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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 簡怡雯(Yi-Wen Chien) | |
| dc.contributor.author | Li Lin | en |
| dc.contributor.author | 林欐 | zh_TW |
| dc.date.accessioned | 2021-06-07T17:40:41Z | - |
| dc.date.copyright | 2020-07-27 | |
| dc.date.issued | 2020 | |
| dc.date.submitted | 2020-07-22 | |
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/15448 | - |
| dc.description.abstract | 由於行銷從業人員愈來愈常使用業配文，本篇論文主要研究在部落格文章的情境之下，廠商贊助訊息於不同時機揭露 (無揭露/前揭露/後揭露) 對產品態度的影響，並加入涉入程度 (高涉入/低涉入) 及認知需求 (高認知需求/低認知需求) 作為調節變數。根據說服知識模型 (Persuasion Knowledge Model)、推敲可能性模型 (Elaboration Likelihood Model) 及彈性修正模型 (Flexible Correction Model)，我們發現在高涉入、高認知需求與低認知需求的情境，人們的產品態度在三種揭露時機兩兩之間均無顯著差異，然而，在低涉入情境，在文章結尾揭露當廠商贊助資訊比沒有廠商贊助資訊會使人們產生較差的產品態度。 | zh_TW |
| dc.description.abstract | Because of the growing use of sponsored user-generated blog contents by marketers, current research aims to examine the effects of different disclosure timing (no disclosure / prior-disclosure / after-disclosure) on product attitude with the moderation of involvement (high involvement / low involvement) and need for cognition (high need for cognition / low need for cognition) in the blog context. According to Persuasion Knowledge Model, Elaboration Likelihood Model and Flexible Correction Model, we observed that under high involvement, high and low need for cognition conditions, there were no differences among three types of disclosure timing, while in low involvement conditions, people exposed to the blog content with disclosure of sponsorship placed at the end tended to generate a less favorable attitude toward target product compared with those reading the blog article without disclosure messages. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-07T17:40:41Z (GMT). No. of bitstreams: 1 U0001-2207202014332400.pdf: 5927166 bytes, checksum: 4b85ee94cdf9d87cf12f9c216dcae81d (MD5) Previous issue date: 2020 | en |
| dc.description.tableofcontents | 誌謝 i 中文摘要 ii Abstract iii Chapter 1 Introduction 1 Chapter 2 Literature Review 4 2.1 Persuasion Knowledge Model 4 2.2 Elaboration Likelihood Model 5 2.2.1 Personal Relevance / Involvement 6 2.2.2 Need for Cognition 7 2.3 Flexible Correction Model 9 2.4 Disclosure Timing 10 Chapter 3 Hypothesis and Research Framework 13 Chapter 4 Study 1 19 4.1 Experiment 19 4.1.1 Participants and Design 19 4.1.2 Procedure 19 4.1.3 Manipulation of Independent Variables 20 4.1.4 Measures 21 4.2 Results 22 4.2.1 Reliability Test of Dependent Variables 22 4.2.2 Manipulation Check 23 4.2.3 Hypothesis Testing 28 4.2.4 Discussion for Study 1 32 Chapter 5 Study 2 35 5.1 Experiment 35 5.1.1 Participants and Design 35 5.1.2 Procedure 35 5.1.3 Manipulation of Independent Variables 36 5.1.4 Measures 38 5.2 Results 39 5.2.1 Reliability Test of Dependent Variables 39 5.2.2 Manipulation Check 39 5.2.3 Hypothesis Testing 43 5.2.4 Discussion for Study 2 47 Chapter 6 General Discussion 50 6.1 Research Conclusion 50 6.2 Managerial Implication 53 6.3 Limitations 54 6.4 Directions for Future Research 56 References 58 Appendix 64 Study 1 64 Study 2 87 | |
| dc.language.iso | zh-TW | |
| dc.subject | 用戶生成內容 | zh_TW |
| dc.subject | 揭露時間 | zh_TW |
| dc.subject | 涉入 | zh_TW |
| dc.subject | 認知需求 | zh_TW |
| dc.subject | 產品態度 | zh_TW |
| dc.subject | 說服知識 | zh_TW |
| dc.subject | 偏誤修正 | zh_TW |
| dc.subject | Need for cognition | en |
| dc.subject | Disclosure timing | en |
| dc.subject | User-generated contents | en |
| dc.subject | Bias correction | en |
| dc.subject | Persuasion knowledge | en |
| dc.subject | Product attitude | en |
| dc.subject | Involvement | en |
| dc.title | 不同業配揭露時間對消費者產品態度之影響―探討消費者涉入程度及認知需求的干擾效果 | zh_TW |
| dc.title | The Effects of Sponsorship Disclosure Timing on Product Judgments of User-generated Content in Blog Context: The Moderating Role of Involvement and Need for Cognition | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 108-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 陳建維(Chien-Wei Chen),練乃華(Nai-Hwa Lien),蕭中強(Chung-Chiang Hsiao) | |
| dc.subject.keyword | 揭露時間,涉入,認知需求,產品態度,說服知識,偏誤修正,用戶生成內容, | zh_TW |
| dc.subject.keyword | Disclosure timing,Involvement,Need for cognition,Product attitude,Persuasion knowledge,Bias correction,User-generated contents, | en |
| dc.relation.page | 99 | |
| dc.identifier.doi | 10.6342/NTU202001732 | |
| dc.rights.note | 未授權 | |
| dc.date.accepted | 2020-07-22 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 商學研究所 | zh_TW |
| 顯示於系所單位： | 商學研究所 | |
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