擬人化被廣泛得使用在行銷上，例如產品設計與廣告設計上。本研究以說服知識模型為基礎，探討擬人化保健產品如何影響消費者對於產品的願付價格。另外，也提出調節焦點與健康控制信念為本研究的兩個干擾變數。

本研究使用實驗設計法來進行本研究三個實驗，實驗一為單因子的實驗設計，探討擬人化和非擬人化相比，如何影響消費者對保健產品的願付價格，並且進一步檢驗知覺效能為此背後行為的影響機制。實驗二探討調節焦點是否會干擾對於擬人化保健產品的願付價格，並且排除擬人化表情因素對實驗結果的影響。實驗三探討訊息調節焦點框架和個人健康控制信念如何同時影響擬人化與產品願付價格之間的關係。

實驗結果指出，比起無擬人化的保健產，擬人化的保健產品會引發人們有較低的願付價格，而這背後可能原因乃是因為擬人化產品會降低知覺效能而使願付價格下降。以上情境也會出現於當人在預防焦點觸發下，但若人在促進焦點觸發下，擬人化的保健產品則會使人產生更高的願付價格。對於擁有內控健康控制信念的人而言，面對促進焦點的訊息框架時，擬人化比起無擬人化的保健產品會使人有較高的願付價格，但面對預防焦點的訊息框架時，則無此差異。對於擁有外控健康控制信念的人而言，面對預防焦點的訊息框架時，無擬人化比起擬人化的保健產品會使人有較高的願付價格，但面對促進焦點的訊息框架時，則無差異。

Anthropomorphism has been widely used in markrting including product design and advertising presentation. Drawing from the persuasion knowledge model, we examin how anthropomorphism in healthcare products affects consumers’ willingness to pay (WTP) for the products. Furthermore, regulatory focus and health locus of control (HLOC) are proposed as two moderators.

In this reseach, three experiments were conducted. In Study 1, we examined how an anthropomorphic health product affected WTP. We further explored perceived efficacy as the underlying mechanism behind the anthropomorphism effects. In Study 2, we attempted to examine how regulatory focus affected WTP and ruled out the effects of anthropomorphic expression. In Study 3, we examined the moderating effects of regulatory focus and HLOC simultaneously.

The results indicate that compared with a non-anthropomorphic health product, an anthropomorphic one reduces people’s WTP. Anthropomorphization reduces perceived efficacy with the product use. There is an interaction between anthropomorphism and regulatory focus. When people are primed with prevention focus, an anthropomorphic healthcare product leads to lower WTP than a non-anthropomorphic one. When people are primed with promotion focus, opposite results are found. Most importantly, there is a three-way interaction among anthropomorphism, regulatory focus and HLOC. For health internals, an anthropomorphic healthcare product presented in a promotion-focused message leads to higher WTP than does the non-anthropomorphic product with the same message. No such differences on WTP when a prevention-focused message is used. For health externals, a non-anthropomorphic healthcare product presented in a prevention-focused message leads to higher WTP than the anthropomorphic product presented in prevention-focused message. No such differences are found when a promotion-focused message is used.

目錄
第壹章 緒論 1
第一節 前言 1
第二節 研究背景 1
第三節 研究動機 4
第四節 研究目的 6
第五節 研究架構與研究流程 7
第貳章 文獻探討 9
第一節 前言 9
第二節 擬人化 9
第三節 知覺效能 24
第四節 說服知識模型 25
第五節 調節焦點 28
第六節 健康控制信念 36
第七節 小結 40
第參章 研究設計與方法 41
第一節 前言 41
第二節 研究假設與架構 41
第三節 實驗設計建立 47
第四節 小結 48
第肆章 實驗一設計與分析 49
第一節 前言 49
第二節 研究變數操作型定義與衡量 49
第三節 研究設計 52
第四節 實驗一結果分析 53
第五節 小結 59
第伍章 實驗二設計與分析 60
第一節 前言 60
第二節 研究變數操作型定義與衡量 60
第三節 研究設計 63
第四節 實驗二結果分析 64
第五節 小結 69
第陸章 實驗三設計與分析 70
第一節 前言 70
第二節 研究變數操作型定義與衡量 70
第三節 研究設計 73
第四節 實驗三結果分析 74
第五節 小結 80
第柒章 結論與建議 83
第一節 前言 83
第二節 研究結果討論 83
第三節 研究貢獻 86
第四節 研究限制 89
第五節 未來研究與建議 90
第六節 小結 92
參考文獻 93
附錄一：實驗一問卷 101
附錄二：實驗二問卷 107
附錄三：實驗三問卷 125

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