臺灣博碩士論文加值系統

此研究主要是根據核心EBM模式下，其框架效果(framing effect)、網頁呈現效果(web presentation)與產品種類(product category)等三個操弄變數對消費者行為的影響，如知覺風險(perceived risk)、知覺利益(perceived benefits)、態度與購買意願的差異。此外，此研究依據前景理論(prospect theory)來近一步探討框架效果在網路購物下對消費者行為的影響。為了深入分析這些影響廣告效果的重要問題，本研究由消費者的角度為出發點，利用實驗設計的方式，討論框架正負效果、網頁呈現效果、產品類別等，個別以及彼此交互作用下對消費者的知覺風險與利益、態度及購買意願的影響。本研究首先回顧網路消費者行為相關文獻以建立研究假設，而後運用實驗設計方法蒐集研究資料並驗證假設，並藉由研究結果提出建議供參考。
本研究主要結論有以下幾項：
(1).正負面框架效果對消費者知覺風險有顯著影響。
(2).歡樂性/實用性網頁呈現效果對消費者知覺利益有顯著的差異。
(3).Mp3此產品比洗面乳更重視消費者知覺實用性利益。
(4).相對的，洗面乳則較重視消費者知覺歡熱性利益。
(5).消費者知覺風險與購買意願呈現負相關。
(6).消費者知覺利益、態度與購買意願之間存在著正相關。

The model of this study is based on the core EBM model with framing effect, web presentation and product category to examine their influence toward consumer behavior including the perceived benefits, perceived risk, attitudes and purchase intention. Prospect theory is adopted to discuss the framing effect toward the consumer behavior of the online shopping. An experiment employing a 2 x 2 x 2 design is utilized to identify whether consumer’s perceived risk and benefits to the consumer buying process are different under different treatment.
The study results indicated that the relation between positive/negative framing effect to perceived risk is supported. Consumers tend to perceive different benefits of hedonic and utilitarian consumption under hedonic/utilitarian web presentation. Besides, Mp3 players are more influential on the perceived benefit of utilitarian consumption than facial foam. On the other hand, facial foam is to be more influential on the perceived benefit of hedonic consumption than mp3 players. Further more, consumers who perceived low levels of risk from the advertising message tend to evaluate attitude toward the advertising and product, and purchase intention on a significantly higher level. And the levels of consumer perceived benefits have significant impact on attitude and purchase intention.

TABLE OF CONTENTS
Abstract III
TABLE OF CONTENTS VI
LIST OF TABLES IX
LIST OF FIGURES XI
Chapter One Introduction 1
1.1 Research Background 1
1.2 Research Motivation 1
1.3 Research Objectives 4
1.3.1 The Organization of this Study 5
1.3.2 Research Flow 6
Chapter Two 8
Literature Review 8
2.1 Definition of Research Constructs 8
2.1.1 EBM Model 8
2.1.2 Framing Effect and Prospect Theory 9
2.1.3 Web Presentation 11
2.1.4 Product Category 12
2.1.5 Perceived Risk 13
2.1.6 Perceived Benefits of Hedonic and Utilitarian Consumption 15
2.1.7 Attitudes 16
2.1.8 Purchase Intention 18
2.2 The Relationships among Research Constructs 18
2.2.1 The Relationships among Positive/negative Framing toward Perceived Risk, Perceived Benefits and Attitude. 19
2.2.2 The Relationship between Perceived Risk and Benefits Influence Consumers’ Attitude and Purchase Intentions. 20
2.2.3 The Relationships between Attitude and Consumers’ Purchase Intention under the Internet. 21
Chapter Three 23
Research Design and Methodology 23
3.1 Study Design 23
3.1.1Treatment 23
3.2 Manipulation Check 27
3.2.1 Advertisements Manipulations Procedures 28
3.3 Dependent Variables 30
3.3.1 Perceived Risk 30
3.3.2 Perceived Benefit of Hedonic and Utilitarian Consumptions 31
3.3.3 Attitude toward the Product and Advertising 32
3.3.4 Consumers’ Purchase Intention 33
3.4 Research Hypotheses to be Tested 33
3.5 The Conceptual Model 34
3.6 Questionnaire Design 34
3.7 Sampling Plan and Procedures 35
3.8 Data Analysis Procedures 35
3.8.1 Descriptive Statistic Analysis 36
3.8.2 Purification and Reliability of the Measurement Variables 36
3.8.3 Differences of Research Variables among Groups 37
Chapter Four 39
Research Analysis and Results 39
4.1 Descriptive Analysis and Reliability Test 39
4.1.1 Characteristics of Respondents 39
4.1.2 Descriptive Analysis of Research Variables 40
4.1.3 Reliability Tests 43
4.2 Treatments and Manipulation Check 47
4.2.1 Manipulation Check 48
4.3 Differences of Research Variables among Treatments 48
4.3.1 Comparisons of Research Constructs under Different Levels of 51
Framing Effect, Web Presentation and Product Category on Perceived Risk and Benefits 51
4.4 Interrelationships between Research Variables 52
4.4.1 Effect of Perceived Risk on Attitude and Purchase Intention 53
4.4.2 Effect of Perceived Benefit on Attitude and Purchase Intention 54
4.3.5 Interrelationship between Attitude and Purchase Intention 55
4-4 Discussion 56
Chapter Five 58
Conclusions and Suggestions 58
5.1 Research Conclusions 58
5.2 Research Suggestions 60
REFERENCE 63
APPENDIX 73
SURVEY QUESTIONNAIRE 73

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李坤遠，(Lee 1996)，民85 年6月「訊息涉入,廣告主可信度,廣告訴求方式與廣告溝通效果關係之研究」交通大學管理科學研究所碩士論文。

林清州，(Lin 1992)，民國81年「廣告訊息正反性﹑廣告主可信度﹑訊息涉入與廣告效果之關係」，政治大學企業管理研究所未出版碩士論文。

梁文傑，(Liang 1992)，民國81年「訊息正反性、訊息來源可信度與訊息涉入對廣告效果關係之研究」，台灣大學商學研究所未出版碩士論文。