The Persuasion Effect of Self Construal and Regulatory Focus on Organic Restaurant Advertising
碩士 === 亞洲大學 === 休閒與遊憩管理學系 === 102 === People today, are becoming more and more health-conscious and pay attention to eating. Not only require the food delicious but also claim balanced and eating out the healthier way, not so like early as follow the material comforts, people beginning to further in...
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ndltd-TW-102THMU07420072015-10-13T23:23:01Z http://ndltd.ncl.edu.tw/handle/30123150224051017726 The Persuasion Effect of Self Construal and Regulatory Focus on Organic Restaurant Advertising 以自我建構與調節焦點理論探討有機餐廳廣告之說服效果 Peng, Tzu-Ming 彭子銘 碩士 亞洲大學 休閒與遊憩管理學系 102 People today, are becoming more and more health-conscious and pay attention to eating. Not only require the food delicious but also claim balanced and eating out the healthier way, not so like early as follow the material comforts, people beginning to further into mind source of food which is safety or not and how could feel at ease to choose the organic food, it is the important class to consumes who mind to eating out the healthier way. Base on self- construal theory (Markus & Kitayama, 1991) and regulatory focus theory (Higgins,1997), this study explored the advertising effect of consumers of organic restaurant in Hsinchu city, Taiwan. The findings of the study suggested that both product and advertising attitudes have positive effects on purchase intention. Lu, Chia-Ju 呂佳茹 2014 學位論文 ; thesis 77 zh-TW |
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碩士 === 亞洲大學 === 休閒與遊憩管理學系 === 102 === People today, are becoming more and more health-conscious and pay attention to eating. Not only require the food delicious but also claim balanced and eating out the healthier way, not so like early as follow the material comforts, people beginning to further into mind source of food which is safety or not and how could feel at ease to choose the organic food, it is the important class to consumes who mind to eating out the healthier way. Base on self- construal theory (Markus & Kitayama, 1991) and regulatory focus theory (Higgins,1997), this study explored the advertising effect of consumers of organic restaurant in Hsinchu city, Taiwan.
The findings of the study suggested that both product and advertising attitudes have positive effects on purchase intention.
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author2 |
Lu, Chia-Ju |
author_facet |
Lu, Chia-Ju Peng, Tzu-Ming 彭子銘 |
author |
Peng, Tzu-Ming 彭子銘 |
spellingShingle |
Peng, Tzu-Ming 彭子銘 The Persuasion Effect of Self Construal and Regulatory Focus on Organic Restaurant Advertising |
author_sort |
Peng, Tzu-Ming |
title |
The Persuasion Effect of Self Construal and Regulatory Focus on Organic Restaurant Advertising |
title_short |
The Persuasion Effect of Self Construal and Regulatory Focus on Organic Restaurant Advertising |
title_full |
The Persuasion Effect of Self Construal and Regulatory Focus on Organic Restaurant Advertising |
title_fullStr |
The Persuasion Effect of Self Construal and Regulatory Focus on Organic Restaurant Advertising |
title_full_unstemmed |
The Persuasion Effect of Self Construal and Regulatory Focus on Organic Restaurant Advertising |
title_sort |
persuasion effect of self construal and regulatory focus on organic restaurant advertising |
publishDate |
2014 |
url |
http://ndltd.ncl.edu.tw/handle/30123150224051017726 |
work_keys_str_mv |
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