廣告訊息框架效果對消費者態度之影響：
MOA的調節角色

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高登第(Danny T. Kao) 查詢紙本館藏

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論文名稱

廣告訊息框架效果對消費者態度之影響： MOA的調節角色
(The Impact of Ad Message Framing on Consumer Attitudes:The Moderating Roles of MOA )

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摘要(中)

本研究檢視了認知需求、時間壓力與消費者知識在廣告訊息框架效果與消費者態度之間關係中的調節效果。一百三十二位大學生參與了實驗一。研究結果顯示，高認知需求消費者在低時間壓力之下，會對負面框架的廣告訊息產生更正面的消費者態度；高認知需求消費者在高時間壓力之下，負面框架廣告訊息並未明顯優於正面框架廣告訊息所帶來的消費者態度。然而，對低認知需求的消費者而言，正面框架的廣告訊息比負面框架的廣告訊息更能產生正面的消費者態度，無論時間壓力的高低。
在一百二十四位大學生所參與的實驗二中，研究結果顯示：高認知需求但消費知識低的消費者，會對負面框架的廣告訊息產生較正面的消費者態度；但高認知需求且消費知識高的消費者，正面框架廣告訊息並未明顯優於負面框架廣告訊息所帶來的消費者態度。相對地，對低認知需求且低消費知識的消費者而言，正面框架的廣告訊息會比負面框架的廣告訊息，更能產生較正面的消費者態度；至於低認知需求且高消費知識的消費者，負面框架廣告訊息並未明顯優於正面框架廣告訊息所帶來的消費者態度。
實驗三有一百四十四位大學生參與，結果顯示：廣告框架效果並未明顯地影響到高消費知識消費者的態度，不論時間壓力的高低。低消費知識且處於低時間壓力下的消費者，會對負面框架的廣告訊息產生較正面的態度；然而，對低消費知識且處於高時間壓力下的消費者而言，正面框架廣告訊息並未明顯優於負面廣告框架訊息所帶來的態度。

摘要(英)

This research examines the moderating impacts of need for cognition (NFC), time pressure and consumer knowledge on the relationship between ad message framing and consumer attitudes. 132 undergraduates participated in Study 1. Results showed that high NFC consumers under low time pressure form more favorable consumer attitudes toward negatively framed ad messages than positively framed ad messages; in contrast, insignificantly favorable consumer attitudes toward negatively over positively framed ad messages were found for high NFC consumers under high time pressure. In addition, low NFC consumers form more favorable consumer attitudes toward positively framed ad messages than negatively framed ad messages, irrespective of time pressure.
In Study 2, 124 undergraduates were invited to join the survey. Results demonstrated that while high NFC consumers with low knowledge engender more favorable consumer attitudes toward negatively framed ad messages than positively framed ad messages, insignificantly favorable consumer attitudes toward positively over negatively framed ad messages were found for high NFC consumers with high knowledge. In contrast, while low NFC consumers with low knowledge engender more favorable consumer attitudes toward positively framed ad messages than negatively framed ad messages, insignificantly favorable consumer attitudes toward negatively over positively framed ad messages were found for low NFC consumers with high knowledge.
144 undergraduates participated in Study 3. Results indicated that framing effect insignificantly affects the consumer attitudes of high-knowledge consumers, irrespective of time pressure. In contrast, while low-knowledge consumers under low time pressure hold more favorable consumer attitudes toward negatively framed messages than positively framed messages, insignificantly favorable consumer attitudes toward positively over negatively framed ad messages were found for low-knowledge consumers under high time pressure.

關鍵字(中)

★ 框架效果
★ 認知需求
★ 時間壓力
★ 消費者知識
★ 消費者態度

關鍵字(英)

★ NFC
★ consumer attitudes
★ consumer knowledge
★ time pressure
★ Framing effect

論文目次

TABLE OF CONTENTS
Page
ABSTRACT iii
ACKNOWLEDGMENT iv
TABLE OF CONTENTS v
LIST OF TABLES x
LIST OF FIGURES xi
CHAPTER 1: INTRODUCTION 1
1.1 MESSAGE FRAMING AND CONSUMER ATTITUDES 1
1.2 RESEACH MOTIVATION 2
1.3 IMPORTANCE OF THIS RESEARCH 3
1.4 EXPECTED RESEARCH ACHIEVEMENT 4
CHAPTER 2: LITERATURE REVIEW 6
2.1 CONSUMER ATTITUDES 6
2.2 DEFINITION AND APPLICATIONS OF MESSAGE FRAMING 6
2.3 CLASSIFICATION OF FRAMING EFFECT 11
2.4 THEORIES OF FRAMING 16
2.5 REVIOUS RESEARCH ON MOTIVATION, OPPORTUNITY AND ABILITY
17
2.5.1 Motivation, Involvement and NFC 18
2.5.2 Opportunity and Time Pressure 21
2.5.3 Ability and Consumer Knowledge 26
2.6 RELATIONSHIP BETWEEN MESSAGE FRAMING AND MOA 30
2.7 CONCEPTUAL FRAMEWORK 31
CHAPTER 3: HYPOTHESES 32
3.1 EFFECT OF NFC 32
3.2 EFFECT OF TIME PRESSURE 32
3.3 EFFECT OF CONSUMER KNOWLEDGE 35
3.4 EFFECTS OF NFC, TIME PRESSURE AND MESSAGE FRAMING ON CONSUMER ATTITUDES
37
3.5 EFFECTS OF NFC, CONSUMER ABILITY AND MESSAGE FRAMING ON CONSUMER ATTITUDES
40
3.6 EFFECTS OF TIME PRESSURE, CONSUMER KNOWLEDGE AND MESSAGE FRAMING ON CONSUMER ATTITUDES
43
CHAPTER 4: METHOD 47
4.1 STUDY 1 47
4.1.1 PRETEST 47
4.1.2 STIMULUS MATERIAL 47
4.1.3 RESEARCH DESIGN AND SUBJECTS 48
4.1.4 PROCEDURE 48
4.1.5 MEASURES FOR FRAMING, MOA AND CONSUMER ATTITUDES
49
4.1.5.1 Independent Variables 49
4.1.5.2 Moderators 49
4.1.5.3 Dependent Variable 50
4.1.6 MANIPULATION CHECKS 51
4.1.7 HYPOTHESIS TESTING AND RESULTS 52
4.2 STUDY 2 56
4.2.1 RESEARCH DESIGN AND SUBJECTS 56
4.2.2 PROCEDURE 56
4.2.3 MEASURES FOR FRAMING, NFC, CONSUMER KNOWLEDGE AND CONSUMER ATTITUDES
57
4.2.3.1 Independent Variable 57
4.2.3.2 Moderators 57
4.2.3.3 Dependent Variable 58
4.2.4 MANIPULATION CHECK 59
4.2.5 HYPOTHESIS TESTING AND RESULTS 59
4.3 STUDY 3 64
4.3.1 RESEARCH DESIGN AND SUBJECTS 64
4.3.2 PROCEDURE 64
4.3.3 MEASURES FOR FRAMING, TIME PRESSURE, CONSUMER KNOWLEDGE AND CONSUMER
ATTITUDES 65
4.3.3.1 Independent Variable 65
4.3.3.2 Moderators 66
4.3.3.3 Dependent Variable 67
4.3.4 MANIPULATION CHECKS 67
4.3.5 HYPOTHESIS TESTING AND RESULTS 69
CHAPTER 5: GENERAL DISCUSSION 73
5.1 HYPOTHESIS ANALYSIS 73
5.1.1 FOR H1: EFFECTS OF HIGH NFC, TIME PRESSURE AND MESSAGE FRAMING ON CONSUMER ATTITUDES
73
5.1.2 FOR H2: EFFECTS OF LOW NFC, TIME PRESSURE AND MESSAGE FRAMING ON CONSUMER ATTITUDES
74
5.1.3 FOR H3: EFFECTS OF HIGH NFC, CONSUMER KNOWLEDGE AND MESSAGE FRAMING ON CONSUMER ATTITUDES
75
5.1.4 FOR H4: EFFECTS OF LOW NFC, CONSUMER KNOWLEDGE AND MESSAGE FRAMING ON CONSUMER ATTITUDES
76
5.1.5 FOR H5: EFFECTS OF TIME PRESSURE, HIGH CONSUMER KNOWLEDGE AND MESSAGE FRAMING ON CONSUMER ATTITUDES
77
5.1.6 FOR H6: EFFECTS OF TIME PRESSURE, LOW CONSUMER KNOWLEDGE AND MESSAGE FRAMING ON CONSUMER ATTITUDES
78
5.2 THEORETICAL CONTRIBUTION 79
5.3 MANAGERIAL IMPLICATIONS 80
5.3.1 AD APPEALS, NFC AND EXPIRATION STRATEGY OF MARKETING OFFERS
81
5.3.2 AD APPEALS, NFC AND CONSUMER KNOWLEDGE 81
5.3.3 AD APPEALS, CONSUMER KNOWLEDGE AND EXPIRATION STRATEGY OF MARKETING OFFERS
83
5.4 LIMITATION 84
5.5 FUTURE RESEARCH 84
REFERENCES 85
APPENDIX A: Questionnaire (PF, NFC and Low TP) 104
APPENDIX B: Questionnaire (NF, NFC and Low TP) 108
APPENDIX C: Questionnaire (PF, NFC and High TP) 112
APPENDIX D: Questionnaire (NF, NFC and High TP) 116
APPENDIX E: Questionnaire (PF, NFC and Knowledge) 120
APPENDIX F: Questionnaire (NF, NFC and Knowledge) 124
APPENDIX G: Questionnaire (PF, Knowledge and Low TP) 128
APPENDIX H: Questionnaire (NF, Knowledge and Low TP) 131
APPENDIX I: Questionnaire (PF, Knowledge and High TP) 134
APPENDIX J: Questionnaire (NF, Knowledge and High TP) 137
LIST OF TABLES
Table 1 Studies on Attribute Framing Effects 14
Table 2 Studies on Goal Framing Effects 15
Table 3 Dependent Measure Across NFC × Time Pressure × Framing Conditions 55
Table 4 Dependent Measure Across NFC × Consumer Knowledge × Framing Conditions 63
Table 5 Dependent Measure Across Consumer Knowledge × Time Pressure × Framing Conditions 72
LIST OF FIGURES
Figure 1 The Correlation Among High NFC, Time Pressure and Message Framing
53
Figure 2 The Correlation Among Low NFC, Time Pressure and Message Framing 55
Figure 3 The Correlation Among High NFC, Knowledge and Message Framing 61
Figure 4 The Correlation Among Low NFC, Knowledge and Message Framing 62
Figure 5 The Correlation Among High Knowledge, Time Pressure and Message Framing 70
Figure 6 The Correlation Among Low Knowledge, Time Pressure and Message Framing 71

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指導教授

林建煌(Chien-Huang Lin)

審核日期

2006-5-2

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