產品評價態度修正影響因素： 高涉入的情境下， 產品訴求和代言人關聯性對消費者判斷產品的交互作用影響

Correction of Product Evaluation under high involvement situation: Endorsement effect v.s. Product Argument

張碩涵(Shuo-Han Chang)

指導教授 ： 簡怡雯

國立臺灣大學/管理學院/商學研究所/碩士(2015年)

https://doi.org/10.6342/NTU.2015.10689

摘要

本研究將探討消費者在高涉入的情境下，會因為代言人和產品之間的關聯性差異，以及廣告訴求說服力強弱，而對同一項產品進行不同的產品評價。在代言人和產品之間是高度關聯的情況下，無論在任何情況，正面形象的代言人對產品都有加分的作用。然而，若代言人和產品之間的關聯性低，則受測者會將代言人視為一個誤導他們決策的資訊，因而將產品評價得較差。此外，若在同一篇廣告中，同時存在和產品相關的廣告訴求與代言人，則廣告訴求通常會被視為中央路徑訊息、代言人則被視為邊陲路徑訊息，因此，當受測者沒有被促發代言人訊息時，則受測者會把大部份的認知資源投入處理廣告訴求，因此無論有無代言人，產品評價都相似。本研究總計1個實驗和12個操作條件，實驗部分驗證以上之論述。

關鍵字

產品評價 ； 彈性修正模型(FCM) ； ELM模型 ； 涉入程度 ； 產品訴求 ； 代言人相關性

並列摘要

The current research is intending to investigate how a consumer, under high involvement, would make different product evaluations caused by different level of endorser matchup and the persuasiveness of a target advertisement. That is, when the endorser is highly related to the product he/she promotes, participants treat he/she a value-added info, thus see the product more attractive under any circumstance. In contrary, if the endorser has low relatedness to the product, participants see he/she as misleading information, trying to correct the “perceived bias“, and consequently, the participants’ attitude toward the product is relatively low. Furthermore, in the situation when both product-related information and endorser are presented in one ad, participants usually see the product-related advertisement as a central argument, whereas the endorser as a peripheral cue. Accordingly, when the endorser is not primed, participants put every cognitive resource on processing the ad info, which in term resulted in no difference product judgment among all situations, with or without the endorser.
This research includes 1 study and 12 experiment conditions. The result of the study partially proves the hypothesis.

並列關鍵字

product evaluation ； flexible correction model ； elaboration likelihood model ； level of involvement ； product argument ； endorser matchup

參考文獻

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