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標題: | 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
The Effects of One versus Two-Sided Framing and Degree of Negativity on Product Attitude and Attitude Certainty in the Context of User-Generated Content of Blog and IG |
作者: | Yu-Hsuan Lin 林祐萱 |
指導教授: | 簡怡雯(Yi-Wen Chien) |
關鍵字: | 雙面框架訊息,態度確定性,資訊處理流暢性,產品態度,使用者原創性內容, two-sided message framing,attitude certainty,information processing fluency,product attitude,user-generated content, |
出版年 : | 2020 |
學位: | 碩士 |
摘要: | 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. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/60472 |
DOI: | 10.6342/NTU202001330 |
全文授權: | 有償授權 |
顯示於系所單位: | 商學研究所 |
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