近年來，『輕奢』的觀念在全球相當盛行，許多時尚品牌甚至是餐廳都主打輕奢風格，輕奢是指負擔得起的奢侈，意在能使消費者在較輕的經濟負擔下，也能擁有如同奢侈品的高品質產品以及享受產品所帶來的愉悅感。隨著輕奢觀念的流行，消費者也開始在精品市場中尋找輕奢品牌，例如Michael Kors、Longchamp 、Coach等。然而隨著輕奢產品的觀念在學術以及實務上的逐漸興起，對於輕奢產品的廣告上卻著墨甚少。色彩是廣告重要的溝通元素之一，黑白與彩色的廣告會帶給消費者不同的感覺，廣告中更是時常伴隨著文字訊息。因此本研究以廣告顏色以及調節焦點的訊息框架為主軸，並結合解釋水平理論，意在探討不同顏色和訊息框架的適配會如何影響消費者對於輕奢產品的購買意願。更進一步言，過去對於輕奢產品的研究鮮少討論廣告顏色與訊息框架的適配效果能否產生消費者的奢華感知，而可能干擾此搭配效果的變數也相較不足，故本研究加入不同字體作為干擾，檢視在不同字體以及訊息框架的搭配下，輕奢產品使用黑白或是彩色廣告的效果。
本研究使用實驗法來驗證各個假說，實驗採三因子組間設計：2(廣告顏色：彩色 vs. 黑白) x 2(調節焦點訊息框架：預防型 vs. 促進型) x 2(標題字體：手寫字體 vs. 電腦打字字體)。研究結果發現：(1)在輕奢產品的廣告中，彩色(vs. 黑白)的廣告設計可以提升消費者的奢華感知以及購買意願，而預防型(vs. 促進型)焦點的訊息框架也會產生較高的奢華感及購買意願。(2)當預防型(vs. 促進型)焦點的訊息框架與彩色(vs. 黑白)的廣告設計搭配時，因為相似程度的解釋水平所產生的適配效果會引起較高的奢華感知進而影響購買意願。(3)當輕奢產品的廣告中使用手寫字體呈現預防型焦點訊息框架，則彩色廣告會產生比較好的效果；而當使用電腦打字字體呈現促進型焦點訊息框架，則黑白廣告效果較佳。本研究結果有助於釐清不同廣告顏色以及訊息框架的搭配，因相似程度的解釋水平所產生的適配效果的影響、多元的視覺元素所產生的適配效果對消費者的影響、以及字體的作用機制等，為輕奢產品行銷、解釋水平理論以及色彩行銷等提供理論意涵，並提供品牌和消費者在輕奢廣告的設計及消費決策時的參考建議。

Affordable luxury, as literally means, is the products with high quality as the same with luxury products but relatively affordable price. In recent years, the concept of affordable luxury has become popular around the world. Some fashion brands and even restaurants promote themselves as an affordable luxury style. With the popularity of affordable luxury, consumers have also begun to look for affordable luxury brands in boutique markets, such as Michael Kors, Longchamp, Coach, and so on. However, although there are more and more concentrations on affordable luxury in both academic and practical areas, there is little attention paid to the advertisement of affordable luxury products. Color plays a significant role in advertisement; different advertisement colors can bring different perceptions to consumers. In addition, advertisements are always accompanied by textual messages. Therefore, this current research considered that advertisement color and message framing would be two important visual elements in designing the advertisement of affordable luxury products. Moreover, there is a lack of study that discussed the congruency effect between color and message framing on luxury perception, and there is little research offering the direction on the moderator which might impact the congruency effect of advertisement color and message. Accordingly, by combining advertisement color and regulatory-focused, this current research aims to examine the main effect on purchase intention toward affordable luxury products drawing on CLT, and it also intends to explore whether the perceived luxury plays a mediating role in main effect. Eventually, this current study tries to investigate the moderation effect of headline typefaces on perceived luxury.
Experiment method is used to examine hypotheses in this current research. We employed a 2(advertisement color: color vs. BW) x 2(message framing: promotion-focused vs. prevention-focused) x 2(headline typefaces: handwritten font vs. computer font) between-subject experimental design.
The analytical results show as follows: (1) In the advertisement of affordable luxury, prevention-focused (vs. promotion-focused) message framing can elicit higher luxury perception and purchase intention, on the other hand, colored (vs. BW) advertisement design can also generate better perceived luxury and purchase intention. (2) The combination of prevention-focused (vs. promotion-focused) message framing and colored (vs. BW) advertisement design will generate congruency effect due to the same construal level, and it will enhance consumers’ luxury perception and subsequently impact the purchase intention. (3) When handwritten font is used to present prevention-focused message framing, the colored advertisement would generate better effects. When computer font is used to present promotion-focused message framing, the BW advertisement would generate better effects. This current research makes several significant theoretical contributions to affordable luxury marketing, construal level theory and color marketing. It also offers the direction on effectively using color, message framing, and typefaces to design the advertisement of affordable luxury, and provides suggestions for decision making to consumers.

Table of Contents
論文審定書i
誌謝ii
摘要iii
Abstractiv
Chapter 1-Introduction1
Chapter 2-Literature Review and Theoretical Framework11
2.1 Affordable luxury11
2.2 Color13
2.3 Construal Level Theory (CLT)16
2.4 Regulatory-focused message framing18
2.5 The role of congruency between regulatory-focused message and advertisement color20
2.6 Mediating role of perceived luxury24
2.7 Moderating role of headline typefaces26
2.8 Theoretical framework28
Chapter 3-Research Method30
3.1 Pretest30
3.1.1 Pretest 130
3.1.2 Pretest 232
3.1.3 Pretest 333
3.2 Design and samples35
3.3 Stimulus and Procedures37
Chapter 4 -Measures38
4.1 Mediator and dependent variable38
4.2 Manipulation check38
4.3 Control variable39
Chapter 5 -Result43
5.1 Manipulation checks and checks for control variables43
5.2 Hypothesis testing43
5.2.1 Main effect analysis43
5.2.2 Mediated moderation analysis47
5.2.3 Moderation effect analysis48
5.3 Additional analysis51
5.4 Discussion53
Chapter 6- Research findings and Discussion57
Chapter 7- Research Contribution62
7.1 Theoretical Implication62
7.2 Managerial Implication66
7.3 Limitations and Future Research68
Reference:73
Appendix 1- Pretest 184
Appendix 2- Pretest 287
Appendix 3- Pretest 390
Appendix 4- Formal experimental survey92
Appendix 5- Formal experimental stimulus:98

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