Transcript

The Effect of Advertise Message types on Purchase Intention for Mutual Fund: The Moderating Effect of Risk Level

31.1 (2006)

(promotion focus) (Higgins, 1998)

4(regulatory fit) (Aaker and Lee, 2006; Avnet and Higgins, 2006)(Ramanathan and Dhar, 2010)Zhou and Pham (2004) 51.2

1.3 6

1.4 7

8 2.1 20101255518951805,053201062.7429.97201024,3949RR1RR2BBBBaaBBBBaaRR3BBBBaaRR4RR510FundDJ11(promotion focus) (Higgins, 1998)2.2 (Gain Non-gain)(Loss Non-loss )(Higgins, 1987; 1997; 1998; Crowe and Higgins, 1997)(Higgins, 1997)(Frster, Higgins, and Idson, 1998)

12 (Higgins, 2000)2.2(Aaker and Lee, 2001)(Cesario, Grant and Higgins, 2004)13Zhao and Pechmann (2007) Ramanathan and Dhar (2010)Zhou and Pham(2004)()14(Bauer, 1960) Cox (1967) Bauer(1)(2)Cunningham (1967) Cox

2.3 15(Roselius, 1971) (Baird and Thomas, 1985)(2005)(2008)

162.4

17H1H1a H1, H1aH2H2aH2b H2, H2a, H2bH3

H318 3.1 RR5RR2191()Zhu and Meyers-Levy (2007)(2011)(2008)2345123451Zeithaml (1988) 23203.2

()()213.3 pro104.00001.12349.35528104.0400.76478.24184pre104.26001.43310.45319103.2800.79554.25157 ()221Zhu and Meyers-Levy(2007) (2011)(2008) 23451Zeithaml (1988) 2323

24

253.4 mysurveye-mailfacebook1413138263.5

t

t

t

27141313855.8%44.2%31~40(54.3%)(64.5%)(29.0%)(34.8%)(71.7%)

4.1 4.2 Cronbachs 10.897234510.89923Cronbachs 0.728 Levene t Ft () 95% pre1.3000.2563.0951360.0020.568940.18380.205460.9324229tF1.3000.2560.05t3.0950.0020.0530 Levene t F t () 95% PI0.2520.6172.191360.030.428870.195810.041640.8161t(4-6)F0.2520.6170.05t2.1900.0300.054.3 t31tB Beta 1()1.9130.3305.8040.000pre0.4890.0790.4676.1540.000a. : PIBeta0.4670.0000.05tH1H1a324.4 () Levene t F t () 95% PI5.060.026-1.904136.059-.37426.19653-.76290.01439-1.892125.942.061-.37426.19783-.76575.01724tF5.0600.0260.05t-1.8920.0610.05H233PI713.68541.01869.12090674.05971.28174.15659H2aH2b344.5 H3tB Beta 1()1.913.3305.804.000pre.489.079.4676.154.0002()1.593.3414.670.000pre.510.078.4876.549.000.484.173.2082.803.0063()1.828.4683.905.000pre.453.110.4324.105.000.026.647.011.040.968pre.115.156.207.735.464H335

ttH1H1aH2H2aH2bH3 5.1 36

375.2 385.2 39

40


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