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Title: | 涉入程度、產品論點、與訊息來源對消費者態度修正的影響 Consumer Correction Behavior: Involvement, Argument Quality, and Source Effects |
Authors: | Ying Chen 陳穎 |
Advisor: | 簡怡雯 |
Keyword: | 偏誤修正,修正行為,涉入,產品論點,來源效果,來源─產品相關度, bias correction,correction behavior,involvement,argument quality,source effects,source-product relevance, |
Publication Year : | 2008 |
Degree: | 碩士 |
Abstract: | 修正行為的相關研究一直是在社會心理學領域備受重視的議題之一,本篇論文將修正行為應用至消費者行為研究領域,並進一步探討產品論點、代言人、以及代言人與產品相關度等因素在其中扮演的角色。本研究在Elaboration Likelihood Model的基礎上,補足了不足的一塊,證實高涉入並不一定就會修正知覺偏誤、代言人形象與代言產品不符也不見得就會產生負面效果、產品論點相對偏弱也可能因代言人形象良好而產生正面的產品態度。實際修正行為的發生受到產品論點是否充足、代言人是否與代言產品相關、以及代言人是否受歡迎等三個因素的共同影響。唯有當產品論點不足、代言人形象與代言產品不符、且代言人相當受歡迎等三個條件都滿足的情況下,修正行為才可能發生。 The current research aims to examine how consumers correct their product attitudes when the advertised product is advocated by a favorable endorser. It is predicted that the correction behavior is built on a complicated mechanism co-operated by factors of involvement, argument quality, source-product relevance, and source-favorability. Highly involvement consumers treat source as one argument as well, and when other persuasive arguments are not sufficient to form product attitudes, they will focus on processing source. If source-implied arguments are not relevant to the focal product, correction behavior is likely to occur, and a favorable source may generate negative source effects when over-corrected. Results of the current study support this hypothesis. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/26802 |
Fulltext Rights: | 未授權 |
Appears in Collections: | 商學研究所 |
Files in This Item:
File | Size | Format | |
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ntu-97-1.pdf Restricted Access | 8.42 MB | Adobe PDF |
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