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題 名 | The Influence of Fluency on Omission Effect=流暢性對忽略效果的影響 |
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作 者 | 楊文廣; 徐暐亭; 凃鈺城; 張佳榮; | 書刊名 | 行銷科學學報 |
卷 期 | 9:2 2013.10[民102.10] |
頁 次 | 頁129-138 |
分類號 | 496.34 |
關鍵詞 | 過程流暢性; 擷取流暢性; 忽略效果; 伴隨性情感; Processing fluency; Retrieval fluency; Omission effect; Incidental affect; |
語 文 | 英文(English) |
中文摘要 | 雖然以往眾多忽略效果的研究都聚焦在探討資訊過程與動機的影響上,但是對資訊過程與動機有顯著影響的決策流暢性,此研究缺口依然尚未釐清。實驗一與二的實證結果說明高擷取流暢性與高過程流暢性皆會使消費者傾向不採取行動(忽略效果),反之,低擷取流暢性與高過程流暢性則讓消費者傾向採取行動。此外,兩個實驗也都證實情感中介了流暢性與忽略效果。 |
英文摘要 | Despite extensive researchof omission effect focusing on the influenceof information processing and motivation, the importanceofthe role of fluency on omission effect remains unclear. Studies 1 and 2 demonstrate thatconsumers with high retrieval and processing fluency are more likely to take inaction (omission effect). Bycontrast, consumers with low retrieval and processing fluency are more likely to take action (commission effect). Besides, Studies 1 and 2 further demonstrate the mediating roleofthe incidental affect induced by fluency in the theoreticallink between fluency and omission effect. |
本系統中英文摘要資訊取自各篇刊載內容。