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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 簡怡雯 | |
| dc.contributor.author | Tz-Chen Yeh | en |
| dc.contributor.author | 葉子蓁 | zh_TW |
| dc.date.accessioned | 2021-05-19T17:41:39Z | - |
| dc.date.available | 2024-07-15 | |
| dc.date.available | 2021-05-19T17:41:39Z | - |
| dc.date.copyright | 2019-07-15 | |
| dc.date.issued | 2019 | |
| dc.date.submitted | 2019-07-03 | |
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/7332 | - |
| dc.description.abstract | 本篇論文主要研究消費者在閱讀業配部落格文章時，不同廠商贊助訊息的揭露時間對產品態度的影響，並在資訊單面或雙面型態是否會有不同效果。實驗中，操弄贊助訊息的揭露在文章開頭、文章結尾、沒有揭露，以此衡量受測者對產品的態度，調節變數則為單面訊息與雙面訊息，並將受測者隨機分配至此六種不同的狀況。本研究結果顯示，在受測者皆為高涉入的狀態下，1) 當文章中有贊助揭露訊息時，會比沒有揭露訊息，較可能對產品態度往負面方向去調整。2) 與過去實驗結果不同之處在於，在雙面訊息之狀態下不一定會有較佳的產品態度，若負面資訊數量少、比重低，則受測者的產品態度會與在單面訊息之狀態下無差異。若廠商欲透過業配文章提升消費者的產品態度，則可選擇業配文章的狀態為負面資訊比重不低的雙面訊息。此結果對實務上的業配文章行銷操作有所助益。 | zh_TW |
| dc.description.abstract | The current research mainly discussed the corrective effects of disclosure in sponsored user-generated content in the settings of blog. Our experiment is designed to investigate the effects of prior disclosure, after disclosure and no disclosure on product attitude, with the moderation of information sidedness: one-sided vs. two-sided information. The results show that under high involvement, both prior disclosure and after disclosure make people more likely to correct their judgements of a sponsored user-generated content to negative direction than no-disclosure condition. Moreover, if the amount and importance of negative information is low and trivial, the product attitude in two-sided information condition would be no different from that of in one-sided information condition. | en |
| dc.description.provenance | Made available in DSpace on 2021-05-19T17:41:39Z (GMT). No. of bitstreams: 1 ntu-108-R06741043-1.pdf: 7027368 bytes, checksum: a0e5ca04a481c1db3a7dce489b6c8b95 (MD5) Previous issue date: 2019 | en |
| dc.description.tableofcontents | 誌謝 ............... i
中文摘要 ............... ii ABSTRACT ............... iii Chapter 1 Introduction ............... 1 Chapter 2 Literature Review ............... 3 2.1 Prior research on sponsored content and related theories ............... 3 2.1.1 Flexible Correction Model ............... 5 2.1.2 Persuasion Knowledge Model ............... 6 2.2 Prior research on disclosure timing ............... 7 2.3 Prior research on two-sided persuasion ............... 9 Chapter 3 Hypothesis and Research Framework ............... 11 Chapter 4 Main Study ............... 16 4.1 Design and subjects ............... 16 4.2 Procedure ............... 16 4.3 Independent variables manipulation ............... 17 4.4 Dependent variables ............... 18 Chapter 5 Results ............... 21 5.1 Reliability test of dependent variables ............... 21 5.2 Manipulation checks ............... 23 5.2.1 One-sided and two-sided information ............... 24 5.2.2 Involvement level ............... 25 5.2.3 Persuasion knowledge ............... 26 5.3 Dependent variable testing ............... 28 5.3.1 Product attitude ............... 28 5.4 Mediation analysis ............... 32 Chapter 6 General Discussion ............... 35 6.1 Research conclusion ............... 35 6.2 Managerial applications ............... 37 6.3 Limitations and future research ............... 38 REFERENCE ............... 40 APPENDIX: QUESTIONNAIRE ............... 46 | |
| dc.language.iso | en | |
| dc.title | 業配揭露時間與資訊單雙面對產品態度的影響—以部落格文章為例 | zh_TW |
| dc.title | The Effects of Disclosure Timing and Information Sidedness on Product Attitude of Sponsored User-Generated Content | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 107-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 陳建維,練乃華 | |
| dc.subject.keyword | 業配文,產品態度,正負面訊息,贊助訊息揭露時間, | zh_TW |
| dc.subject.keyword | bias correction,persuasion knowledge,disclosure timing,two-sided message, | en |
| dc.relation.page | 70 | |
| dc.identifier.doi | 10.6342/NTU201901147 | |
| dc.rights.note | 同意授權(全球公開) | |
| dc.date.accepted | 2019-07-03 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 商學研究所 | zh_TW |
| dc.date.embargo-lift | 2024-07-15 | - |
| 顯示於系所單位： | 商學研究所 | |
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| 檔案 | 大小 | 格式 | |
|---|---|---|---|
| ntu-108-1.pdf | 6.86 MB | Adobe PDF | 檢視/開啟 |
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