單雙面框架效果與單雙面訊息對產品態度和態度確定性的影響-以部落格文章、IG文章為例

Abstract

本研究主要探討單面與雙面框架對於態度確定性的效果。本研究最終結果指出，當訊息是雙面框架時（清楚摘要出產品的正負面訊息）的態度確定性會大過於當訊息僅呈現單面框架（未清楚摘要產品的正負面訊息）。且雙面框架與單面框架的態度確定性皆會大於沒有框架時（沒有摘要產品資訊）的態度確定性。而這樣的效應是由資訊處理流暢性作為中介變數，當訊息被單面或雙面框架時，其資訊處理流暢性會更高，因而使得其態度確定性提升。

The current research explores one versus two-sided message framing effects on attitude certainty. The results of our research suggest that when the message is framed as two-sided (i.e., summarizing product information into positive and negative aspects), attitude certainty is higher compared to when the message is framed as one-sided (i.e., summarizing product information without clearly mentioning positive and negative aspects). Both one- and two-sided message framing conditions generate higher attitude certainty compared to no-framing condition (i.e., not summarizing product information). Moreover, this research proposes that the above effects are mediated by information processing fluency. Message framing could lead to a greater information processing fluency which resulted in a higher attitude certainty.