產品負面訊息比例對產品評價與購買意願之影響

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李亞儒(Ya-ju Lee) 查詢紙本館藏

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企業管理學系

論文名稱

產品負面訊息比例對產品評價與購買意願之影響
(The Influence about the Proportion of Negative Information on Product Evaluation and Purchase Intention)

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摘要(中)

訊息正反性(Message framing)是指廣告將訊息以正面或反面的方式傳達給消費者，本研究主要探討之訊息正反性則是指任何產品或品牌本身同時具有正面及負面的屬性項目。意在了解提供產品負面訊息比例對於產品評價與購買意願之影響，並加入了產品價格、產品涉入、內外控人格特質以及訊息本身重要性等干擾變數，了解這些干擾變數與產品負面訊息之間對於產品評價與購買意願之交互作用關係。
本研究發現以下結果：
一、不同的負面訊息比例、產品價格以及產品涉入程度，對消費者的購買意願呈現交互作用
二、內外控人格特質、不同負面訊息比例以及產品價格，對消費者的產品評價呈現交互作用
三、不同負面訊息比例會受到訊息重要性的影響，對消費者的購買意願呈現交互作用
期望透過這些發現，未來可延伸本研究，加入不同的干擾變數，了解消費者面對負面產品訊息時的處理方式及對產品評價與購買意願間之關係；並讓廠商了解如何在產品描述中適時的提供產品之負面訊息，增加消費者對該產品之產品評價與購買意願。

摘要(英)

Message framing means that messages are delivered to consumers by positive or negative form. The message framing of this research is that any product or brand has positive and negative characteristics simultaneously. This research discusses how proportion of negative message influence the product evaluation and purchasing intention in different price(expensive/cheap), involvement(high/low), locus of control(internal/external), and the importance of message. The result shows that:
1. The proportion of negative message, price, and involvement are interaction in purchasing intention.
2. The proportion of negative message, locus of control, and price are interaction in purchasing intention.
3. The proportion of negative message and the importance of message influence purchasing intention.

關鍵字(中)

★ 訊息正反性
★ 負面訊息
★ 產品評價
★ 購買意願
★ 產品涉入
★ 價格
★ 內外控人格特質

關鍵字(英)

★ locus of control
★ product evaluation
★ purchase intention
★ price
★ involvement
★ negative message
★ message framing

論文目次

目錄
中文摘要 i
Abstract ii
致謝 iii
目錄 iv
表目錄 vi
圖目錄 viii
第一章緒論 1
1.1 研究動機 1
1.2 研究目的 3
1.3 研究流程 4
第二章文獻探討 5
2.1 訊息正反性 5
2.2 涉入 8
2.3 價格 12
2.4 內/外控人格特質 14
2.5 訊息重要性 16
2.6 產品評價 18
2.7 購買意願 20
第三章研究方法 22
3.1 研究架構 22
3.2 研究假設 24
3.3 變數的操作性定義與衡量方法 28
3.4 前測實驗 32
3.5 實驗方法 35
第四章資料分析 38
4.1 樣本結構 38
4.2 信度分析 40
4.3 假設驗證 42
第五章研究結論與建議 56
5.1 研究結論 56
5.2 研究限制 59
5.3 對後續研究之建議 60
參考文獻 61
附錄一產品屬性前測問卷 68
附錄二正式問卷(一) 74
附錄三正式問卷(二) 90

參考文獻

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指導教授

林建煌(Chien-Huang Lin)

審核日期

2011-7-4

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