涉入程度、產品論點、與訊息來源對消費者態度修正的影響

Abstract

修正行為的相關研究一直是在社會心理學領域備受重視的議題之一，本篇論文將修正行為應用至消費者行為研究領域，並進一步探討產品論點、代言人、以及代言人與產品相關度等因素在其中扮演的角色。本研究在Elaboration Likelihood Model的基礎上，補足了不足的一塊，證實高涉入並不一定就會修正知覺偏誤、代言人形象與代言產品不符也不見得就會產生負面效果、產品論點相對偏弱也可能因代言人形象良好而產生正面的產品態度。實際修正行為的發生受到產品論點是否充足、代言人是否與代言產品相關、以及代言人是否受歡迎等三個因素的共同影響。唯有當產品論點不足、代言人形象與代言產品不符、且代言人相當受歡迎等三個條件都滿足的情況下，修正行為才可能發生。

The current research aims to examine how consumers correct their product attitudes when the advertised product is advocated by a favorable endorser. It is predicted that the correction behavior is built on a complicated mechanism co-operated by factors of involvement, argument quality, source-product relevance, and source-favorability. Highly involvement consumers treat source as one argument as well, and when other persuasive arguments are not sufficient to form product attitudes, they will focus on processing source. If source-implied arguments are not relevant to the focal product, correction behavior is likely to occur, and a favorable source may generate negative source effects when over-corrected. Results of the current study support this hypothesis.