進階搜尋


   電子論文尚未授權公開,紙本請查館藏目錄
(※如查詢不到或館藏狀況顯示「閉架不公開」,表示該本論文不在書庫,無法取用。)
系統識別號 U0026-2206201613234600
論文名稱(中文) 訊息框架效應對購買意願的影響-以產品類型作為調節因子
論文名稱(英文) The impact of information framing on purchase intention-the moderation of product type
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 104
學期 2
出版年 105
研究生(中文) 黃瓊慧
研究生(英文) Chiung-Hui Huang
學號 R46031230
學位類別 碩士
語文別 中文
論文頁數 54頁
口試委員 指導教授-葉桂珍
口試委員-王瑜琳
口試委員-陳明惠
中文關鍵字 訊息框架、產品類型  訊息有用性  廣告態度  產品態度  購買意願 
英文關鍵字 Framing effect  Product type  Information usefulness  Attitude toward the advertisement  Product attitude  Purchase intention 
學科別分類
中文摘要 根據訊息框架理論指出,當人們面臨本質相同的決策性問題時,會因為問題的敘述方式不同,造成人們產生偏好逆轉的現象。此外當訊息框架運用在企業行銷產品的廣告中,訊息框架效應也會因為產品類型的不同,而產生不一樣的效果。本論文擬以產品類型為干擾因子,透過實驗設計法來檢驗此主張,主要擬探討正負面產品訊息框架與產品類型對訊息有用性與消費者認知到的廣告態度、產品態度與購買意願之影響。
本研究結果顯示1.產品訊息在正面訊息框架下,會帶給消費者較高的訊息有用性。2.產品類型在訊息框架及訊息有用性間有調節效果。3.訊息有用性對廣告態度、產品態度和購買意願具有正向影響。4.訊息有用性在訊息框架及廣告態度之間存在中介效果。由此推論享樂型產品在產品資訊廣告上,以正面訊息框架,能帶來較好的廣告效果。反之功能型產品,則以負面訊息框架,能更提升消費者對產品的需求感與購買意願。
英文摘要 The main objective of this study is to investigate whether product type is a moderator between information framing and information usefulness. In addition to the main objective of this study, we further investigate whether information usefulness affects consumer attitudes toward advertisements, products, and purchase intention. An experimental design was adopted in this study with a 2 (positive and negative framed message)*2 (hedonic and utilitarian product) and comprised four scenarios. A total of 171 valid respondents were selected, and SPSS 22 was used to run a factor analysis, regression analysis and T-test to test the hypotheses. According to the results, there are some principle conclusions and implications to consider:

1.In general, a positive framed message has a positive impact on information usefulness.

2.A positive framed message used to promote a hedonic product has a significantly positive effect on information usefulness. On the contrary, a negative framed message used to promote a utilitarian product has a significantly positive effect on information usefulness.

3.Information usefulness has significantly positive impacts on attitudes toward advertisements, products and purchase intention.

4.The mediating role of information usefulness is crucial for attitude toward advertisements, products and purchase intention.
論文目次 中文摘要 I
The Impact of information framing on purchase intention - the moderation of product type II
誌謝 V
目錄 VI
表目錄 VIII
圖目錄 X
第壹章 緒論 1
第一節 研究動機 1
第二節 研究目的 2
第三節 研究流程 3
第貳章 文獻探討 5
第一節 訊息框架效應 5
第二節 產品分類 8
第三節 資訊採用模型 9
第四節 廣告效果 11
第參章 研究方法 16
第一節 研究架構與假設 16
第二節 研究設計 17
第三節 各變數之操作性定義與衡量 23
第肆章 資料分析 27
第一節 樣本統計資料 27
第二節 因素與信度分析檢定 29
第三節 Spearman相關分析 32
第四節 階層回歸分析 34
第五節 因子組合平均數分析 38
第伍章 結論與建議 43
第一節 結論 43
第二節 研究貢獻 45
第三節 行銷實務上之意涵 46
第四節 研究限制與後續研究建議 47
參考文獻 49
附錄 正式問卷 52
參考文獻 余肇傑(2004),「代言人對廣告效果影響之研究-以銘傳大學傳播學院學生為例」,銘傳大學傳播管理研究所碩士論文。

張倩倪(2007),「代言人類型對房地產廣告效果之研究」,國立交通大學管理學院管理科學學程碩士論文。

朱國明(2008),「以網路的資訊豐富環境與訊息框架探討網路購物行為之前因與後果模型研究」,中華管理評論Vol. 11, No. 4

Amos Tversky; Daniel Kahneman (1981), The Framing of Decisions and the Psychology of Choice, Science, New Series, Vol. 211, No. 4481, pp. 453-458.

Ajzen, I., & Fishbein, M. (1970). The prediction of behavior from attitudinal and normative variables. Journal of Experimental Social Psychology, 6, 466–487.

Cheung, C. M. K., Lee, M. K. O. & Rabjohn, N. (2008). The impact of electronic wordof-mouth. Internet Research, 18(3), pp.229.

Dodds, B. W., K. B. Monroe, and D. Grewal, 1991. Effect of Price, Band, and Store Information on Buybers Product Evaluation, Journal of Marketing, Research , 28(3) , pp.307-319.

Engel, J. E., R. D. Blackwell, and P. W. Miniard, 1993. Consumer Behavior, 7th Ed., Chicago Dryden Press .


Fishbein, M.. & Ajzen, 1. (1981). Attitudes and voting behavior: An application of the theory ofreasoned action. In G. M. Stephenson & J. M. Davis (Eds.), Progress in Applied SocialPsychology ,Vol. I, pp. 253-313

Ganzach, Yoav. and Nili Karsahi. (1995),Message Framing and Buying Behavior: A Field Experiment , Journal of Business Research, Vol.32, lss.1, pp.11-17.

Herbert A. Simon (1979), Rational Decision Making in Business Organizations,The American Economic Review Vol. 69, No. 4, pp. 493-513

Irwin P. Levin, Gary J. Gaeth (1988),How Consumers Are Affected by the Framing of Attribute Information Before and After Consuming the Product ,Journal of Consumer Research,Vol. 15, No. 3, 374-378

Kahneman,D. and Tversky, A. (1979). Prospect theory: An analysis of decision underrisk. Econometrica, 47, pp. 263-292.

Kahneman,D. and Tversky, A. (1986). Rational Choice and the Framing of Decisions.Journal of Business 59, pp.251-278.

Lutz, Richard J., (1985),Affective and Cognitive Antecedents of Attitude Toward the Ad: A Conceptual Framework, Psychological Processes and Advertising Effects, pp.45-64.

Muehling, D. D., & Laczniak, R. N. (1988). Advertising’simmediate and delayed influence on brand attitudes:Considerations across message-involvement levels. Journalof Advertising, 17(4),pp. 23-34

Ravi Dhar (2000), Consumer Choice Between Hedonic and Utilitarian Goods, Journal of Marketing Research,Vol. 37, No. 1, pp. 60-71.

Robert J. Lavidge and Gary A. Steiner(1961),A Model for Predictive Measurements of Advertising Effectiveness, Journal of Marketing,Vol. 25, No. 6, pp. 59-62

Schiffman, L .G. and L. L. Kanuk, 2000. Consumer Behavior, Upper Saddle River, N.J: Prentice Hall.

Spangenberg, Eric R. (1997), "Increasing Health Club Attendance Through Self-Prophecy," Marketing Letters, 8 (1), 23-32.
Spangenberg, Eric R. and Anthony G. Greenwald (1999), Social Influence by Requesting Self-Prophecy, Journal of Consumer Psychology, 8 (1), 61-89.

Stephanie Watts Sussman ,Wendy Schneier Siegal(2003), Informational Influence in Organizations: An Integrated Approach to Knowledge Adoption, Information Systems Research archive , Volume 14 Issue 1, pp. 47-65

Voss, K. E., Spangenberg, E. R. and Grohmann, B. (2003). Measuring the Hedonic andUtilitarian Dimensions of Consumer Attitude. Journal of Marketing Research, Vol. 40,No. 3, pp. 310-320.

Walter A. Woods (1960), Psychological Dimensions of Consumer Decision, Journal of Marketing , Vol. 24, No. 3,pp. 15-19

Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(July),pp.2-22
論文全文使用權限
  • 同意授權校內瀏覽/列印電子全文服務,於2021-06-22起公開。
  • 同意授權校外瀏覽/列印電子全文服務,於2021-06-22起公開。


  • 如您有疑問,請聯絡圖書館
    聯絡電話:(06)2757575#65773
    聯絡E-mail:etds@email.ncku.edu.tw