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研究生：	曾俊翔 Tseng, Chun-Hsiang
論文名稱：	訊息調節焦點與品牌知名度對消費者廣告態度、品牌態度及購買意願影響研究 The Influence of Message Regulatory Focus and Brand Awareness on Consumers’ Attitude toward the Advertisement, Attitude toward the Brand, and Purchase Intention
指導教授：	吳萬益 Wu, Wann-Yih
學位類別：	碩士 Master
系所名稱：	管理學院 - 企業管理學系 Department of Business Administration
論文出版年：	2009
畢業學年度：	97
語文別：	英文
論文頁數：	86
中文關鍵詞：	購買意圖、廣告接受、廣告態度、品牌態度、調節焦點理論、品牌知名度
外文關鍵詞：	Purchase intention, Ad acceptance, Attitude toward the brand, Attitude toward the advertisement, Message regulatory focus, Brand awareness
相關次數：	點閱：116 下載：9
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隨著科技的進步及醫學的發達，人類可以活得更久、更健康，但也因為壓力及汙染的日益嚴重，使生活環境不佳及工作壓力更重，因此消費者逐漸食用健康食品以維持健康情況，健康食品市場每年成長快速，已形成一個世界趨勢。
本研究探討在現在的健康食品風潮下，廠商應該要用何種訊息型式，才會使廣告更有效果，與競爭者拉開距離。此外，在消費者且愈來愈重視品牌的年代中，品牌知名度是否會對於其購買決策產生明顯影響。
為使研究議題更加清楚，本研究根據調節配適理論，將訊息型態分為求成型(Promotion focus)及避敗型(Prevention focus)兩種，求成型訊息指訴求於成就及榮耀，避敗型訊息訴求於安全及保障，並將品牌知名度區分為高、低兩種。
透過 2 x 2的實驗設計，本研究發現當廠商使用避敗型訊息訴求，亦即訴求產品可以避免罹患疾病機會時，消費者會有較高廣告接受度、廣告態度、品牌態度及購買意願。本研究也發現，品牌知名度差異也具有相同效果，品牌知名度高時，消費者會有較高廣告接受度、廣告態度、品牌態度及購買意願。探討兩者交互作用時也發現，品牌知名度高低，對於消費者的影響很大，當品牌知名度高又採用避敗型訴求時，消費者會有最高的廣告接受度、廣告態度、品牌態度及購買意願。

Today, because of the highly developed of medicine and technology, people can live longer. However, stress working situation and pollution environment make the living environment is worse than past. This situation makes people to take more health product than before to protect their health. The natural health products industry is one of the fastest growing markets in the world. This is a world trend.
This study discuss the companies should use what kind of message focus to improve the advertisement effective. Besides, when consumers put more empathize on brand, does brand awareness really influence consumers purchase intention.
To clarify these research issues, this study adopts Regulatory Focus theory, which categories the message into promotion oriented message and prevention oriented message. The promotion focus pursues the advancement and success, the prevention one pursues the safety and security. Then, this study also categories brand awareness into high brand awareness and low brand awareness.
By using 2 x 2 between-subject design, this study reveals that when companies take prevention message focus, which appeals to prevent the sick, consumers have higher Ad acceptance, attitude toward the advertisement, attitude toward the brand, and intention to purchase. Besides, brand awareness also has similar effects. When brand awareness is high, consumers have higher Ad acceptance, advertisement attitude, brand attitude, and purchase intention. Moreover, this study exhibits that interaction effects between message regulatory focus and brand awareness are exist. Brand awareness plays an important role for consumers when they buy the health product. When brand awareness is high and companies take prevention oriented message, consumers have the highest attitude toward the advertisement, attitude toward the brand, and intention to purchase.

ABSTRACT	II
LIST OF TABLES	VII
LIST OF FIGURES	VIII
CHAPTER ONE INTRODUCTION	1
1 Research Background and Motivation	1
2 Research Objectives	4
3 Research Procedure	5
4 Research Contribution	6
CHAPTER TWO LITERATURE REVIEW	7
1 Definition of Research Constructs	7
1.1 Regulatory Focus and Message Regulatory Focus	7
1.2 Brand Awareness	12
1.3 Ad Acceptance Factors	14
1.4 Attitude toward the Advertising (Aad)	17
1.5 Attitude toward the Brand (Ab)	17
1.6 Purchasing Intention	18
2 Hypotheses Development	18
2.1 The Effects of Message Regulatory Focus on Ad Acceptance, Attitude toward the Advertising, and Attitude toward the Brand.	18
2.2 The Effects of Brand Awareness on Ad Acceptance, Attitude toward the Advertising, and Attitude toward the Brand.	23
2.3 The Interaction Effects of Message Regulatory Focus and Brand Awareness on Ad Acceptance, Attitude toward the Advertising, and Attitude toward the Brand.	24
2.4 Interrelationship among Ad Acceptance, Attitude toward the Advertising, Attitude toward the Brand, and Purchase Intention	25
2 .5 Interrelationship among Attitude toward the Advertising, Attitude toward the Brand, and Purchase Intention.	26
2.6 Interrelationship between Attitude toward the Brand and Purchase Intention.	27
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY	29
1 The Conceptual Model	29
2 Product and Brand Choose	30
3 Construct Measurement	31
3.1 Manipulation Check	31
3.2 Ad Acceptance Factors	32
3.3 Attitude toward the Advertising	32
3.4 Attitude toward the Brand	33
3.5 Purchase Intention	33
4 Questionnaire Design	33
5 Pilot Test	34
6 Sampling Plan	35
7 Data Analysis Procedure	35
7.1 Descriptive Statistics Analysis	35
7.2 Factor Analysis	35
7.3 Independent Sample t-Test	36
7.4 Analysis of Variance (ANOVA)	37
7.5 Linear Regression	37
7.6Structural Equation Model (SEM)	37
CHAPTER FOUR DESCRIPTIVE ANALYSIS AND RELIABILITY TESTING	38
1 Descriptive Analysis	38
1.1 Characteristics of Respondents	38
2 Manipulation Check in Main Study	42
3 Factor Analysis and Reliability Analysis	43
3.1 Ad Acceptance	44
3.2 Attitude toward the Advertising	46
3.3 Attitude toward the Brand	47
3.4 Purchase Intention	48
3.5 Correlation Matrix for All Variables	49
4 Difference between Factors of research Construct	50
4.1 Differences of Dependent Variables under Different Regulatory Message Focus.	50
4.2 Differences of Dependent Variables under Different Brand Awareness	51
5 Differences of Dependent Variables under Different Message Regulatory Focus and Brand Awareness.	53
6 Linear Regression	57
6.1 The Effects of Ad Acceptance on Attitude toward the Advertisement	57
6.2 The Effects of Ad Acceptance and Attitude toward the Advertisement on Attitude toward the Brand	58
6.3 The Effects of Ad Acceptance, Attitude toward the Advertisement, Attitude toward the brand on Purchase Intention	59
7 Structural Model Analysis	61
7.1 Interrelationships among Ad Acceptance, Attitude toward the Advertising, Attitude toward the Brand, and Purchase Intention.	63
CHAPTER FIVE CONCLUSION AND SUGGESTIONS	68
1 Research Result and Conclusion	68
2 Managerial Implications	71
3 Research Limitations and Future Research Suggestions	73
REFERENCES	74
APPENDIX A	82
APPENDIX B	84
                                    

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