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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 張重昭(Chung-Chau Chang) | |
dc.contributor.author | Bo-Chi Lin | en |
dc.contributor.author | 林柏齊 | zh_TW |
dc.date.accessioned | 2021-06-08T07:01:10Z | - |
dc.date.copyright | 2009-06-02 | |
dc.date.issued | 2009 | |
dc.date.submitted | 2009-05-10 | |
dc.identifier.citation | Aaker, J. L., & Lee, A. Y. (2001). ‘I’ seek pleasures and ‘we’ avoid pains: The role of self-regulatory goals in information processing and persuasion. Journal of Consumer Research, 28(1), 33-49.
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dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/26139 | - |
dc.description.abstract | 消費者於購買產品時,經常徵詢外部資訊以幫助決策,包括根據代言人(資訊來源)的形象,以及對其推薦產品訊息(資訊內容)的理解。本研究將該資訊成分分成兩種特徵:情感基礎與認知基礎。一般而言,消費者習慣會將資訊來源與內容特徵之間進行連結,亦即個性偏向情感基礎(認知基礎)的代言人,應會提出情感取向(認知取向)的訊息。然而在某些情形下,資訊來源的類型與資訊內容的特徵之間仍會產生不一致。
本研究認為消費者的自我調節焦點,會影響該資訊來源與內容不一致現象的說服力――根據過去研究對自我調節焦點理論、以及不一致效果的發現,本研究發現促進焦點之消費者較易為來源與內容不一致現象所說服,進而對其所推薦之品牌有較佳的評估;相對地,來源與內容一致的情形對預防焦點之消費者的說服力較高。本研究包含對相關文獻之探討、假設建構、實驗設計、以及實驗結果分析與發現,最後並探討其理論與管理意涵、研究限制、與未來研究方向。 | zh_TW |
dc.description.abstract | Consumers often make a purchase decision on the basis of extrinsic information, which consists of the endorser’s (information source’s) image and his or her recommendation (information content) of a product. This study differentiates both these information components between two characteristics: affect-based versus cognition-based. Consumers naturally connect the information source’s characteristics to those of the information contents; that is, a spokesperson with affect-based (cognition-based) personality should convey affective (cognitive) messages. However, these characteristics of the source and content may seem inconsistent in some cases.
This study proposes that consumers’ self-regulatory focus influences the persuasiveness of such a source–content incongruity. In line with prior research on self-regulatory focus theory and incongruity effects, the results find that while asking others for opinions to make a decision, compared with an information source–content congruity, promotion-focused consumers are more persuaded by the recommendations in an incongruity scenario. In contrast, a source–content congruity is more persuasive for prevention-focused consumers. This study provides literature reviews, theory developments, experiment design, and the analyses and results. Theoretical implications, managerial implications, limitations, and further research directions are also discussed. | en |
dc.description.provenance | Made available in DSpace on 2021-06-08T07:01:10Z (GMT). No. of bitstreams: 1 ntu-98-F92741075-1.pdf: 377936 bytes, checksum: 6f4935d39a0fa3ac5219e34399281a01 (MD5) Previous issue date: 2009 | en |
dc.description.tableofcontents | 1 INTRODUCTION 1
2 THEORETICAL BACKGROUND 3 2.1 Characteristics of Information Components 3 2.2 Source–Content Incongruity 5 2.3 Self-Regulatory Focus 7 3 HYPOTHESES 18 4 METHODOLOGY 21 4.1 Design 21 4.2 Participants 21 4.3 Stimuli and Pretest 21 4.4 Measures 24 4.5 Procedure 25 5 RESULTS 27 5.1 Manipulation Checks 27 5.2 Hypotheses Testing 27 5.3 Potential Influences of Interpersonal Differences 31 5.4 Discussion 34 6 CONCLUSIONS 37 6.1 Theoretical Implications 37 6.2 Managerial Implications 39 6.3 Limitations 40 6.4 Further Research Directions 42 REFERENCES 44 APPENDIX 48 | |
dc.language.iso | en | |
dc.title | 自我調節焦點對資訊來源與內容特徵不一致現象說服力之影響 | zh_TW |
dc.title | Moderating Effects of Self-Regulatory Focus on Persuasiveness of Source–Content Incongruity | en |
dc.type | Thesis | |
dc.date.schoolyear | 97-2 | |
dc.description.degree | 博士 | |
dc.contributor.oralexamcommittee | 黃恆獎,方文昌,張愛華,沈永正 | |
dc.subject.keyword | 自我調節焦點,不一致,說服,情感,認知,推薦, | zh_TW |
dc.subject.keyword | self-regulatory focus,incongruity,persuasion,affect,cognition,recommendation, | en |
dc.relation.page | 63 | |
dc.rights.note | 未授權 | |
dc.date.accepted | 2009-05-11 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 商學研究所 | zh_TW |
顯示於系所單位: | 商學研究所 |
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