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研究生: 張軒妤
Chang, Hsuan-Yu
論文名稱: 訊息調節焦點、目標框架與論點品質對品牌態度之影響
The Impact of Message Regulatory Focus, Goal Framing and Argument Quality on Brand Attitude
指導教授: 王仕茹
Wang, Shih-Ju
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: 2016
畢業學年度: 104
語文別: 中文
論文頁數: 99
中文關鍵詞: 訊息調節焦點目標框架論點品質品牌態度
英文關鍵詞: Message Regulatory Focus, Goal Framing, Argument Quality, Brand Attitude
DOI URL: https://doi.org/10.6345/NTNU202204777
論文種類: 學術論文
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  • 行銷手法中常常可以看到以第二人稱(You)的角度來呈現的廣告內容,透過廣告的設計讓消費者模擬自我有關的過去經驗或未來事件,此種引發與自我相關的廣告手法稱之為自我參照廣告。根據本研究搜集實務上的廣告後,發現自我參照廣告經常被運用,但國內有關自我參照的研究與討論卻未受到過多的關注,因此本研究以自我參照廣告為探討,主要目的是瞭解消費者面對「促進焦點訊息」與「預防焦點訊息」的自我參照廣告時,若受到目標框架的操弄而引發正面或負面的預期情緒時,對於訊息處理的方式為何?論點品質的強弱會如何影響對品牌的態度?

    本研究採三因子實驗法的方式進行:訊息調節焦點(促進焦點訊息/預防焦點訊息)×目標框架(正面/負面)×論點品質(強論點/弱論點),主要衡量應變數為品牌態度。研究結果顯示如下:(1)調節焦點訊息直接地影響品牌態度(2)促進焦點訊息之下,強弱論點之下的品牌態度並不會有所差異(3)預防焦點訊息之下,強論點之下的品牌態度優於弱論點之下的品牌態度。

    It’s popular using second person to present the content of advertisement in marketing techniques. Designing of contents that induce consumers to simulate past or future events that are relate to themselves. Those advertisements inducing self-related events called self-reference advertising. After collecting and analyzing the advertisements in domestic market, we found self-reference advertising is used frequently. But there is so little attention to self-referencing advertising. Based on this reason, the main study is when consumers receive self-referencing advertising presented promotion-based message or prevention-based message, and manipulate the valance of goal framing (positive or negative), if it will induce different anticipated emotions, how argument quality (strong or weak) affects brand attitude?

    The experiment adopts three-factor between-subject factorial experimental design, 2(message regulatory focus: promotion-based message vs. prevention-based message) × 2(goal framing: positive framing vs. negative framing) × 2(argument quality: strong argument vs. weak argument). The main dependent variable is brand attitude. The analysis results revealed the following. (1) Message regulatory focus impact on brand attitude directly. (2) Under promotion-based message, strong argument and weak argument have no difference on brand attitude. (3) Under prevention-based message, strong argument showed better brand attitude than weak one.

    第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究問題與目的 5 第二章 文獻探討 7 第一節 心理模擬 7 第二節 調節焦點 16 第三節 訊息框架與訊息調節焦點 20 第四節 情緒 24 第五節 涉入程度 27 第六節 廣告效果 28 第七節 訊息框架、訊息調節焦點對論點品質的影響 30 第三章 研究方法 37 第一節 研究架構 37 第二節 實驗設計 41 第三節 研究變數定義 44 第四節 前測 49 第五節 實驗方式 51 第四章 研究結果與分析 53 第一節 樣本結構 53 第二節 變數操弄檢驗 55 第三節 假說檢定 58 第五章 結論 64 第一節 研究發現 64 第二節 學術與實務意涵 67 第三節 研究限制與後續研究建議 69 參考文獻 70 附錄 79 附錄一:前測問卷(以強論點為例) 80 附錄二:正式問卷(以促進焦點訊息、正面框架與強論點為例) 82 附錄三:正是問卷(以預防焦點訊息、負面框架與弱論點為例) 91

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