The Effect of Advertise Message types on Purchase Intention for Mutual Fund: The Moderating Effect of Risk Level

31.1 (2006)

(promotion focus) (Higgins, 1998)

4(regulatory fit) (Aaker and Lee, 2006; Avnet and Higgins, 2006)(Ramanathan and Dhar, 2010)Zhou and Pham (2004) 51.2

1.3 6

1.4 7

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12 (Higgins, 2000)2.2(Aaker and Lee, 2001)(Cesario, Grant and Higgins, 2004)13Zhao and Pechmann (2007) Ramanathan and Dhar (2010)Zhou and Pham(2004)()14(Bauer, 1960) Cox (1967) Bauer(1)(2)Cunningham (1967) Cox

2.3 15(Roselius, 1971) (Baird and Thomas, 1985)(2005)(2008)

162.4

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24

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t

t

27141313855.8%44.2%31~40(54.3%)(64.5%)(29.0%)(34.8%)(71.7%)

4.1 4.2 Cronbachs 10.897234510.89923Cronbachs 0.728 Levene t Ft () 95% pre1.3000.2563.0951360.0020.568940.18380.205460.9324229tF1.3000.2560.05t3.0950.0020.0530 Levene t F t () 95% PI0.2520.6172.191360.030.428870.195810.041640.8161t(4-6)F0.2520.6170.05t2.1900.0300.054.3 t31tB Beta 1()1.9130.3305.8040.000pre0.4890.0790.4676.1540.000a. : PIBeta0.4670.0000.05tH1H1a324.4 () Levene t F t () 95% PI5.060.026-1.904136.059-.37426.19653-.76290.01439-1.892125.942.061-.37426.19783-.76575.01724tF5.0600.0260.05t-1.8920.0610.05H233PI713.68541.01869.12090674.05971.28174.15659H2aH2b344.5 H3tB Beta 1()1.913.3305.804.000pre.489.079.4676.154.0002()1.593.3414.670.000pre.510.078.4876.549.000.484.173.2082.803.0063()1.828.4683.905.000pre.453.110.4324.105.000.026.647.011.040.968pre.115.156.207.735.464H335

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375.2 385.2 39

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