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http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/69598
Title: | 不同揭露業配事實的順序與正負面訊息對產品評價的效果—以部落格文章為例 The Corrective Effects of Different Sponsorship Disclosure Timing on Product Judgments: The Moderating Roles of Sidedness |
Authors: | Yi-Chien Wu 吳依蒨 |
Advisor: | 簡怡雯 |
Keyword: | 業配文,贊助訊息揭露,正負面訊息,產品態度, bias correction,persuasion knowledge,two-sided message,disclosure timing, |
Publication Year : | 2018 |
Degree: | 碩士 |
Abstract: | 本篇論文主要研究消費者對業配的部落格文章中,不同廠商贊助訊息揭露的 效果對文中產品態度的影響,並且如何受到不同資訊型態有不同效果,如都是正面 訊息或同時包含正負面訊息的文字描述。實驗中操弄把贊助訊息揭露在文章一開 始、文章結束、沒有揭露,來衡量受測者對產品的態度,調節變數則為正面訊息或 正負面訊息。本文研究結果顯示,在受測者為高涉入的狀態下,1)當文章中有贊助 揭露訊息時,會比沒有揭露訊息,較可能對產品態度往負面方向去調整。2)當贊助 訊息揭露在文章一開始時,往負面調整的幅度會大於揭露在文章最後。3)資訊型態 作為調節變數,只有正面訊息的資訊型態使向下調整的幅度比包含正負面訊息的 文章來得大。實驗結果可以發現,當業配訊息揭露在一開始,且只描述產品的優點, 會有最差的產品態度;而不揭露業配訊息,且描述產品的優點及缺點,會有最好的 產品態度,此結果對實務上的業配文行銷操作上有很大的幫助。 The current research aims to examine the corrective effects of sponsorship disclosure in user-generated sponsored content in the settings of blog. Our study is designed to investigate the effects of no disclosure, prior disclosure, and after disclosure on product judgments, with the moderation of sidedness: one-sided vs. two-sided information. Based on the Flexible Correction Model and the Persuasion Knowledge Model, it is proposed that, under high involvement, people are more likely to correct their judgments of the product promoted in a user-generated content toward a negative direction when there is a disclosure of sponsorship than when there is no disclosure. What’s more, the results show that the corrective magnitude will be larger when disclosure is encountered at the beginning (prior-disclosure) than when disclosure is encountered at the end (after- disclosure). The sidedness will moderate such corrective effects such that the two-sided information will lead to a lesser corrective amount than one-sided information. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/69598 |
DOI: | 10.6342/NTU201801092 |
Fulltext Rights: | 有償授權 |
Appears in Collections: | 商學研究所 |
Files in This Item:
File | Size | Format | |
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ntu-107-1.pdf Restricted Access | 2.44 MB | Adobe PDF |
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