調節配適應用於消費者廣告態度之研究

Consumer’s Attitude to Advertisement Regulatory Fit Perspective

賴允傑(Young-Chieh Lai)

指導教授 ： 廖本哲

中原大學/商學院/企業管理研究所/碩士(2009年)

https://doi.org/10.6840/cycu200901324

摘要

中文摘要
隨著科技的發展，通訊與資訊兩大塊的界線已經日漸模糊，2008年8月的這一波因金融海嘯造成全球經濟不景氣的時代，消費者對於花費將更為謹慎，企業應透過何種廣告訊息陳述，將有效的廣告陳述內容訊息傳達給消費者，引起消費者的購買的動機，發揮廣告的效果，一直以來都是企業擬訂廣告行銷策略的重要考慮因素。因此行銷人員應針對不同類型的消費者，應如何推出刺激消費者購買意願的廣告訴求，因此廣告內容的說服力將變得更為重要，以期能達到較佳的廣告溝通效果，為現今企業在產品行銷上一項非常重要議題。
本研究是在1997年Higgins提出了調節配適的概念(regulatory fit)，將個體區分成兩種不同的目標導向，分別為求成(promotion)與避敗(prevention)導向。由於消費者與廣告訊息間的配適與否，將會影響到消費者的態度，因此企業應針對不同目標導向的消費群體，給予合適的廣告，以期能發揮廣告成效。
故本研究試圖探討在不同的廣告類型中，對於兩種不同目標導向的消費者而言，在配適/無配適的情況下，是否會對於消費者態度產生影響，並進一步探討涉入程度與消費者態度的干擾效果。本研究實驗，分述如下：
實驗的結果顯示，在衡量態度的題項中，實驗(Study 1)中配適者在求成焦點與感性訴求及避敗焦點與理性訴求，求成焦點與現賺訴求及避敗焦點與現省訴求，較無配適者求成焦點與理性訴求及避敗焦點與感性訴求，求成焦點與現省訴求及避敗焦點與現賺訴求有較高的態度。而在加入干擾變數-產品涉入後，在部分的題項中具有干擾作用。然而該干擾效果，和先前學者的看法相左，隨著受測者的涉入程度增加，配適與無配適者的態度分數差異愈大。造成這個結果的原因，可能是因為在高涉入的情況下，受測者會蒐集較多的產品相關資訊，並且會花較多的時間考慮，大多會以積極主動的態度去搜尋其他和產品相關的訊息，以求能做出最符合需要的決策，以求能降低誤購風險。而低涉入者因為投入的心智能力少，自我認為覺得此產品資訊差不多、不重要。然而在問卷填答的過程中，受測者因無法取得其他額外相關的資訊及對此產品的不確定，以至於造成有配適者的態度分數仍然維持正面的結果，而無配適者的態度分數則是漸漸呈現負面的結果。
由以上敘述可以得知，消費者的調節焦點對廣告效果有明顯的影響。因此企業應針對消費者的類型，投其所好，給予適合的廣告型態，以提高廣告效益，達到預期的效果。

關鍵字

調節焦點 ； 調節配適 ； 廣告類型 ； 涉入 ； 消費者態度

並列摘要

Abstract
With the development of technology, the line between communication and information is getting blurred. Because of the financial tsunami in August 2008, the global economy has been depressed, customers become more discreet in their spending. What kind of message should put in the advertisement to convey the main idea to the customers and enhance customer’s purchase motive have been the key points for the industry to plan their advertising marketing policy. Sales should aim at different groups of customers and design different advertisements to stimulate customer’s purchase motive. Therefore, the persuasion of the advertisement becomes more and more important. Both the persuasion and communicate effect in advertising are the most important issues of product marketing in the industry today.
In our life, there are full of information around us. For marketing managers and advertisers, it is always be an important issue to choose what kind of messages should they use to present to enhance the communications with customers.
The present paper considers the self-discrepancy distinguishes individuals to two types. Regulatory focus theory (Higgins 1997) points two motivational orientations: a promotion focus and prevention focus. Fit or nonfit will affect customer attitude, so for different person we should use different kind of ad. Since promotion-oriented individuals are more persuaded by gains, the emotional appeal, one-sided appeal, and positively comparative ad should lead to higher evaluations of customer attitude. In contrast, because prevention-oriented individuals are more persuaded by benefits to be lost, the rational appeal, two-sided appeal, and negatively comparative ad should induce more favorable evaluations of customer attitude.
In our research, we are trying to investigate that whether fit or nonfit will affect customer’s attitude. Therefore, we also try to investigate the role of involvement and motivation.
In study 1, the results show that fit will have higher attitude than nonfit. And take involvement as moderator, in some condition it will affect customer attitude. In study 2 and 3, the results also show that fit will have higher attitude than nonfit. Then we take motivation as moderator, in some condition it will affect customer attitude. In study 3, we examine the consumers’ confidence for their evaluations, the results show that fit has higher confidence than nonfit.
However the results in our research are difference between the previous literatures. Maybe in the high involvement or motivation condition, participants want to search for other information which are relevant to their regulatory orientation to support their decision. But during the experiment, they can’t find any information about the product. So the attitude between fit and nonfit will become oppositely.
Since the recent research on regulatory focus theory suggests that consumers’ evaluation of products and brand choice decisions are influenced by their regulatory goal. So to the marketing managers and advertisers who are concerned with the positioning of their marketing communications, our results indicate that they should use different kind of advertisements for different people to influence their attitude.

並列關鍵字

Regulatory Focus ； Regulatory Fit ； Advertisement Type ； Consumer Attitude ； Involvement

參考文獻

黃麗霞，2002，贈品促銷型式對消費者的知覺價值與購買意願之影響。

潘奕男，2008，行動通訊系統之消費者轉換意願研究，中原大學企業管理學研究所碩士論文。

許楨益，2008，廣告效果之研究-調節配適觀點，中原大學企業管理學研究所碩士論文。

Aaker, Jennifer L. and Angela Y. Lee (2001), “I Seek Pleasures and We Avoid Pains: The Role of Self-Regulatory Goals in Information Processing and Persuasion,” Journal of Consumer Research, 28(1):33-49.

── and Angela Y. Lee (2001), “Understanding Regulatory Fit,” Journal of Marketing Research, 43(1):15-19.