規範焦點對品牌認知的影響： 以彈出式廣告與廣告色彩為調節變數

The Impact of Regulatory Focus on Brand Perception: Pop-up Ads and Advertisement Color as Moderators

藍雯怡(Wen-Yi Lan)

指導教授 ： 高登第

國立清華大學/竹師教育學院/教育心理與諮商碩士在職專班/碩士(2021年)

摘要

本研究嘗試探討消費者在數位網路時代，對於廣告主在提供廣告訊息的時候，對於不同的規範焦點的消費者，是否因為不同線上廣告型態以及不同的廣告色彩因素，而使得消費者的品牌認知產生影響。具體來說，本研究企圖探討「規範焦點」對於品牌認知的影響是否同時受到彈出式廣告型態與廣告色彩的影響。
本研究預測：(1)、在有使用彈出式廣告的情況之下，進取焦點的消費者會比趨避焦點的消費者產生較佳的品牌認知，但在未使用出式廣告的情況之下，進取焦點的消費者與趨避焦點的消費者之品牌認知無顯著差異；(2)、在黑白廣告的情況之下，趨避焦點的消費者會比進取焦點的消費者產生較佳的品牌認知，而在彩色廣告的情況之下，進取焦點的消費者會比趨避焦點的消費者產生較佳的品牌認知；(3)、在有使用彈出式廣告且廣告是以黑白廣告呈現的情況下，進取焦點的消費者與趨避焦點的消費者之品牌認知無顯著差異；在有使用彈出式廣告且廣告是以彩色廣告呈現的情況下，進取焦點的消費者會比趨避焦點的消費者產生較佳的品牌認知；在未使用彈出式廣告且廣告以黑白廣告呈現的情況下，趨避焦點的消費者會比進取焦點的消費者產生較佳的品牌認知；在未使用彈出式廣告且廣告以彩色廣告呈現的情況下，進取焦點的消費者會比趨避焦點的消費者產生較佳的品牌認知。

關鍵字

品牌認知 ； 彈出式廣告 ； 廣告色彩 ； 規範焦點

並列摘要

This research attempts to explore how the moderating roles of pop-up advertisements and advertisement color in the impact of consumers’ regulatory focus on brand perception. Specifically, this research aims to explore whether the pop-up advertisement, advertisement color and consumers’ regulatory focus have a significant impact on brand perception. Research findings indicate that (1) when advertisement is pop-up, consumers with promotion focus appear to engender more favorable brand perception than those who with prevention focus, when advertisement is non pop-up, consumers with promotion focus appear to engender no differential brand perception over those who with prevention focus; (2) when the advertisement is black-and-white, consumers with prevention focus appear to have more favorable brand perception than those who with promotion focus; on the contrary, when the advertisement is colorful, consumers with promotion focus appear to have more favorable brand perception than those who with prevention focus; (3) in addition, when the advertisement is pop-up and the advertisement is black-and-white, consumers with promotion focus appear to engender no differential brand perception over those with prevention focus; however, when the advertisement is pop-up and the advertisement is colorful, consumers with promotion focus appear to engender more favorable brand perception than those who with prevention focus. At last, when the advertisement is non pop-up and the advertisement is black-and-white, consumers with prevention focus appear to engender more favorable brand perception than those who with prevention focus; however, when the advertisement is non pop-up and the advertisement is colorful , consumers with prevention focus appear to engender more favorable brand perception than those who with promotion focus.

並列關鍵字

Brand Perception ； Pop-up Advertisement ； Advertisement Color ； Regulatory Focus

參考文獻

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