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題名 訊息類型與來源專業度對說服效果之影響
The Influence of Message Type and Source Expertise on Persuasion Effect
作者 魏如慧
Wei, Ju Hui
貢獻者 別蓮蒂
Bei, Lien Ti
魏如慧
Wei, Ju Hui
關鍵詞 說服效果
訊息類型
來源專業度
推敲可能性模型
日期 2010
上傳時間 20-Jul-2016 16:36:14 (UTC+8)
摘要 網路上大量的宣傳訊息中，有些選擇透過數字達成說服效果，有些則選擇以文字方式呈現，本研究即探討此二種訊息類型對於說服效果的影響，並著重於明確性所產生的差異。本研究首先透過心理學的相關研究結果，推論一般而言，文字資訊的明確性小於數字資訊，且資料明確性與說服效果呈正相關；再援用推敲可能性模型的觀點，認為高涉入與高認知需求的消費者，由於傾向於深入思考資訊內容，相對於低涉入或低認知需求的消費者，於接收明確性低的資訊時，較能透過自主性的思考與判斷，獲得到自己的詮釋。因此，明確性低的資訊對於高涉入與高認知需求的消費者（相較於低涉入或低認知需求的消費者），有機會產生較佳的說服效果。
研究結果首先支持了文字資訊的明確性比數字資訊低的推論；同時，明確性較高的資訊亦呈現較佳的說服效果。此外，研究結果亦支持消費者涉入度對於明確性與說服效果之間關係的影響：相對於低涉入的消費者，對於高涉入的消費者而言，資訊明確性對說服效果的影響較小；且經過檢視，此差異的確是來自於高涉入消費者面對低明確性資訊時、說服效果偏高所致，與理論預測相符。但另一方面，研究結果則未呈現認知需求高低所產生的差異。
此外，本研究亦探討訊息來源專業度對說服效果的影響。研究結果發現，影響說服效果的並不是客觀的訊息來源專業度，而是消費者認知的主觀訊息來源專業度。當消費者認為該訊息來源專業度較高時，則該訊息具有較佳的說服效果；當消費者感覺到該訊息來源專業度較低時，則說服效果較低。而消費者對此專業度的認知與判斷，除了客觀資訊之外，也受到訊息內容的影響。
This research investigates the persuasion effect of the literal and the numerical message on the Internet, focusing on the influence of the message clarity. According to psychology literature, we propose that the literal message has lower clarity than numerical message and that the persuasion effect is positively related to the message clarity. We also propose that when low clarity message is received, there will be better persuasion effect on consumers with higher involvement and cognition need with higher lever of message elaboration, based on the Elaboration Likelihood Model.
The empirical results support the inference that the literal message has lower clarity than numerical message. The relationship between the message clarity and persuasion effect is also supported. The moderating effect of consumer involvement to the relationship between the message clarity and persuasion effect is also presented. The empirical results have shown that the message clarity has less influence on persuasion effect when consumers are with high level of involvement, and it is because the persuasion effect is not so low even when the message clarity is very low as long as consumers involvement are high. On the other hand, the inferences of the moderating effects of cognition needs are not supported.
The influence of the source expertise to persuasion effect is also investigated. According to the empirical results, it is not the objective expertise but the perceived expertise of the source matters. When the source of the message is perceived as with higher expertise level, the persuasion effect is higher. And the perception the expertise level of message source is affected by both the objective information of expertise and the message content.
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Beyth-Marom, R. (1982). How probable is probable? Numerical translation of verbal probability expression. Journal of Forecasting, 1(3), 257-269.
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Bronner, F. and de Hoog, R. (2010). Consumer-generated versus marketer-generated websites in consumer decision making. International Journal of Market Research, 52(2), 231-248.
Bruine de Bruin, W., Fischhoff, B., Millstein, S. G., and Halpem-Felsher, B. L. (2000). Verbal and numerical expressions of probability: “It’s a fifty-fifty chance.” Organizational Behavior and Human Decision Processes, 81(1), 115-131.
Brun, W. and Teigen, H. (1988). Verbal probabilities: Ambiguous, context-dependent, or both? Organizational Behavior and Human Decision Processes, 41(3), 390-404.
Budescu, D.V. and Wallsten, T. S. (1985). Consistency in interpretation of probabilistic phrases. Organizational Behavior and Human Decision Processes, 36(3), 391–485.
Budescu, D.V. and Wallsten, T. S. (1987). Subjective estimation of precise and vague uncertainties. In: Wright, G. and Ayton, P., Editors, (1987). Judgmental Forecasting, Wiley, Chichester, 63–82.
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描述 碩士
國立政治大學
企業管理學系
93355062
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0093355062
資料類型 thesis
dc.contributor.advisor 別蓮蒂zh_TW
dc.contributor.advisor Bei, Lien Tien_US
dc.contributor.author (Authors) 魏如慧zh_TW
dc.contributor.author (Authors) Wei, Ju Huien_US
dc.creator (作者) 魏如慧zh_TW
dc.creator (作者) Wei, Ju Huien_US
dc.date (日期) 2010en_US
dc.date.accessioned 20-Jul-2016 16:36:14 (UTC+8)-
dc.date.available 20-Jul-2016 16:36:14 (UTC+8)-
dc.date.issued (上傳時間) 20-Jul-2016 16:36:14 (UTC+8)-
dc.identifier (Other Identifiers) G0093355062en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/99281-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理學系zh_TW
dc.description (描述) 93355062zh_TW
dc.description.abstract (摘要) 網路上大量的宣傳訊息中，有些選擇透過數字達成說服效果，有些則選擇以文字方式呈現，本研究即探討此二種訊息類型對於說服效果的影響，並著重於明確性所產生的差異。本研究首先透過心理學的相關研究結果，推論一般而言，文字資訊的明確性小於數字資訊，且資料明確性與說服效果呈正相關；再援用推敲可能性模型的觀點，認為高涉入與高認知需求的消費者，由於傾向於深入思考資訊內容，相對於低涉入或低認知需求的消費者，於接收明確性低的資訊時，較能透過自主性的思考與判斷，獲得到自己的詮釋。因此，明確性低的資訊對於高涉入與高認知需求的消費者（相較於低涉入或低認知需求的消費者），有機會產生較佳的說服效果。
研究結果首先支持了文字資訊的明確性比數字資訊低的推論；同時，明確性較高的資訊亦呈現較佳的說服效果。此外，研究結果亦支持消費者涉入度對於明確性與說服效果之間關係的影響：相對於低涉入的消費者，對於高涉入的消費者而言，資訊明確性對說服效果的影響較小；且經過檢視，此差異的確是來自於高涉入消費者面對低明確性資訊時、說服效果偏高所致，與理論預測相符。但另一方面，研究結果則未呈現認知需求高低所產生的差異。
此外，本研究亦探討訊息來源專業度對說服效果的影響。研究結果發現，影響說服效果的並不是客觀的訊息來源專業度，而是消費者認知的主觀訊息來源專業度。當消費者認為該訊息來源專業度較高時，則該訊息具有較佳的說服效果；當消費者感覺到該訊息來源專業度較低時，則說服效果較低。而消費者對此專業度的認知與判斷，除了客觀資訊之外，也受到訊息內容的影響。		zh_TW
dc.description.abstract (摘要) This research investigates the persuasion effect of the literal and the numerical message on the Internet, focusing on the influence of the message clarity. According to psychology literature, we propose that the literal message has lower clarity than numerical message and that the persuasion effect is positively related to the message clarity. We also propose that when low clarity message is received, there will be better persuasion effect on consumers with higher involvement and cognition need with higher lever of message elaboration, based on the Elaboration Likelihood Model.
The empirical results support the inference that the literal message has lower clarity than numerical message. The relationship between the message clarity and persuasion effect is also supported. The moderating effect of consumer involvement to the relationship between the message clarity and persuasion effect is also presented. The empirical results have shown that the message clarity has less influence on persuasion effect when consumers are with high level of involvement, and it is because the persuasion effect is not so low even when the message clarity is very low as long as consumers involvement are high. On the other hand, the inferences of the moderating effects of cognition needs are not supported.
The influence of the source expertise to persuasion effect is also investigated. According to the empirical results, it is not the objective expertise but the perceived expertise of the source matters. When the source of the message is perceived as with higher expertise level, the persuasion effect is higher. And the perception the expertise level of message source is affected by both the objective information of expertise and the message content.		en_US
dc.description.tableofcontents 第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 6
第二章 文獻探討 7
第一節 訊息類型與明確性 7
第二節 推敲能性模型與訊息明確性 11
第三節 訊息來源專業度 23
第三章 研究方法 25
第一節 研究架構與假說 25
第二節 變數的定義、操弄、與衡量 27
第三節 第一次前測 39
第四節 第二次前測 48
第五節 正式實驗設計 54
第四章 研究結果 57
第一節 受測者概況與基本資料 57
第二節 操弄檢定 62
第三節 假設檢定 64
第五章 結論與討論 72
第一節 結論 72
第二節 行銷實務建議 74
第三節 研究限制與後續研究建議 75
參考文獻 77
附錄一 第一次前測問卷 86
附錄二 第二次前測問卷 98
附錄三 正式施測問卷 110		zh_TW
dc.format.extent 919342 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0093355062en_US
dc.subject (關鍵詞) 說服效果zh_TW
dc.subject (關鍵詞) 訊息類型zh_TW
dc.subject (關鍵詞) 來源專業度zh_TW
dc.subject (關鍵詞) 推敲可能性模型zh_TW
dc.title (題名) 訊息類型與來源專業度對說服效果之影響zh_TW
dc.title (題名) The Influence of Message Type and Source Expertise on Persuasion Effecten_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) Ahearne, M., Grune, T., and Saxton, M. K. (2000). When the product is complex, does the advertisement’s conclusion matter? Journal of Business Research, 48(1), 55-62.
Axsom, D., Yates, S., and Chaiken, S. (1987). Audience response as a heuristic cue in persuasion. Journal of Personality and Social Psychology, 53(1), 30-40.
Barton, B. (2006). Rating, reviews & ROI: How leading retailers use customer word of mouth in marketing and merchandising. Journal of Interactive Advertising, 7(1), 1-7.
Beyth-Marom, R. (1982). How probable is probable? Numerical translation of verbal probability expression. Journal of Forecasting, 1(3), 257-269.
Block, P. H. and Richins, M. L. (1983). A theoretical model for the study of product importance perceptions. Journal of Marketing, 47(3), 69-81.
Bronner, F. and de Hoog, R. (2010). Consumer-generated versus marketer-generated websites in consumer decision making. International Journal of Market Research, 52(2), 231-248.
Bruine de Bruin, W., Fischhoff, B., Millstein, S. G., and Halpem-Felsher, B. L. (2000). Verbal and numerical expressions of probability: “It’s a fifty-fifty chance.” Organizational Behavior and Human Decision Processes, 81(1), 115-131.
Brun, W. and Teigen, H. (1988). Verbal probabilities: Ambiguous, context-dependent, or both? Organizational Behavior and Human Decision Processes, 41(3), 390-404.
Budescu, D.V. and Wallsten, T. S. (1985). Consistency in interpretation of probabilistic phrases. Organizational Behavior and Human Decision Processes, 36(3), 391–485.
Budescu, D.V. and Wallsten, T. S. (1987). Subjective estimation of precise and vague uncertainties. In: Wright, G. and Ayton, P., Editors, (1987). Judgmental Forecasting, Wiley, Chichester, 63–82.
Cacioppo, J. T. and Petty, R. E. (1982). The need for cognition. Journal of Personality and Social Psychology, 42(1), 161-131.
Cacioppo, J. T., Petty, R. E., and Kao, C. F. (1984). The effect assessment of need for cognition. Journal of Personality Assessment, 48(9), 306-307.
Cacioppo, J. T., Petty, R. E., Kao, C. F., and Rodriguez, R. (1986). Central and peripheral routes to persuasion: An individual difference perspective. Journal of Personality and Social Psychology, 51(5), 1032-1043.
Cacioppo, J. T., Petty, R. E., and Morris, K. (1993). Effect of need for cognition on message evaluation, recall and persuasion. Journal of Personality and Social Psychology, 45(4), 805-818.
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