Emoji will decline consumer’s psychological resistance and grow considerably on consumer’s behavioral intentions. Additionally, Emoji will soften consumers' psychological resistance and create beneficial influence.
3. buyer-subject position CTA with gesture of right-side direction will fall consumer’s psychological resistance and rise considerably on consumer’s behavioral intentions.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第二章 文獻探討 4
第一節 社群媒體 4
第二節 行動號召 7
第三節 心理抗拒 10
第四節 形意符號 12
第三章 研究方法 15
第一節 研究分徑 15
第二節 研究假設 16
第三節 操作性定義與衡量 20
第四節 資料分析方法 41
第四章 研究結果 42
第一節 實驗一 42
第二節 實驗二 48
第三節 實驗三 54
第五章 研究結果與建議 60
第一節 研究結論 60
第二節 研究貢獻與建議 63
第三節 研究限制與未來方向 65
英文參考文獻 66
中文參考文獻 72
附錄一 前測問卷 73
附錄二 正式問卷 81

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