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題名 調節導向在比較性廣告的應用
作者 張翔任
Chang, Hsiang Jen
貢獻者 張愛華
張翔任
Chang, Hsiang Jen
關鍵詞 調節焦點
一致性偏好
目標品牌態度
比較品牌態度
日期 2008
上傳時間 9-May-2016 11:25:33 (UTC+8)
摘要 今日企業經營，無法單單使用易衡量觀測的人口統計變數便可有效區隔顧客，必須再加上心理變數的使用，而調節焦點是一個不錯的選擇。另一方面，伴隨著市場競爭日益激烈，有越來越多的企業採用比較性廣告策略，他們企圖從為數眾多的競爭者中脫穎而出。
因此本研究結合調節焦點與比較性廣告，試圖了解消費者的調節焦點表現在一致性偏好的特質差異，並反應在閱覽比較性廣告後，對目標品牌態度和比較品牌態度的變化，同時觀察調節焦點的配適「正確感」體驗能否延伸至關鍵字搜尋意願。
本研究共分實驗一與實驗二，實驗一結果發現，預防焦點者有較高的一致性偏好，相對來說，促進焦點者有較低的一致性偏好，而表現在比較性廣告中的目標品牌態度和比較品牌態度的關係評價中，預防焦點者呈現負相關性，而促進焦點者呈現無相關性；而當促進焦點者閱覽比較性廣告之比較品牌為虛擬的新品牌時，於正、負框架的比較性廣告中，對比較品牌態度無差異，但在面對比較品牌為市場知名品牌時，促進焦點者在正向框架的比較性廣告，相對負向框架的比較性廣告，有較高的比較品牌態度；當預防焦點者閱覽比較性廣告之比較品牌為虛擬的新品牌時，於負向框架的比較性廣告，相對正向框架的比較性廣告，不見得有顯著最低的比較品牌態度，但在面對比較品牌為市場知名品牌時，預防焦點者於正、負框架的比較性廣告中，對比較品牌態度並無差異。實驗二結果發現，當促進焦點者閱覽正向框架的比較性廣告，且使用促進焦點訴求時，有最好的目標品牌態度，但預防焦點者閱覽負向框架的比較性廣告，且使用預防焦點訴求時，未有最低的比較品牌態度，且促進焦點者在達成調節配適時，未能有最高的關鍵字搜尋意願。
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描述 碩士
國立政治大學
企業管理學系
95355011
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0953550111
資料類型 thesis
dc.contributor.advisor 張愛華zh_TW
dc.contributor.author (Authors) 張翔任zh_TW
dc.contributor.author (Authors) Chang, Hsiang Jenen_US
dc.creator (作者) 張翔任zh_TW
dc.creator (作者) Chang, Hsiang Jenen_US
dc.date (日期) 2008en_US
dc.date.accessioned 9-May-2016 11:25:33 (UTC+8)-
dc.date.available 9-May-2016 11:25:33 (UTC+8)-
dc.date.issued (上傳時間) 9-May-2016 11:25:33 (UTC+8)-
dc.identifier (Other Identifiers) G0953550111en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/94651-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理學系zh_TW
dc.description (描述) 95355011zh_TW
dc.description.abstract (摘要) 今日企業經營，無法單單使用易衡量觀測的人口統計變數便可有效區隔顧客，必須再加上心理變數的使用，而調節焦點是一個不錯的選擇。另一方面，伴隨著市場競爭日益激烈，有越來越多的企業採用比較性廣告策略，他們企圖從為數眾多的競爭者中脫穎而出。
因此本研究結合調節焦點與比較性廣告，試圖了解消費者的調節焦點表現在一致性偏好的特質差異，並反應在閱覽比較性廣告後，對目標品牌態度和比較品牌態度的變化，同時觀察調節焦點的配適「正確感」體驗能否延伸至關鍵字搜尋意願。
本研究共分實驗一與實驗二，實驗一結果發現，預防焦點者有較高的一致性偏好，相對來說，促進焦點者有較低的一致性偏好，而表現在比較性廣告中的目標品牌態度和比較品牌態度的關係評價中，預防焦點者呈現負相關性，而促進焦點者呈現無相關性；而當促進焦點者閱覽比較性廣告之比較品牌為虛擬的新品牌時，於正、負框架的比較性廣告中，對比較品牌態度無差異，但在面對比較品牌為市場知名品牌時，促進焦點者在正向框架的比較性廣告，相對負向框架的比較性廣告，有較高的比較品牌態度；當預防焦點者閱覽比較性廣告之比較品牌為虛擬的新品牌時，於負向框架的比較性廣告，相對正向框架的比較性廣告，不見得有顯著最低的比較品牌態度，但在面對比較品牌為市場知名品牌時，預防焦點者於正、負框架的比較性廣告中，對比較品牌態度並無差異。實驗二結果發現，當促進焦點者閱覽正向框架的比較性廣告，且使用促進焦點訴求時，有最好的目標品牌態度，但預防焦點者閱覽負向框架的比較性廣告，且使用預防焦點訴求時，未有最低的比較品牌態度，且促進焦點者在達成調節配適時，未能有最高的關鍵字搜尋意願。		zh_TW
dc.description.tableofcontents 第一章、緒論 1
第一節、研究動機 1
第二節、研究目的 4
第三節、研究流程 5
第二章、文獻探討 6
第一節、調節焦點 6
一、調節焦點的理論說明 6
二、調節焦點的衡量與激發 9
三、調節焦點的應用 11
四、小結 13
第二節、比較性廣告 14
一、比較性廣告定義與概述 14
二、比較性廣告的定位效果 15
三、比較性廣告的溝通效果與干擾存在 16
四、比較性廣告的形式 18
五、小結 20
第三節、訊息處理目標 21
第四節、一致性的偏好 23
第五節、品牌態度 25
一、態度的定義與要素 25
二、品牌態度的定義與重要性 26
三、小結 27
第三章、研究方法 29
第一節、研究架構 29
第二節、研究假設 31
一、實驗一假設 31
二、實驗二假設 33
第三節、前測問卷設計 35
一、前測目的 35
二、標的物選擇 35
三、前測問卷設計 35
四、前測問卷發放 36
五、前測問卷分析結果 36
第四節、正式實驗設計 42
一、實驗目的 42
二、標的物選擇 43
三、自變數 43
四、干擾變數 45
五、應變數 45
六、共變數 46
七、操弄檢定題 47
八、其他 48
第五節、問卷編排 48
第六節、實驗問卷發放 48
第七節、實驗流程 49
第四章、研究結果 50
第一節、實驗一描述性統計 50
第二節、實驗一信度分析 51
第三節、實驗一人口統計變數檢定 53
第四節、實驗一操弄變數檢驗 55
第五節、實驗一假說驗證 56
一、假設1驗證 56
二、假設2a、2b驗證 56
三、假設3驗證 57
四、假設4驗證 63
第六節、實驗二描述性統計 67
第七節、實驗二信度分析 68
第八節、實驗二人口統計變數檢定 69
第九節、實驗二操弄變數檢驗 71
第十節、實驗二假設驗證 74
一、假設5a、5b驗證 74
二、假設6驗證 78
第十一節、實驗假設整理表 80
第五章、結論與建議 81
第一節、研究結論 81
第二節、研究貢獻 84
第三節、管理實務意涵 85
第四節、研究限制 87
第五節、後續研究建議 88
參考文獻 89
附錄一、前測問卷 95
附錄二、正式問卷第一部份 98
附錄三、正式問卷廣告 100
附錄四、正式問卷第二部份 102
附錄五、正式問卷第三部份 104
附錄六、正式問卷(DEMO) 105		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0953550111en_US
dc.subject (關鍵詞) 調節焦點zh_TW
dc.subject (關鍵詞) 一致性偏好zh_TW
dc.subject (關鍵詞) 目標品牌態度zh_TW
dc.subject (關鍵詞) 比較品牌態度zh_TW
dc.title (題名) 調節導向在比較性廣告的應用zh_TW
dc.type (資料類型) thesisen_US
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