| Summary: | 碩士 === 國立成功大學 === 電信管理研究所 === 94 === Abstract
Hope－A positively valenced emotion will affect consumers’ behavior in the market. Consumers will perform different behavior because of different intensity of hope. So it becomes more and more important in marketing. Maclnnis and Mello (2005) indicated that marketers can induce and enhance consumers’ hope by different advertising tactics. Take 3G mobile phone for example, marketers can induce hope by emphasizing that innovative technology brings high transmission speed and diversified function to mobile phone, and it makes consumers yearn for the outcome. So this study wants to know that how marketers induce consumers’ hope and affect theirs purchasing decision by advertising appeals.
Besides, Will hope affect on consumers’ behavior and satisfaction? What roles do hope play between performance and satisfaction? Therefore, this research utilizes experimental design in collecting data and ANOVA and Regression Analysis to test hypotheses. To investigate how hope affects on consumers’ purchase intention, consumption and satisfaction by this research. Moreover, this research provides marketers some suggestions in designing promotions and advertisements.
This main results are as follows：
1. The advertisements which emphasize “turn impossibility into possibility” and “enhance yearning” will induce higher level of hope.
2. Consumers’ hopes toward the products and service positively affect consumers’ perceived value and purchase intention.
3. Consumers’ hopes toward the products and service positively affect post-purchase consumption and satisfaction.
4. When the performance is good, consumers with stronger hope are more satisfied with the product or service than those with weaker hope.
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