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    政大機構典藏 > 理學院 > 心理學系 > 學位論文 >  Item 140.119/51306
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/51306


    Title: 調節焦點影響廣告效果之研究
    The effect of regulatory focus on advertising effectiveness
    Authors: 馬慶玲
    Ma,Ching Ling
    Contributors: 錢玉芬
    Chien, Yu Fen
    馬慶玲
    Ma,Ching Ling
    Keywords: 調節焦點
    促焦調節焦點
    預防調節焦點
    廣告效果
    Date: 2010
    Issue Date: 2011-10-05 14:39:20 (UTC+8)
    Abstract: 探討說服效果的調節焦點理論是近年來相當熱門的理論,然而對調節焦點的本質卻一直有些爭議。有些學者把調節焦點視為性格的一部分,也有學者視之為是受情境影響的焦點,更有學者指出在廣告訊息中也能藉由操弄調節焦點而影響消費者被訊息說服的程度。為了解調節焦點在各階段扮演的角色,本研究先蒐集參與者的長期性調節焦點,再進行實驗操弄。操弄的變項為暫時性調節焦點(促進焦點、預防焦點)、廣告訊息(促進焦點、預防焦點、中性)與產品種類(高價格、低價格),共十二組,以釐清何種調節焦點較能影響廣告效果,是否能影響對廣告的態度?對產品的態度?或者能影響購買意願嗎?此外,高/低風險的產品又會與調節焦點之間有什麼關聯呢?消費者的調節焦點是否會受到產品本身所擁有的特性而影響呢?本研究共蒐集到333份有效樣本,進行多元迴歸分析、共變數分析及以事後比較去回答所關心的問題。

    本研究發現多數人在長期性調節焦點上皆同時擁有兩種焦點,且兩種焦點的交互作用會影響到廣告效果。一般而言,長期傾向促進焦點者,較容易產生較佳的廣告效果,而藉由情境的促發(暫時性調節焦點)較能有效影響消費者的購買意願。若消費者本身傾向為促進焦點,且購買意情境引發消費者的內心的渴望時,其購買意願最高。而當促發的調節焦點與廣告訊息不一致時,暫時性調節焦點亦能有效預測低價格產品的廣告態度、產品態度和購買意願。此外,廣告訊息會透過廣告態度去影響產品態度與購買意願。針對研究結果,本研究於文末進行詳細說明與討論,並提出數項建議,以供實務界和後續研究者參考。
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    Description: 碩士
    國立政治大學
    心理學研究所
    98752017
    99
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0098752017
    Data Type: thesis
    Appears in Collections:[心理學系] 學位論文

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