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題 名 | 訊息來源與產品種類相關性、訊息來源可信度、消費者涉入程度對產品態度之影響=The Influence of Message Source-Product Category Relevance, Source Credibility, and Involvement on Product Attitudes |
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作 者 | 簡怡雯; 蕭中強; 邱玉葉; 盧端雯; | 書刊名 | 管理評論 |
卷 期 | 26:2 2007.04[民96.04] |
頁 次 | 頁23-38 |
分類號 | 496.1 |
關鍵詞 | 涉入; 態度; 訊息來源; 來源可信度; Involvement; Attitude; Message source; Source credibility; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究以二元訊息處理理論(ELM and HSM)和勸服變數的多重角色(Multiple role)為基礎,探討在不同的涉入程度及訊息來源(雜誌)與產品種類相關性下,訊息來源可信度如何影響消費者的產品態度。針對226位學生樣本進行實驗設計,研究結果發現,高涉入的受測者,當訊息來源與產品種類高相關時,其產品態度會受到訊息來源可信度的影響;但是當訊息來源與產品種類低相關時,則不會受到訊息來源可信度的影響。而低涉入的受測者,不論訊息來源與產品種類相關與否,高可信度的訊息來源都會產生較正面的產品態度。 |
英文摘要 | This study, applies dual-process theories, especially the perspective of multiple-roles for persuasion variables, to explain how consumer's product attitudes are affected by source credibility under different consumer involvement and source-product relevance conditions. The result showed that in the high involvement and high source-product relevance condition, participants who were exposed to product information from high-credibility source generated more favorable product attitudes than those who were exposed to product information from low-credibility source; however, in low source-product relevance condition, source credibility doesn't have any impact on product attitudes. In addition, under low involvement condition, regardless of source-product relevance, higher-credibility source induced more positive product attitudes. |
本系統中英文摘要資訊取自各篇刊載內容。