單位效果對購買意願之影響及可能的干擾作用

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盧怡君(Yi-chun Lu) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

單位效果對購買意願之影響及可能的干擾作用

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摘要(中)

本研究以消費者接觸眾多的產品資訊為出發點，探討不同的單位資訊對於消費者購買意願之影響，並加入消費者情緒、調節焦點、訊息順序與廣告呈現作為變數，探討其在不同單位資訊對購買意願的影響中會產生的干擾作用。
研究共分為兩個實驗，實驗一探討單位效果在不同調節焦點和訊息順序之下，對購買意願的影響，為一2（單位：粗糙/細緻）x2（調節焦點：促進焦點/預防焦點）x2（訊息順序：單位-價格/價格-單位）的組間設計；實驗二探討單位效果在不同消費者情緒和廣告呈現之下，對購買意願的影響，為一2（單位：粗糙/細緻）x 2（情緒：正面情緒/負面情緒）x 3（廣告呈現：文字與圖片/文字/圖片）的組間設計。實驗採用紙本問卷進行調查，以中央大學大學部和研究所的學生為主要問卷發放對象，並輔以三因子變異數分析（three-way ANOVA）進行假設之驗證。根據研究結果得到的結論為：
1. 實驗一結果顯示，單位效果、調節焦點與訊息順序對購買意願有三因子交互作用，此外，單位效果和順序對購買意願有兩因子交互作用。
2. 實驗二研究指出，單位效果、情緒與廣告呈現對購買意願有三因子交互作用；情緒和廣告呈現對購買意願有二因子交互作用；單位效果和情緒對購買意願有二因子交互作用；此外，單位效果和廣告呈現對購買意願有兩因子交互作用。

摘要(英)

The purposes of this study are to explore the influence of unit effect on consumer purchase intention, and employ consumer emotions, regulatory focus, message order and advertising presentation as moderate variables.
The study includes two studies. The first study investigates how unit effect, regulatory focus and message order influence consumer purchase intention, and a 2 (unit: coarse vs. fine-grained unit) x2(regulatory focus: promotion vs. prevention focus) x2 (message order: unit-price vs. price-unit) between-subjects factorial design is used to examine the hypothesis. The second study explores how unit effect, emotions and advertising presentation influence consumer purchase intention, and a 2 (unit: coarse vs. fine-grained unit) x2 (motions：positive vs. negative emotion) x2 (advertising present：word and picture vs. word vs. picture) between-subjects factorial design is used to examine the hypothesis. According to ANOVA, the results are as follows:
1. In the first study, there is a significant three-way interaction among unit effect, regulatory focus and message order, and two-way interaction between unit effect and order effect is significant.
2. In the second study, there is a significant three-way interaction among unit effect, emotions and advertising presentation, and two-way interactions between emotion and advertising presentation, and between unit effect and emotion are significant, in addition, the main effect of advertising presentation is also significant.

關鍵字(中)

★ 單位效果
★ 調節焦點
★ 訊息順序
★ 情緒
★ 廣告呈現
★ 購買意願

關鍵字(英)

★ unit effect
★ regulatory focus
★ message order
★ emotion
★ advertising present
★ consumer purchase intention

論文目次

摘要 ii
Abstract iv
致謝 v
圖目錄 viii
表目錄 ix
第一章緒論 - 1 -
第一節研究動機 - 1 -
第二節研究目的 - 2 -
第三節研究流程 - 3 -
第二章文獻探討與研究假說 - 4 -
第一節單位效果 (Unit Effect)對購買意願的影響 - 4 -
第二節單位效果和調節焦點（Regulatory Focus）對購買意願的影響 - 7 -
第三節單位效果和訊息順序（Message Order ）對購買意願的影響 - 9 -
第四節單位效果、調節焦點與順序對購買意願的影響 -11-
第五節單位效果和情緒（Emotion）對購買意願的影響 - 12 -
第六節單位效果和廣告呈現（Advertising present）對購買意願的影響 - 14 -
第七節單位、情緒與廣告呈現對購買意願的影響 - 16 -
第三章研究方法 18
第一節實驗一之研究方法 18
第二節實驗二之研究方法 23
第三節研究方法的選擇 29
第四章研究結果 31
第一節　實驗一的資料分析 31
第二節實驗二的資料分析 36
第五章結論與建議 41
第一節假說驗證 41
第二節研究結論 43
第三節行銷上的貢獻 45
第四節研究限制與後續研究建議 46
參考文獻 47
一、中文部分 47
二、英文部分 47
附錄一實驗一正式問卷 53
附錄二實驗二正式問卷 55
附錄三實驗一廣告傳單 59
附錄四實驗二廣告傳單 61

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指導教授

林建煌(Chien-Huang Lin)

審核日期

2015-7-24

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