- 學位論文
消費者涉入程度與廣告訴求數量對態度確定性與偏誤修正量之影響
The Influence of Consumers’ Involvement and Amount of Advertising Argument on Attitude Certainty and Amount of Bias Correction
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摘要
本研究主要探討消費者的涉入程度在廣告訴求數量的調節下會如何影響消費者對產品態度的確定性，以及態度確定性的高低是否會影響消費者對偏誤修正的程度。不同於過去對於態度確定性的研究，本研究採用不同的涉入程度來影響受測者的推敲可能性，再針對不同推敲可能性的受測者分別提供不同數量的廣告訴求，此外，為了讓高涉入程度的受測者能夠進行偏誤的修正行為，本研究採用雙面論述的廣告訴求，以降低訴求的強度，並提升訴求的模糊程度。本研究主張不論消費者的涉入程度高低，越多的廣告訴求會有越高的產品態度確定性，而較高的產品態度確定性也會使消費者在進行偏誤修正時降低其對偏誤的修正量。實驗結果發現，不論涉入程度高低，在越多的廣告訴求下，受測者會有較高的態度確定性，而在高涉入的狀態下，給與偏誤修正指示的受測者會進行反向的態度修正，且態度確定性高的受測者其偏誤修正的幅度會小於態度確定性較低的受測者。
並列摘要
The current study is dedicated to investigate how consumers’ involvement level impacts attitude certainty as the number of advertisement argument is altered, and how attitude certainty subsequently influences the amount of bias correction. Different from previous researches in attitude certainty, current study uses involvement as a variable to manipulate elaboration amount. Then, we provide varying number of arguments to participants with differing level of involvement. In addition, present research uses two-sided arguments to lower argument quality and increase the argument ambiguity so participants in the high involvement group will initiate bias correction. It is predicted that participants who read more arguments will have higher attitude certainty, and higher attitude certainty will result in the reduction of bias correction amount regardless of the involvement levels. The result of our experiment confirms with the prediction, more arguments will result in higher attitude certainty despite the level of involvement. Moreover, in high involvement condition, participants with awareness tagline reverse their attitude and those who have higher attitude certainty have less amount of bias correction.
參考文獻
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