網路框架效果：以警告訊息、品牌熟悉度和商品類型為干擾變數

The Online Framing Effect: The Moderating Role of Warning, Brand Familiarity and Product Type

張仕翰(Shih-Han Chang)

指導教授 ： 陳宜棻

中原大學/商學院/國際經營與貿易研究所/碩士(2012年)

https://doi.org/10.6840/cycu201200187

摘要

本研究使用網路問卷的方式進行實驗，檢驗網路消費者接受到框架訊息後以及在干擾變數的影響之下其購買意願如何變化。研究分成 2(屬性框架：正面/負面)*2(警告訊息：文字為主/圖片為主)*2(品牌熟悉度：熟悉/不熟悉)*2(商品類型：實用性商品/享樂性商品)一共十六組的網路實驗設計。本研究結果顯示，屬性框架會影響消費者的購買意願，相對於負面框架訊息來說，正面框架訊息會激起消費者的購買意願。此外，警告訊息、品牌熟悉度和商品類型對於框架有干擾效果。本研究同時探討了警告訊息和品牌熟悉度對於屬性框架的修正效果。在本研究中屬性框架效果被圖片為主的警告訊息所消除，但是屬性框架效果無法被文字為主的警告訊息消除。然而，消費者熟悉商品品牌時屬性框架效果無法被消除，但是當消費者不熟悉商品品牌的時候屬性框架效果會被消除。最後，當消費者接收到正面的框架訊息時，對於享樂性商品的購買意願，並不顯著高於實用性商品；當消費者接收到負面訊息時，對於實用性商品的購買意願較低。

關鍵字

框架效果 ； 屬性框架 ； 警告訊息 ； 品牌熟悉度 ； 商品類型

並列摘要

This study reports on an experiment that examined the framing effect on online consumer purchase intention. A 2 (attribute framing: positive/negative) x 2 (warning: text-based/picture-based) x 2 (brand familiarity: familiar/unfamiliar) x 2 (product type: utilitarian/hedonic product) online experiment was conducted. The results demonstrate a significant framing effect, in that subjects in the positive condition revealed more favorable responses than those in the negative condition. In addition, the effect of framing messages on consumer purchase intention was moderated by warning, brand familiarity and product type. Theoretical and managerial implications of these findings are provided. The debiasing effect of warning and brand familiarity were observed. The magnitude of the framing effect was attenuated and eliminated in picture-based warning conditions, but it still existed in text-based warning conditions. In addition, even when consumers were familiar with a product’s brand, the effect of framing still existed. However, it was eliminated when consumers were unfamiliar with the product’s brand. Finally, when consumers received positive framing messages, their purchase intention towards hedonic products was not significantly higher than for utilitarian products. When the product was utilitarian, negative framing messages resulted in lower purchase intention.

並列關鍵字

Warning ； Brand Familiarity ； Product Type ； Attribute Framing ； Framing Effect

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