想法信心與態度信心程度的高低對偏誤修正之影響

Abstract

本研究提出三個主要的假設方向假說，首先，當消費者產生正向想法時，其在產品態度的評價上會相較於產生負向想法的消費者好。第二，對自己想法產生較高信心的消費者，會相較對想法產生低信心的消費者在產品態度評價上有較高的信心。第三，對產品態度產生較高信心的消費者，在受到提醒代言人是個偏誤後，即會產生偏誤修正的動機，並修正其評價，而第一次與第二次評價間產品態度的修正幅度會相較於對產品態度產生較低信心的消費者小。 透過實驗的驗證，結果顯示「對於想法的信心」會顯著影響「對於產品態度的信心」；「對於產品態度的信心」也會顯著影響「產品態度修正幅度」;同時產生正向想法的消費者也會在產品態度的評價上相較於產生負向想法的消費者更好。

There are three main hypotheses in this research. First of all, when customers have positive thought, their evaluation on the product attitude will be higher than those who have negative thought. Second, the higher thought confidence the customers have, the higher the attitude confidence will be. Last, customers who have higher confidence on the product attitude will have the motivation of bias correction right after the endorser's reminder and thus correct their evaluation. Moreover, the correction magnitude between first and second product attitude evaluation will be lower than customers who have lower confidence on the product attitude. As a result, according to the experiments' certifications, the thought confidence will affect the attitude confidence significantly and customers who have positive thought will have higher evaluation on the product attitude than those who have negative thought. Furthermore, the attitude confidence will also affect significantly on the correction magnitude of the product attitude.