調節配適對消費者購買意圖影響之研究—以產品涉入程度為干擾變數

The Effects of Regulatory Fit on Consumer Purchasing Intention-With Involvement as a Moderator

廖經政(Ching-Cheng Liao)

指導教授 ： 廖本哲

中原大學/商學院/企業管理學系/碩士(2007年)

https://doi.org/10.6840/cycu200700209

摘要

處於資訊充斥的時代，廣告訊息能否影響消費者，對企業主來說，無疑是個極重要的課題。而如何陳述訊息才能提高與消費者的溝通效果，逐漸成為廣告實務上的重要議題。行銷人員應該針對不同目標消費者族群，安排適合的訊息陳述方式。過去學者對廣告訊息陳述的研究頗多，但研究人員卻很少注意到此處。不過近年來有學者(Higgins, 1997)提出調節配適的概念(regulatory fit)，個體會有兩種不同的目標導向：求成(promotion)與避敗(prevention)，因此將調節配適的觀念應用到訊息陳述上，也就是消費者與廣告訊息的配適與否､可能是廣告效果的良好解釋變數。
所以本研究試圖探討在不同訊息陳述下，對於兩種不同目標導向的消費者而言，是否會產生配適的現象，而本研究將會有兩個實驗：實驗一為探討正面負面訊息陳述對於消費者的目標導向是否會產生配適，進一步影響到消費者的態度與購買意願；而實驗二為探討最大化最小化訊息陳述對於消費者的目標導向是否會產生配適，進一步影響到消費者的態度與購買意願。以及探討加入了涉入程度當作本研究的干擾變數之後，對於態度影響的效果為何。
實驗一的結果顯示，配適組(求成/正面vs.避敗/負面)較無配適組(求成/負面vs.避敗/正面)有較高的廣告態度與購買意圖。此結果與過往文獻相符，而在加入干擾變數-產品涉入後，在高涉入之下，對於配適的受測者將會產生更正面的效果；對於沒有配適的受測者則會產生更負面的效果。
實驗二的結果顯示，配適組(求成/最大化vs.避敗/最小化)較無配適組(求成/最小化vs.避敗/最大化)有較高的廣告態度與購買意圖。結果與過往文獻相符，而加入干擾變數-產品涉入後，在高涉入之下，對於配適的受測者將會產生更正面的效果；對於沒有配適的受測者則會產生更負面的效果。
由以上敘述可以得知，假設企業主在進行廣告促銷之前，已經知曉消費者的目標導向類型為何，即可採用此結果，投其所好，達到更高效益的廣告。

關鍵字

調節配適 ； 訊息陳述 ； 廣告態度 ； 購買意圖 ； 產品涉入

並列摘要

Living in an era full of information, advertising messages can affect consumers. For enterprises, it is undoubtedly a very important issue. However, how to enhance the communication effect with consumers by message framing is a very important item. Marketing staff should focus on the characteristics of different consumers and arrange appropriate message framing. But researchers are less concern on it. In recent years, some scholars point out (Higgins, 1997) individuals might have two different regulatory focuses (promotion focus and prevention focus). Hence, we could apply the concept of regulatory fit to message framing and it might explain the advertisement effects very well.
Therefore, this study is to explore the effect of regulatory fit (unfit) on advertising between different messages statements and different goal-oriented consumers and this study will have two experiments: Experiment 1 will investigate the positive and negative messages for the goal-orientation consumers that have a fit, further influence consumer attitude and purchase intention. Experiment 2 will explore the maximum and minimum information statements for the goal-orientation consumers will have a fit, further influence consumer attitude and purchase intention and to explore the extent of involvement as a moderator in the research, for the effectiveness of attitude.
In experiment 1, the result shows that the fit group (promotion/positive vs. prevention/negative) has higher advertising attitude and purchasing intention than the unfit group (promotion/negative vs. prevention/positive).Results in line with the previous literature and after joined the moderator-product involvement, the result shows that in high involvement, fit for the subjects who will have more positive effects; unfit for the subjects who will have more negative effects.
In experiment 2, the result shows that the fit group (promotion/maximum vs. prevention/minimum) has higher advertising attitude and purchasing intention than the unfit group (promotion/minimum vs. prevention/maximum). Results in line with the previous literature and after joined the moderator-product involvement, the result shows that in high involvement, fit for the subjects who will have more positive effects; unfit for the subjects who will have more negative effects.
The study results show that if the enterprises have a well known about the consumer goal-orientation before executing an advertising promotion, that can be applied, and to achieve more effective advertising.

並列關鍵字

Regulatory Fit ； Purchase Intention ； Message Framing ； Advertising Attitude ； Product Involvement

參考文獻

蔡佳靜，「訊息陳述方式、廣告訴求對象與涉入程度對廣告效果之影響-不同產品類別之探討」，輔仁管理評論，第十三卷第一期，頁85-106，2006

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