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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 黃恆獎 | |
| dc.contributor.author | Chih-Hsiang Chang | en |
| dc.contributor.author | 張志詳 | zh_TW |
| dc.date.accessioned | 2021-06-08T03:07:38Z | - |
| dc.date.copyright | 2017-08-25 | |
| dc.date.issued | 2017 | |
| dc.date.submitted | 2017-06-27 | |
| dc.identifier.citation | 一、 中文文獻
祝鳳岡(1995)。「廣告感性訴求策略」之策略分析。廣告學研究：5。 祝鳳岡(1998)。廣告策略之探研-系統建構觀點。廣告學研究：10。 高泉豐(1994)，認知需求的概念與測量。中華心理學刊，36卷1期，1-20。 二、 英文文獻 Belch, George E. & Belch, Michael A. (1998). Advertising and promotion, Location: McGraw-Hill. Berkman, Harold W. and Gilson, Christopher (1987). Advertising: Concepts and Strategies(1st ed), Location: Random House. Cacioppo, J. T., R. E. Petty and K. Morris (1983). Effect of Need for Cognition on Message Evaluation, Recall and Persuasion. Journal of Personality and Social Psychology, 45(July), 805-818. Cacioppo, John T. and Richard E. Petty (1982). The Need for Cognition. Journal of Personality and Social Psychology, 42, pp.116-131. Castaño, R., Sujan, M., Kacker, M., & Sujan, H. (2008). Managing consumer uncertainty in the adoption of new products: Temporal distance and mental simulation. Journal of Marketing Research, 45(3), 320-336. Escalas, J. E., & Luce, M. F. (2003). Process versus outcome thought focus and advertising. Journal of Consumer Psychology, 13(3), 246-254. Escalas, J. E., & Luce, M. F. (2004). Understanding the effects of process-focused versus outcome-focused thought in response to advertising. Journal of Consumer Research, 31(2), 274-285. Hou, J., Du, L., & Li, J. (2008). Cause's attributes influencing consumer's purchasing intention: Empirical evidence from china. Asia Pacific Journal of Marketing and Logistics, 20(4), 363-380. Keller, P. A., Block, L. G. (1997). Vividness effects: A resource-matching perspective. Journal of Consumer Research, 24(3), 295-304. Klein, L. R. (1998). Evaluating the potential of interactive media through new lens: Search versus experience goods. Journal of Business Research, 41(3), 195-203. Liberman, N., Sagristano, M. D., & Trope, Y. (2002). The effect of temporal distance on level of mental construal. Journal of Experimental Social Psychology, 38(6), 523-534. Liberman, N., & Trope, Y. (1998). The role of feasibility and desirability considerations in near and distant future decisions: A test of temporal construal theory. Journal of Personality and Social Psychology, 75(1), 5-18. Liberman, N., Trope, Y., & Wakslak, C. (2007). Construal level theory and consumer behavior. Journal of Consumer Psychology, 17(2), 113-117. MacInnis, D., & Price, L. (1990). An exploratory study of the effects of imagery processing and consumer experience on expectations and satisfaction. Advances in Consumer Research, 17(1), 41-47. Martin, B. A. S., Gnoth, J., & Strong, C. (2009). Temporal construal in advertising the moderating role of temporal orientation and attribute importance in consumer evaluations. Journal of Advertising, 38(3), 5-19. Nelson, P. (1970). Information and consumer behavior. Journal of Political Economy, 78(2), 311-329. Nelson, P. (1974). Advertising as information. Journal of Political Economy, 82(4), 729-754. Nelson, P. J. (1976). Economic value of advertising. In Brozen, Y. (Ed.), Advertising and Society (pp. 109–141). New York: New York University Press. Nelson, P. J. (1981). Consumer information and advertising. In Galatin, M., & Leiter, R. D. (Eds.), Economics of Information (pp. 42-77). Boston: N. Nijhoff Publishers. Pham, L. B., & Taylor, S. E. (1999). From thought to action: Effects of process-versus outcome-based mental simulations on performance. Personality and Social Psychological Bulletin, 25(2), 250-260. Taylor, S. E., Pham, L. B., Rivkin, I. D., & Armor, D. A. (1998). Harnessing the imagination: Mental simulation, self-regulation, and coping. American Psychologist, 53(4), 429-439. Taylor, S. E., & Schneider, S. K. (1989). Coping and the simulation of events. Social Cognition, 7(2), 174-194. Trope, Y., & Liberman, N. (2000). Temporal construal and time-dependent changes in preference. Journal of Personality and Social Psychology, 79(6), 876-889. Trope, Y., & Liberman, N. (2003). Temporal construal. Psychological Review, 110(3), 403-421. Trope, Y., & Liberman, N. (2010). Construal-level theory of psychological distance. Psychological Review, 117(3), 1024-1024. Trope, Y., Liberman, N., & Wakslak, C. (2007). Construal levels and psychological distance: Effects on representation, prediction, evaluation, and behavior. Journal of Consumer Psychology, 17(2), 83-95. Weathers, D., Sharma, S., & Wood, S. L. (2007). Effects of online communication practices on consumer perceptions of performance uncertainty for search and experience goods. Journal of Retailing, 83(4), 393-401. Zhao, M., Hoeffler, S., & Zauberman, G. (2007). Mental simulation and preference consistency over time: The role of process- versus outcome-focused thoughts. Journal of Marketing Research, 44(3), 379-388. Zhao, M., Hoeffler, S., & Zauberman, G. (2011). Mental simulation and product evaluation: The affective and cognitive dimensions of process versus outcome simulation. Journal of Marketing Research, 48(5), 827-839. | |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/20868 | - |
| dc.description.abstract | 本研究主要探討不同的心理模擬類型下，結合產品類別與廣告訴求兩種變數，來探討其對消費者行為的影響，研究採用實驗設計法，以2(心理模擬類型：過程模擬 vs. 結果模擬)X2(產品類別：搜尋品 vs. 經驗品)X2(廣告訴求：理性訴求 vs. 感性訴求)之三因子設計，透過八種不同的實驗情境，來衡量消費者在不同情境下的廣告效果。
研究結果顯示，廣告中以心理模擬類型中的過程模擬會比結果模擬有更好的廣告效果。且心理模擬類型與產品類別間存在交互作用，當在推廣搜尋品時，過程模擬會比結果模擬有更好的廣告效果。本研究之發現提供企業在進行行銷活動時除了考量產品類別之外，還能考慮廣告中心理模擬的應用，以創造更佳的廣告效果。 | zh_TW |
| dc.description.abstract | The study mainly explores the effect of mental simulation on consumer behavior, incorporated with two moderators: product type and advertising appeal. With the manipulation of different mental simulation, product type and advertising appeal, we conduct an experiment which is a 2(mental simulation: process simulation vs. outcome simulation)X2(product type: search goods vs. experience goods)X2(advertising appeal: rational appeal vs. emotional appeal) factorial design. With the eight conditions, the participants’ intention and behavior are assessed.
Results indicate that process simulation presented in the advertisement is more effective to the participants than outcome simulation. Besides, there is interaction effect between mental simulation and product type. When promoting a search good, process simulation is more effective to the participants than outcome simulation. The findings provide marketing insights regarding how to frame mental simulation differently in the promotions while product type is considered. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-08T03:07:38Z (GMT). No. of bitstreams: 1 ntu-106-R04724019-1.pdf: 3882329 bytes, checksum: a00ab68524d756caa62e3583014cefd7 (MD5) Previous issue date: 2017 | en |
| dc.description.tableofcontents | 誌謝 i
中文摘要 ii ABSTRACT iii 目錄 iv 表目錄 vii 圖目錄 viii 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 2 第三節 研究架構與流程 3 第二章 文獻回顧 4 第一節 心理模擬 4 第二節 產品類別 5 第三節 解釋水平理論 6 第四節 廣告訴求 8 第三章 研究設計與方法 10 第一節 研究架構與假說 10 第二節 前測 11 一、前測問卷設計 11 二、前測分析結果 12 第三節 研究變數操作型定義與衡量 13 一、自變數 13 二、依變數 16 三、個人差異變數 16 第四節 研究設計 18 一、實驗流程 18 二、問卷題項設計 19 第四章 研究結果 20 第一節 樣本分布 20 第二節 信度分析 21 第三節 研究設計之檢定 21 一、心理模擬之操弄檢定 21 二、產品類別之操弄檢定 22 三、廣告訴求之操弄檢定 23 四、潛在共變數檢定 24 五、以認知需求為依變數進行個人差異分析 24 第四節 研究假說之檢驗 26 一、主效果分析 29 二、二因子交互作用分析 29 三、三因子交互作用分析 33 第五節 小結 35 第五章 結論與建議 36 第一節 研究結果討論 36 一、心理模擬類型對廣告效果有主效果 36 二、心理模擬類型與產品類別對廣告效果有交互作用 36 第二節 研究貢獻 37 一、理論貢獻 37 二、實務貢獻 38 第三節 研究限制與未來建議 38 一、便利樣本抽樣使樣本侷限於女性學生族群 38 二、實驗目標產品受限於美妝產品 38 三、心理模擬的操弄受限於圖像 39 第四節 總結 39 參考文獻 40 一、中文文獻 40 二、英文文獻 40 附錄一 前測問卷 44 附錄二 正式問卷1 (過程模擬X搜尋品X理性求) 46 附錄三 正式問卷4 (結果模擬X搜尋品X感性訴求) 51 | |
| dc.language.iso | zh-TW | |
| dc.subject | 搜尋品 | zh_TW |
| dc.subject | 經驗品 | zh_TW |
| dc.subject | 心理模擬 | zh_TW |
| dc.subject | 廣告訴求 | zh_TW |
| dc.subject | search goods | en |
| dc.subject | advertising appeal | en |
| dc.subject | experience goods | en |
| dc.subject | mental simulation | en |
| dc.title | 心理模擬、廣告訴求與產品類別對消費者行為的影響－以美妝產品為例 | zh_TW |
| dc.title | Effects of Mental Simulation, Advertising Appeal, and Product Type on Consumer Behavior—A Case Study of Cosmetics. | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 105-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 張嘉雯,周恩頤 | |
| dc.subject.keyword | 心理模擬,搜尋品,經驗品,廣告訴求, | zh_TW |
| dc.subject.keyword | mental simulation,search goods,experience goods,advertising appeal, | en |
| dc.relation.page | 55 | |
| dc.identifier.doi | 10.6342/NTU201701133 | |
| dc.rights.note | 未授權 | |
| dc.date.accepted | 2017-06-28 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 國際企業學研究所 | zh_TW |
| 顯示於系所單位： | 國際企業學系 | |
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