請用此 Handle URI 來引用此文件：
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/7529完整後設資料紀錄
| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 簡怡雯(Yi-Wen Chien) | |
| dc.contributor.author | Hsiang-Ju Lai | en |
| dc.contributor.author | 賴湘如 | zh_TW |
| dc.date.accessioned | 2021-05-19T17:45:42Z | - |
| dc.date.available | 2025-02-10 | |
| dc.date.available | 2021-05-19T17:45:42Z | - |
| dc.date.copyright | 2020-02-10 | |
| dc.date.issued | 2019 | |
| dc.date.submitted | 2020-01-16 | |
| dc.identifier.citation | Baron, Reuben M. and David A. Kenny (1986), “The Moderator–Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations,” Journal of Personality and Social Psychology, 51 (December), 1173-82.
Beltramini, Richard F. (1988), “Perceived Believability of Warning Label Information Presented in Cigarette Advertising,” Journal of Advertising, 17 (2), 26-32. Biswas, Dipayan, Abhijit Biswas, and Neel Das (2006), “The Differential Effects of Celebrity and Expert Endorsements on Consumer Risk Perceptions. The Role of Consumer Knowledge, Perceived Congruency, and Product Technology Orientation,” Journal of Advertising, 35 (2), 17-31. Boerman, Sophie C., Eva A.van Reijmersdal, and Peter C. Neijens (2014), “Effects of Sponsorship Disclosure Timing on the Processing of Sponsored Content: A Study on the Effectiveness of European Disclosure Regulations,” Psychology and Marketing, 31 (March), 214-24. Brucks, Merrie (1985), “The Effects of Product Class Knowledge on Information Search Behavior,” Journal of Consumer Research, 12 (June), 1-16. Campbell, Margaret C., and Amna Kirmani (2000), “Consumers' Use of Persuasion Knowledge: The Effects of Accessibility and Cognitive Capacity on Perceptions of an Influence Agent,” Journal of Consumer Research, 27 (June), 69-83. Chang, Klarissa T., Wen Chen, and Bernard C.Y. Tan (2012), “Advertising Effectiveness in Social Networking Sites: Social Ties, Expertise, and Product Type,” IEEE Transactions on engineering management, 59 (November), 634-43. Chari, Simos, George Christodoulides, Caterina Presi, Jil Wenhold, and John P. Casaletto (2016), “Consumer Trust in User‐Generated Brand Recommendations on Facebook,” Psychology and Marketing, 33 (December), 1071-81. Dhar, Vasant and Elaine A. Chang (2009), “Does Chatter Matter? The Impact of User-Generated Content on Music Sales,” Journal of Interactive Marketing, 23 (November), 300-07. Elwalda, Abdulaziz, Kevin Lu, and Maged Ali (2016), “Perceived Derived Attributes of Online Customer Reviews,” Computer in Human Behavior, 56 (March), 306-19 Friestad, Marian and Esther Thorson (1993), “Remembering Ads: The Effects of Encoding Strategies, Retrieval Cues, and Emotional Response,” Journal of Consumer Psychology, 2 (1), 1-23. Friestad, Marian and Peter Wright (1994), “The Persuasion Knowledge Model: How People Cope with Persuasion Attempts,” Journal of Consumer Research, 21 (June), 1-31. Goodstein, Ronald C. (1993), “Category-Based Applications and Extensions in Advertising: Motivating More Extensive Ad Processing,” Journal of Consumer Research, 20 (June), 87-99. Holbrook, Morris B. and Elizabeth C. Hirschman (1982), “The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun,” Journal of Consumer Research, 9 (September), 132-40. Holbrook, Morris B. and William L. Moore (1981), “Feature Interactions in Consumer Judgments of Verbal versus Pictorial Presentations,” Journal of Consumer Research, 8 (June), 103-113. Hovland, Carl I., Irving L. Janis, and Harold H. Kelley (1953), Communication and persuasion: Psychological Studies of Opinion Change. New Haven, CT: Yale University Press. Kahle, Lynn R. and Pamela M. Homer (1985), “Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective,” Journal of Consumer Research, 11 (March), 954-61. Kahle, Lynn R. and Susan G. Timmer (1983), “A Theory and a Method for Studying Values,” in Social values and social change: Adaptation to life in America, ed. Lynn R. Kahle, New York: Praeger, 43-69. Kamins, Michael A. (1990), “An Investigation into the “Match-up” Hypothesis in Celebrity Advertising: When Beauty May be only Skin Deep,” Journal of advertising, 19 (1), 4-13. Kamins, Michael A. and Kamal Gupta (1994), “Congruence between Spokesperson and Product Type: A Matchup Hypothesis Perspective,” Psychology and Marketing, 11 (November/December), 569-86. Kelley, Harold H. (1973), “The processes of causal attribution,” American psychologist, 28 (February), 107-28. Kim, Mikyoung and Mira Lee (2017), “Brand-Related User-Generated Content on Social Media: The Roles of Source and Sponsorship,” Internet Research, 27 (5), 1085-103. Kirmani, Amna and Michael C. Campbell (2009), “Taking the Target’s Perspective: The Persuasion Knowledge Model,” in Social Psychology of Consumer Behavior, Vol. 1, ed. Michaela Wänke, New Yok: Psychology Press, 297-316. Liu, Xia, Alvin C. Burns, and Yingjian Hou (2017), “An Investigation of Brand-Related User-Generated Content on Twitter,” Journal of Advertising, 46 (2), 236-47. Martin, Leonard L. (1986), “Set/reset: Use and Disuse of Concepts in Impression Formation,” Journal of Personality and Social Psychology, 51 (September), 493-504. Mir, Imran A. and Kashif Ur. Rehman (2013), “Factors Affecting Consumer Attitudes and Intentions Toward User-Generated Product Content on YouTube,” Management and Marketing, 8 (4). 637-54 Mittal, Banwari (1989), “Must Consumer Involvement Always Imply More Information Search?,” in NA - ACR North American Advances, Vol. 16, ed. Thomas K. Srull, Provo, UT: Association for Consumer Research, 167-72 Mowen, John C. and Stephen W. Brown (1981), “On Explaining and Predicting the Effectiveness of Celebrity Endorsers,” in NA - ACR North American Advances, Vol. 8, ed. Kent B. Monroe, Ann Abor, MI: Association for Consumer Research, 437-41. Mowen, John C., Stephen W. Brown, and Meg Schulman (1979), “Theoretical and Empirical Extensions of Endorser Effectiveness,” in American Marketing Association Conference Proceedings, ed. Neil Beckwith et al., Chicago, IL: American Marketing Association, 258-62 Ohanian, Roobina (1990), “Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness,” Journal of Advertising, 19 (3), 39-52. Park, Chan-Wook and Byeong-Joon Moon (2003), “The Relationship between Product Involvement and Product Knowledge: Moderating Roles of Product Type and Product Knowledge Type,” Psychology and Marketing, 20 (November), 977-97. Petty, Richard E. and John J. Cacioppo (1984), “Source Factors of the Elaboration Likelihood Model of Persuasion,” in Advanced in Consumer Research, Vol. 11, ed. Thomas K. Srull, Provo, UT: Association for Consumer Research, 668-72. ____(1986), “The Elaboration Likelihood Model of Persuasion,” In Communication and persuasion, ed. Richard Petty, John Cacioppo, NY: Springer, 1-24 Petty, Richard E., John Cacioppo, and David Schumann (1983), “Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement,” Journal of Consumer Research, 10 (September), 135-46. Rice, Dan H., Katie Kelting, and Richard J. Lutz (2012), “Multiple Endorsers and Multiple Endorsements: The Influence of Message Repetition, Source Congruence and Involvement on Brand Attitudes,” Journal of Consumer Psychology, 22 (April), 249-59. Rule, Brendan G., Gisanz L. Bisanz, and Melinda Kohn (1985), “Anatomy of a Persuasion Schema: Targets, Goals, and Strategies,” Journal of Personality and Social Psychology, 48 (May), 1127-40. Ryu, Gangseog, Jongchul Park, and Lawrence Feick (2006), “The Role of Product Type and Country‐of‐Origin in Decisions about Choice of Endorser Ethnicity in Advertising,” Psychology and Marketing, 23 (June), 487-513. Schmidt, Daniel F. and Richard C. Sherman (1984), “Memory for Persuasive Messages: A Test of a Schema-Copy-Plus-Tag Model,” Journal of Personality and Social Psychology, 47 (July), 17. Schwarz, N., and Bless, H. (1992), “Constructing Reality and Its Alternatives: An Inclusion/Exclusion Model of Assimilation and Contrast Effects in Social Judgment,” in The construction of social judgments, ed. Leonard L. Martin, Abraham Tesser, NJ: Erlbaum, 217-45. Smith, Andrew N., Eileen Fischer, and Yongjian Chen (2012), “How Does Brand-Related User-Generated Content Differ across YouTube, Facebook, and Twitter?,” Journal of Interactive Marketing, 26 (May), 102-13. Till, Brain. D. and Michael Busler (2000), “The Match-up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs,” Journal of Advertising, 29 (3), 1-13. Tripp, Carolyn, Thomas D. Jensen, and Les Carlson (1994), “The Effects of Multiple Product Endorsements by Celebrities on Consumers' Attitudes and Intentions,” Journal of Consumer Research, 20 (March), 535-47. Van Noort, Guda, Peter Kerkhof, and Bob M. Fennis (2008), “The Persuasiveness of Online Safety Cues: The Impact of Prevention Focus Compatibility of Web Content on Consumers’ Risk Perceptions, Attitudes, and Intentions,” Journal of Interactive Marketing, 22 (4), 58-72. Vaughn, Richard (1980), “How Advertising Works: A Planning Model,” Journal of Advertising Research, 20 (5), 27-33 Wegener, Duane T. and Richard E. Petty (1995), “Flexible Correction Processes in Social Judgment: The Role of Naive Theories in Corrections for Perceived Bias,” Journal of Personality and Social Psychology, 68 (January), 36-51. ____(1997), “The Flexible Correction Model: The Role of Naive Theories of Bias in Bias Correction,” in Advances in experimental social psychology, Vol. 29, ed. Mark P. Zanna, San Diego: Academic Press, 141-208. Weiner, Bernard (1985), “An Attributional Theory of Achievement Motivation and Emotion,” Psychological Review, 92 (4), 548-73. Zaichkowsky, J. L. (1987), “The Emotional Affect of Product Involvement, in America Consumer Research, Vol. 14, ed. Melanie Wallendorf, Paul Anderson, Provo, UT: Association for Consumer Research, 32-35. | |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/7529 | - |
| dc.description.abstract | 本篇研究主要探討消費者在閱讀網路部落格文章時，部落格主（產品代言人）過去代言的產品品類相關性與代言產品的知覺專業知識需求對文中產品態度、作者可信度以及文章可信度的影響。實驗中，操弄產品品類相關性與調節變數產品知覺專業知識需求在高與低兩個水準，並將受試者隨機分配至此四種不同的狀況，閱讀完實驗人員設計的部落格文章後，衡量其產品態度、作者可信度與文章可信度。本研究結果顯示，受試者都在高涉入的狀態下，1) 作者過去業配過的產品品類相關性完全影響產品態度，當相關性低時，消費者對產品的態度會往負向修正而顯著低於相關性高時的狀況；2) 產品品類相關性對產品態度的影響是透過作者可信度與文章可性度所中介。此外本研究尚有關於代言產品的知覺專業知識需求的額外中介效果發現：當產品知覺專業知識需求高時，消費者會知覺到此篇部落格文章為業配文（廣告）的程度則越高，致使代言此產品的部落客與此篇部落格文章的可信度都較產品知覺專業知識需求低的狀況時來的低，然而，產品品類相關性並無上述的中介效果。藉由本研究的發現，在業配文行銷操作上，代言人過去代言的產品品類相關性高，產品態度會較佳，對於代言人與文章的可信度也會較好，尤其在產品知覺專業知識需求高時更是如此。 | zh_TW |
| dc.description.abstract | The present research mainly discussed the effects of product categories relatedness of endorsement and perceived needs of knowledge of a product endorsed on consumers’ product attitude, source credibility, and article credibility under a user-generated content in a blog context. The result indicated that 1) product categories relatedness of endorsement completely affected product attitude. When there was unrelated endorsement, consumers’ product attitude would be negatively corrected, and therefore, significantly lower than related endorsement. 2) The influence of relatedness of endorsement on product attitude was mediated by source credibility and article credibility. Additionally, when a product is perceived high needs of knowledge to endorse, the blogs post such product would be taken as more like an advertisement or a sponsored content, and as a result, the credibility of the blogger and the content were be discounted. | en |
| dc.description.provenance | Made available in DSpace on 2021-05-19T17:45:42Z (GMT). No. of bitstreams: 1 ntu-108-R06741047-1.pdf: 1949150 bytes, checksum: b26123fc54dfb5dfba818e89c2dd31aa (MD5) Previous issue date: 2019 | en |
| dc.description.tableofcontents | 口試委員會審訂書 i
誌謝 ii 中文摘要 iii Abstract iv Chapter 1 Introduction 1 Chapter 2 Literature Review 3 2.1 Persuasion Knowledge Model 3 2.2 Flexible Correction Model 4 2.3 Multiple Product Endorsement 5 2.3.1 Attribution Theory 5 2.3.2 Multiple Product Endorsement on Attitude Change 7 2.3.3 Source Effect 8 2.4 The Role of Product Type 11 2.5 User-Generated Content 13 Chapter 3 Hypothesis and Research Framework 16 Chapter 4 Method 21 4.1 Pretest 21 4.2 Main Study 23 4.2.1 Subjects and Design 23 4.2.2 Procedure 23 4.2.3 Measures 24 Independent Variables. 24 Dependent Variables. 26 Chapter 5 Results 29 5.1 Reliability 29 5.2 Manipulation Checks 33 5.3 Product Attitude 34 5.4 Source Credibility 36 5.5 Article Credibility 43 5.6 Discussion 45 Chapter 6 General Discussion 53 6.1 Managerial Implications 55 6.2 Limitation and Future Research 56 Reference 60 Appendix A 68 Appendix B 71 Appendix C 73 | |
| dc.language.iso | en | |
| dc.title | 代言產品品類相關性與知覺產品知識需求對消費者產品態度之影響―以部落格文章為例 | zh_TW |
| dc.title | The Effects of Product Category Relatedness of Endorsement and Perceived Needs of Product Knowledge on Consumers’ Product Attitude of User-Generated Content in Blog Context | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 108-1 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 練乃華(Nai-Hwa Lien),陳建維(Chien-Wei Chen) | |
| dc.subject.keyword | 部落格文章,產品品類相關性,產品知覺專業知識需求,產品態度,文章可信度,作者可信度, | zh_TW |
| dc.subject.keyword | user-generated content,product category relatedness of endorsement,perceived needs of knowledge of a product,product attitude,source credibility,article credibility, | en |
| dc.relation.page | 93 | |
| dc.identifier.doi | 10.6342/NTU202000144 | |
| dc.rights.note | 同意授權(全球公開) | |
| dc.date.accepted | 2020-01-17 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 商學研究所 | zh_TW |
| dc.date.embargo-lift | 2025-02-10 | - |
| 顯示於系所單位： | 商學研究所 | |
文件中的檔案：
| 檔案 | 大小 | 格式 | |
|---|---|---|---|
| ntu-108-1.pdf | 1.9 MB | Adobe PDF | 檢視/開啟 |
系統中的文件，除了特別指名其著作權條款之外，均受到著作權保護，並且保留所有的權利。