希望類型對保險產品恐懼型廣告的說服效果：以調節焦點與自我建構為干擾變數

Abstract

隨著國內整體經濟環境的發展以及金融市場的蓬勃發展，近年來國人對風險意識與保險觀念日益提升，保險有效契約投保率與普及率分別提升。有鑑於此，保險公司更致力於廣告行銷，其最常使用具有恐懼訴求之行銷廣告，並在廣告中將保險商品設計為在面對這些風險恐懼時的一種希望選擇，本研究旨在面對恐懼訴求廣告，將保險商品設計成何種希望能有較好的說服效果。本研究將試圖探討不同的希望類型(促進希望／預防希望)以及相關人士(自己／自己與家人)，針對不同人格特質(調節焦點／自我建構)的消費者對於廣告中的保險商品其產品態度或是對於廣告中的保險商品其了解意願是否可能有所差異。研究方法利用受試者間實驗設計，操弄希望類型與相關人士，共有4組實驗組別，發放線上問卷，實驗對象為24至60歲之上班族，透過最終的研究結果，找出保險公司與消費者之間最有效的溝通策略。本研究結果顯示，將保險商品設計為預防希望，能避免一個負面的結果，且訴求的相關人士以自己的角度做出發，會使消費者對於保險商品的了解意願有更好的效果，除此之外有別於過去的文獻資料，預防型焦點者不再只先注重與他人團體的關係，在面對恐懼時也會先考慮到自身的風險。整體來說，消費者會對於能讓自己避免恐懼風險的保險商品有會有較好的了解意願。

With the flourishing financial market, people's awareness of risk and insurance concept have promoted. Besides, the insurance coverage ratio and ratio of insurance prevalence have increased. Based on this phenomenon, insurance companies are more engaging in advertising marketing. They use advertisements with fear appealing most frequently and take insurance product as a kind of hope of facing their fears. Therefore, this study aims at how to design the insurance products to achieve the best persuasive effectiveness for fear-appealing insurance advertising.This study explores different types of hope (promotion hope/prevention hope) and related people (themselves/themselves and their families), targeting consumers with different personalities (regulatory focus/self-construal). There may be differences between the product attitude toward insurance products in advertising and the willingness of understanding more about those products. This study uses between-subject method to manipulate the types of hope and related people.The results show that designing insurance products as prevention hope can avoid a negative result. Consumers' willingness of understanding insurance products can increase when those related people take it from their own perspective. Prevention-focused people, at this time, do not focus on the relationship with other groups but focus on the risk of themselves while facing fear. To sum up, consumers have better willingness of understanding those insurance products which can prevent them from the risk of fear.