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題名 以推敲可能性理論探討軟體專案承諾升級
Escalation of Commitment in Software Projects: An Elaboration Likelihood Model Perspective
作者 張菀庭
Chang, Wan-Ting
貢獻者 梁定澎<br>周彥君
Liang, Ting-Peng<br>Chou, Yen-Chun
張菀庭
Chang, Wan-Ting
關鍵詞 軟體專案管理
承諾升級
推敲可能性理論
訊息訴求
訊息框架
Software project management
Escalation of commitment
Elaboration likelihood model
Message appealing
Framing effect
日期 2017
上傳時間 28-Aug-2017 11:27:55 (UTC+8)
摘要 軟體專案承諾升級現象發生時,可能會造成更多資源成本的投入,若投入更多的資源,而專案依然失敗,則會造成更多的浪費,是企業界最不希望看到的情形。本研究利用推敲可能性理論探討此現象,了解不同的說服方式如何影響受測者的決策過程。根據遇到專案的狀況,依照訊息訴求分成理性訴求與感性訴求的敘述方式,加入框架效應 (正向/負向) 以及訊息強度 (低/中/高) 兩變數,以自我責任作為調節變項進行探討,研究在不同情況敘述下,決策制定者接收專案訊息描述後其決策過程中的推敲可能性,以及推敲可能性與決策之間的關係。
研究發現如下:
1. 單一效果影響下,訊息強度中比起其他兩個強度較容易引起訊息接收者運用中央路徑思考。
2. 訊息訴求、訊息框架以及訊息強度會交互影響受測者推敲可能性,在正向框架下,訊息訴求與訊息強度對訊息接收者運用中央路徑做決策有顯著的交互作用。
3. 在訊息強度中與強的情況下訊息訴求與訊息框架對訊息接收者運用中央路徑做決策有顯著的交互作用。
4. 在感性訴求、正向框架與訊息強度強的訊息描述下,訊息接收者運用中央路徑思考時,較不容易做出承諾升級的決定。
5. 在自我責任調節下,則是感性訴求、負向框架與訊息強度弱的訊息描述,會引起訊息接收者運用中央路徑思考時,較不容易做出專案繼續的決策。
Escalation of commitment is common in software project development. There are a few theories that have been used to explain this behavior, including the framing effect and self-responsibility. This study investigates the issue from the dual-path elaboration likelihood model (ELM) to examine how different persuasion routes may play roles in the decision process. An experiment was designed to study the effect of different descriptions of project status that may lead to different decision routes (central versus peripheral routes). The experiment design includes message appealing (rational vs emotional appealing), message strength (strong, medium and weak), and framing (positive vs. negative) as main variables and the responsibility as a moderator. The
subject was asked to decide whether s/he would continue the project under a given scenario. Our results includes the following:
1. Message appealing, message framing, and message strength have significant interaction effect on the subject’s decision routes;
2. In positive framing, message appealing and strength has significant interaction effect on the use of the central route;
3. When message strength is medium or strong, message appealing and framing has significant interaction effect on the use of the central route;
4. Regarding to decision escalation, the likelihood of escalation is lower when the decision route is central (thinking) under the emotional appealing, positive framing, and strong message;
5. The likelihood of escalation is lower when the decision route is central under the emotional appealing, negative framing, and weak message description.
參考文獻 一、中文部分
王凱、王存國與范錚強 (民 95)。線上環境中廣告情境呈現與執行手法對廣告效果的影響:廣告變化,訊息訴求與導引效果。資訊管理學報,13 卷,3 期,1-28 頁。
余曉玟 (民 105)。軟體專案承諾升級─沉沒成本與趨避理論的觀點 (未出版之碩士論文)。國立政治大學,臺北市。
祝鳳岡 (民 84)。廣告感性訴求策略之策略分析。廣告學研究,5,85-112 頁。
祝鳳岡 (民 85)。廣告理性訴求策略之策略分析。廣告學研究,8,1-26 頁。
梁定澎 (民 101)。資訊管理理論。新北市:前程文化。
彭仁柏 (民 105)。軟體專案承諾升級的研究─自我辯護理論與框架效應 (未出版之碩士論文)。國立政治大學,臺北市。
二、英文部分
Arkes, H., Blumer, C. (1985). The Psychology of Sunk Cost. Organizational Behavior and Human Decision Processes, 35(1), 124-140.
Bargh, J. A., Chaiken, S., Govender, R., & Pratto, F. (1992). The generality of the automatic attitude activation effect. Journal of personality and social psychology, 62(6), 893-912.
Bhattacherjee, A., & Sanford, C. (2006). Influence processes for information technology acceptance: An elaboration likelihood model. MIS quarterly, 30(4), 805-825.
Brockner, J. (1992). The escalation of commitment to a failing course of action: Toward theoretical progress. Academy of management Review, 17(1), 39-61.
Brockner, J., & Rubin, J. Z. (2012). Entrapment in escalating conflicts: A social psychological analysis. Springer Science & Business Media.
Burgoon, M. (1989). Messages and persuasive effects. In J. J. Bradac (Ed.), Message effects in communication science. (pp. 129-164). Newbury Park, CA: Sage.
Cacioppo, J. T., & Petty, R. E. (1989). Effects of message repetition on argument processing, recall, and persuasion. Basic and Applied Social Psychology, 10(1), 3-12.
Camerer, C. F. (2003). Strategizing in the brain. Science, 300(5626), 1673-1675.
Conner, M., Sparks, P., Povey, R., James, R., & Shepherd, R. (1996). AttitudeIntention-Behavior links: Moderating role of attitudinal ambivalence. In 11th General Meeting of the European Association of Experimental Social Psychology,Gmunden, Austria.
Coulter, K. S., & Punj, G. N. (2007). Understanding the role of idiosyncratic thinking in brand attitude formation: the dual interference model. Journal of Advertising, 36(1), 7-20.
Desai, M. S., & Chulkov, D.V. (2009). Escalation of Commitment in MIS Projects: A Meta-Analysis, International Journal of Management & Information Systems, 13(2), 29-38.
Dijkstra, J. J. (1999). User agreement with incorrect expert system advice. Behaviour & Information Technology, 18(6), 399-411.
Evans, J. S. B. (2008). Dual-processing accounts of reasoning, judgment, and social cognition. Annu. Rev. Psychol., 59, 255-278.
Garland, H., Sandefur, C. A., & Rogers, A. C. (1990). De-escalation of commitment in oil exploration: When sunk costs and negative feedback coincide. Journal of Applied Psychology, 75(6), 721-727.
Groups, S. (2014). Chaos report 2004.
Hackman, J. R., & Oldham, G. R. (1980). Work redesign.
Herr, P. M., Kardes, F. R., & Kim, J. (1991). Effects of word-of-mouth and productattribute information on persuasion: An accessibility-diagnosticity perspective. Journal of consumer research, 17(4), 454-462.
Keil, M., & Flatto, J. (1999). Information systems project escalation: a reinterpretation based on options theory. Accounting, Management and Information Technologies, 9(2), 115-139.
Keil, M., & Robey, D. (1999). Turning around troubled software projects: An exploratory study of the deescalation of commitment to failing courses of action.
Journal of Management Information Systems, 15(4), 63-87.
Kempf, D. S., & Palan, K. M. (2006). The effects of gender and argument strength on the processing of word-of-mouth communication. Academy of Marketing Studies Journal, 10(1), 1-18.
Kotler, P., Keller, K. L., Manceau, D., & Hémonnet-Goujot, A. (2015). Marketing management (Vol. 14). Englewood Cliffs, NJ: Prentice Hall.
Lee, J., Park, D. H., & Han, I. (2008). The effect of negative online consumer reviews on product attitude: An information processing view. Electronic commerce research and applications, 7(3), 341-352.
Levin, I. P., Schneider, S. L., & Gaeth, G. J. (1998). All frames are not created equal: A typology and critical analysis of framing effects. Organizational behavior and human decision processes, 76(2), 149-188.
Maheswaran, D., & Chaiken, S. (1991). Promoting systematic processing in lowmotivation settings: effect of incongruent information on processing and judgment. Journal of personality and social psychology, 61(1), 13-25.
Meyerowitz, B. E., & Chaiken, S. (1987). The effect of message framing on breast selfexamination attitudes, intentions, and behavior. Journal of personality and social psychology, 52(3), 500-510.
Montealegre, R., & Keil, M. (2000). De-escalating information technology projects: Lessons from the Denver International Airport. MIS Quarterly, 24(3), 417-447.
Norman, R. (1975). Affective-cognitive consistency, attitudes, conformity, and behavior. Journal of Personality and Social Psychology, 32(1), 83-91.
Nylen, D. W. (1986). Advertising: planning, implementation, and control, SouthWestern Publishing Company, 427-428.
Petty, R. E. & Cacioppo, J. T. (1986b). Communication and persuasion: Central and peripheral route to attitude change. New York: Springer-Verlag.
Petty, R. E., & Cacioppo, J. T. (1986a). The elaboration likelihood model of persuasion.
In Communication and persuasion, 1-24. Springer New York.
Petty, R. E., & Wegener, D. T. (1998). Matching versus mismatching attitude functions: Implications for scrutiny of persuasive messages. Personality and Social Psychology Bulletin, 24(3), 227-240.
Ray, M. L. (1982). Advertising and communication management, Englewood Cliffs, N.J.: Prentice-Hall, 247-272.
Rosenberg, M. J. (1968). Hedonism, inauthenticity, and other goads toward expansion of a consistency theory. Theories of cognitive consistency: A sourcebook, 73-111.
Sengupta, J., & Johar, G. V. (2002). Effects of inconsistent attribute information on the predictive value of product attitudes: Toward a resolution of opposing perspectives. Journal of Consumer research, 29(1), 39-56.
Shimp, T. A. (1990). Promotion management and marketing communications, Chicago: Dryden Press, 343-353.
Singh, S.N. and Dalal, N.P. (1999). Web Home Pages as Advertisements, Communications of the ACM, 42(8), 91-98.
Srull, T. K., & Wyer, R. S. (1989). Person memory and judgment. Psychological review, 96(1), 58-63.
Staw, B. M., & Ross, J. (1980). Commitment in an experimenting society: A study of the attribution of leadership from administrative scenarios. Journal of Applied Psychology, 65(3), 249-260.
Staw, B. M., (1976) Knee-Deep in the Big Muddy: A Study of Escalating Commitment to a Chosen Course of Action. Organizational Behavior and Human Performance, 16, 27-44.
Sussman, S. W., & Siegal, W. S. (2003). Informational influence in organizations: An integrated approach to knowledge adoption. Information systems research, 14(1), 47-65.
Tversky, A., & Kahneman, D. (1981). The framing of decisions and the psychology of choice. Science, 453-458.
Warden, C. A., Wu, W. Y., & Tsai, D. (2006). Online shopping interface components: Relative importance as peripheral and central cues. CyberPsychology & Behavior, 9(3), 285-296.
Whyte, G. (1986). Escalation Commitment to a Course of Action: A Reinterpretation. Academy of Management Review, 11(2), 311-321.
描述 碩士
國立政治大學
資訊管理學系
104356030
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0104356030
資料類型 thesis
dc.contributor.advisor 梁定澎<br>周彥君zh_TW
dc.contributor.advisor Liang, Ting-Peng<br>Chou, Yen-Chunen_US
dc.contributor.author (Authors) 張菀庭zh_TW
dc.contributor.author (Authors) Chang, Wan-Tingen_US
dc.creator (作者) 張菀庭zh_TW
dc.creator (作者) Chang, Wan-Tingen_US
dc.date (日期) 2017en_US
dc.date.accessioned 28-Aug-2017 11:27:55 (UTC+8)-
dc.date.available 28-Aug-2017 11:27:55 (UTC+8)-
dc.date.issued (上傳時間) 28-Aug-2017 11:27:55 (UTC+8)-
dc.identifier (Other Identifiers) G0104356030en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/112160-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理學系zh_TW
dc.description (描述) 104356030zh_TW
dc.description.abstract (摘要) 軟體專案承諾升級現象發生時,可能會造成更多資源成本的投入,若投入更多的資源,而專案依然失敗,則會造成更多的浪費,是企業界最不希望看到的情形。本研究利用推敲可能性理論探討此現象,了解不同的說服方式如何影響受測者的決策過程。根據遇到專案的狀況,依照訊息訴求分成理性訴求與感性訴求的敘述方式,加入框架效應 (正向/負向) 以及訊息強度 (低/中/高) 兩變數,以自我責任作為調節變項進行探討,研究在不同情況敘述下,決策制定者接收專案訊息描述後其決策過程中的推敲可能性,以及推敲可能性與決策之間的關係。
研究發現如下:
1. 單一效果影響下,訊息強度中比起其他兩個強度較容易引起訊息接收者運用中央路徑思考。
2. 訊息訴求、訊息框架以及訊息強度會交互影響受測者推敲可能性,在正向框架下,訊息訴求與訊息強度對訊息接收者運用中央路徑做決策有顯著的交互作用。
3. 在訊息強度中與強的情況下訊息訴求與訊息框架對訊息接收者運用中央路徑做決策有顯著的交互作用。
4. 在感性訴求、正向框架與訊息強度強的訊息描述下,訊息接收者運用中央路徑思考時,較不容易做出承諾升級的決定。
5. 在自我責任調節下,則是感性訴求、負向框架與訊息強度弱的訊息描述,會引起訊息接收者運用中央路徑思考時,較不容易做出專案繼續的決策。
zh_TW
dc.description.abstract (摘要) Escalation of commitment is common in software project development. There are a few theories that have been used to explain this behavior, including the framing effect and self-responsibility. This study investigates the issue from the dual-path elaboration likelihood model (ELM) to examine how different persuasion routes may play roles in the decision process. An experiment was designed to study the effect of different descriptions of project status that may lead to different decision routes (central versus peripheral routes). The experiment design includes message appealing (rational vs emotional appealing), message strength (strong, medium and weak), and framing (positive vs. negative) as main variables and the responsibility as a moderator. The
subject was asked to decide whether s/he would continue the project under a given scenario. Our results includes the following:
1. Message appealing, message framing, and message strength have significant interaction effect on the subject’s decision routes;
2. In positive framing, message appealing and strength has significant interaction effect on the use of the central route;
3. When message strength is medium or strong, message appealing and framing has significant interaction effect on the use of the central route;
4. Regarding to decision escalation, the likelihood of escalation is lower when the decision route is central (thinking) under the emotional appealing, positive framing, and strong message;
5. The likelihood of escalation is lower when the decision route is central under the emotional appealing, negative framing, and weak message description.
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...............2
第三節 研究流程...............3
第二章 文獻探討 ..............5
第一節 承諾升級...............5
第二節 訊息架構...............9
第三節 推敲可能性理論..........13
第三章 研究架構與方法 .........17
第一節 研究架構與假說..........17
第二節 變數操作性定義..........19
第三節 實驗設計與資料分析方法....24
第四章 研究分析結果 ............31
第一節 敘述性統計...............31
第二節 統計分析................34
第三節 假說檢定................38
第五章 結論 ..................49
第一節 研究結果.................49
第二節 研究貢獻.................50
第三節 研究限制..................51
第四節 未來規劃與研究方向..........51
參考文獻........................53
附錄一 行為問卷 .................59
行為問卷 A.....................59
行為問卷 B.....................64
行為問卷 C.....................69
行為問卷 D......................74
行為問卷 E .....................79
行為問卷 F......................84
附錄二 影響承諾升級之羅吉斯迴歸分析 .........89
zh_TW
dc.format.extent 1636615 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0104356030en_US
dc.subject (關鍵詞) 軟體專案管理zh_TW
dc.subject (關鍵詞) 承諾升級zh_TW
dc.subject (關鍵詞) 推敲可能性理論zh_TW
dc.subject (關鍵詞) 訊息訴求zh_TW
dc.subject (關鍵詞) 訊息框架zh_TW
dc.subject (關鍵詞) Software project managementen_US
dc.subject (關鍵詞) Escalation of commitmenten_US
dc.subject (關鍵詞) Elaboration likelihood modelen_US
dc.subject (關鍵詞) Message appealingen_US
dc.subject (關鍵詞) Framing effecten_US
dc.title (題名) 以推敲可能性理論探討軟體專案承諾升級zh_TW
dc.title (題名) Escalation of Commitment in Software Projects: An Elaboration Likelihood Model Perspectiveen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 一、中文部分
王凱、王存國與范錚強 (民 95)。線上環境中廣告情境呈現與執行手法對廣告效果的影響:廣告變化,訊息訴求與導引效果。資訊管理學報,13 卷,3 期,1-28 頁。
余曉玟 (民 105)。軟體專案承諾升級─沉沒成本與趨避理論的觀點 (未出版之碩士論文)。國立政治大學,臺北市。
祝鳳岡 (民 84)。廣告感性訴求策略之策略分析。廣告學研究,5,85-112 頁。
祝鳳岡 (民 85)。廣告理性訴求策略之策略分析。廣告學研究,8,1-26 頁。
梁定澎 (民 101)。資訊管理理論。新北市:前程文化。
彭仁柏 (民 105)。軟體專案承諾升級的研究─自我辯護理論與框架效應 (未出版之碩士論文)。國立政治大學,臺北市。
二、英文部分
Arkes, H., Blumer, C. (1985). The Psychology of Sunk Cost. Organizational Behavior and Human Decision Processes, 35(1), 124-140.
Bargh, J. A., Chaiken, S., Govender, R., & Pratto, F. (1992). The generality of the automatic attitude activation effect. Journal of personality and social psychology, 62(6), 893-912.
Bhattacherjee, A., & Sanford, C. (2006). Influence processes for information technology acceptance: An elaboration likelihood model. MIS quarterly, 30(4), 805-825.
Brockner, J. (1992). The escalation of commitment to a failing course of action: Toward theoretical progress. Academy of management Review, 17(1), 39-61.
Brockner, J., & Rubin, J. Z. (2012). Entrapment in escalating conflicts: A social psychological analysis. Springer Science & Business Media.
Burgoon, M. (1989). Messages and persuasive effects. In J. J. Bradac (Ed.), Message effects in communication science. (pp. 129-164). Newbury Park, CA: Sage.
Cacioppo, J. T., & Petty, R. E. (1989). Effects of message repetition on argument processing, recall, and persuasion. Basic and Applied Social Psychology, 10(1), 3-12.
Camerer, C. F. (2003). Strategizing in the brain. Science, 300(5626), 1673-1675.
Conner, M., Sparks, P., Povey, R., James, R., & Shepherd, R. (1996). AttitudeIntention-Behavior links: Moderating role of attitudinal ambivalence. In 11th General Meeting of the European Association of Experimental Social Psychology,Gmunden, Austria.
Coulter, K. S., & Punj, G. N. (2007). Understanding the role of idiosyncratic thinking in brand attitude formation: the dual interference model. Journal of Advertising, 36(1), 7-20.
Desai, M. S., & Chulkov, D.V. (2009). Escalation of Commitment in MIS Projects: A Meta-Analysis, International Journal of Management & Information Systems, 13(2), 29-38.
Dijkstra, J. J. (1999). User agreement with incorrect expert system advice. Behaviour & Information Technology, 18(6), 399-411.
Evans, J. S. B. (2008). Dual-processing accounts of reasoning, judgment, and social cognition. Annu. Rev. Psychol., 59, 255-278.
Garland, H., Sandefur, C. A., & Rogers, A. C. (1990). De-escalation of commitment in oil exploration: When sunk costs and negative feedback coincide. Journal of Applied Psychology, 75(6), 721-727.
Groups, S. (2014). Chaos report 2004.
Hackman, J. R., & Oldham, G. R. (1980). Work redesign.
Herr, P. M., Kardes, F. R., & Kim, J. (1991). Effects of word-of-mouth and productattribute information on persuasion: An accessibility-diagnosticity perspective. Journal of consumer research, 17(4), 454-462.
Keil, M., & Flatto, J. (1999). Information systems project escalation: a reinterpretation based on options theory. Accounting, Management and Information Technologies, 9(2), 115-139.
Keil, M., & Robey, D. (1999). Turning around troubled software projects: An exploratory study of the deescalation of commitment to failing courses of action.
Journal of Management Information Systems, 15(4), 63-87.
Kempf, D. S., & Palan, K. M. (2006). The effects of gender and argument strength on the processing of word-of-mouth communication. Academy of Marketing Studies Journal, 10(1), 1-18.
Kotler, P., Keller, K. L., Manceau, D., & Hémonnet-Goujot, A. (2015). Marketing management (Vol. 14). Englewood Cliffs, NJ: Prentice Hall.
Lee, J., Park, D. H., & Han, I. (2008). The effect of negative online consumer reviews on product attitude: An information processing view. Electronic commerce research and applications, 7(3), 341-352.
Levin, I. P., Schneider, S. L., & Gaeth, G. J. (1998). All frames are not created equal: A typology and critical analysis of framing effects. Organizational behavior and human decision processes, 76(2), 149-188.
Maheswaran, D., & Chaiken, S. (1991). Promoting systematic processing in lowmotivation settings: effect of incongruent information on processing and judgment. Journal of personality and social psychology, 61(1), 13-25.
Meyerowitz, B. E., & Chaiken, S. (1987). The effect of message framing on breast selfexamination attitudes, intentions, and behavior. Journal of personality and social psychology, 52(3), 500-510.
Montealegre, R., & Keil, M. (2000). De-escalating information technology projects: Lessons from the Denver International Airport. MIS Quarterly, 24(3), 417-447.
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