| Summary: | 碩士 === 靜宜大學 === 企業管理研究所 === 96 === Abstract
This article proposes the existence of two types of motivations which differ in terms of regulatory focus─a promotion orientation concerned with advancement and achievement and a prevention orientation concerned with safety and security. The central premise of this research is that promotion-focused players and prevention-focused players differ in their sensitive to message effects. Positive messages encourage people to play online games whereas negative messages discourage people from playing. Participants were randomly assigned to either the positive or negative message condition. This study adopted 2 (message frames: positive vs. negative) × 2 (regulatory focus: promotion vs. prevention) between-subjects design and the results confirmed the hypotheses that for promotion-focused players, negative messages are significantly effective to persuade players from addiction; for prevention-focused players, positive messages significantly influence players and lead them to addiction. Furthermore, negative messages have greater persuasive impact than positive messages. Hence, negative and addiction-alert messages of online games could be enhanced, whereas positive messages should be released in vigilance.
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