本研究試圖探討在不同調節焦點的消費者在不同的品牌知名度以及不同的時間距離的情況下，在接受諮商的意願程度上是否有所影響。具體來說，本研究試圖探討時間距離與品牌知名度對調節焦點與諮商意願程度之相關性。研究顯示，當時間距離近的時候，相較於趨避焦點的個體，進取焦點的個體會有較高的諮商意願。當時間距離遠的時候，相較於進取焦點的個體，趨避焦點的個體會有較高的諮商意願。當諮商中心品牌知名度低的時候，相較於趨避焦點的個體，進取焦點的個體會有較高的諮商意願。當諮商中心品牌知名度高的時候，相較於進取焦點的個體，趨避焦點的個體會有較高的諮商意願。當時間距離遠，且諮商中心品牌知名度低的時候，趨避焦點與進取焦點的個體，在諮商意願無顯著差異。當時間距離近，且諮商中心品牌知名度高的時候，趨避焦點與進取焦點的個體，在諮商意願上無顯著差異。當時間距離近，且諮商中心品牌知名度低的時候，相較於趨避焦點的個體，進取焦點的個體會有較高的諮商意願。當時間距離遠，且諮商中心品牌知名度高的時候，相較於進取焦點的個體，趨避焦點的個體會有較高的諮商意願。

The research attempts to explore the moderating roles of brand awareness and temporal distance in the impact of consumers’ goal orientation on counselling willingness. Specifically, this research is designed to examine the interaction effect of consumers’ goal orientations, brand awareness and temporal distance on counselling willingness. Predicts that promotion-focused individuals are likely to engender higher counselling willingness than prevention-focused individuals when temporal distance is proximal. Moreover, predicts that prevention-focused individuals are likely to engender higher counselling willingness than promotion-focused individuals when temporal distance is distant. Furthermore, predicts that prevention -focused individuals are likely to engender higher counselling willingness than promotion -focused individuals when the brand awareness of counsel centers is low. Again, predicts that prevention -focused individuals are likely to engender higher counselling willingness than promotion -focused individuals when the brand awareness of counsel centers is high. Moreover, predicts that for the counselling centers with low brand awareness, prevention-focused individuals are likely to engender no differential counselling willingness over promotion-focused individuals when temporal distance is distant. In contrast, predicts that for the counselling centers with low brand awareness, promotion-focused individuals are likely to engender higher counselling willingness than prevention-focused individuals when temporal distance is proximal. Finally, predicts that for the counselling centers with high brand awareness, prevention-focused individuals are likely to engender no differential counselling willingness over promotion-focused individuals when temporal distance is proximal. In contrast, predicts that for the counselling centers with high brand awareness, prevention-focused individuals are likely to engender higher counselling willingness than promotion-focused individuals when temporal distance is distant.

第一章 緒論
第一節 研究背景與動機………………………………1
第二節 研究目的………………………………………3
第二章 文獻探討
第一節 調節焦點………………………………………4
第二節 時間解釋理論…………………………………7
第三節 品牌知名度……………………………………8
第四節 諮商意願……………………..…….…………10
第三章 研究方法
第一節 研究架構……………………………...………15
第二節 實驗設計…………………………...…………16
第三節 研究假說…………………………...…………17
第四章 研究設計與實施
第一節 研究設計…………………...…………………26
第二節 變項的衡量與操弄方式…………..……….…27
第三節 研究統計方法…………………………...……28
第四節 實驗與操作程序……………….…………….30
 

第五章 研究結果
第一節 品牌知名度與時間距離隻操弄檢定………...33
第二節 研究假說檢定………………………………...35
第六章 結論與建議
第一節 研究結果與討論...……………………………47
第二節 研究貢獻……………………………………...48
第三節 研究限制與建議………………………….......51
參考文獻……………………………………………………...52
附錄A ─ 問卷：低知名度且近時距………………………57
附錄B ─ 問卷：低知名度且遠時距………………………60
附錄C ─ 問卷：高知名度且近時距………………………63
附錄D ─ 問卷：高知名度且遠時距………………………65
附錄E ─ 前測問卷…………………………………………69

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