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系統識別號 U0026-0906202004043200
論文名稱(中文) 景象自然程度對消費者廣告記憶、廣告態度及購買意願之影響:以恢復性環境知覺、注意力健全感、自覺心理健康為中介變項
論文名稱(英文) The Influence of Naturalness on Consumers’ Memory, Attitudes and Purchase Intention: Using Perceived Restorativeness, Attention-Related and Psychological Well-Being as Mediators
校院名稱 成功大學
系所名稱(中) 企業管理學系
系所名稱(英) Department of Business Administration
學年度 108
學期 2
出版年 109
研究生(中文) 李芝誼
研究生(英文) Chih-Yi Li
學號 R46074042
學位類別 碩士
語文別 中文
論文頁數 153頁
口試委員 指導教授-蔡惠婷
口試委員-謝惠璟
口試委員-莊立民
中文關鍵字 環境心理學  景象自然度  恢復性知覺  注意力健全感  自覺心理健康 
英文關鍵字 Environmental Psychology  Naturalness  Perceived Restorativeness  Attention-Related Well-Being  Perceived Psychological Well-Being 
學科別分類
中文摘要 隨著時代與科技的快速演進,現代人們無不處於快節奏的都市生活,人們對於自然及綠景的追求也因應而生,根據美國自然研究組織The Nature of Americans 於2016 年的統計,高達七成以上美國人認為置身於自然能替自己的生命帶來意義及目的,也普遍對於自然帶來之效益持有愉悅、享受的正面看法,特別是亞洲裔有高達八成五表示「愉悅」的意見,大自然能帶來正面的生命意義及愉快的體驗,重要性不言而喻,以自然為主題的各項「環境心理學」應證更是不在少數,也激發跨領域專家一同致力於研究「人類行為與自然環境的關聯」,探索相關的正向效益及特性。
自然景象其實頻繁地出現於各式廣告的視覺元素設計當中,以往的研究多將此類廣告與綠色行銷或環境友善等概念作連結,真正探討顧客對於景象的生心理認知作用及效益卻居於少數,非綠色產品的相關範疇也因此受到區隔與忽視,本研究利用環境心理學相關變數,對於景象效益作認知與情感的綜合評估,挖掘人是如何感受環境特質、及其引發的個人生心理效益,而又能否普遍的應用在短期由對於環境特質的感知(恢復性知覺)、漸進至環境給人的專注效益(注意力健全感),以至於影響長期心理認知效益的可能性(自覺心理健康),此研究採取景觀領域常用的都市(多採街景)與自然(多採草原及森林)景象作為實驗素材,期望在跨領域中建立學術連結、開拓研究變數的運用範疇,並協助業者瞭解自然景象的廣告效果及消費者的認知運作,營造更具效益的廣告策略。
本研究共設計出三項實驗並以紙本問卷的方式發放給校園潛在消費者填答,最終收取732份有效樣本,在敘述性統計、信效度、因素與相關分析後,利用迴歸模型檢驗景象自然度、恢復性環境知覺、注意力健全感、自覺心理健康、廣告記憶、廣告態度及購買意願等變數間的關係,實驗結果如下:
一、 景象自然度會正向影響恢復性知覺、注意力健全感及自覺心理健康。
二、 恢復性知覺、注意力健全感會正向影響廣告記憶、廣告態度及購買意願,自覺心理健康僅正向影響廣告記憶。
三、 恢復性知覺及注意力健全感在景象自然度與三項廣告效果間具中介效果。
英文摘要 Nowadays, most of us live in a fast-paced city life that is full of convenience yet also trifles. The tendency to be intimate with nature seems to get people’s attention, all the related issues and strategy are widely discussed as well. According to The Nature of Americans, the organization dedicated to do research based on nature topics, revealed that a huge amount of people recognized the purpose and benefit brought about by nature. In consequence, studies of environmental psychology provide evidence of tracing the bonding between human behavior and the natural environment.
In this research, we would decipher natural imagery ads with a unique environmental psychology point of view to explain all theoretically. The main process is to discover how natural surroundings work magic with three variances which related to instinctive reactions(perceived restorativeness, attention-related and perceived psychological well-being).
There were a total of 732 participants in three studies, we assessed ads image with the variance of perceived naturalness and employed two types of image within experiments (high naturalness: nature image versus low naturalness: urban image). Results showed that naturalness can arouse PR, ARWB, and PPWB properly. Also, there are mediating effects between perceived naturalness and memory/attitude/ purchase intention, with mediators
such as PR and ARWB.
論文目次 第一章 緒論 ........................................ 1
第一節 研究背景及動機 ......................... 1
第二節 研究目的 .................................. 4
第三節 研究流程 ...................................... 5
第二章 文獻回顧 ................................... 6
第一節 景象自然程度 .............................. 6
第二節 恢復性環境知覺 ................................... 14
第三節 注意力健全感 ........................... 19
第四節 自覺心理健康 ........................ 22
第五節 廣告效果 ................................... 25
第六節 廣告記憶 ................................. 26
第七節 廣告態度 ................................ 27
第八節 購買意願 ................................. 28
第三章 實驗一 ........................................ 29
第一節 研究假設與推導 ....................... 29
第二節 變數及操作型定義 ................................... 31
第三節 研究設計 ............................... 37
第四節 資料蒐集與分析方法 ................................. 47
第五節 資料分析結果 ............................ 48
第四章 實驗二 ........................ 70
第一節 研究假設與推導 ..................................... 70
第二節 變數及操作型定義 .................... 72
第三節 研究設計 ........................... 74
第四節 資料分析結果 ............................ 78
第五章 實驗三 ............................................ 98
第一節 研究假設與推導 ............................. 98
第二節 變數及操作型定義 ................................... 101
第三節 研究設計 ................................... 102
第四節 資料分析結果 .................................. 105
第六章 結論與建議 ........................................ 121
第一節 研究結論 .................................... 122
第二節 研究貢獻 ........................................ 127
第三節 研究限制 ................................... 129
第四節 未來方向與建議 .................................... 131
參考文獻 ......................................... 132
附錄 ................................................... 138
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