| dc.contributor.advisor | 錢玉芬 | zh_TW |
| dc.contributor.advisor | Chien, Yu Fen | en_US |
| dc.contributor.author (Authors) | 馬慶玲 | zh_TW |
| dc.contributor.author (Authors) | Ma,Ching Ling | en_US |
| dc.creator (作者) | 馬慶玲 | zh_TW |
| dc.creator (作者) | Ma,Ching Ling | en_US |
| dc.date (日期) | 2010 | en_US |
| dc.date.accessioned | 5-Oct-2011 14:39:20 (UTC+8) | - |
| dc.date.available | 5-Oct-2011 14:39:20 (UTC+8) | - |
| dc.date.issued (上傳時間) | 5-Oct-2011 14:39:20 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0098752017 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/51306 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 心理學研究所 | zh_TW |
| dc.description (描述) | 98752017 | zh_TW |
| dc.description (描述) | 99 | zh_TW |
| dc.description.abstract (摘要) | 探討說服效果的調節焦點理論是近年來相當熱門的理論，然而對調節焦點的本質卻一直有些爭議。有些學者把調節焦點視為性格的一部分，也有學者視之為是受情境影響的焦點，更有學者指出在廣告訊息中也能藉由操弄調節焦點而影響消費者被訊息說服的程度。為了解調節焦點在各階段扮演的角色，本研究先蒐集參與者的長期性調節焦點，再進行實驗操弄。操弄的變項為暫時性調節焦點（促進焦點、預防焦點）、廣告訊息（促進焦點、預防焦點、中性）與產品種類（高價格、低價格），共十二組，以釐清何種調節焦點較能影響廣告效果，是否能影響對廣告的態度？對產品的態度？或者能影響購買意願嗎？此外，高/低風險的產品又會與調節焦點之間有什麼關聯呢？消費者的調節焦點是否會受到產品本身所擁有的特性而影響呢？本研究共蒐集到333份有效樣本，進行多元迴歸分析、共變數分析及以事後比較去回答所關心的問題。 本研究發現多數人在長期性調節焦點上皆同時擁有兩種焦點，且兩種焦點的交互作用會影響到廣告效果。一般而言，長期傾向促進焦點者，較容易產生較佳的廣告效果，而藉由情境的促發（暫時性調節焦點）較能有效影響消費者的購買意願。若消費者本身傾向為促進焦點，且購買意情境引發消費者的內心的渴望時，其購買意願最高。而當促發的調節焦點與廣告訊息不一致時，暫時性調節焦點亦能有效預測低價格產品的廣告態度、產品態度和購買意願。此外，廣告訊息會透過廣告態度去影響產品態度與購買意願。針對研究結果，本研究於文末進行詳細說明與討論，並提出數項建議，以供實務界和後續研究者參考。 | zh_TW |
| dc.description.tableofcontents | 第一章 緒論 1第二章 文獻探討 4第一節 調節焦點理論 4一、 調節焦點理論之源起 4二、 調節焦點理論之架構 5三、 長期性調節焦點之衡量 8四、 暫時性調節焦點之介紹 17第二節 訊息調節焦點 20一、 訊息框架 20二、 訊息調節焦點 23第三節 調節適配原則 25一、 與個人目標之適配性 25二、 與訊息框架之適配性 26三、 其它適配性之研究 27第四節 對產品的涉入程度 29第五節 廣告效果 30一、 廣告態度 30二、 品牌態度 31三、 購買意願 31第六節 研究問題 33第三章 研究方法 36第一節 研究架構 36第二節 研究設計 37一、 獨變項 38二、 依變項 41三、 研究流程 42四、 資料分析 43第三節 研究工具 44一、 個人調節焦點量表之預試 44一、 訊息調節焦點之設計 49一、 正式問卷內容 54第四節 研究樣本 55一、 資料蒐集過程與對象 55二、 研究樣本的資料描述 55三、 研究工具之內部一致性分析 58四、 廣告效果資料之描述 59五、 暫時性調節焦點之操弄獨立性分析 62六、 暫時性調節焦點之促發效果 63第四章 研究結果 65第一節 長期性調節焦點之向度 65第二節 長期性調節焦點對廣告效果之影響 68第三節 暫時性調節焦點對廣告效果之影響 69一、 暫時性調節焦點對廣告效果之主要效果 69二、 暫時性調節焦點對廣告效果之單純主要效果 69第四節 廣告訊息對廣告效果之影響 70一、 廣告訊息之主要效果 70二、 廣告訊息之事後比較 71三、 廣告訊息與產品類別之交互作用 73第五節 促發情境與廣告訊息適配性對廣告效果之影響 76一、 促發情境與廣告訊息適配時的主要效果 76二、 促發情境與廣告訊息非適配時的主要效果 77第六節 長期/情境/訊息的調節焦點對廣告效果之預測力 80一、 探討三種調節焦點分別對廣告效果之影響 80二、 三種調節焦點對產品態度的預測係數考驗 84三、 三種調節焦點對購買意願的預測係數考驗 86第七節 其它研究發現 89一、 視廣告態度為中介變項 90二、 視產品態度為中介變項 96第五章 結果討論與建議 99第一節 研究結果與討論 99一、 長期性調節焦點不是雙向度之焦點 99二、 長期性調節焦點無法單獨預測廣告效果 100三、 暫時性的調節焦點會影響廣告態度 101四、 廣告訊息會影響產品態度 101五、 暫時性調節焦點與廣告訊息焦點不一致時，暫時性調節焦點會影響廣告效果 102六、 在長期/暫時性/廣告訊息三種調節焦點之中，長期性調節焦點之交互作用會影響廣告效果 103七、 廣告態度、產品態度、購買意願三者間具有階層性關係 105第二節 研究過程的檢討 106一、 樣本特性方面 106二、 研究工具方面 106三、 問卷結果可能受到其它干擾因素之影響 109四、 產品種類的選擇 109第三節 實務意涵與未來研究建議 110一、 實務意涵 110二、 未來研究建議 112參考文獻 113附錄一：長期性調節焦點預試問卷 119附錄二：分量表項目分析 121附錄三：長期性調節焦點之正式問卷 122附錄四：機能性飲料廣告訊息之預試問卷 123附錄五：筆記型電腦廣告訊息之預試問卷 126附錄六：促發促進調節焦點之正式問卷 129附錄七：促發預防調節焦點之正式問卷 130附錄八：正式研究之中性廣告訊息 131附錄九：正式研究之促進廣告訊息 133附錄十：正式研究之預防廣告訊息 135附錄十一：依變項之正式問卷 137表 次表1：測量工具之對照表 15表2：測量工具之品質 18表3：框架類別彙整表 22表4：實驗組別一覽表 37表5：北部大學生針對飲料與資訊產品類的購買比例 39表6：購買意願的操作型定義與測量題目 41表7：研究問題與分析方法之對應表 43表8：原始CRFM題目與本研究預試問卷之對照表 45表9：探索性因素分析之結果 47表10：長期性調節焦點正式題目 48表11：廣告標語之前測內容 49表12：機能性飲料廣告之訊息前測結果 51表13：筆記型電腦廣告之訊息前測結果 52表14：廣告訊息焦點之交叉檢定 53表15：廣告圖片之前測結果 53表16：學校別與情境組別一覽表 56表17：預試樣本基本資料摘要表 56表18：各問卷構念之原始內部一致性摘要表 58表19：促發檢核與購買意願題項之項目整體統計量 58表20：依變項之描述統計 59表21：人口變項對廣告效果之變異數分析 60表22：長期性調節焦點於促發組別之差異 62表23：暫時性調節焦點之促發效果檢定 63表24：產品別與促發效果檢定之描述統計摘要表 64表25：長期性調節焦點之描述統計摘要表 65表26：長期性調節焦點之驗證性因素分析 67表27：長期性調節焦點對廣告效果之預測檢定 68表28：促發效果對依變項之資料摘要表 69表29：廣告訊息與產品別之變異數分析結果－全體樣本 70表30：廣告效果對廣告態度、購買意願之事後比較 71表31：廣告效果對產品態度之事後比較 72表32：筆記型電腦的廣告訊息對依變項之考驗 73表33：筆記型電腦的廣告訊息對依變項之事後比較 74表34：機能性飲料的廣告訊息對依變項之考驗 74表35：機能性飲料的廣告訊息對依變項之事後比較 75表36：適配性對廣告效果之描述統計 76表37：非適配組對廣告態度之迴歸係數與整體模型考驗結果 77表38：非適配組對產品態度之模式檢定 78表39：非適配組對產品態度的事後比較 78表40：非適配組對購買意願之迴歸係數資料 79表41：非適配組對購買意願之事後比較 79表42：三種調節焦點對廣告態度的迴歸摘要表 81表43：學校別在長期性調節焦點上之差異 82表44：學校別在長期性預防焦點上之差異 82表46：三種調節焦點對產品態度的迴歸摘要表 84表47：三種調節焦點對購買意願的迴歸摘要表 86表48：中介效果（廣告態度）對產品態度之摘要表（全體樣本） 90表49：中介效果（廣告態度）對產品態度之摘要表（機能性飲料） 91表50：中介效果（廣告態度）對產品態度之摘要表（筆記型電腦） 92表51：中介效果（廣告態度）對購買意願之摘要表（全體樣本） 93表53：中介效果（廣告態度）對購買意願之摘要表（筆記型電腦） 94表52：中介效果（廣告態度）對購買意願之摘要表（機能性飲料） 95表54：中介效果（產品態度）對購買意願之摘要表（全體樣本） 96表56：中介效果（產品態度）對購買意願之摘要表（筆記型電腦） 97表55：中介效果（產品態度）對購買意願之摘要表（機能性飲料） 98圖 次圖1：區別促進焦點與預防焦點的心理變項 6圖2：研究架構圖 36圖3：本研究之研究流程 42圖4：長期性促進焦點和預防焦點之散佈圖 66圖5：長期性調節焦點在廣告態度上之交互作用 83圖6：長期性調節焦點在產品態度上之交互作用 85圖7：長期性調節焦點在購買意願上之交互作用 87圖8：促發成預防焦點時，長期性調節焦點在購買意願上之交互作用 88圖9：促發成促進焦點時，長期性調節焦點在購買意願上之交互作用 88圖10：中介效果之分析模式 89圖11：廣告態度為部分中介效果之示意圖 90圖12：廣告態度為完全中介效果之示意圖（筆記型電腦組） 92圖13：廣告態度為完全中介效果之示意圖（筆記型電腦組） 94圖14：產品態度為完全中介效果之示意圖（筆記型電腦組） 97 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0098752017 | en_US |
| dc.subject (關鍵詞) | 調節焦點 | zh_TW |
| dc.subject (關鍵詞) | 促焦調節焦點 | zh_TW |
| dc.subject (關鍵詞) | 預防調節焦點 | zh_TW |
| dc.subject (關鍵詞) | 廣告效果 | zh_TW |
| dc.title (題名) | 調節焦點影響廣告效果之研究 | zh_TW |
| dc.title (題名) | The effect of regulatory focus on advertising effectiveness | en_US |
| dc.type (資料類型) | thesis | en |
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