廣告模特兒吸引力之廣告效果：調節焦點之干擾作用

The Advertising Effects of model attractiveness：With Regulatory Focus as a Moderator

簡紫涵(Tzu-Han Chien)

指導教授 ： 張重昭

國立臺灣大學/管理學院/商學研究所/碩士(2010年)

https://doi.org/10.6342/NTU.2010.10245

摘要

本研究以調節焦點理論為基礎，佐以搭配假設的論點，旨在探討不同的模特兒吸引力與消費者調節焦點是否會產生交互作用，因而對廣告效果產生何種差異。研究中討論的廣告效果有三：廣告態度、品牌態度、購買意願，採2（調節焦點：促進型、預防型）X 2（模特兒吸引力：高度、中度）之組間實驗設計。
最後本研究證實不同吸引力模特兒與不同消費者調節焦點將呈現不同的廣告效果（廣告態度、品牌態度、購買意願），並且存在較佳的配對組合。主要研究結果如下：
1. 「高度吸引力模特兒與促進型焦點」的組合，相較於「高度吸引力模特兒與預防型焦點」與「中度吸引力與促進型焦點」具有較佳的廣告效果。
2. 「中度吸引力模特兒與預防型焦點」的組合，相較於「中度吸引力與促進型焦點」具有較佳的廣告效果。

關鍵字

調節焦點 ； 模特兒吸引力 ； 搭配假設

並列摘要

Based on regulatory focus theory and match-up hypothesis, this research investigates the interaction effect of self-regulatory focus and model attractiveness on advertising effectiveness. With three dependent variables—attitude toward advertisement, brand attitude and purchase intention—the author uses a 2(regulatory focus：promotion-focused vs. prevention-focused) X 2(model attractiveness：highly vs. normally) between-subjects factorial design.
Results suggest that a match among self-regulatory focus and model attractiveness improves advertising effectiveness. The main results of this research indicate that：
1. Compared to the combination of HAM and prevention-focused consumer and the combination of NAM and promotion-focused consumer, the match between HAM and promotion-focused consumer has better advertising effects.
2. Compared to the combination of NAM and promotion-focused consumer, the match between NAM and prevention-focused consumer has better advertising effects.

並列關鍵字

regulatory focus ； model attractiveness ； match-up hypothesis

參考文獻

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