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題名 思維模式解釋水平與效期框架之適配對優惠券兌換的影響
The effect of congruency between construal level of mind-sets and redemption window frames on coupon redemption
作者 鍾欣
Zhong, Xin
貢獻者 林穎青
鍾欣
Zhong, Xin
關鍵詞 優惠券
解釋水平
思維模式
框架效應
適配
Coupon
Construal level
Mind-sets
Framing effect
Congruency
日期 2017
上傳時間 1-May-2017 11:27:27 (UTC+8)
摘要 作為行銷的主要推廣工具之一，優惠券可同時使商家和消費者獲益，可謂是一個雙贏的行銷手法。然而在實務上，優惠券的總體發放數量巨大，但整體兌換率卻極低，如何提昇優惠券的兌換率成為企業的重要課題。為了吸引消費者，市面上林林總總的優惠券層出不窮，例如「好友分享券」與「買一送一券」；使用效期的表述亦有多種方式，例如「僅限1月1日可使用」與「1月1日任何時間可使用」。本文由此思考，優惠券上這些看似可隨意混用的文字訊息，也許在不知不覺中影響著消費者的思維模式，並對消費者的優惠券評價、兌換意願及兌換行爲產生作用。
本文結合解釋水平理論與框架效應理論，意圖釐清看似相同的優惠券文字訊息對消費者思維模式解釋水平的影響（實驗一），接著探討思維模式解釋水平與效期框架之適配對優惠券吸引力與兌換意願（實驗二子實驗a、b）及兌換行為（實驗三）的影響，並試圖以處理流暢性解釋此影響過程的心理機制（實驗二子實驗a、b）。
研究主要有兩點發現：（一）「好友分享券」與「買一送一券」文字訊息在影響消費者思維模式解釋水平上具有顯著差異，「好友分享券」文字訊息影響消費者處於高水平解釋思維模式；「買一送一券」文字訊息影響消費者處於低水平解釋思維模式。（二）「好友分享券」（高水平解釋）與「僅限」（限制性效期框架）、「買一送一券」（低水平解釋）與「任何時間」（開闊性效期框架）分別存在適配效果，比不適配的思維模式解釋水平與效期框架更能提升優惠券吸引力及增加消費者兌換意願。最後，本研究探討研究發現的意涵，並對未來研究方向提出建議。
As one of the major promotional tools for marketing, coupons can benefit both consumers and retailers. Therefore, coupon marketing is considered to be a so-called win-win marketing approach. However, in practice, despite the massive number of coupons distributed, overall redemption rates remain extremely low. The question of how to raise redemption rates has become an important issue for corporations. In order to attract consumers, various coupons keep emerging in the market, such as “share with friends” coupons and “buy one, get one free” coupons. Moreover, the same redemption window can be expressed in different ways, for example, “the coupon can be used only on January 1” and “the coupon can be used anytime on January 1”. This research is interested in whether the seemingly interchangeable coupon messages exert an influence without people`s realizing it on consumers’ mind-sets, coupon attractiveness, redemption intention and behavior.
By combining Construal Level Theory with Framing Effect, this research attempts to explore the impact of the seemingly equivalent coupon messages on the construal level of consumers’ mind-sets (Study 1), and examine the effect of the congruency between the construal level of mind-sets and redemption window frames on coupon attractiveness, redemption intention (Study 2a & 2b) and behavior (Study 3). In addition, this research tries to draw on processing fluency to explain the mechanism underlying the effect (Study 2a & 2b).
The main findings are as follows. First, “share with friends” and “buy one, get one free” influence consumers to construe their mind-sets at a high and low level, respectively. Second, the congruency between “share with friends” coupon (high-level construal) and the restrictive frame “only”, “buy one, get one free” coupon (low-level construal) and the expansive frame “anytime”, enhances coupon attractiveness and consumers’ intention to redeem. The research concludes with the implications of the findings and suggestions for future research.
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描述 碩士
國立政治大學
傳播學院傳播碩士學位學程
103464080
資料來源 http://thesis.lib.nccu.edu.tw/record/#G1034640802
資料類型 thesis
dc.contributor.advisor 林穎青zh_TW
dc.contributor.author (Authors) 鍾欣zh_TW
dc.contributor.author (Authors) Zhong, Xinen_US
dc.creator (作者) 鍾欣zh_TW
dc.creator (作者) Zhong, Xinen_US
dc.date (日期) 2017en_US
dc.date.accessioned 1-May-2017 11:27:27 (UTC+8)-
dc.date.available 1-May-2017 11:27:27 (UTC+8)-
dc.date.issued (上傳時間) 1-May-2017 11:27:27 (UTC+8)-
dc.identifier (Other Identifiers) G1034640802en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/109271-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 傳播學院傳播碩士學位學程zh_TW
dc.description (描述) 103464080zh_TW
dc.description.abstract (摘要) 作為行銷的主要推廣工具之一，優惠券可同時使商家和消費者獲益，可謂是一個雙贏的行銷手法。然而在實務上，優惠券的總體發放數量巨大，但整體兌換率卻極低，如何提昇優惠券的兌換率成為企業的重要課題。為了吸引消費者，市面上林林總總的優惠券層出不窮，例如「好友分享券」與「買一送一券」；使用效期的表述亦有多種方式，例如「僅限1月1日可使用」與「1月1日任何時間可使用」。本文由此思考，優惠券上這些看似可隨意混用的文字訊息，也許在不知不覺中影響著消費者的思維模式，並對消費者的優惠券評價、兌換意願及兌換行爲產生作用。
本文結合解釋水平理論與框架效應理論，意圖釐清看似相同的優惠券文字訊息對消費者思維模式解釋水平的影響（實驗一），接著探討思維模式解釋水平與效期框架之適配對優惠券吸引力與兌換意願（實驗二子實驗a、b）及兌換行為（實驗三）的影響，並試圖以處理流暢性解釋此影響過程的心理機制（實驗二子實驗a、b）。
研究主要有兩點發現：（一）「好友分享券」與「買一送一券」文字訊息在影響消費者思維模式解釋水平上具有顯著差異，「好友分享券」文字訊息影響消費者處於高水平解釋思維模式；「買一送一券」文字訊息影響消費者處於低水平解釋思維模式。（二）「好友分享券」（高水平解釋）與「僅限」（限制性效期框架）、「買一送一券」（低水平解釋）與「任何時間」（開闊性效期框架）分別存在適配效果，比不適配的思維模式解釋水平與效期框架更能提升優惠券吸引力及增加消費者兌換意願。最後，本研究探討研究發現的意涵，並對未來研究方向提出建議。		zh_TW
dc.description.abstract (摘要) As one of the major promotional tools for marketing, coupons can benefit both consumers and retailers. Therefore, coupon marketing is considered to be a so-called win-win marketing approach. However, in practice, despite the massive number of coupons distributed, overall redemption rates remain extremely low. The question of how to raise redemption rates has become an important issue for corporations. In order to attract consumers, various coupons keep emerging in the market, such as “share with friends” coupons and “buy one, get one free” coupons. Moreover, the same redemption window can be expressed in different ways, for example, “the coupon can be used only on January 1” and “the coupon can be used anytime on January 1”. This research is interested in whether the seemingly interchangeable coupon messages exert an influence without people`s realizing it on consumers’ mind-sets, coupon attractiveness, redemption intention and behavior.
By combining Construal Level Theory with Framing Effect, this research attempts to explore the impact of the seemingly equivalent coupon messages on the construal level of consumers’ mind-sets (Study 1), and examine the effect of the congruency between the construal level of mind-sets and redemption window frames on coupon attractiveness, redemption intention (Study 2a & 2b) and behavior (Study 3). In addition, this research tries to draw on processing fluency to explain the mechanism underlying the effect (Study 2a & 2b).
The main findings are as follows. First, “share with friends” and “buy one, get one free” influence consumers to construe their mind-sets at a high and low level, respectively. Second, the congruency between “share with friends” coupon (high-level construal) and the restrictive frame “only”, “buy one, get one free” coupon (low-level construal) and the expansive frame “anytime”, enhances coupon attractiveness and consumers’ intention to redeem. The research concludes with the implications of the findings and suggestions for future research.		en_US
dc.description.tableofcontents 中文摘要 i
英文摘要 ii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 6
第三節 研究流程 9
第二章 文獻探討 10
第一節 優惠券概述 10
一、優惠券的定義與意義 10
二、優惠券兌換及其影響因素 11
三、小結 13
第二節 框架效應 14
一、理論概述 14
二、優惠券效期框架 17
三、小結 19
第三節 解釋水平理論 20
一、理論概述 20
二、適配與處理流暢性 24
三、小結 26
第三章 研究方法 27
第一節 研究架構 27
第二節 假設推論 28
一、優惠券文字訊息類型對消費者思維模式解釋水平的影響 28
二、消費者思維模式解釋水平與效期框架的交互作用對優惠券吸引力、兌換意願與兌換行為的影響 29
三、處理流暢性的中介作用 32
第四章 實驗一：文字訊息類型對思維模式解釋水平的影響 34
第一節 實驗概述 34
第二節 實驗設計 35
一、實驗流程 35
二、變數操弄 35
三、衡量題項 36
第三節 實驗結果 40
一、樣本背景資料分析 40
二、信度分析 40
三、假設驗證 41
第四節 小結 42
第五章 實驗二：思維模式解釋水平與效期框架之適配效果 43
第一節 實驗概述 43
第二節 前測 44
一、前測問卷內容 44
二、前測結果分析 45
第三節 實驗設計 48
一、實驗流程 48
二、變數操弄 48
三、衡量題項 52
第四節 實驗結果：子實驗a（好友分享券 vs. 買一送一券） 54
一、樣本背景資料分析 54
二、信度分析 54
三、操弄檢定 55
四、假設驗證 55
第五節 實驗結果：子實驗b（為什麼 vs. 如何） 61
一、樣本背景資料分析 61
二、信度分析 61
三、操弄檢定 62
四、假設驗證 62
第六節 小結 65
第六章 實驗三：實地實驗 66
第一節 實驗概述 66
第二節 實驗設計 67
一、實驗流程 67
二、變數操弄 67
三、衡量題項 68
第三節 實驗結果 69
第四節 小結 71
第七章 結論與建議 73
第一節 研究結果討論 73
第二節 研究貢獻 78
一、理論意涵 78
二、實務意涵 79
第三節 研究限制與未來研究建議 82

參考文獻 84
中文文獻 84
英文文獻 84
附錄一 實驗一問卷 92
附錄二 實驗二前測問卷 96
附錄三 實驗二正式問卷 98
附錄四 實驗三優惠券版本 106		zh_TW
dc.format.extent 4084362 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1034640802en_US
dc.subject (關鍵詞) 優惠券zh_TW
dc.subject (關鍵詞) 解釋水平zh_TW
dc.subject (關鍵詞) 思維模式zh_TW
dc.subject (關鍵詞) 框架效應zh_TW
dc.subject (關鍵詞) 適配zh_TW
dc.subject (關鍵詞) Couponen_US
dc.subject (關鍵詞) Construal levelen_US
dc.subject (關鍵詞) Mind-setsen_US
dc.subject (關鍵詞) Framing effecten_US
dc.subject (關鍵詞) Congruencyen_US
dc.title (題名) 思維模式解釋水平與效期框架之適配對優惠券兌換的影響zh_TW
dc.title (題名) The effect of congruency between construal level of mind-sets and redemption window frames on coupon redemptionen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 中文文獻
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