他圖動機之易取性和消費者動機對說服性訊息處理之影響-以部落格文章為例

Abstract

隨著網路科技、社群平台的蓬勃發展，用戶原創內容不斷地在網路上大量產生。本研究旨在探討在用戶原創內容的網路環境下，會影響消費者使用說服知識的影響因素為何，並以部落格文章為例。本研究提出「消費者動機」和「他圖動機之易取性」會交互作用影響消費者對於目標產品之態度。並證實了對於高動機的消費者而言，他圖動機之易取性在對目標產品之態度上沒有影響；而對於低動機的消費者而言，低他圖動機之易取性的情況將會導致對目標產品之態度較佳於高他圖動機之易取性的情況。本研究也探討了產品「品質模糊性」對於消費者態度改變之影響，並發現品質模糊性給予了消費者更多的空間去產生不同的產品態度，在不同的情境之下。本文章將介紹我們所進行的先導性研究和主要研究。

As the booming of internet technology and social websites/platforms, huge amount of user-generated content has appeared online. Thus, this article aims to examine conditions that influence consumers’ use of persuasion knowledge to user-generated content in an online blog context. We propose that the motivation of consumer and the accessibility of ulterior motive will interact to affect the consumers’ attitudes toward the target product. When the motivation of consumer is high, the accessibility of ulterior motives has no effect on the attitudes toward the target product; when the motivation of the consumer is low, they will form less favorable attitudes toward the target product under high accessibility than under low accessibility. This article also introduces the effect of quality ambiguity on attitude change in an online user-generated content context, we found that the quality ambiguity allows consumers to form diverse attitudes toward the target product under different conditions. A pilot study and a main study are conducted to support the predictions.