代言品牌熟悉度與揭露業配事實與否及順序對消費者產品態度之影響—以部落格文章為例

Abstract

本文主要探討消費者在閱讀部落格業配文的情境下，對文中產品的態度可能受到「商家贊助之事實的揭露情況」與「品牌熟悉度」的影響。實驗操弄在業配文正文前揭露、正文後揭露、不揭露商家贊助的事實，並設計品牌熟悉度的高低作為調節變數。我們推論：對商家贊助事實的揭露會使消費者認為該部落格業配文可信度低，從而降低他們對文中提及產品的評價態度；相較於在業配文正文後揭露贊助事實，在正文前揭露會讓消費者的態度往負向調整幅度更大。再者，我們推測無論在文中何處揭露，相較於高品牌熟悉度，當消費者面對低品牌熟悉度產品時，他們的態度往負向調整幅度更大。此外，文章也強調了消費者感知到業配文可信度的重要性，將對實務上的業配文行銷具有一定啟發作用。

This article examines the conditions that affect consumers’ attitude towards the product introduced in a user-generating sponsored blog context. Based on the Flexible Correction Model and the Persuasion Knowledge Model, we propose that two factors, the sponsorship disclosure conditions (i.e. no / pre-content / post-content disclosure) and the brand familiarity (i.e. high / low), may have influence on consumers’ use of persuasion knowledge, which therefore affects their attitude towards the introducing product. We infer that a disclosure of sponsorship may activate consumers’ persuasion knowledge, and the attitude towards the product may be less favorable when there is a disclosure than no disclosure condition, no matter in what disclosing time. The perceived credibility of the blog may act as a mediator: a disclosure may lower the credibility that consumers perceived, and therefore lower their attitudes. Consumers will correct the judgement of the promoted product in the contrast direction more, when the disclosure displayed prior to the main content than after the main content. Moreover, we infer that when there is a disclosure, consumers will correct their product judgment less to the negative direction in high than low familiarity brand condition, regardless of the disclosure timing.