| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 96 === This study examines whether hope appeal and fear appeal in service advertisements would significantly influence consumers’ perception of innovation characteristics such as relative advantage, compatibility, and perceived risk, thus further influence the consumers’ decision on whether to adopt the innovative service product or not. As to the literature support, the researcher advocate that when consumer perceives a stronger appeal of hope or fear, he/she will generate a selective exposure to the information from the specific advertisement, thus further influence the consumers’ adoption decision. And by experimental design, besides the main effect of hope and fear appeal, the researcher also considered and included the negative reactivity of consumers and also the amount of benefit information within the advertisement to explore their moderating roles in the effects of emotional appeal on the customers’ adaptation of service innovation.
The results shows that except perceived risk, other perceived innovative characteristics (compatibility and relative advantages) are significantly affected by the hope and fear appeal. The result also shows that perceived innovative characteristics partially mediate the effect of emotional appeal on the customers’ adaptation of service innovation. But unexpectedly, negative reactivity and the amount of benefits information within the advertisement do not show significant moderating effects on the relationship between emotional appeal and adaptation of service innovation.
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