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系統識別號 U0026-0812200911585648
論文名稱(中文) 廣告訴求對希望及消費者購買意願、使用行為與滿意度之影響-以第三代行動電話服務為例
論文名稱(英文) The Effects of Advertising Appeals on Hope, Purchase Intention, Consumption and Satisfaction-An Empirical Study of 3G Mobile Phone Service
校院名稱 成功大學
系所名稱(中) 電信管理研究所
系所名稱(英) Institute of Telecommunications and Management
學年度 94
學期 2
出版年 95
研究生(中文) 張秉正
研究生(英文) Bing-Cheng Chang
電子信箱 adoniess@hotmail.com
學號 r9693109
學位類別 碩士
語文別 中文
論文頁數 80頁
口試委員 口試委員-李奇勳
指導教授-蔡東峻
口試委員-林佐鼎
中文關鍵字 知覺價值  希望  購後使用行為  購買意願  廣告訴求  滿意度 
英文關鍵字 advertising appeal  hope  purchase intention  post-purchase consumption  satisfaction  perceived value 
學科別分類
中文摘要 摘 要
希望-人們一項正向的情緒會影響市場上的許多消費行為,消費者也因為對產品所抱持的希望程度高低而有不同的反應與行為,故其在行銷上扮演的重要角色逐漸受到重視。Maclnnis and Mello (2005)指出,業者可藉由不同的廣告策略來引發出消費者的希望,以第三代行動電話此項創新產品的服務為例,業者可藉由強調創新的技術能提供手機高速傳輸的功能與多元的應用,使消費者渴望第三代行動電話可能達成的成果而產生希望。故本研究所欲探討的是業者如何運用不同的廣告訴求來引發消費者的希望,並進一步引響消費者的購買決策。
此外,消費者購買後的使用行為與滿意度是否亦會受到希望的影響呢?希望在績效和滿意度等變數間,扮演著什麼樣的角色呢?為探討以上問題,本研究採用實驗設計的方法來蒐集資料,而研究方法為變異數分析與迴歸分析,期望藉由本研究瞭解希望在第三代行動電話服務業對於消費者購買意願、使用行為以及滿意度之影響;並冀能透過本研究實證分析之結果,提供企業在擬定促銷策略或廣告時之參考。
本研究所得之重要結論如下:
1. 強調改變必然性與增加渴望訴求之廣告,將能引發消費者產生較高程度的希望。
2. 消費者的希望程度越高時,知覺價值與購買意願也越高。
3. 消費者希望程度越高,將會有越多的購後使用行為與更高的滿意度。
4. 當產品的績效達成度高時,希望程度較高的消費者將會產生較高的滿意度。



英文摘要 Abstract
Hope-A positively valenced emotion will affect consumers’ behavior in the market. Consumers will perform different behavior because of different intensity of hope. So it becomes more and more important in marketing. Maclnnis and Mello (2005) indicated that marketers can induce and enhance consumers’ hope by different advertising tactics. Take 3G mobile phone for example, marketers can induce hope by emphasizing that innovative technology brings high transmission speed and diversified function to mobile phone, and it makes consumers yearn for the outcome. So this study wants to know that how marketers induce consumers’ hope and affect theirs purchasing decision by advertising appeals.
Besides, Will hope affect on consumers’ behavior and satisfaction? What roles do hope play between performance and satisfaction? Therefore, this research utilizes experimental design in collecting data and ANOVA and Regression Analysis to test hypotheses. To investigate how hope affects on consumers’ purchase intention, consumption and satisfaction by this research. Moreover, this research provides marketers some suggestions in designing promotions and advertisements.
This main results are as follows:
1. The advertisements which emphasize “turn impossibility into possibility” and “enhance yearning” will induce higher level of hope.
2. Consumers’ hopes toward the products and service positively affect consumers’ perceived value and purchase intention.

3. Consumers’ hopes toward the products and service positively affect post-purchase consumption and satisfaction.
4. When the performance is good, consumers with stronger hope are more satisfied with the product or service than those with weaker hope.



論文目次 目錄
第一章、 緒論……………………………….……………………………1
第一節、 研究背景與動機……………………………………………1
第二節、 研究目的……………………………………………………5
第三節、研究流程………………………………………….…………6
第二章、 文獻回顧…………………………………………………………7
第一節、希望…………………………………………………………7
一、希望的定義……………………………………………………7
二、希望與其他變數的差異………………………………………8
第二節、不同廣告訴求所引起的希望………………………………11
一、廣告…………………………………………………………11
二、廣告訴求與希望………………………………………………12
第三節、希望對消費者購買意願的影響……………………………15
一、購買意願之定義與重要性……………………………………15
二、希望對消費者知覺價值的影響………………………………15
三、希望對消費者購買意願的影響………………………………17
第四節、希望對消費者使用行為的影響……………………………17
一、使用行為之定義與重要性……………………………………17
二、希望對使用行為的影響………………………………………18
第五節、希望對消費者滿意度的影響…………………………………19
一、滿意度之定義及重要性………………………………………19
二、希望對滿意度之影響…………………………………………20
三、希望對績效影響滿意度之干擾………………………………20
第三章、 研究架構與方法…………………………………………………22
第一節、研究架構與研究假設………………………………………22
第二節、研究設計……………………………………………………23
一、研究對象………………………………………………………23
二、實驗設計………………………………………………………24
三、研究變數之操弄與衡量…………………………25
四、前測……………………………………………………………28
第三節、實驗問卷設計………………………………………………32
第四節、資料分析方法…………………………………………………33
第四章、研究結果與分析……………………………………………………35
第一節、樣本結構………………………………………………………35
第二節、受訪者基本資料………………………………………………36
第三節、研究變數之操弄檢定…………………………………………37
一、廣告訴求之操弄檢定…………………………………………37
二、績效達成度之操弄檢定………………………………………38
三、變異數分析之假設檢定……………………………………39
四、信度分析………………………………………………………40
第四節、廣告訴求對希望之影響………………………………………41
第五節、希望對知覺價值、購買意願、購後使用行為與滿意度
之影響…………………………………………………………42
一、希望對知覺價值之影響………………………………………42
二、希望對購買意願之影響……………………………………….43
三、希望對購後使用行為之影響…………………………………44
四、希望之中介效果…………………………………44
五、希望對滿意度之影響…………………………………………46
六、希望與績效對滿意度之交互作用……………………………47
第六節、小結……………………………………………………………51
第五章、結論與建議…………………………………………………………53
第一節、研究結論………………………………………………………53
第二節、實務建議………………………………………………………56
ㄧ、對業者之建議………………………………………………….56
二、對消費者之建議……………………………………………….57
第三節、研究限制與未來研究建議……………………………………58
參考文獻、…………………………………………………………………61
附錄一、前測問卷...............................................................................................67
附錄二、正式實驗廣告.......................................................................................70
附錄三、正式實驗問卷.......................................................................................73
參考文獻 參考文獻
【中文部分】
林麗娟(2003),「北台灣行動電話通訊服務市場區隔與顧客滿意度之研究」,國立東華大學企業管理研究所碩士論文
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【網站部分】
中華電信網站(民 94),http://www.cht.com.tw/
台灣大哥大網站(民 94),http://www..tcc.com.tw/
亞太行動寬頻電信網站(民 94),http://www.apbw.com/
遠傳電信網站(民 94),http://www.fareastone.com.tw/
台灣新世代無線通訊產業研發聯盟(民 94),
http://www.3gclub.org.tw/about.asp
交通部電信總局網站(民 94),
http://www.dgt.gov.tw/flash/index.shtml

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