| Summary: | 碩士 === 國立中央大學 === 企業管理研究所 === 99 === Message framing means that messages are delivered to consumers by positive or negative form. The message framing of this research is that any product or brand has positive and negative characteristics simultaneously. This research discusses how proportion of negative message influence the product evaluation and purchasing intention in different price(expensive/cheap), involvement(high/low), locus of control(internal/external), and the importance of message. The result shows that:
1. The proportion of negative message, price, and involvement are interaction in purchasing intention.
2. The proportion of negative message, locus of control, and price are interaction in purchasing intention.
3. The proportion of negative message and the importance of message influence purchasing intention.
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