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研究生：	王自瑀 Wang, Tzu-yu
論文名稱：	廣告訴求對消費者希望及產品評價之影響 The Influence of Advertising Claims on Consumer's Hope and Product Evaluations
指導教授：	蔡東峻 Tsai, Dung-chun
學位類別：	碩士 Master
系所名稱：	管理學院 - 國際企業研究所 Institute of International Business
論文出版年：	2007
畢業學年度：	95
語文別：	英文
論文頁數：	78
中文關鍵詞：	營養知識、廣告訴求、希望、產品評價
外文關鍵詞：	Nutrition knowledge, Product evaluations, Advertising claims, Hope
相關次數：	點閱：118 下載：2
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希望(Hope)不只是消費者行為及行銷領域上的新興議題，也會引導消費者對特定產品產生正面的情緒。Maclnnis and Mello (2005)更確信希望是具有銷售價值的因素。另外，由於現今的消費者在生活型態及飲食習慣的改變下，越來越重視與健康相關的資訊。因此業者可透過宣傳其產品可降低疾病的風險或增進其身體機能的功用，使消費者渴望食用功能性食品時可能達成的健康之成果而產生希望。此研究欲驗證在當業者提供不同的廣告訴求時，會如何提升消費者的希望以及其對產品的評價。另外，消費者的營養知識水準，對特定產品的態度以及購買意願也是本研究的重點變數。
本研究利用實驗分析的結果來陳述不同的廣告訴求對消費者的希望及其產品平價之效果。另外，本研究也提供了理論上的意涵及對食品業者及消費者的意見。
本研究所獲得的重要結論如下:
1.相較於營養資訊，當業者在廣告中呈現健康訴求時，消費者會有較高的希望產生。
2.高希望的消費者會產品會有較偏好的態度以及較高的購買意願。
3.消費者的營養知識在廣告訴求與消費者希望的關係之間扮演了調節的效果。本研究發現當低營養知識的消費者在閱讀廣告中的健康訴求時，會產生較高的希望程度。

Hope is not only a new issue in consumer behavior and marketing area, but leads individuals to have positive emotion toward a given product. Maclnnis and Mello (2005) asserted that hope is a marketable entity arguably. Moreover, nowadays consumers emphasize health related
information because of the changing lifestyle and dietary habits.Therefore, marketers can induce hope by promoting that functional food can decrease disease risk or enhance physical function, and it makes consumers yearn for the outcome. This study discusses how marketers induce consumers’ hope and influence their product evaluations by promoting different ad claims. Additionally, consumers’ nutrition knowledge, product attitudes and purchase intention are also important variables in this study.
This study reports the result of a laboratory experiments that address the effect of ad claims on consumers’ hope and in turn to their product evaluations. Furthermore, the study offers theoretical implications and
suggestions for food marketers and consumers.
The main results are as follows:
(1) Health claim in ads can evoke higher consumers’ hope than nutrition
information.
(2) Consumers with higher hope will have favorable product attitudes as
well as purchase intentions.
(3) The consumers’ nutrition knowledge is presented moderates the effects
of advertising claims on consumers’ hope, which suggests that lower nutrition
knowledge consumers have higher hope when reading ads claims.

Chapter 1 Introduction..................................1
1.1  Background and motivation..........................1
1.2  Objectives.........................................5
Chapter 2 Literature Review.............................6
2.1  Hope...............................................6
2.2  Advertising claims.................................9
2.3  The effect of hope on product attitude............13
2.4  The effect of hope on purchase intention..........15
2.5  The effect of health consciousness................17
Chapter 3 Methodology..................................19
3.1  Research framework................................19
3.2  Research hypotheses...............................20
3.3  Experiment design and method......................20
3.4  Data analysis.....................................29
3.5  Pretest...........................................30
Chapter 4 Analysis and Results.........................33
4.1  Sample structure..................................33
4.2  Manipulation check................................34
4.3  Reliability analysis..............................36
4.4  Hypotheses Testing................................40
Chapter 5 Conclusions and Suggestions..................48
5.1  Discussion of findings,,,,,.......................48
5.2  Theoretical implications..........................51
5.3  Managerial implication,,,,,,......................52
5.4  Limitation and future research....................55
Reference..............................................57
Appendix 1 The Questionnaire of First Pretest..........62
Appendix 2 The Questionnaire of Second Pretest.........67
Appendix 3 The Formal Questionnaire of Experiment......71
Appendix 4 Copies of Food Advertisement................76
List of Tables
Table 3-1 Research Hypotheses..........................20
Table 3-2 Experimental Design..........................21
Table 3-3 The Measurement of Nutrition Knowledge.......23
Table 3-4 The Measurement of Hope......................25
Table 3-5 The Measurement of Product Attitude..........26
Table 3-6 The Measurement of Purchase Intention........26
Table 3-7 The Measurement of Health Consciousness......28
Table 3-8 The Mean of Yearning for Health Outcomes.....31
Table 3-9 The Mean of Possibility of Health Outcomes...31
Table 3-10 Reliability Analysis of Pretest.............32
Table 4-1 Characteristics of the Respondents...........34
Table 4-2 Examination of Ad Claims in Manipulated Items35
Table 4-3 Reliability Analysis of All Variables........36
Table 4-4 Reliability Analysis of Hope.................37
Table 4-5 Reliability Analysis of Product Attitude.....38
Table 4-6 Reliability Analysis of Purchase Intention...38
Table 4-7 Reliability Analysis of Health Environment Sensitivity............................................39
Table 4-8 Reliability Analysis of Physical Fitness.....39
Table 4-9 The Effect of Ad Claims and Moderating Effect 
of Nutrition Knowledge.................................41
Table 4-10 Average Hope Level in Ad Claims and Nutrition Knowledge..............................................43
Table 4-11 The Effect of Ad Claims on Hope Level (High Nutrition Knowledge)...................................43
Table 4-12 The Effect of Ad Claims on Hope Level (Low Nutrition Knowledge)...................................43
Table 4-13 The Effect of Hope on Product Attitude......44
Table 4-14 The Effect of Hope on Purchase Intention....45
Table 4-15 Moderating Effect of Health Environment Sensitivity............................................46
Table 4-16 Moderating Effect of Physical Fitness.......47

List of Figures
Figure 3-1 The Research Framework......................19
Figure 4-1 Estimated Means of Nutrition Knowledge......42
                                    

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校內：2008-06-22公開
校外：2008-06-22公開

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