Title

外來語對廣告態度的影響:以消費者品牌熟悉度與規範焦點為干擾變數

Translated Titles

The Effect of Loan-Words on Ad Attitudes: Consumer Brand Familiarity and Regulatory Focus as Moderators

Authors

劉邦良

Key Words

廣告 ; 廣告態度 ; 外來語 ; 品牌熟悉度 ; 規範焦點 ; Advertising Attitudes ; Loan-Words ; Brand Familiarity ; Regulatory Focus

PublicationName

清華大學教育心理與諮商碩士在職專班學位論文

Volume or Term/Year and Month of Publication

2017年

Academic Degree Category

碩士

Advisor

高登第

Content Language

繁體中文

Chinese Abstract

本研究嘗試探討消費者在接收廣告訊息的時候,對於有無使用「外來語」這個元素的廣告,是否因為不同的品牌熟悉度以及不同的規範焦點因素,而對於消費者的廣告態度產生影響。具體來說,本研究企圖探討「外來語」對於廣告態度的影響是否會受到規範焦點與品牌熟悉度的影響。本研究取得的結果顯示,廣告中外來語的存在與否在消費者的廣告態度上有相反的效果,相較於沒有外來語的廣告來說,消費者對於具有外來語的廣告會產生較好的廣告態度。 而研究發現,消費者在面對不同高低的品牌熟悉度廣告時,只要有外來語存在,其廣告態度都會較佳。而對於不同規範焦點性格的消費者來說,在廣告態度上則有相反的效果,進取焦點得消費者對於有外來語的廣告,會顯現出較好的廣告效果,相反的,趨避焦點的消費者則是會對於有外來語的廣告產生較差的廣告效果。若是同時評估,不同品牌熟悉度與不同規範焦點的消費者,則可以發現在對品牌熟悉度高的情況之下,對進取焦點的消費者而言,使用外來語的廣告比不使用外來語的廣告,會產生更佳的廣告態度。但是對於趨避焦點的消費者來說,外來語的使用與否不會影響廣告態度。相反地來說,在對品牌熟悉度低的情況之下,對進取焦點的消費者而言,使用外來語的廣告比不使用外來語的廣告,會產生更佳的廣告態度。但是對於趨避焦點的消費者來說,則外來語的使用會有較差的廣告態度。

English Abstract

The research attempts to explore the moderating roles of consumer brand familiarity and regulatory focus in the impact of “loan-words” on consumer’s advertising attitudes. Specifically, this research is designed to examine the interaction effects of brand familiarity, regulatory focus and, loan-words on consumers' advertising attitudes. It is predicted that the presence or absence of loan-words in advertisements has a significant effect on consumers' advertising attitudes. Customers are likely to engender more positive advertising attitudes on the ads with loan-words than the ads without loan-words. Moreover, it is predicted that consumers are likely to engender positive advertising attitudes for the ads with loan-words, regardless of brand familiarity. Furthermore, it is hypothesized that, compared with prevention-focused consumers, promotion-focused consumers have more positive advertising attitudes on the ads with loan-words. On the contrary, prevention-focused consumers tend to engender more positive advertising attitudes for the ads without loan-words than those with loan-words. In addition, promotion-focused consumers with higher brand familiarity are likely to engender more positive advertising attitudes for the ads with loan-words than those without loan-words. In contrast, for preventive-focused consumers with higher brand familiarity, the availability of loan-words fails to affect consumer advertising attitudes. On the contrary, promotion-focused consumers with lower brand familiarity are likely to engender more positive advertising attitudes for the ads with loan-words than those without loan-words. In contrast, preventive-focused consumers with lower brand familiarity, the ads without loan-words tend to engender more positive advertising attitudes than those with loan-words.

Topic Category 竹師教育學院 > 教育心理與諮商碩士在職專班
社會科學 > 教育學
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