臺灣博碩士論文加值系統

廣告訊息框架對消費者的廣告效果影響-以調節焦點、代言人、廣告資訊性為干擾變數

在廣告中如何陳述廣告的訊息和引導消費者感受到產品的吸引力，提高與消費者的溝通效果是大多數企業非常重要的議題，因此本研究主要目的是探討不同廣告訊息框架下，對廣告效果的影響。本研究採用實驗設計方式，進行操弄廣告訊息(正向/負向)，和衡量調節焦點(促進/預防)的消費者對廣告效果的影響，同時加入干擾變數代言人(專家/名人) 和廣告資訊性 (低/高) 的組間設計，共八種不同的實驗情境，衡量消費者在不同情境之下的廣告效果。本研究在資料蒐集後，進行變異數分析以驗證假設。

研究結果指出，當採用正向訊息廣告訴求會比採用負向廣告訊息訴求有較佳的廣告效果，對促進焦點消費者採用正向訊息廣告訴求會比採用負向廣告訊息訴求有較佳的廣告效果；但對預防焦點的消費者無論採用正向或負向訊息訴求皆無差異性；無論採用名人代言或者專家代言時，採用正向訊息廣告訴求會比採用負向廣告訊息訴求有較佳的廣告效果。當廣告採用正向訊息時，且消費者感受到廣告資訊性較多時，會比資訊性少時產生較好的廣告效果，當廣告採用負向訊息時，且消費者感受到廣告資訊性較少時，廣告效果並無差異性。最後，本研究提出相關理論貢獻，以及研究限制和未來研究建議給後續研究者。相關管理意涵可以提供行銷人員在運用廣告訊息時作為參考。

ABSTRACT
The Advertising Effects of Message Framing: The
Moderating Effect of The Regulatory Focus ,
Spokesperson and Advertisement Informativeness.

Advertising messages can affect consumers. For enterprises how to enhance the communication effect with consumers by message framing is a very important issue. The main purpose of this study is to investigate the message farming of advertising effectiveness. A experimental design was used. We manipulated messages farming (positive / negative),and spokesperson (expert / celebrity),while consumer's regulatory focus (promotion / prevention) and perceptions of advertising informational (low / high) was measured. Thus, a 2x2 between-subjects design was conduced. After data collection, ANOVA analysis was used to test the hypotheses.

The results indicate that the positive message advertising appeals have better advertising effects than the negative message advertising appeals. For promoting focused customers, using positive message appeals has better advertising effect than using negative message appeals. On the other hand, for prevented focused consumers there is no difference when adopting positive or negative message. Regardless of celebrity or expert endorsements, adopting positive messages appeals has better advertising effects than using negative one. In addition, advertising effect will be improved when advertising using the positive message, and consumers perceive more advertising informativness. However, the advertising effects is no difference when using negative message, and when consumers perceive advertising informativeness.

Finally, the theoretical implications, research limitations and suggestions will be proposed for future research. Also, Managenial implian related to advertisy messages was provided for marlseters.

目錄
表目錄 ii
圖目錄 iii
致謝 iv
摘要 v
第一章 緒論 1
第一節 研究背景與動機 1
第三節 研究流程 5
第二章 文獻探討 6
第一節 廣告效果 6
第二節 訊息框架 8
第三節 調節焦點理論 13
第四節 代言人 20
第五節 廣告資訊性 24
第三章 研究方法 26
第一節 研究架構 26
第二節 研究假設 27
第三節 研究設計 34
第四章 研究結果分析 43
第一節 前言 43
第二節 研究假設驗證 48
第五章 研究結論與建議 57
第一節 研究結論與建議 57
第二節 研究貢獻和研究限制 59
參考文獻 62
表目錄
表2-1 正面訊息框架之相關文獻整理 12
表2-2 預防和促進的自我調節法則 18
表3-1 本研究實驗組合 34
表3-2 本實驗正向訊息操弄 36
表3-3 本實驗負向訊息操弄 37
表3-4 調節焦點衡量表 38
表3-5 廣告資訊性衡量問項 39
表3-6 廣告態度衡量問項 40
表4-1 問卷回收樣本 43
表4-2 受測者敘述統計之次數分配表 44
表4-3 本研究信度分析 45
表4-4 依變數相關分析表 47
表4-5 訊息正負的平均值 48
表4-6 訊息正負對廣告效果之變異數表 49
表4-7 訊息正負和調節焦點之平均數表 50
表4-8 訊息正負和調節焦點對廣告效果之變異數表 50
表4-9 訊息框架和代言人之平均數表 52
表4-10 訊息正負和代言人對廣告效果之變異數表 52
表4-11 訊息框架和廣告資訊性之平均數表 54
表4-12 訊息正負和廣告資訊性對廣告效果之變異數表 54
表4-13 研究假設驗證 56
圖目錄
圖1-1 研究架構圖 5
圖2-1 促進焦點與預防焦點的心理變數圖 16
圖3-1 本研究架構圖 26
圖4-1 訊息正負與調節焦點對廣告效果之影響 51
圖4-2 訊息正負與代言人對廣告效果之影響 53
圖4-3 訊息正負與廣告資訊性對廣告效果之影響 55

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