不同業配揭露時間對消費者產品態度之影響―探討消費者涉入程度及認知需求的干擾效果

Abstract

由於行銷從業人員愈來愈常使用業配文，本篇論文主要研究在部落格文章的情境之下，廠商贊助訊息於不同時機揭露 (無揭露/前揭露/後揭露) 對產品態度的影響，並加入涉入程度 (高涉入/低涉入) 及認知需求 (高認知需求/低認知需求) 作為調節變數。根據說服知識模型 (Persuasion Knowledge Model)、推敲可能性模型 (Elaboration Likelihood Model) 及彈性修正模型 (Flexible Correction Model)，我們發現在高涉入、高認知需求與低認知需求的情境，人們的產品態度在三種揭露時機兩兩之間均無顯著差異，然而，在低涉入情境，在文章結尾揭露當廠商贊助資訊比沒有廠商贊助資訊會使人們產生較差的產品態度。

Because of the growing use of sponsored user-generated blog contents by marketers, current research aims to examine the effects of different disclosure timing (no disclosure / prior-disclosure / after-disclosure) on product attitude with the moderation of involvement (high involvement / low involvement) and need for cognition (high need for cognition / low need for cognition) in the blog context. According to Persuasion Knowledge Model, Elaboration Likelihood Model and Flexible Correction Model, we observed that under high involvement, high and low need for cognition conditions, there were no differences among three types of disclosure timing, while in low involvement conditions, people exposed to the blog content with disclosure of sponsorship placed at the end tended to generate a less favorable attitude toward target product compared with those reading the blog article without disclosure messages.