影響消費者對代言人偏誤因子的修正量： 正面/負面代言人形象及產品市場整體表現的影響效果

Abstract

本研究主要是將彈性修正模型(Flexible Correction Model)運用在消費者行為當中，此模型強調在擁有動機與能力下，人們的修正行為會依照其所知覺到的偏誤方向以及偏誤量來進行修正，而本實驗透過對代言人形象以及對目標產品整體市場表現的操弄，來觀察受測者的修正量。研究結果顯示，當未提及產品市場整體表現時，人們因為本性對事物擁有較為正面的期待，因此對於負面代言人會知覺到較多的偏誤，故其對負面代言人的偏誤修正量會高於正面形象代言人；當題及產品市場整體表現優良時，因市場表現成為一種人們判斷產品好壞的指標，人們知覺負面代言人所帶來的偏誤會高於正面代言人所形成的偏誤，進而對負面代言人有較高的修正量；若當市場整體表現皆為不良時，也會因市場表現成為一種判斷指標，而使得人們知覺正面代言人相較於負面代言人帶來較多的偏誤，進而對正面代言人有較多的偏誤修正量。除此之外，面對同一個代言人時，人們在不同市場表現情形下，其對修正量也應有差異，此部分的預測雖未獲得實驗結果的顯著支持，但其方向、量的大小與預測是一致的，若將樣本數放大，仍有可能驗證本研究的假設。

In the current study, the Flexible Correction Model was applied to the consumer behavior field. According to this model, people with motivation and ability would execute correction behavior, and the direction and magnitude of correction behavior would base on their perceived bias. In this experiment, the endorsers’ images and the market performance of target product were manipulated to examine the different magnitude of correction behavior. Results showed that when the market performance was equivalent (equivalent), the magnitude of correction behavior toward the unfavorable endorser was larger than the favorable endorser since people might begin with relatively positive expectations. When the market was manipulated as superior, the market performance became an indicator. People would perceive more bias amount toward the unfavorable endorser and then the correction amount for the unfavorable endorser was larger comparing with the favorable endorser. If the market performance was manipulated as inferior, people would perceive more bias toward the favorable endorser comparing with the unfavorable endorser and the magnitude of correction behavior would be larger. In addition, when under the same endorser, the magnitude of correction behavior should be different toward different market performance. Although results showed that the correction amounts under different market performance were not different significantly, the direction and the magnitude of correction corresponded to what we expected. It was believed that the proposition of these two hypotheses would be supported when enlarging the sample size.