好奇心對品牌考量的影響－ 以廣告隱喻和品牌地位為調節變數

The Impact of Curiosity on Brand Consideration: Metaphors and Brand Status as Moderators

蘇雅惠(Ya-Hui Su)

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

本研究探討不同好奇心特質的消費者在日常接受新奇事物廣告刺激時，於品牌廣告中運用廣告隱喻是否會影響消費者的品牌考量；品牌地位對不同好奇心特質的消費者，是否對消費者羅列考量清單有影響。另外，探討廣告隱喻與品牌地位是否會因消費者不同好奇心特質與品牌考量之間產生干擾作用。研究模式將根據文獻探討所推論的構面與假說進行變項之間的差異研究，以進行2 (廣告隱喻：高廣告隱喻 vs. 低廣告隱喻) × 2 (品牌地位：高品牌地位 vs. 低品牌地位) 的實驗設計。研究結果顯示：(1) 當廣告是以低隱喻為訴求的方式呈現之時，剝奪型好奇的消費者與興趣型好奇的消費者之品牌考量無顯著差異；然而，當廣告是以高隱喻為訴求的方式呈現之時，剝奪型好奇的消費者會比興趣型好奇的消費者產生較佳的品牌考量；(2) 對於新興品牌的產品而言，剝奪型好奇的消費者會比興趣型好奇的消費者產生較佳的品牌考量；但對於成熟品牌的產品而言，剝奪型好奇的消費者和興趣型好奇的消費者皆沒有產生明顯的品牌考量差異；(3) 新興品牌產品或是成熟品牌產品對品牌考量皆沒有產生明顯差異，無論廣告隱喻程度的高低；(4) 對於新興品牌採取高隱喻廣告的情況下，剝奪型好奇的消費者會比興趣型好奇的消費者產生較佳的品牌考量；但對於成熟品牌採取高隱喻廣告的情況下，剝奪型好奇的消費者和興趣型好奇的消費者之品牌考量無顯著差異；(5) 當品牌採取低隱喻廣告之情境下，剝奪型好奇的消費者與興趣型好奇的消費者之品牌考量無顯著差異，無論品牌地位的高低。

關鍵字

好奇心 ； 品牌考量 ； 隱喻 ； 品牌地位

並列摘要

This research attempts to explore whether different types of curiosity have an impact on consumer brand consideration, as well as whether metaphors and brand status can moderate this effect. The research attempts to explore the moderating roles of the advertising metaphors and brand status on consumers’ brand consideration. Specifically, the purpose of this research is to explore whether metaphors or brand status in advertisements have a significant impact on consumers' brand consideration. Research findings demonstrate that (1) When the ads are low metaphorical, consumers with deprivation curiosity tend to engender no differential brand consideration over those with interest curiosity consumers; on the contrary, when the ads are highly metaphorical, consumers with deprivation curiosity tend to engender more favorable brand consideration than those with interest curiosity; (2) For emerging brands, consumers with deprivation curiosity tend to engender more favorable brand consideration than those with interest curiosity; in contrast, for matured brands, consumers with deprivation curiosity tend to engender no differential brand consideration over those with interest curiosity consumers; (3) For the highly or low metaphorical ads, consumers either with deprivation or interest curiosity appear to have no differential brand consideration, regardless of brand status; (4) When emerging brands are characterized by highly metaphorically ads, consumers with deprivation curiosity consumers are likely to engender more favorable brand consideration than those with interest curiosity; however, when matured brands are characterized by highly metaphorically ads, consumers with deprivation curiosity consumers are likely to engender no differential brand consideration over those with interest curiosity; (5) When the brands are characterized by low metaphorically ads, consumers with deprivation curiosity consumers are likely to engender no differential brand consideration over those with interest curiosity, regardless of brand status.

並列關鍵字

Curiosity ； Brand Consideration ； Metaphors ； Brand Status

參考文獻

Bandura, A. (1977). Self-efficacy: toward a unifying theory of behavioral change. Psychological Review, 84(2), 191-215.

英文部分：

Ainley, M., Hidi, S., & Berndorff, D. (2002). Interest, learning, and the psychological processes that mediate their relationship. Journal of Educational Psychology, 94(3), 545-561.

Arnone, M. P., Reynolds, R., & Marshall, T. (2009). The effect of early adolescents’ psychological needs satisfaction upon their perceived competence in information skills and intrinsic motivation for research. School Libraries Worldwide, 15(2), 115-134.

Arnone, M. P., Small, R. V., Chauncey, S. A., & McKenna, H. P. (2011). Curiosity, interest and engagement in technology-pervasive learning environments: A new research agenda. Educational Technology Research and Development, 59(2), 181-198.