博碩士論文 etd-0613117-165823 詳細資訊


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姓名 陳怡勳(Yi-hsun Chen) 電子郵件信箱 E-mail 資料不公開
畢業系所 財務管理學系研究所(Finance)
畢業學位 碩士(Master) 畢業時期 105學年第2學期
論文名稱(中) 健康保險傳單視覺複雜度對好奇與溝通效果之影響
論文名稱(英) The impact of the visual complexity on curiosity and communication effectiveness: Evidence from the leaflets of health insurance
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    紙本論文:5 年後公開 (2022-07-18 公開)

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    摘要(中) 無論是透過保險業務員介紹來了解商品,或是在網路投保的過程中,圖文傳單都扮演了提供保險商品資訊的重要工具,不過相關的研究仍較欠缺。健康保險商品對大部分的消費者來說較為複雜,且只有對於健康保險商品有較深的了解或有需求的消費者才會對於健康保險商品的傳單感到興趣。因此,相較於嘗試直接說服,本研究認為率先引發「好奇」有其必要。本研究在高與低兩種不同的資訊量傳單下,探討視覺複雜度對於溝通效果的影響,並欲借重「好奇」的機制,來試圖提升溝通效果。考量消費者個人特質的可能影響,加入主觀信心與保險必要性當作干擾變數。最後,加入不同面向的內容複雜度當作干擾變數,再進一步探討視覺複雜度與內容複雜度之間的交互作用關係對溝通效果的影響。
        本研究共執行四個實驗,分析結果顯示:在高資訊量的情況下,視覺複雜度會降低想知道資訊量、好奇與溝通效果;反之在低資訊量的情況下,視覺複雜度會增加想知道資訊量、好奇與溝通效果,且視覺複雜度會透過想知道資訊量,再透過好奇,影響溝通效果,呈現序列中介。無論在高資訊量與低資訊量的情況下,主觀信心與保險必要性皆會干擾視覺複雜度對於溝通效果之影響;另外,內容複雜度與視覺複雜度之交互作用關係亦會影響溝通效果,研究建議「適度」的整體複雜度可以產生較佳作用。
        本研究對於健康保險商品行銷提供了理論貢獻,並對於保險圖文傳單中提供的資訊量多寡、視覺與內容複雜度設計之搭配,提供實務上具體建議;因應不同特質的消費者,可提供不同資訊量與複雜度組合的傳單,以強化保險圖文傳單的溝通效果。
    摘要(英) No matter what kinds of methods that insurers use to promote insurance products for customers, the leaflets of insurance usually play an important role as a tool. Nowadays, studies related to insurance leaflets are still insufficient. For most customers, health insurance products tend to be more complicated. Only those who need insurance or have deep understanding will be interested in knowing health insurance products. Compared to pursue consumers directly, this study thinks that it is more important to trigger curiosity. Therefore, the purpose of this study was to investigate the impact of the visual complexity on communication effectiveness through curiosity under different level of information amount. Considering the impact of different consumer characteristics, this study uses subjective confidence and insurance necessity as moderators. Lastly, adding content complexity as a moderator to further find out the interaction between visual complexity and content complexity toward communication effectiveness.
    This study conducted four experiences, and the results revealed that visual complexity lowered the amount of information wanted, curiosity and communication effectiveness under high level of information amount. Conversely, visual complexity increased the amount of information wanted, curiosity and communication effectiveness under low level of information amount. The impact of visual complexity on communication was mediated by the amount of information wanted and then by curiosity. Further, subjective confidence and insurance necessity would moderate the impact of visual complexity on communication effectiveness. In addition, the interaction of visual complexity and content complexity would affect communication effectiveness as well. It was found that moderate complexity design would generate the better effect.
    This study provides theoretical implication for marketing health insurance products. The contribution of this study for insurers was to offer specific recommendations that the marketing of health insurance products could be effective via the arrangement of information amount, visual complexity and content complexity design. In addition, insurers could offer different kinds of leaflets in response to customers with different personality to strengthen the effects of communication effectiveness.
    關鍵字(中)
  • 內容複雜度
  • 好奇
  • 溝通效果
  • 健康保險傳單
  • 視覺複雜度
  • 關鍵字(英)
  • content complexity
  • health insurance leaflets
  • visual complexity
  • curiosity
  • communication effectiveness
  • 論文目次 論文審定書 i
    摘要 ii
    Abstract iii
    圖次 vii
    表次 viii
    第一章 緒論 1
    第一節 研究背景與動機 1
    第二節 研究目的 4
    第二章 文獻探討 7
    第一節 視覺複雜度相關文獻探討 7
    第二節 內容複雜度相關文獻探討 17
    第三節 好奇相關文獻探討 21
    第三章 研究假說 24
    第四章 實驗一 30
    第一節 研究方法 30
    第二節 分析結果 36
    第五章 實驗二 47
    第一節 研究方法 47
    第二節 分析結果 49
    第六章 實驗三 57
    第一節 研究方法 57
    第二節 分析結果 60
    第七章 實驗四 72
    第一節 研究方法 72
    第二節 分析結果 75
    第八章 結論與建議 91
    第一節 研究發現與討論 91
    第二節 理論貢獻 93
    第三節 實務建議 96
    第四節 研究限制與未來發展 98
    參考文獻 100
    附錄 A 106
    附錄 B 138
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    口試委員
  • 劉信賢 - 召集委員
  • 蔡佳芬 - 委員
  • 周軒逸 - 指導教授
  • 唐俊華 - 指導教授
  • 口試日期 2017-07-16 繳交日期 2017-07-18

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