勸服變數對產品態度的影響：資訊處理流暢度與涉入的干擾效果

Abstract

推敲可能模型是當今消費者態度研究中最廣為人知及備受討論的模型之一。將消費者分為高涉入及低涉入，即可得知其較易受產品勸服訴求的品質或週邊線索的影響而形成態度。大多推敲可能模型的研究皆關注高涉入而非低涉入的情形，甚至有低涉入消費者不關心產品品質的誤解。多重角色澄清變數會因不同情況扮演不同的目的，本研究加入一個新的變數「中央屬性的資訊處理流暢度」(中央屬性的資訊被處理的容易程度)到推敲可能模型中，並測試低涉入消費者的情況。我們認為當中央屬性跟周邊線索一樣容易處理時(高資訊處理流暢度)，低涉入的消費者會被勸服訴求的品質影響。我們的實驗包含涉入、勸服訴求的品質、代言人喜好、資訊處理流暢度等變數，並僅使用圖片作為高資訊處理流暢度情況時的勸服變數。 結果支持我們的假設：低涉入的消費在高訊息處理流暢度的情況時較受勸服訴求的品質而非週邊線索的影響而形成態度。本研究也藉由呈現中央屬性的圖片可同時對高涉入的消費者扮演勸服變數(因其含有中央屬性)及周邊線索(因其資訊容易處理)，再次證實了多重角色。

Elaboration Likelihood Model is one of the most well-known models studying consumer attitude change. By simply differentiate customer by high or low involved, whether argument quality or peripheral cues affects their attitude change more is known. Although lots of studies applied ELM, most of them focus on the high involvement condition, and there is misunderstanding of the low-involved condition. Multiple roles clarify that variable serve as different purpose depending on the situation, and we extended the ELM by adding a new moderating variable “processing fluency of the central merit”, which is the ease central merit can be accessed, and tested the effect on low involvement condition. We proposed low involvement people will be affected by argument quality if central merit is as easy to process as peripheral cue (i.e., high processing fluency condition). We conducted an experiment of involvement, argument quality, endorser favorability, and processing fluency to test our hypotheses, and used only picture image to present the arguments in high processing fluency condition. The result supported our assumption, showing low involvement people were more affected by argument quality in high processing fluency condition. This study confirmed multiple roles, as picture presenting central merit serve as central argument for high involvement people and also serve as peripheral cue for low involvement people.