不同調節框架商品文案在限時與否特賣活動下對產品 態度之影響

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题名:	不同調節框架商品文案在限時與否特賣活動下對產品態度之影響 Effects of different regulatory frameworks on product attitudes under flash sales and unlimited time offer
作者:	江韋廷 Chiang, Wei-Ting
贡献者:	行銷碩士學位學程碩士班
关键词:	時間距離時間壓力調節焦點理論調節契合理論 temporal distance time pressure regulatory focus theory regulatory fit theory
日期:	2024
上传时间:	2024-12-02 13:44:33 (UTC+8)
摘要:	限時特賣是現今很常見的行銷活動，品牌商或網站平台如何在限時特賣中有效的吸引消費者是至關重要的。本研究透過調節焦點、調節契合與時間距離探討限時特賣下消費者的心理層面與動機，以此推論限時特賣下消費者會被促發情境預防焦點，並且警惕框架文案會比渴望框架文案更有說服力。本研究執行實驗設計，同時操弄限時和不限時，以及限時特賣與否與不同調節框架文案的搭配，結果顯示，限時特賣下，消費者會被促發為預防焦點，但對於警惕框架的文案與渴望框架的文案之產品態度無顯著差異；非限時特賣情況下，如本研究所推論，消費者的調節焦點不會被促發，且對於警惕框架的文案與渴望框架的文案之產品態度亦無顯著差異。本實驗結果可為品牌商與網站平台等提供實務上的幫助。 Flash sales are a common marketing activity nowadays, and it is important for brand owners or website platforms to effectively attract consumers in this activity. This study explores the psychological level and motivation of consumers under flash sales by regulatory focus theory, regulatory fit, and time distance, in order to infer that consumers under flash sales will be induced to situational prevention focus, and the copy of vigilant framework will be more persuasive than copy of eager framework. This study conducted an experimental design. In the experiment, I manipulated both limited time and unlimited time, as well as manipulated the combination of limited time or not and different regulatory framework copywriting at the same time. The results showed that under limited time, consumers were induced to be prevention focus, but there was no significant difference in product attitudes towards copywriting with a vigilance framework and copywriting with eager framework; In the case of unlimited time sales, as inferred by this study, the regulatory focus of consumers will not be induced, and there is no significant difference in product attitudes towards the copy of vigilant framework and the copy of eager framework. The results of this experiment can provide practical assistance for brand owner and website platforms.
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