調節配適對消費者購買意圖之影響－－以運動鞋產品為例

The Effects of Regulatory Fit on Consumers’ Purchase Intention-Sports Shoes as An Example

本研究試圖探討在不同訊息陳述下，對於兩種不同目標導向的消費者而言，是否會產生配適的現象，而本研究將會有兩個實驗：實驗一為探討正面負面訊息陳述對於消費者的目標導向是否會產生配適，進一步影響到消費者的態度與購買意願；而實驗二為探討最大化和最小化訊息陳述對於消費者的目標導向是否會產生配適，進一步影響到消費者的態度與購買意願。以及探討加入了涉入程度當作本研究的干擾變數之後，對於態度影響的效果為何。實驗一的結果顯示，配適組（求成／正面vs.避敗／負面）較無配適組（求成／負面vs.避敗／正面）有較高的廣告態度與購買意圖。在加入干擾變數－－產品涉入後，在高涉入之下，對於配適的受測者將會產生更正面的效果；對於沒有配適的受測者則會產生更負面的效果。實驗二的結果顯示，配適組（求成／最大化vs.避敗／最小化）較無配適組（求成／最小化vs.避敗／最大化）有較高的廣告態度與購買意圖。加入干擾變數－－產品涉入後，在高涉入之下，對於配適的受測者將會產生更正面的效果；對於沒有配適的受測者則會產生更負面的效果。

This study is to explore the effect of regulatory fit (unfit) on advertising between different message statements and different goal-oriented consumers. This study had two experiments: Experiment 1 investigated the positive and negative messages for the goal-oriented consumers that have a fit, further influence consumers’ attitude and purchased intention. Experiment 2 explored the maximum and minimum information statements for the goal-oriented consumers had a fit, further influence consumers’ attitude and purchased intention and to explore the extent of involvement as a moderator in the research, for the effectiveness of attitude. In experiment 1, the result showed that the fit group (promotion/positive vs. prevention/negative) has higher advertising attitude and purchasing intention than the unfit group (promotion/negative vs. prevention/positive). After joining the moderator-product involvement, the result showed that in high involvement, it has more positive effects on subjects who fits ; it has more negative effects on subjects who unfits. In experiment 2, it showed that the fit group (promotion/maximum vs. prevention/minimum) has higher advertising attitude and purchasing intention than the unfit group (promotion/minimum vs. prevention/maximum). After joining the moderator-product involvement, the result showed that in high involvement, it has more positive effects on subjects who fits ; it has more negative effects on subjects who unfits.