本研究以實驗設計法檢視當於廣告中提供情緒訴求(希望與恐懼)時是否將影響消費者對於創新服務各項創新特性的知覺，進而影響其對於創新服務的採用決策。根據相關文獻的支持，本研究認為，當消費者感受到較強的希望或恐懼情緒時，將對廣告中的資訊產生選擇性知覺，進而影響其對創新服務的採用決策。本研究除探討希望與恐懼訴求的主效果外，亦將消費者個人特質中的負面感受性做為調節變數，以檢視個人負面感受性對於情緒訴求的效果具有調節作用。再者，本研究於不同的廣告情境中置入數量不一的利益相關資訊，同樣用以檢視消費者是否將因接收到的利益資訊量的不同而對情緒訴求之效果產生調節作用。

由研究結果顯示，除了知覺風險以外，其他兩項知覺創新特性(知覺相容性、知覺相對利益)均分別受到希望、恐懼訴求的影響而有顯著性的提高效果。而研究結果也證實創新服務的知覺創新特性確實在情緒訴求與採用意願的關係間具有部份中介效果。然而，研究結果顯示，負面感受性與利益相關資訊不具有調節作用。

This study examines whether hope appeal and fear appeal in service advertisements would significantly influence consumers’ perception of innovation characteristics such as relative advantage, compatibility, and perceived risk, thus further influence the consumers’ decision on whether to adopt the innovative service product or not. As to the literature support, the researcher advocate that when consumer perceives a stronger appeal of hope or fear, he/she will generate a selective exposure to the information from the specific advertisement, thus further influence the consumers’ adoption decision. And by experimental design, besides the main effect of hope and fear appeal, the researcher also considered and included the negative reactivity of consumers and also the amount of benefit information within the advertisement to explore their moderating roles in the effects of emotional appeal on the customers’ adaptation of service innovation.

The results shows that except perceived risk, other perceived innovative characteristics (compatibility and relative advantages) are significantly affected by the hope and fear appeal. The result also shows that perceived innovative characteristics partially mediate the effect of emotional appeal on the customers’ adaptation of service innovation. But unexpectedly, negative reactivity and the amount of benefits information within the advertisement do not show significant moderating effects on the relationship between emotional appeal and adaptation of service innovation.

中文摘要 三
Abstract 四
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 服務創新與創新採用 5
第二節 創新產品的採用模式與過程 11
第三節 希望 16
第四節 恐懼 20
第五節 選擇性知覺理論 25
第六節 負面感受性之調節效果 29
第七節 利益資訊量之調節效果 31
第八節 小結 33
第三章 研究方法 35
第一節 研究架構與假說 35
第二節 研究設計 41
第四節 問卷設計與前測 50
第五節 抽樣設計與資料分析方法 54
第四章 研究結果 56
第一節 樣本分析 56
第二節 衡量工具信度分析 57
第三節 實驗一: 希望訴求對創新採用之效果 59
第四節 實驗二: 恐懼訴求對創新採用之效果 66
第五節 希望與恐懼訴求效果之比較 73
第六節 小結 75
第五章 結論與討論 77
第一節 研究發現與討論 77
第二節 研究貢獻 80
第三節 研究限制 83
第四節 研究展望 84
參考文獻 86
中文部份 86
英文部份 88
附錄 103
正式問卷(高希望、多資訊版本) 103

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