「時間」是稍縱即逝，消費者總會考量現在需求的不同而可能在未來發展出了拖延的行為。因為消費者面對時間有不同的傾向，行銷領域的學者早已就對相關議題如衝動性購物、預購等消費者行為做一研究。對企業主來說，了解消費者如何認知時間的不同，推敲出產品適合的廣告方式，將有利於宣傳策略的發展。先前研究已對時間距離及時間窗提出多方觀點加以討論，而建立在此兩種不同時間觀點之上，本研究結合心理模擬方式與產品類別兩種變數，來探討其對消費者行為的影響。
本研究以實驗設計法探討不同時間觀點下，消費者在廣告態度與產品兌換卷兌換率上的表現。本研究透過兩個實驗來操弄不同型態的時間觀點，第一階段為2 (時間距離：近期未來 vs. 遠期未來) × 2 (心理模擬：過程模擬 vs. 結果模擬) × 2 (產品類別：搜尋品 vs. 經驗品)因子設計，透過八種不同實驗情境，衡量消費者在不同情境之下的廣告效果。而第二階段為2 (時間窗：短 vs. 長) × 2 (心理模擬：過程模擬 vs. 結果模擬) × 2 (產品類別：搜尋品 vs. 經驗品)因子設計，透過八種產品兌換卷，了解消費者實際之兌換卷使用行為。
研究結果指出，當宣傳搜尋品時，廣告中以結果模擬會比過程模擬有較好的廣告效果，又以消費者在近期未來的情況下會比遠期未來有效果。而以產品兌換卷兌換率衡量時，可發現當消費者兌換經驗品時，時間窗與心理模擬間存在交互作用。當經驗品在長時間窗情況下，結果模擬會比過程模擬有較高的產品兌換卷兌換率；然而當經驗品在短時間窗下，過程模擬會比結果模擬有較高的產品兌換卷兌換率。本研究的發現提供了企業在實行行銷活動時，除了考量本身產品類別之餘，還能將不同時間效果與心理模擬執行方式一起納入考慮之行銷洞察。

“Time” is fleeting. People tend to ponder the needs in the present and develop procrastination for the future. Because of these tendencies, researchers in marketing examine topics such as impulsive buying and purchase in advance. For companies, understanding how consumers perceive time differently is beneficial to their promotion strategy development. Previous research has investigated the impacts of temporal distance and time window. Based on these time perspectives, this research incorporates two moderators in influencing consumer behavior: mental simulation and product type.
The study uses experimental design to explore the advertising effects and gift coupon redemption. With the manipulation of different time perspectives, two experiments are conducted. Experiment 1 is a 2 (temporal distance: near future vs. distant future) × 2 (mental simulation: process simulation vs. outcome simulation) × 2 (product type: search goods vs. experience goods) factorial design. Experiment 2 is a 2 (time window: short vs. long) × 2 (mental simulation: process simulation vs. outcome simulation) × 2 (product type: search goods vs. experience goods) factorial design. With the eight conditions, the participants’ intention and behavior are assessed.
Results indicate that when promoting a search good, outcome simulation presented in the ad is more effective to participants who see the near future than those who see the distant future. However, in the coupon redemption behavior, when redeeming an experience good, there will be interaction effect between time window and mental simulation. When redeeming an experience good under the long time window condition, outcome simulation gets higher redemption rate than process simulation. While under the short time window condition, process simulation enhances higher redemption rate than outcome simulation. The findings provide marketing insights regarding how to frame time and mental simulation differently in the promotions while product type is considered.

誌謝 I
摘要 II
ABSTRACT III
第一章 緒論 1
第一節 前言 1
第二節 研究背景—分兩大主軸：時間距離與時間窗 1
第三節 研究動機 4
第四節 研究目的及問題 7
第五節 研究架構與研究流程 8
第二章 文獻回顧 10
第一節 前言 10
第二節 解釋水平理論 10
第三節 時間觀點的不同—時間距離與時間窗 14
第四節 心理模擬類型之定義 17
第五節 時間距離與心理模擬對廣告效果的影響 18
第六節 產品類別概述 20
第七節 小結 21
第三章 研究設計與方法 22
第一節 前言 22
第二節 研究架構與假設 22
一、 時間距離與產品類別對廣告效果的影響 22
二、 時間距離、心理模擬與產品類別對廣告效果的影響 24
三、 時間窗與心理模擬對消費者兌換卷使用行為的影響 25
四、 時間窗與產品類別對產品兌換卷兌換率的影響 27
五、 時間窗、心理模擬與產品類別對產品兌換卷兌換率的影響 28
第三節 前測 31
一、 前測問卷設計 31
二、 前測分析結果 31
第四節 研究變數的操作型定義與衡量 33
一、 自變數 33
二、 依變數 39
三、 個人差異變數 40
第五節 研究設計 41
一、 實驗流程 42
二、 問卷題項設計 42
三、 抽樣方法 43
第六節 小結 44
第四章 研究結果分析 45
第一節 前言 45
第二節 樣本背景資料分析 45
第三節 信度分析 46
第四節 研究設計之檢驗 47
一、 時間距離類型之操弄檢定 47
二、 心理模擬之操弄檢定 48
三、 產品類型之操弄檢定 48
四、 潛在共變數檢定 49
五、 實驗廣告依變數相關分析 50
六、 以時間焦點導向為依變數進行個人差異分析 50
七、 產品兌換卷兌換狀況 51
第五節 第一階段實驗研究假設之檢驗 52
一、 以廣告態度為依變數之研究假設檢驗 56
二、 以品牌態度為依變數之研究假設檢驗 59
三、 以購買意願為依變數之研究假設檢驗 61
第六節 受測者對實驗廣告的代表性看法 65
第七節 第二階段實驗研究假設之檢驗 68
一、 以產品兌換卷兌換率為依變數之研究假設檢驗 69
第八節 小結 75
第五章 結論與建議 77
第一節 前言 77
第二節 研究結果討論 77
第三節 研究貢獻 83
一、 理論貢獻 83
二、 實務貢獻 84
第四節 研究限制 85
一、 以學生為便利樣本抽樣 85
二、 實驗設計法 86
三、 經驗品-提神飲料選擇 86
第五節 未來研究建議 86
一、 時間觀點之時間距離與性別之關係 87
二、 產品分類方式 87
三、 時間距離的選擇 87
四、 心理模擬類型的選擇 88
五、 受測者間產品知識的差異 88
第六節 小結 88
參考文獻 90
附錄一 前測問卷 95
附錄二 正式問卷1 (近期未來×過程模擬×搜尋品) 97
附錄二 正式問卷2 (近期未來×結果模擬×搜尋品) 101
附錄二 正式問卷3 (近期未來×過程模擬×經驗品) 105
附錄二 正式問卷4 (近期未來×結果模擬×經驗品) 109
附錄二 正式問卷5 (遠期未來×過程模擬×搜尋品) 113
附錄二 正式問卷6 (遠期未來×結果模擬×搜尋品) 117
附錄二 正式問卷7 (遠期未來×過程模擬×經驗品) 121
附錄二 正式問卷8 (遠期未來×結果模擬×經驗品) 125

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