摘 要
希望－人們一項正向的情緒會影響市場上的許多消費行為，消費者也因為對產品所抱持的希望程度高低而有不同的反應與行為，故其在行銷上扮演的重要角色逐漸受到重視。Maclnnis and Mello (2005)指出，業者可藉由不同的廣告策略來引發出消費者的希望，以第三代行動電話此項創新產品的服務為例，業者可藉由強調創新的技術能提供手機高速傳輸的功能與多元的應用，使消費者渴望第三代行動電話可能達成的成果而產生希望。故本研究所欲探討的是業者如何運用不同的廣告訴求來引發消費者的希望，並進一步引響消費者的購買決策。
此外，消費者購買後的使用行為與滿意度是否亦會受到希望的影響呢？希望在績效和滿意度等變數間，扮演著什麼樣的角色呢？為探討以上問題，本研究採用實驗設計的方法來蒐集資料，而研究方法為變異數分析與迴歸分析，期望藉由本研究瞭解希望在第三代行動電話服務業對於消費者購買意願、使用行為以及滿意度之影響；並冀能透過本研究實證分析之結果，提供企業在擬定促銷策略或廣告時之參考。
本研究所得之重要結論如下：
1. 強調改變必然性與增加渴望訴求之廣告，將能引發消費者產生較高程度的希望。
2. 消費者的希望程度越高時，知覺價值與購買意願也越高。
3. 消費者希望程度越高，將會有越多的購後使用行為與更高的滿意度。
4. 當產品的績效達成度高時，希望程度較高的消費者將會產生較高的滿意度。

Abstract
Hope－A positively valenced emotion will affect consumers’ behavior in the market. Consumers will perform different behavior because of different intensity of hope. So it becomes more and more important in marketing. Maclnnis and Mello (2005) indicated that marketers can induce and enhance consumers’ hope by different advertising tactics. Take 3G mobile phone for example, marketers can induce hope by emphasizing that innovative technology brings high transmission speed and diversified function to mobile phone, and it makes consumers yearn for the outcome. So this study wants to know that how marketers induce consumers’ hope and affect theirs purchasing decision by advertising appeals.
Besides, Will hope affect on consumers’ behavior and satisfaction? What roles do hope play between performance and satisfaction? Therefore, this research utilizes experimental design in collecting data and ANOVA and Regression Analysis to test hypotheses. To investigate how hope affects on consumers’ purchase intention, consumption and satisfaction by this research. Moreover, this research provides marketers some suggestions in designing promotions and advertisements.
This main results are as follows：
1. The advertisements which emphasize “turn impossibility into possibility” and “enhance yearning” will induce higher level of hope.
2. Consumers’ hopes toward the products and service positively affect consumers’ perceived value and purchase intention.

3. Consumers’ hopes toward the products and service positively affect post-purchase consumption and satisfaction.
4. When the performance is good, consumers with stronger hope are more satisfied with the product or service than those with weaker hope.

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