角色代言人在推敲可能性模式的影響途徑

Spokes-Characters to Influence the Route of Elaboration Likelihood Model

田治平(Chih-Ping Tien)

指導教授 ： 林建煌

國立中央大學/管理學院/企業管理學系/碩士(2006年)

摘要

角色代言人能避免真實代言人的風險因素，而且在網路行銷上更有諸多優點，因此商業的應用日漸蓬勃。過去之研究多僅探討不同類型的代言人如何透過單一途徑影響消費者，例如透過角色信任等途徑影響消費者的品牌態度。本研究試圖代入推敲可能性模式的思考途徑，亦即中央路徑與邊陲路徑，以探討不同類型角色代言人如何改變品牌態度。作者期望能瞭解角色代言人對消費者態度改變之途徑的影響。
研究採3（角色代言人類型：專家、產品相關、討喜）×2（產品涉入程度：高、低）的兩因子實驗，分6組。主要分析工具為SEM與分群SEM。
本研究發現不同類型的角色代言人會偏向不同的途徑影響態度，消費者會受到專家角色的影響，而偏向以中央路徑進行決策。討喜角色則會促使消費者更依賴邊陲路徑改變態度。產品相關角色透過中央路徑改變態度，但其影響極微。當面對高涉入產品或認知需求高時，消費者重視的是產品的訊息，因為專家角色並非真正的產品訊息，消費者不為其形象所矇騙，仍視其為周邊線索，此時中央路徑的影響下降。但討喜角色則不受影響，因為消費者一直視其為周邊線索，其邊陲路徑仍存在。當面對低涉入產品或認知需求低時，因為消費者不會仔細思索廣告的內容，誤將專家角色視為產品的訊息，亦即專家角色被當成了中央線索，此時中央路徑與邊陲路徑的影響不變。男性較女性更偏向以中央路徑處理訊息，女性消費者則較偏向經由邊陲路徑處理訊息。

關鍵字

分群SEM ； 認知需求 ； 涉入程度 ； 推敲可能性模式 ； 角色代言人

並列摘要

Spokes-characters can avoid the risk of real spokespersons. And there are many advantages in the internet promotion. Therefore the application of spokes-characters is more popular in commerce. Past researches usually probe into how the different kinds of spokespersons influencing consumer attitude by a single route. For example, influence consumer attitude by character trust mediate. This research attempts to draw into the elaboration route of Elaboration Likelihood Model. That is the central route and peripheral route. We discuss how to change the brand attitude of consumers by different kinds of spokes-characters. The author expects to be able to understand how the spokes-characters to influence consumers elaboration route.
This study use 3 (category of spokes-characters: Expert, Relevance and Lovely) * 2 (products involvement: High and Low) the two factor experiments. And divide the sample into 6 groups. Use SEM and multi-group SEM to analyze.
Our results show that the different category of spokes-characters will be partial to different route to influence attitude. Consumers can be influenced by expert characters to lean to central route to change attitude. Consumers can be influenced by lovely characters to lean to peripheral route to change attitude. Consumers can be influenced by relevance characters to change attitude through the central route, but the influence is small. When consumers face the high involvement product or their need for cognition is high, consumers attach importance to the products information. The expert character does not a truly product information so that consumers are not deceived by characters’ image but still regarded it as the peripheral cue. The influence of the central route will drops at this moment. However, it doesn’t have any change in lovely characters because consumers always regard it as the peripheral cue and the peripheral route exists. Facing the low involvement products or their need for cognition is low. Consumers will not consider the content of the advertisement carefully. For this reason they view the expert characters as the product information by mistake. The expert characters had been regarded as a central cue and influence of the central and peripheral route so it does not change at this moment. Male consumers deal with the process information in the central route more than female does. Female consumers are relatively inclined to process information in the peripheral route.

並列關鍵字

spokes-characters ； ELM ； involvement ； need for cognition ； multi-group SEM

參考文獻

林建煌（2002），消費者行為，智勝。

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Cacioppo, John T., Richard E. Petty, Chuan Feng Kao and Regina Rodriguez (1986), ”Central and Peripheral Routes to Persuasion: An Individual Difference Perspective,” Journal of Personality and Social Psychology, 51 (5), 1032-1043.

Dotson, Michael J. and Eva M. Hyatt (2000), ”Religious Symbols as Peripheral Cue in Advertising: A Replication of the Elaboration Likelihood Model,” Journal of Business Research, 48, 63-68.