單位效果對購買意願之影響及可能的干擾作用

NCUIR > School of Management at National Central University > Graduate Institute of Business Administration > Electronic Thesis & Dissertation > Item 987654321/68289

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Title:	單位效果對購買意願之影響及可能的干擾作用
Authors:	盧怡君;Lu,Yi-chun
Contributors:	企業管理學系
Keywords:	單位效果;調節焦點;訊息順序;情緒;廣告呈現;購買意願;unit effect;regulatory focus;message order;emotion;advertising present;consumer purchase intention
Date:	2015-07-24
Issue Date:	2015-09-23 11:14:54 (UTC+8)
Publisher:	國立中央大學
Abstract:	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。;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.
Appears in Collections:	[Graduate Institute of Business Administration] Electronic Thesis & Dissertation

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