探討個人調解焦點在訊息框架與時間距離之交互作用對於自動駕駛汽車偏好的影響

文化大學機構典藏 CCUR > 國際暨外語學院 > 全球商務學位學程 > 博碩士論文 > Item 987654321/45634

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题名:	探討個人調解焦點在訊息框架與時間距離之交互作用對於自動駕駛汽車偏好的影響 The Effects of the Regulatory Focus, Message Farming and Construal Level Theory on Self-Driving Cars preference
作者:	孫雲芳
贡献者:	全球品牌與行銷碩士在職學位學程
关键词:	調節焦點理論自動駕駛汽車
日期:	2019
上传时间:	2020-01-20 11:07:44 (UTC+8)
摘要:	過往研究發現：調節焦點理論假設人們滿足基本生存所需的撫育型態的社會調節風格時會採用促進焦點的自我調節方式。為滿足安全感型態的社會調節風格時會採用預防焦點的自我調節方式。調節焦點與訊息框架的配適性，促進焦點與正面框架，以及預防焦點與負面框架，達到配適。時間解釋理論中，距離事件發生時間較近時，會採取低解釋水平理論。距離事件發生時間較遠時，會採取高解釋水平理論。調節焦點理論與解釋水平理論具有配適性。促進焦點理論的人易將資訊建構於高解釋水平理論。預防焦點理論的人易將資訊建構於低解釋水平理論。在研究上探討調節焦點，訊息框架，時間距離三者間交互作用的關係對消費者的偏好影響。　　本研究為2(2)(2)的隨機實驗設計，以自動駕駛為假設來操弄調節焦點(促進焦點/預防焦點)，訊息框架(正面/負面訊息)，時間距離(遠/近)，與產品偏好的結果。研究結果顯示：促進焦點的人，在接受到正面訉息，並在未來時間距離做決策時，對於相同產品偏好，會比要求在近時間距離做決策的情況來的高。預防焦點的人在接受到負面訊息，並在近時間距離做決策時，對於相同產品的偏好，會比要求在未來時間距離做決策的情況來的高。 Previous studies have found that: the regulatory focus theory assumes that people meet the social adjustment style of the tending type required for basic survival, and adopts a self-regulation method that promoting focus. In order to satisfy the social adjustment style of the security sense, self-regulation of the prevention focus is adopted. The regulatory focus theory fits with message farming, promoting focus fits with positive message and prevention focus fits with negative message. In the theory of construal level theory, people would use high-level construal in distant-future event, whereas using low-level construal in near-future event. In addition, there is a fit between regulatory focus and construal level. The results indicate that promotion-focus individuals are more likely to construe information at high-level construal, whereas those who with prevention-focus are more likely to use low-level construal. This research extends regulatory construal fit, message farming whether the interaction of three theories would influence consumer preference of choice. 　　This study is a randomized experimental design of 2(2)(2), using autopilot as a hypothesis to manipulate the focus of regulatory focus (promoting focus/prevention focus), message farming (positive/negative), temporal distance (distance-future/near- future), and product preference results. The results show that people who promoting focus, when receiving positive message and making decisions in future time distances, will have higher expectations for the same product than those who require decision-making in a near-distance distance. When it comes to prevention focus, and when making decisions in a near-distance distance, the preference for the same product will be higher than the situation that requires decision-making in the future.
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