臺灣博碩士論文加值系統

過去許多學者對個人完全理性決策的基本假設與現實往往不盡相符。Damasio（1994）便指出人類雖可理性地列出選擇方案，但情緒才是進行最後選擇的關鍵因子。Drummond（2001）更認為，所有的決策都被情緒所驅動，在緊張或危機的情況時，情緒扮演的角色更加重要。所以許多廣告嘗試以情緒傳達與情境營造來吸引消費者注意藉以強化廣告印象，而這樣強調情緒表現的手法便是一種情緒框架（emotional framing）（Wasielewski, 1985），試圖藉由呈現正反情緒來影響閱聽者不同的感受進而影響消費決策以達到廣告效果（Tversky & Kahneman, 1981）。消費者接收這類廣告訊息時，所可能發生個人情緒愈趨近於廣告人物情緒的現象，是謂情緒感染（emotional contagion）（Hatfield, Cacioppo, & Rapson, 1993）。自我建構（self-construal）則反映出個人以自我或團體為中心的個人特質（Markus & Kitayama, 1991）；由於廣告情境主要亦分為強調自我滿足或與他人達成共有目標兩類型，因此兩者可互相比照與對應。本研究旨在探討不同情緒框架對廣告效果的影響與情緒感染在其中扮演的角色，以及個人自我建構與廣告情境的一致性對廣告效果與情緒感染的影響，其目的在於了解情境式廣告對消費者產生影響的運作方式，以進一步提供企業在行銷策略建議。
研究採實驗室實驗法（laboratory experiment），以3（情緒框架）×2（自我建構）因子設計實驗影片，大學生在學生為受測對象；施測方式為於電腦課堂中進行團體施測，共回收有效問卷382份，並以單因子變異數和二因子變異數進行分析。研究結果顯示，情緒框架與自我建構一致性產生交互作用時對廣告效果才有影響，且在不同的自我建構一致性情況下，情緒框架對廣告效果的影響亦不同。情緒感染則被證實會發生於廣告與消費者之間，但並不具中介效果。自我建構一致性則在與情緒框架或情緒感染產生交互作用時才對廣告效果有影響，而對情緒感染的程度則無顯著差異。
最後，除了理論與管理意涵與貢獻以外，本研究並陳明所遭遇的限制，且整理條列數項若干研究方向的建議提供予對本主題有研究興趣的後續研究者。

This paper discussed the effect of different “emotional framings” to the advertising effectiveness, the role of “emotional contagion” in this structure, and the effect of the consistency between “self-construal” of consumers and the story line of advertisement to the advertising effectiveness and emotional contagion. Emotional framing is to emphasize some special emotions to affect the judgment of consumers on something (Wasielewski, 1985). Emotional contagion is “the tendency to automatically mimic and synchronize expressions, vocalizations, postures, and movements with those of another person’s and, consequently, to converge emotionally.” (Hatfield, Cacioppo, & Rapson, 1993) And, self-construal reflects an orientation of a person who thinks self or other is more important (Markus & Kitayama, 1991). The purpose of this paper is to find how emotions are delivered and act between consumers and advertisements, and to provide some suggestions on marketing to companies.
This paper used laboratory experiment and designed 3(emotional framing)×2(self-construal) factors on experimental advertisements. Participators are students of Ming Chuan University, and the experiment was taken in computer classes. 382 samples were collected and analyzed by ANOVA method. At the result, there are interactive effects of emotional framing and the consistency of self-construal on the advertising effectiveness. This paper also demonstrated emotional contagion could happen while consumers watch advertisements, but there is no mediation effect of emotional contagion. Furthermore, the consistency of self-construal has effects on the advertising effectiveness only when it has an interactive effect with emotional framing or emotional contagion, and it has no significant effect on the degree of emotional contagion. Finally, this paper concluded with the contributions of scholarship and industry, limitations of this research, and suggestions for future research.

摘要 i
Abstract ii
誌謝 iii
目錄 iv
表目錄 vii
圖目錄 viii
第壹章 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
第貳章 文獻探討與假說 5
第一節 框架理論 5
第二節 廣告效果 7
第三節 情緒與情緒框架 10
一、 情緒 10
二、 情緒框架 12
第四節 情緒感染 13
第五節 自我建構 15
第參章 研究方法 20
第一節 研究流程 20
第二節 研究模型 21
第三節 變項操作性定義與衡量方法 22
一、 情緒框架 22
二、 情緒感染 23
三、 自我建構 23
四、 廣告效果 23
第四節 研究設計 24
一、 實驗設計 24
二、 抽樣與實驗流程 25
三、 產品選擇 25
四、 實驗情境 26
五、 問卷設計 29
六、 分析工具與方法 31
第五節 前測 32
一、 前測方式 32
二、 前測結果 33
第肆章 實證分析與結果 34
第一節 樣本結構分析 34
第二節 信度分析 35
第三節 效度分析 36
一、 自我情緒評估量表 36
二、 廣告效果量表 37
第四節 變數關係驗證 39
一、 情緒框架、自我建構一致性與廣告效果之關係 39
二、 情緒框架、自我建構一致性、情緒感染與廣告效果之關係 43
三、 情緒框架、自我建構一致性與情緒感染之關係 45
第伍章 研究結論與建議 48
第一節 研究發現與討論 49
一、 情緒框架與自我建構一致性對廣告效果的影響 49
二、 情緒框架、自我建構一致性和情緒感染對廣告效果之影響 50
三、 情緒框架、自我建構一致性對情緒感染之影響 51
第二節 研究意涵與建議 51
一、 學術與理論上的意涵與建議 51
二、 管理與實務上的意涵與建議 52
第三節 研究限制 53
一、 實驗影片的角色選擇 53
二、 情緒類型的選擇 54
三、 實驗影片文案的「訊息框架」造成干擾 54
四、 樣本範圍 54
五、 產品選擇 54
六、 其他變數的影響 55
第四節 後續研究建議 55
一、 納入多樣情緒類型 55
二、 擴大抽樣範圍 55
三、 考量其他潛在變項 55
四、 多樣化廣告環境與型態的實驗設計 56
五、 比較文化差異的影響 56
參考文獻 57
附錄一：實驗網站畫面 64
A. 首頁 64
B. 第一部分問卷：個人自我建構量表 64
C. 第一部分問卷：自我情緒平估量表（廣告前） 65
D. 實驗廣告影片頁面 65
E. 第二部份問卷：自我情緒平估量表（廣告後）、廣告效果量表（廣告態度、產品態度） 66
F. 第二部份問卷：廣告效果量表（購買意願、廣告記憶） 67
附錄二：實驗影片畫面 68
A. 獨立自我-負向情緒框架實際操作後之影片畫面 68
B. 獨立自我-中性情緒框架實際操作後之影片畫面 69
C. 獨立自我-正向情緒框架實際操作後之影片畫面 70
D. 相依自我-負向情緒框架實際操作後之影片畫面 71
E. 相依自我-中性情緒框架實際操作後之影片畫面 72
F. 相依自我-正向情緒框架實際操作後之影片畫面 73

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