研究生: |
李昱臻 LI, Yu-Chen |
---|---|
論文名稱: |
雙重促發物如何影響消費者態度轉變 How May Dual Primes Affect Consumers' Attitude Change |
指導教授: |
蕭中強
Hsiao, Chung-Chiang |
口試委員: |
簡怡雯
Chien, Yi-Wen 林嘉薇 Lin, Chia-Weo 蕭中強 Hsiao, Chung-Chiang |
口試日期: | 2023/07/31 |
學位類別: |
碩士 Master |
系所名稱: |
管理研究所 Graduate Institute of Management |
論文出版年: | 2023 |
畢業學年度: | 111 |
語文別: | 中文 |
論文頁數: | 40 |
中文關鍵詞: | 促發效果 、同化效果 、對比效果 、解釋範圍重疊模型 、相互假設理論 |
英文關鍵詞: | Priming Effect, Assimilation Effect, Contrast Effect, Dimensional Range Overlap Model, Reciprocity Hypothesis |
研究方法: | 實驗設計法 |
DOI URL: | http://doi.org/10.6345/NTNU202301002 |
論文種類: | 學術論文 |
相關次數: | 點閱:135 下載:15 |
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消費者在日常生活中進行購買決策時,常會受到周邊與目標產品沒有直接相關的其他因素所影響,因此在沒有察覺時受到廠商的操弄,改變自己的決策與態度。而廠商則需要在當今這競爭激烈的市場中,透過巧妙的行銷手法,讓消費者對自家品牌增加正面的態度。因此本論文以解釋範圍重疊模型(Chien, 2010)與相互假設理論(Hsiao, 2002)做延伸,來研究在消費者不知情時,雙重促發物會和目標物會產生何種促發效果,以及會如何影響消費者的態度和評價轉變。
此外由於過去有許多研究者探討過相關的議題,因此本研究會從樣本數量、衡量面向、促發物的性質以及衡量標準等呈現方式,與過去研究做出區別,觀察在經過操弄調整後,是否可以找到創新的發現。
Consumers are often influenced by external factors unrelated to the target product when making purchase decisions in their daily lives. As a result, they may be manipulated by marketers without realizing it, leading to changes in their decisions and attitudes. Meanwhile, marketers need to use clever marketing techniques to increase consumers' positive attitudes towards their brands in today's fiercely competitive market. Therefore, this thesis will extend The Dimensional Range Overlap Model (Chien, 2010) and Reciprocity Hypothesis (Hsiao, 2002) to observe the priming effects of dual prime and the target when consumers are unaware, as well as how they affect consumers' attitudes and evaluations.
Furthermore, since many researchers have explored related issues in the past, this study will differentiate from previous research in sample size, measurement dimensions, the nature of the primes, and measurement standards to observe whether innovative discoveries can be found after manipulation adjustments.
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