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題名 調節焦點理論廣告效果之影響研究－以文化、自我監控為調節變數：台、日兩國比較觀點
作者 蕭舜之
Hsiao, Shun Tzu
貢獻者 張愛華
蕭舜之
Hsiao, Shun Tzu
關鍵詞 調節焦點理論
調節配適理論
跨文化
自我監控
台灣
日本
Regulatory focus theory
Regulatory fit theory
cross-culture
self-monitoring
Taiwan
Japan
日期 2006
上傳時間 11-Sep-2009 17:01:02 (UTC+8)
摘要 近年來，行銷領域所探討之調節焦點理論與調節配適理論，是有關於消費者心理的研宄，主要是強調，當消費者本身的長期目標導向和所採取的手段方法達到配適時，可以使消費者「感覺對了」，因而產生好的態度反應。同理，當廣告所傳遞的訊息焦點和消費者本身的長期目標導向配適時，也就能使消費者對標的物產生好的態度反應。
     本研究以調節焦點理論與調節配適理論為基礎，觀察台灣和日本的消費者，旨在探討文化背景的不同，是否會影響消費者的長期目標導向？對調節配適的效果又會有怎樣的影響？而消費者自我監控程度的不同，又會對調節配適效果發生怎樣的調節作用？
     而本研究結果顯示：
     一、 在促進廣告訊息焦點下，當消費者長期促進導向程度越高，越能提升消費者的態度反應，然而在預防廣告訊息焦點下，消費者長期預防導向程度越高時，則無法看出較佳的態度反應。
     二、 日本的男、女消費者在預防長期目標導向程度上的差距，大於台灣的男、女消費者差距。
     三、 在促進廣告訊息焦點下，消費者的促進導向程度越高，越能提升好的態度反應，此效果在日本的消費者上更明顯
     四、 在促進（預防）廣告訊息焦點下，消費者的長期促進（預防）導向程度越高，對產品態度和廣告態度有正向（負向）的提升效果，然而當消費者自我監控程度越高會越弱化該效果。
Regulatory focus theory and regulatory fit theory are talking about research of consumer’s behaviour in marketing related field in recent years. Two theories emphasise that when consumer’s long-term goal orientation fits methods they take, consumer would feel “that is right” and then positive attitude reaction is made. Meanwhile, when messages from advertisement fit consumer’s long-term goal orientation, consumer would have positive attitude toward the object of advertisements.
     This research is based on regulatory focus theory and regulatory fit theory to observe consumers in Taiwan and Japan. It discusses does differences of culture background affect consumer’s long-term goal orientation or not. How does culture background influences outcomes of regulatory fit theory? What kind of results based on regulatory fit theory would be made according to differences of consumer’s self-monitoring?
     The results of the research are in the following:
     First, in promotion focus advertisement, when the extent of consumer’s chronic promotion goal orientation is higher, the consumer attitude toward the object of the advertisement is more positive. However, in prevention focus advertisement, though the extent of consumer’s chronic prevention goal orientation is higher, consumer did not show more positive attitude toward the object of advertisement.
     Second, the difference in prevention goal orientation between male and female consumer in Japan is bigger than the difference in prevention goal orientation between male and female consumer in Taiwan.
     Third, in promotion focus advertisement, when the extent of consumer’s chronic promotion goal orientation is higher, the consumer attitude toward the object is more positive. This situation is more obviously in Japan’s consumer than in Taiwan’s consumer.
     Finally, in promotion (prevention) focus advertisement, when the extent of consumer’s chronic promotion (prevention) goal orientation is higher, the consumer attitude toward the object is more positive (negative). However, this result will be more unobvious when the extent of consumer’s self-monitoring is higher.
參考文獻 一、中文部分
     1. 王智弘譯(1992)， Haferkamp C. J. 著，1989，自我監控理論在諮商督導上的運用，輔導月刊，28 (1)，31-35。
     2. 周宇貞(2005)，「目標導向與廣告比較方式對說服效果之影響」，台大商研所博士論文。
     3. 徐達光（2003），消費者心理學，台北：東華書局。
     4. 張春興（1986），現代心裡學，東華書局。
     5. 梁文傑（1992），「訊息正反性；資訊來源可信度與訊息涉入對廣告效果關係之研究」，台大商研所未出版碩士論文，頁33-34。
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描述 94355021
95
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0943550211
資料類型 thesis
dc.contributor.advisor 張愛華zh_TW
dc.contributor.author (Authors) 蕭舜之zh_TW
dc.contributor.author (Authors) Hsiao, Shun Tzuen_US
dc.creator (作者) 蕭舜之zh_TW
dc.creator (作者) Hsiao, Shun Tzuen_US
dc.date (日期) 2006en_US
dc.date.accessioned 11-Sep-2009 17:01:02 (UTC+8)-
dc.date.available 11-Sep-2009 17:01:02 (UTC+8)-
dc.date.issued (上傳時間) 11-Sep-2009 17:01:02 (UTC+8)-
dc.identifier (Other Identifiers) G0943550211en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/29995-
dc.description (描述) 94355021zh_TW
dc.description (描述) 95zh_TW
dc.description.abstract (摘要) 近年來，行銷領域所探討之調節焦點理論與調節配適理論，是有關於消費者心理的研宄，主要是強調，當消費者本身的長期目標導向和所採取的手段方法達到配適時，可以使消費者「感覺對了」，因而產生好的態度反應。同理，當廣告所傳遞的訊息焦點和消費者本身的長期目標導向配適時，也就能使消費者對標的物產生好的態度反應。
     本研究以調節焦點理論與調節配適理論為基礎，觀察台灣和日本的消費者，旨在探討文化背景的不同，是否會影響消費者的長期目標導向？對調節配適的效果又會有怎樣的影響？而消費者自我監控程度的不同，又會對調節配適效果發生怎樣的調節作用？
     而本研究結果顯示：
     一、 在促進廣告訊息焦點下，當消費者長期促進導向程度越高，越能提升消費者的態度反應，然而在預防廣告訊息焦點下，消費者長期預防導向程度越高時，則無法看出較佳的態度反應。
     二、 日本的男、女消費者在預防長期目標導向程度上的差距，大於台灣的男、女消費者差距。
     三、 在促進廣告訊息焦點下，消費者的促進導向程度越高，越能提升好的態度反應，此效果在日本的消費者上更明顯
     四、 在促進（預防）廣告訊息焦點下，消費者的長期促進（預防）導向程度越高，對產品態度和廣告態度有正向（負向）的提升效果，然而當消費者自我監控程度越高會越弱化該效果。		zh_TW
dc.description.abstract (摘要) Regulatory focus theory and regulatory fit theory are talking about research of consumer’s behaviour in marketing related field in recent years. Two theories emphasise that when consumer’s long-term goal orientation fits methods they take, consumer would feel “that is right” and then positive attitude reaction is made. Meanwhile, when messages from advertisement fit consumer’s long-term goal orientation, consumer would have positive attitude toward the object of advertisements.
     This research is based on regulatory focus theory and regulatory fit theory to observe consumers in Taiwan and Japan. It discusses does differences of culture background affect consumer’s long-term goal orientation or not. How does culture background influences outcomes of regulatory fit theory? What kind of results based on regulatory fit theory would be made according to differences of consumer’s self-monitoring?
     The results of the research are in the following:
     First, in promotion focus advertisement, when the extent of consumer’s chronic promotion goal orientation is higher, the consumer attitude toward the object of the advertisement is more positive. However, in prevention focus advertisement, though the extent of consumer’s chronic prevention goal orientation is higher, consumer did not show more positive attitude toward the object of advertisement.
     Second, the difference in prevention goal orientation between male and female consumer in Japan is bigger than the difference in prevention goal orientation between male and female consumer in Taiwan.
     Third, in promotion focus advertisement, when the extent of consumer’s chronic promotion goal orientation is higher, the consumer attitude toward the object is more positive. This situation is more obviously in Japan’s consumer than in Taiwan’s consumer.
     Finally, in promotion (prevention) focus advertisement, when the extent of consumer’s chronic promotion (prevention) goal orientation is higher, the consumer attitude toward the object is more positive (negative). However, this result will be more unobvious when the extent of consumer’s self-monitoring is higher.		en_US
dc.description.tableofcontents 第一章 緒論 1
     第一節 研究背景 1
     第二節 研究動機與目的 3
     第三節 研究流程 5
     第二章 文獻探討 7
     第一節 調節焦點理論 8
     第二節 文化 16
     第三節 自我監控 22
     第四節 態度與購買意願 28
     第三章 研究方法 35
     第一節 研究架構 35
     第二節 研究假說 36
     第三節 研究設計 41
     第四章 研究結果 51
     第一節 描述性統計 52
     第二節 衡量變數之適用性 56
     第三節 操弄檢定 60
     第四節 調節配適、自我監控和文化對產品態度、廣告態度購買意願的影響 61
     第五節 假說檢定總表 78
     第五章 結論與建議 81
     第一節 研究發現 81
     第二節 建議與貢獻 85
     第三節 研究限制與未來研究方向 87
     參考文獻 89
     附錄一產品選擇前測問卷 96
     附錄二產品屬性前測問卷 98
     附錄三預防焦點中文版問卷 100
     附錄四促進焦點中文版問卷 105
     附錄五預防焦點日文版問卷 110
     附錄六促進焦點日文版問卷 115		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0943550211en_US
dc.subject (關鍵詞) 調節焦點理論zh_TW
dc.subject (關鍵詞) 調節配適理論zh_TW
dc.subject (關鍵詞) 跨文化zh_TW
dc.subject (關鍵詞) 自我監控zh_TW
dc.subject (關鍵詞) 台灣zh_TW
dc.subject (關鍵詞) 日本zh_TW
dc.subject (關鍵詞) Regulatory focus theoryen_US
dc.subject (關鍵詞) Regulatory fit theoryen_US
dc.subject (關鍵詞) cross-cultureen_US
dc.subject (關鍵詞) self-monitoringen_US
dc.subject (關鍵詞) Taiwanen_US
dc.subject (關鍵詞) Japanen_US
dc.title (題名) 調節焦點理論廣告效果之影響研究－以文化、自我監控為調節變數：台、日兩國比較觀點zh_TW
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 一、中文部分
     1. 王智弘譯(1992)， Haferkamp C. J. 著，1989，自我監控理論在諮商督導上的運用，輔導月刊，28 (1)，31-35。
     2. 周宇貞(2005)，「目標導向與廣告比較方式對說服效果之影響」，台大商研所博士論文。
     3. 徐達光（2003），消費者心理學，台北：東華書局。
     4. 張春興（1986），現代心裡學，東華書局。
     5. 梁文傑（1992），「訊息正反性；資訊來源可信度與訊息涉入對廣告效果關係之研究」，台大商研所未出版碩士論文，頁33-34。		zh_TW
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