本研究主要探討調節焦點對於個人投資不同風險金融性產品的購買意願影響。調節焦點理論近年來廣泛運用在心理學和行銷學，分為兩種不同的調節焦點：促進調節焦點和預防調節焦點。調節焦點理論又可分為長期性和暫時性，進一步本研究加入了不同的風險基金來判別是否會影響研究之結果，依照風險報酬等級分為股票型基金(高風險)和債券型基金(低風險)，再對購買意願進行衡量。研究假設一、二主要是探討長期性和暫時性調節焦點對於金融性商品的購買意願是否具有顯著的差異，我們預期長期性和暫時性的調節焦點都會對基金的購買意願產生不同的影響。研究假設三、四分別在長期性及暫時性調節焦點加入不同風險之基金做為干擾因素，探討其對於購買意願的影響。我們預期兩種情況都會受到調節變數的影響而產生不同的購買意願。研究假設五將探討暫時性調節焦點對於長期性調節焦點與購買意願之間是否具有影響效果，判別短暫的促發體驗是否會影響到長期本身的焦點傾向對購買意願之影響。研究假設六主要是探討不同風險的基金是否會使消費者產生不同的購買意願，我們預期消費者對於不同風險的基金會產生不同的購買意願。最後，將全體樣本分為有無購買過基金組別進行分析及比較。本研究目的希望能對消費者提供讓消費者「感覺對了」的基金廣告資訊。

This study explores the impacts of different advertising messages on purchase intention of different risk mutual funds. Recently, regulatory focus theory has been widely used in psychology and marketing areas. We use the regulatory focus theory and apply its regulatory focus factors, promotion focus and prevention focus, and chronic regulatory focus and temporary regulatory focus to study our case. We consider the fund-risk level as a moderator. According to the risk return level, we divided funds into stock funds (high risk) and bond funds (low risk). We discuss the moderating effects between the fund-risk levels and the regulatory focus factors, and their possible impacts on consumers’ purchase intention. Accordingly, we propose six propositions as follows. Hypothesis 1 and 2 discuss whether there are significant differences in the purchase intention of financial products in terms of two chronic and temporary regulatory focuses. Hypothesis 3 and 4 are related to the impacts of the chronic and temporary regulatory focus on the purchase intention in terms of the fund-risk levels. Hypothesis 5 is related to the impacts of the chronic regulatory focus on the purchase intention in terms of the temporary regulatory focus. Whether the short-term triggering experience would affect the impact of the long-term regulatory focus on the purchase intention. Hypothesis 6 discusses the impacts of diverse fund-risks on consumers’ purchase intention. Finally, the whole sample is divided into two different groups, which identified by “Have you ever purchased it?” This study aims to propose a research model to help providing a consumer with the match fund advertising information. Expected implications for theory and practice are also provided in this study.

目錄
第壹章	緒論	1
第一節	研究動機與背景	1
第二節	研究目的	4
第三節	研究流程	7
第貳章 文獻探討	9
第一節	調節焦點理論	9
第二節	長期性調節焦點	13
第三節	暫時性調節焦點	23
第四節	購買意願	26
第五節	金融性產品概述	28
第六節	研究問題	31
第參章 研究方法	35
第一節	研究架構	35
第二節	研究設計	36
第三節	研究工具	41
第四節	研究對象及問卷發放	46
第五節	資料分析方法	48
第肆章 研究分析與結果	52
第一節	信度及效度分析	52
第二節	樣本結構分析	57
第三節	敘述性統計	60
第四節	相關分析	62
第五節	獨立樣本t檢定	63
第六節	迴歸分析	66
第七節	有無購買過基金樣本分析	70
第伍章 研究結論與建議	86
第一節	研究結果與貢獻	86
第二節	管理意涵	91
第三節	研究限制與未來研究發展及建議	93
參考文獻	96
一、	中文部分：	96
二、	英文部分	97
附錄一：長期性調節焦點量表之正式問卷	102

圖目錄
圖1-1：研究流程圖 	8
圖3-1：研究架構圖 	35
圖3-2：問卷流程圖 	40
圖4-7-1(有購買過基金)不同風險基金對長期調節焦點與購買意願調節作用圖73
圖4-7-2(無購買過基金)不同風險基金對暫時調節焦點與購買意願調節作用圖81

表目錄
表2-1：調節焦點概念表	10
表2-2：長期調節焦點測量表理論內容	20
表2-3：長期調節焦點測量表測量工具題項	21
表2-4：長期調節焦點測量表適用範圍	22
表2-5(1)：基金風險報酬等級區分表	29
表2-5(2)：基金風險報酬等級區分表	30
表3-1：受測者實驗組別	36
表3-2：基金風險報酬等級分類表	38
表3-3：購買意願問項整理	39
表3-4：促進及預防調節焦點引導語總整理	43
表3-5：正式問卷表	45
表4-1-1：信度檢定結果	53
表4-1-2： KMO與Bartlett球型檢定結果	54
表4-1-3：累積解釋變異量結果	55
表4-1-4：因素負荷量結果	56
表4-2-1：問卷回收結果	57
表4-2-2：情境分配表	57
表4-2-3：基本資料次數分配表	59
表4-3-1：長期調節焦點傾向區分表	61
表4-3-2：長期調節焦點平均數、標準差與構面平均	61
表4-4：皮爾森相關分析表	62
表4-5-1：長期性調節焦點類型對消費者在基金商品購買意願t檢定摘要表	63
表4-5-2：暫時性調節焦點類型對消費者在基金商品購買意願t檢定摘要表	64
表4-5-3：不同風險基金商品對消費者購買意願t檢定摘要表	65
表4-6-1：不同風險基金對長期調節焦點與購買意願調節作用迴歸分析表	67
表4-6-2：不同風險基金對暫時調節焦點與購買意願調節作用迴歸分析表	68
表4-6-3暫時性調節焦點對於長期性調節焦點與購買意願調節作用迴歸分析表69
表4-7-1：有無購買過基金分組次數分配表	70
表4-7-2：(有購買過基金)
長期性調節焦點類型對消費者在基金商品購買意願t檢定摘要表	71
表4-7-3：(有購買過基金)
暫時性調節焦點類型對消費者在基金商品購買意願t檢定摘要表	72
表4-7-4：(有購買過基金)
不同風險基金對長期調節焦點與購買意願調節作用迴歸分析表	73
表4-7-5：(有購買過基金)
不同風險基金對暫時調節焦點與購買意願調節作用迴歸分析表	74
表4-7-6：(有購買過基金)
暫時性調節焦點對於長期性調節焦點與購買意願調節作用迴歸分析表	75
表4-7-7：(有購買過基金)
不同風險基金商品對消費者購買意願t檢定摘要表	76
表4-7-8：(無購買過基金)
長期性調節焦點類型對消費者在基金商品購買意願t檢定摘要表	77
表4-7-9：(無購買過基金)
暫時性調節焦點類型對消費者在基金商品購買意願t檢定摘要表	78
表4-7-10：(無購買過基金)
不同風險基金對長期調節焦點與購買意願調節作用迴歸分析表	79
表4-7-11：(無購買過基金)
不同風險基金對暫時調節焦點與購買意願調節作用迴歸分析表	81
表4-7-12：(無購買過基金)
暫時性調節焦點對於長期性調節焦點與購買意願調節作用迴歸分析表	82
表4-7-13：(無購買過基金)
不同風險基金商品對消費者購買意願t檢定摘要表	83
表4-7-14：有無購買過基金組別比較表	85

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