張重昭Chang, Chung-Chau臺灣大學:商學研究所林柏齊Lin, Bo-ChiBo-ChiLin2010-06-012018-06-292010-06-012018-06-292009U0001-0805200900581600http://ntur.lib.ntu.edu.tw//handle/246246/184540消費者於購買產品時，經常徵詢外部資訊以幫助決策，包括根據代言人（資訊來源）的形象，以及對其推薦產品訊息（資訊內容）的理解。本研究將該資訊成分分成兩種特徵：情感基礎與認知基礎。一般而言，消費者習慣會將資訊來源與內容特徵之間進行連結，亦即個性偏向情感基礎（認知基礎）的代言人，應會提出情感取向（認知取向）的訊息。然而在某些情形下，資訊來源的類型與資訊內容的特徵之間仍會產生不一致。研究認為消費者的自我調節焦點，會影響該資訊來源與內容不一致現象的說服力――根據過去研究對自我調節焦點理論、以及不一致效果的發現，本研究發現促進焦點之消費者較易為來源與內容不一致現象所說服，進而對其所推薦之品牌有較佳的評估；相對地，來源與內容一致的情形對預防焦點之消費者的說服力較高。本研究包含對相關文獻之探討、假設建構、實驗設計、以及實驗結果分析與發現，最後並探討其理論與管理意涵、研究限制、與未來研究方向。Consumers often make a purchase decision on the basis of extrinsic information, which consists of the endorser’s (information source’s) image and his or her recommendation (information content) of a product. This study differentiates both these information components between two characteristics: affect-based versus cognition-based. Consumers naturally connect the information source’s characteristics to those of the information contents; that is, a spokesperson with affect-based (cognition-based) personality should convey affective (cognitive) messages. However, these characteristics of the source and content may seem inconsistent in some cases.his study proposes that consumers’ self-regulatory focus influences the persuasiveness of such a source–content incongruity. In line with prior research on self-regulatory focus theory and incongruity effects, the results find that while asking others for opinions to make a decision, compared with an information source–content congruity, promotion-focused consumers are more persuaded by the recommendations in an incongruity scenario. In contrast, a source–content congruity is more persuasive for prevention-focused consumers. This study provides literature reviews, theory developments, experiment design, and the analyses and results. Theoretical implications, managerial implications, limitations, and further research directions are also discussed.1 INTRODUCTION 1 THEORETICAL BACKGROUND 3.1 Characteristics of Information Components 3.2 Source–Content Incongruity 5.3 Self-Regulatory Focus 7 HYPOTHESES 18 METHODOLOGY 21.1 Design 21.2 Participants 21.3 Stimuli and Pretest 21.4 Measures 24.5 Procedure 25 RESULTS 27.1 Manipulation Checks 27.2 Hypotheses Testing 27.3 Potential Influences of Interpersonal Differences 31.4 Discussion 34 CONCLUSIONS 37.1 Theoretical Implications 37.2 Managerial Implications 39.3 Limitations 40.4 Further Research Directions 42EFERENCES 44PPENDIX 48application/pdf377936 bytesapplication/pdfen-US自我調節焦點不一致說服情感認知推薦self-regulatory focusincongruitypersuasionaffectcognitionrecommendationthesishttp://ntur.lib.ntu.edu.tw/bitstream/246246/184540/1/ntu-98-F92741075-1.pdf