臺灣博碩士論文加值系統

近年來各大品牌的行銷手法推陳出新，不難發現「謝謝」也可以是一項重要的行銷工具，然而，真正使品牌與眾不同的是在感謝訊息中增加個性化內容，凸顯對消費者的誠意。在感謝消費者時，運用同理心站在消費者的角度考量。行銷人員面對消費者表達謝意的同時，藉此使消費者透過感謝文案進而產生溫暖，進一步建立起良好的品牌信任，促進與消費者之間的聯繫。本研究旨在探討消費者在瀏覽感謝文案的不同型態時，如何影響消費者的知覺溫暖，並進而影響品牌信任。
本研究採實驗設計，並分為三個實驗，逐一檢測感謝文案之設計對於消費者的知覺溫暖與品牌信任的影響。實驗一為操弄感謝文案類型；實驗二為操弄促銷型感謝文案中，針對不同身分別進行感謝；而實驗三則操弄促銷型感謝文案中，品牌藉由不同角度進行感謝。
本研究發現當消費者為說服知識高時，無論是感謝文案類型、針對不同身分別或是藉由不同角度進行感謝，皆不會影響知覺溫暖與品牌信任；當消費者為說服知識低時，純感謝文案會優於促銷型感謝文案、對於第三方感謝會優於對一般消費者感謝，以及消費者導向的感謝文案會優於品牌導向的感謝文案，進而影響知覺溫暖與品牌信任。

In recent years, major brands have developed new marketing techniques. However, what really sets a brand apart is the personalization of message with gratitude to highlight the sincerity of the consumer. When thanking consumers, use empathy to put yourself in their place. By expressing their gratitude to consumers, marketers can warm up consumers through the messages, then building brand trust and fostering connections with consumers. The purpose of this study is to investigate how consumers' perceived warmth and brand trust are influenced when they view different types of messages with gratitude.
The study was divided into three experiments to examine the effects of gratitude on consumers' perceived warmth and brand trust. Experiment 1 manipulates the type of content with gratitude; experiment 2 manipulates the content with gratitude in different groups; and experiment 3 manipulates the content with gratitude in different perspectives.
This study found that when consumers' persuasion knowledge is high, neither the type of content with gratitude, nor the content with gratitude in different groups, nor the content with gratitude in different perspectives affected perceived warmth and brand trust; when consumers' persuasive knowledge is low, content with sincere gratitude is superior to content with link, thank for third parties is superior to thank for general consumers, and consumer-oriented is superior to brand-oriented under the content with gratitude, which affects perceived warmth and brand trust.

目錄

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 6
第二章 文獻探討 7
第一節 感謝之情 7
第二節 說服知識 10
第三節 知覺溫暖 12
第四節 品牌信任 14
第三章 研究方法 16
第一節 研究分徑 16
第二節 研究假設 17
第三節 操作定義與衡量 22
第四節 資料分析方法 36
第四章 研究結果 37
第一節 實驗一 37
第二節 實驗二 44
第三節 實驗三之前導測驗 52
第四節 實驗三 54
第五章 研究結論與建議 62
第一節 研究結論 62
第二節 研究貢獻與建議 66
第三節 研究限制與未來方向 68
參考文獻 69
附錄一 前測問卷 77
附錄二 正式問卷 80

圖目錄

圖 1 情境圖示範例 2
圖 2 情境圖示範例 2
圖 3 情境圖示範例 3
圖 3-3-1-1 實驗一之情境一（感謝文案無包含商業連結） 23
圖 3-3-1-2 實驗一之情境二（感謝文案有包含商業連結） 23
圖 3-3-2-1 實驗二之情境一（促銷型感謝文案對一般消費者感謝） 28
圖 3-3-2-2 實驗二之情境二（促銷型感謝文案對第三方群體感謝） 28
圖 3-3-3-1 前測實驗之情境一（促銷型感謝文案以品牌角度為切角） 30
圖 3-3-3-2 前測實驗之情境二（促銷型感謝文案以消費者角度為切角） 31
圖 3-3-3-1-1 實驗三之情境一（促銷型感謝文案以品牌角度為切角） 34
圖 3-3-3-2-1 實驗三之情境二（促銷型感謝文案以消費者角度為切角） 34

表目錄

表 3-3-1-1-1 知覺溫暖之衡量問項 25
表 3-3-1-1-2 說服知識之衡量問項 25
表 3-3-1-1-3 品牌信任之衡量問項 26
表 3-3-3-1-1 前測實驗之情境一衡量問項 32
表 3-3-3-1-2 前測實驗之情境二衡量問項 32
表 4-1-1 實驗一樣本年齡之描述性統計分析 37
表 4-1-2 實驗一之信度分析 38
表 4-1-3 實驗一知覺溫暖之迴歸分析 39
表 4-1-4 實驗一說服知識之干擾效果 39
表 4-1-5 實驗一說服知識之干擾效果（詹森內曼法） 40
表 4-1-6 實驗一品牌信任之迴歸分析 41
表 4-1-7 實驗一說服知識之干擾效果 41
表 4-1-8 實驗一說服知識之干擾效果（詹森內曼法） 42
表 4-1-9 實驗一調節中介效果 43
表 4-2-1 實驗二樣本年齡之描述性統計分析 44
表 4-2-2 實驗二之信度分析 45
表 4-2-3 實驗二知覺溫暖之迴歸分析 46
表 4-2-4 實驗二說服知識之干擾效果 47
表 4-2-5 實驗二說服知識之干擾效果（詹森內曼法） 47
表 4-2-6 實驗二品牌信任之迴歸分析 48
表 4-2-7 實驗二說服知識之干擾效果 49
表 4-2-8 實驗二說服知識之干擾效果（詹森內曼法） 49
表 4-2-9 實驗二調節中介效果 51
表 4-3-1-1 實驗三前測之描述性統計分析 52
表 4-3-1-2 實驗三前測之適合度結果 53
表 4-3-1 實驗三樣本年齡之描述性統計分析 54
表 4-3-2 實驗三之信度分析 55
表 4-3-3 實驗三感謝文案陳述角度之描述性統計分析 56
表 4-3-5 實驗三感謝文案陳述角度之變異述分析 56
表 4-3-6 實驗三知覺溫暖之迴歸分析 57
表 4-3-7 實驗三說服知識之干擾效果 57
表 4-3-8 實驗三說服知識之干擾效果（詹森內曼法） 58
表 4-3-9 實驗三品牌信任之迴歸分析 59
表 4-3-10 實驗三說服知識之干擾效果 59
表 4-3-11 實驗三說服知識之干擾效果（詹森內曼法） 60
表 4-3-9 實驗三調節中介效果 61
表 5-1-1 研究假設與檢定結果 62

一、英文文獻
1.Aaker, D. A., Stayman, D. M., & Hagerty, M. R. (1986). Warmth in advertising: Measurement, impact, and sequence effects. Journal of consumer research, 12(4), 365-381.
2.Aaker, J. L., Garbinsky, E. N., & Vohs, K. D. (2012). Cultivating admiration in brands: Warmth, competence, and landing in the “golden quadrant”. Journal of consumer psychology, 22(2), 191-194.
3.Algoe, S. B., & Haidt, J. (2009). Witnessing excellence in action: The ‘other-praising’emotions of elevation, gratitude, and admiration. The journal of positive psychology, 4(2), 105-127.
4.Algoe, S. B., Fredrickson, B. L., & Gable, S. L. (2013). The social functions of the emotion of gratitude via expression. Emotion, 13(4), 605.
5.Ames, D. R., Flynn, F. J., & Weber, E. U. (2004). It’s the thought that counts: On perceiving how helpers decide to lend a hand. Personality and Social Psychology Bulletin, 30(4), 461-474.
6.An, S., Kerr, G., & Jin, H. S. (2019). Recognizing native ads as advertising: Attitudinal and behavioral consequences. Journal of Consumer Affairs, 53(4), 1421-1442.
7.Andersen, P. A., & Guerrero, L. K. (1996). The bright side of relational communication: Interpersonal warmth as a social emotion. In Handbook of communication and emotion (pp. 303-329). Academic Press.
8.Attaran, S., Notarantonio, E. M., & Quigley Jr, C. J. (2015). Consumer perceptions of credibility and selling intent among advertisements, advertorials, and editorials: A persuasion knowledge model approach. Journal of Promotion Management, 21(6), 703-720.
9.Bock, D. E., & Thomas, V. L. (2021). Too exciting to care? When expressing gratitude is a detriment to the brand. Journal of Advertising, 1-18.
10.Brady, M. K., & Cronin Jr, J. J. (2001). Customer orientation: Effects on customer service perceptions and outcome behaviors. Journal of service Research, 3(3), 241-251.
11.Campbell, M. C., & Kirmani, A. (2000). Consumers' use of persuasion knowledge: The effects of accessibility and cognitive capacity on perceptions of an influence agent. Journal of consumer research, 27(1), 69-83.
12.Çelik, P., Lammers, J., van Beest, I., Bekker, M. H., & Vonk, R. (2013). Not all rejections are alike; competence and warmth as a fundamental distinction in social rejection. Journal of experimental social psychology, 49(4), 635-642.
13.Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, 65(2), 81-93.
14.Choi, J., Chang, Y. K., Lee, K., & Chang, J. D. (2016). Effect of perceived warmth on positive judgment. Journal of Consumer Marketing.
15.Choi, S. (2018). A study on salesperson brand relationships, customer orientation, and customer store loyalty. Journal of Distribution Science, 16(11), 57-64.
16.Corniani, M. (2008). Push and pull policy in market-driven management. Symphonya: Emerging Issues in Management, (1), 45-64.
17.Cowles, D. L. (1996). The role of trust in customer relationships: asking the right questions. Asia-Australia Marketing Journal, 4(1), 31-41.
18.Cuddy, A. J., Fiske, S. T., Glick, P., & Zanna, M. P. (2008). Advances in experimental social psychology. Warmth and competence as universal dimensions of social perception: The stereotype content model and the BIAS map., 61-149.
19.Delgado-Ballester, E., Munuera-Aleman, J. L., & Yague-Guillen, M. J. (2003). Development and validation of a brand trust scale. International journal of market research, 45(1), 35-54.
20.Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer–seller relationships. Journal of marketing, 61(2), 35-51.
21.Eisend, M., & Tarrahi, F. (2022). Persuasion knowledge in the marketplace: A meta‐analysis. Journal of Consumer Psychology, 32(1), 3-22.
22.Friestad, M., & Wright, P. (1994). The persuasion knowledge model: How people cope with persuasion attempts. Journal of consumer research, 21(1), 1-31.
23.Grant, A. M., & Gino, F. (2010). A little thanks goes a long way: Explaining why gratitude expressions motivate prosocial behavior. Journal of personality and social psychology, 98(6), 946.
24.Ha, H. Y., & John, J. (2010). Role of customer orientation in an integrative model of brand loyalty in services. The Service Industries Journal, 30(7), 1025-1046.
25.Halkias, G., & Kokkinaki, F. (2017). Schema strength, processing opportunity, and the rewarding nature of incongruity resolution in advertising. International Journal of Advertising, 36(3), 415-438.
26.Hawlk, K. (2018). Outbound Versus Inbound Marketing: Which Strategy Is Best?. Journal of Financial Planning, 31(6), 30-31.
27.Hess, J., & Story, J. (2005). Trust‐based commitment: multidimensional consumer‐brand relationships. Journal of consumer Marketing.
28.Isaac, M. S., & Grayson, K. (2017). Beyond skepticism: Can accessing persuasion knowledge bolster credibility?. Journal of Consumer Research, 43(6), 895-912.
29.Ivens, B. S., Leischnig, A., Muller, B., & Valta, K. (2015). On the role of brand stereotypes in shaping consumer response toward brands: An empirical examination of direct and mediating effects of warmth and competence. Psychology & Marketing, 32(8), 808-820.
30.Jamil, M. I. M., & Almunawar, M. N. (2021). A Comparison Between Inbound and Outbound Marketing. In Encyclopedia of Organizational Knowledge, Administration, and Technology (pp. 2129-2139). IGI Global.
31.Jin, N., Line, N. D., & Yoon, D. (2018). Understanding the role of gratitude in building quality relationships. Journal of Hospitality Marketing & Management, 27(4), 465-485.
32.Kabadayi, E. T., & Alan, A. K. (2012). Brand trust and brand affect: Their strategic importance on brand loyalty. Journal of Global Strategic Management, 11(6), 81-88.
33.Kenning, P. (2008). The influence of general trust and specific trust on buying behaviour. International Journal of Retail & Distribution Management.
34.Kervyn, N., Fiske, S. T., & Malone, C. (2012). Brands as intentional agents framework: How perceived intentions and ability can map brand perception. Journal of Consumer Psychology, 22(2), 166-176.
35.Khuong, M. N., & Tram, V. N. B. (2015). The effects of emotional marketing on consumer product perception, brand awareness and purchase decision—A study in ho chi Minh City, Vietnam. Journal of Economics, Business and Management, 3(5), 524-530.
36.Kim, Y., Smith, R. D., & Kwak, D. H. (2018). Feelings of gratitude: A mechanism for consumer reciprocity. European Sport Management Quarterly, 18(3), 307-329.
37.Kolb, P., Gockel, C., & Werth, L. (2012). The effects of temperature on service employees' customer orientation: An experimental approach. Ergonomics, 55(6), 621-635.
38.Kolbl, Ž., Diamantopoulos, A., Arslanagic-Kalajdzic, M., & Zabkar, V. (2020). Do brand warmth and brand competence add value to consumers? A stereotyping perspective. Journal of Business Research, 118, 346-362.
39.Kotler, P. (2003). Marketing insights from A to Z: 80 concepts every manager needs to know. John Wiley & Sons.
40.Kulms, P., & Kopp, S. (2018). A social cognition perspective on human–computer trust: The effect of perceived warmth and competence on trust in decision-making with computers. Frontiers in Digital Humanities, 14.
41.Lambert, N. M., Clark, M. S., Durtschi, J., Fincham, F. D., & Graham, S. M. (2010). Benefits of expressing gratitude: Expressing gratitude to a partner changes one’s view of the relationship. Psychological Science, 21(4), 574-580.
42.Lehnert, K., Goupil, S., & Brand, P. (2020). Content and the customer: inbound ad strategies gain traction. Journal of Business Strategy, 42(1), 3-12.
43.Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), 357-365.
44.McCullough, M. E., Kilpatrick, S. D., Emmons, R. A., & Larson, D. B. (2001). Is gratitude a moral affect?. Psychological bulletin, 127(2), 249.
45.McCullough, M. E., Kimeldorf, M. B., & Cohen, A. D. (2008). An adaptation for altruism: The social causes, social effects, and social evolution of gratitude. Current directions in psychological science, 17(4), 281-285.
46.McAllister, D. J. (1995). Affect-and cognition-based trust as foundations for interpersonal cooperation in organizations. Academy of management journal, 38(1), 24-59.
47.Meijers, M. H., van Reijmersdal, E. A., & Krafczyk, A. (2018). The positive effect of green versus conventional brand placement: The roles of brand warmth and persuasion knowledge. In Advances in Advertising Research IX (pp. 143-161). Springer Gabler, Wiesbaden.
48.Michelino, F., Caputo, M., Cammarano, A., & Lamberti, E. (2014). Inbound and outbound open innovation: organization and performances. Journal of technology management & innovation, 9(3), 65-82.
49.Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of marketing, 58(3), 20-38.
50.Morales, A. C. (2005). Giving firms an “E” for effort: Consumer responses to high-effort firms. Journal of consumer research, 31(4), 806-812.
51.Nowak, M. A., & Roch, S. (2007). Upstream reciprocity and the evolution of gratitude. Proceedings of the royal society B: Biological Sciences, 274(1610), 605-610.
52.Nwankwo, S. (1995). Developing a customer orientation. Journal of consumer marketing.
53.Palmatier, R. W. (2008). Relationship marketing (pp. 1-140). Cambridge, MA: Marketing Science Institute.
54.Palmatier, R. W., Jarvis, C. B., Bechkoff, J. R., & Kardes, F. R. (2009). The role of customer gratitude in relationship marketing. Journal of marketing, 73(5), 1-18.
55.Patrutiu-Baltes, L. (2016). Inbound Marketing-the most important digital marketing strategy. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 9(2), 61.
56.Portal, S., Abratt, R., & Bendixen, M. (2019). The role of brand authenticity in developing brand trust. Journal of Strategic Marketing, 27(8), 714-729.
57.Raggio, R. D., & Folse, J. A. G. (2009). Gratitude works: its impact and the mediating role of affective commitment in driving positive outcomes. Journal of the Academy of Marketing Science, 37(4), 455-469.
58.Raggio, R. D., Walz, A. M., Godbole, M. B., & Folse, J. A. G. (2014). Gratitude in relationship marketing: Theoretical development and directions for future research. European Journal of Marketing.
59.Rotter, J. B. (1967). A new scale for the measurement of interpersonal trust. Journal of personality.
60.Sallam, M. A., & Algammash, F. A. (2016). The effect of attitude toward advertisement on attitude toward brand and purchase intention. International Journal of Economics, Commerce and Management, 4(2), 509-520.
61.Sung, Y., & Kim, J. (2010). Effects of brand personality on brand trust and brand affect. Psychology & Marketing, 27(7), 639-661.
62.Spence, M. (2002). Signaling in retrospect and the informational structure of markets. American economic review, 92(3), 434-459.
63.Sung, Y., & Kim, J. (2010). Effects of brand personality on brand trust and brand affect. Psychology & Marketing, 27(7), 639-661.
64.Wiener, J. L., LaForge, R. W., & Goolsby, J. R. (1990). Personal communication in marketing: An examination of self-interest contingency relationships. Journal of Marketing Research, 27(2), 227-231.
65.Williams, L. A., & Bartlett, M. Y. (2015). Warm thanks: Gratitude expression facilitates social affiliation in new relationships via perceived warmth. Emotion, 15(1), 1.
66.Xue, J., Zhou, Z., Zhang, L., & Majeed, S. (2020). Do brand competence and warmth always influence purchase intention? The moderating role of gender. Frontiers in psychology, 11, 248.
67.Yazdanifard, R., AbuTabik, M., & Seyedi, A. (2011). Security and Trust in Electronic Commerce-Finding the Safe Side. In the Proceedings of the International Conference on Information Communication and Management (pp. 141-146).
68.Yoo, C. Y. (2009). The effects of persuasion knowledge on click-through of keyword search ads: Moderating role of search task and perceived fairness. Journalism & Mass Communication Quarterly, 86(2), 401-418.
69.Zhang, M., Li, L., Ye, Y., Qin, K., & Zhong, J. (2020). The effect of brand anthropomorphism, brand distinctiveness, and warmth on brand attitude: A mediated moderation model. Journal of Consumer Behaviour, 19(5), 523-536.

二、中文文獻
1.黃琬詩(2010) 感性行銷與顧客行為意向之關係–以品牌聯想為中介變數