業配揭露時間與消費者涉入程度對產品評價的效果—以部落格文章為例

The Effects of Sponsorship Disclosure Timing on Product Judgements of User-Generated Content in Blog Context: The Moderating Role of Involvement

陳盈如(Ying-Ju Chen)

指導教授 ： 簡怡雯

國立臺灣大學/管理學院/商學研究所/碩士(2019年)

https://doi.org/10.6342/NTU201901073

摘要

隨著社群媒體及業配文的盛行，本篇論文主要研究消費者在閱讀部落格文章時，廠商贊助訊息於不同時間揭露（前揭露/後揭露/無揭露）對產品態度的影響，並且也引入涉入程度（高涉入/低涉入）作為調節變數。根據「說服知識模型」(Persuasion Knowledge Model)、 「推敲可能性模型」(Elaboration Likelihood Model)以及「彈性修正模型」(Flexible Correction Model)，我們發現在高涉入的情境下，沒有揭露廠商贊助訊息比起無論於文章開頭或文章結尾揭露廠商贊助訊息，會使人們產生較好的產品態度。而在低涉入的情境下，於文章開頭揭露廠商贊助訊息比起沒有揭露會讓人們產生較差的產品態度，但於文章結尾揭露廠商贊助訊息則會讓人們產生和沒有揭露一樣好的產品態度。另外，揭露時間對產品態度的影響被內容可信度中介。

關鍵字

揭露時間 ； 涉入 ； 內容可信度 ； 說服知識 ； 偏誤修正 ； 用戶生成內容

並列摘要

With the popularity of social media and sponsored user-generated content, the current research aims to examine the effects of different disclosure timing (prior disclosure/after disclosure/no disclosure) of sponsorship on product attitude, with the moderation of involvement (high involvement/low involvement) in the context of blog. Based on the Persuasion Knowledge Model, the Elaboration Likelihood Model, and the Flexible Correction Model, we found that under high involvement conditions, people will generate a better attitude in no disclosure condition than no matter prior or after disclosure condition, and under low involvement conditions, prior disclosure will lead to worse attitude than that in no disclosure condition, but after disclosure will lead to the same attitude as that in no disclosure condition. Besides, the content credibility mediated the effects of disclosure timing on product attitude.

並列關鍵字

disclosure timing ； involvement ； content credibility ； persuasion knowledge ； bias correction ； user-generated content

參考文獻

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