我的驕傲，值得信任嗎？驕傲、品牌名稱與說服性訊息對感知可信度的影響

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研究生：	邱品瑄 Chiu, Pin-Hsuan
論文名稱：	我的驕傲，值得信任嗎？驕傲、品牌名稱與說服性訊息對感知可信度的影響 My Pride: Is It Worth Trusting? The Impacts of Pride, Brand Name, and Persuasive Messages on Perceived Trustworthiness
指導教授：	高登第 Kao, Teng-Ti
口試委員:	林鴻銘 Lin, Hung-Ming 郭素蕙 Kuo, Su-Hui
學位類別：	碩士 Master
系所名稱：	竹師教育學院 - 教育心理與諮商學系 Educational Psychology and Counseling
論文出版年：	2025
畢業學年度：	113
語文別：	英文
論文頁數：	138
中文關鍵詞：	真實驕傲、自大驕傲、品牌暱稱、說服性訊息、感知可信度
外文關鍵詞：	Authentic Pride, Hubristic Pride, Brand Nickname, Persuasive Message, Perceived Trustworthiness
相關次數：	點閱：124 下載：0
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本研究旨在探討兩種類型的驕傲是否會影響消費者對於品牌的感知可信度，並分析品牌名稱與說服性訊息的調節效果。研究共設計兩項實驗，分別透過測量與操弄驕傲性格的方式，進行2（品牌名稱：正式名稱vs. 暱稱）✕ 2（說服性訊息：基於事實vs. 基於情感）的受試者間設計。主要研究結果顯示：（1）當品牌貼文使用其品牌暱稱時，真實驕傲的消費者比自大驕傲的消費者對品牌有更高的感知可信度。（2）當品牌貼文使用基於事實的說服性訊息時，真實驕傲的消費者比自大驕傲的消費者對品牌有更高的感知可信度。（3）當品牌貼文同時使用暱稱與基於事實的說服性訊息時，真實驕傲的消費者對品牌的信任度更高。（4）當品牌貼文採用正式名稱與基於情感的說服性訊息時，自大驕傲的消費者對品牌的信任度更高。本研究不僅僅拓展了驕傲與品牌行銷領域的研究，更是揭示了品牌名稱與訊息策略在不同消費者間的效果差異。在實務上，品牌應根據消費者的個性特質調整其行銷時的名稱與訊息策略，並可透過 A/B 測試優化組合效果，以強化品牌與消費者的長期互動與市場競爭力。

This research aims to investigate whether two types of pride (authentic pride vs. hubristic pride) influence consumers’ perceived brand trustworthiness and to analyze the moderating effects of brand names and persuasive messages. Two experiments were designed to measure and manipulate pride in a 2 (brand names: formal name vs. nickname) ✕ 2 (persuasive message: fact-based vs. affect-based) between-subjects design. The main findings reveal that: (1) when brand nicknames were used in brand posts, consumers with authentic pride showed greater perceived trustworthiness than those with hubristic pride; (2) when fact-based persuasive messages were used in brand posts, consumers with authentic pride exhibited higher perceived trustworthiness than hubristic pride consumers; (3) when brand nicknames with fact-based persuasive messages were used in brand posts, consumers with authentic pride demonstrated higher perceived trustworthiness than hubristic pride consumers; and (4) when brands’ formal names with affect-based persuasive messages were used in brand posts, consumers with hubristic pride showed higher perceived trustworthiness than authentic pride consumers. This research expands the understanding of pride in the branding and marketing domains and highlights the varying effects of naming and messaging strategies across different consumer groups. Practically, brands should tailor their naming and messaging strategies based on the personality traits of their target consumers. Additionally, A/B testing can be employed to optimize these combinations, ultimately enhancing long-term consumer engagement and market competitiveness.

CHAPTER 1  Introduction    1
CHAPTER 2  Theoretical Framework    3
2.1 Brand Names    3
2.2 The Theory of Pride    4
2.3 Perceived Trustworthiness    6
2.3.1 Interaction Effects of Pride and Brand Names on Perceived Trustworthiness    7
2.4 Persuasive Message Type    9
2.4.1 Interaction Effects of Pride and Persuasive Message Type on Perceived Trustworthiness    10
2.5 Interaction Effects of Pride, Brand Names, and Persuasive Message Types on Perceived Trustworthiness    12
CHAPTER 3  Methodology    17
3.1 Research Framework    17
3.2 Study 1    18
3.2.1 Research Design and Procedure    18
3.2.2 Measurement of Pride    19
3.2.3 Measurement of Perceived Trustworthiness    20
3.2.4 Manipulation of Brand Names (Formal name and Nickname)    21
3.2.5 Manipulation of Persuasive Message type (Fact-based and Affect-based)    22
3.3 Study 2    24
3.3.1 Research Design and Procedure    24
3.3.2 Manipulation of Pride    25
Chapter 4  Result    27
4.1 Study1    27
4.1.1 Manipulation Check for Brand Names    28
4.1.2 Manipulation Check for Persuasive Message Type    29
4.1.3 Measurement and Categorization of Pride Traits    31
4.1.4 Hypothesis Testing: H1, H1a, H1b    31
4.1.5 Hypothesis Testing: H2, H2a, H2b    33
4.1.6 Hypothesis Testing: H3, H3a, H3b, H3c, H3d    35
4.2 Study2    39
4.2.1 Manipulation Check for Pride    40
4.2.2 Manipulation Check of Brand Names    41
4.2.3 Manipulation Check of Persuasive Message Type    43
4.2.4 Hypothesis Testing: H1, H1a, H1b    44
4.2.5 Hypothesis Testing: H2, H2a, H2b    46
4.2.6 Hypothesis Testing: H3, H3a, H3b, H3c, H3d    48
Chapter 5  Conclusion    54
5.1 General Discussion    54
5.1.1 Interaction Effect of Pride and Brand Names on Perceived Trustworthiness    54
5.1.2 Interaction Effect of Pride and Persuasive Message on Perceived Trustworthiness    55
5.1.3 Interaction Effect of Pride, Brand Names, and Persuasive Message on Perceived Trustworthiness    55
5.2 Theoretical Contribution    57
5.3 Practical Implications    58
5.4 Limitations and Future Research    59
5.4.1 Limitations    59
5.4.2 Future Research    60
Reference    62
Appendix A: Study 1 Version 1 Questionnaire    72
Appendix B: Study 1 Version 2 Questionnaire    77
Appendix C: Study 1 Version 3 Questionnaire    82
Appendix D: Study 1 Version 4 Questionnaire    87
Appendix E: Study 2 Version 1 Questionnaire    92
Appendix F: Study 2 Version 2 Questionnaire    98
Appendix G: Study 2 Version 3 Questionnaire    104
Appendix H: Study 2 Version 4 Questionnaire    110
Appendix I: Study 2 Version 5 Questionnaire    116
Appendix J: Study 2 Version 6 Questionnaire    122
Appendix K: Study 2 Version 7 Questionnaire    128
Appendix L: Study 2 Version 8 Questionnaire    134

                                

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