簡怡雯臺灣大學:商學研究所陳穎Chen, YingYingChen2010-06-012018-06-292010-06-012018-06-292008U0001-1107200820375200http://ntur.lib.ntu.edu.tw//handle/246246/184468修正行為的相關研究一直是在社會心理學領域備受重視的議題之一，本篇論文將修正行為應用至消費者行為研究領域，並進一步探討產品論點、代言人、以及代言人與產品相關度等因素在其中扮演的角色。本研究在Elaboration Likelihood Model的基礎上，補足了不足的一塊，證實高涉入並不一定就會修正知覺偏誤、代言人形象與代言產品不符也不見得就會產生負面效果、產品論點相對偏弱也可能因代言人形象良好而產生正面的產品態度。實際修正行為的發生受到產品論點是否充足、代言人是否與代言產品相關、以及代言人是否受歡迎等三個因素的共同影響。唯有當產品論點不足、代言人形象與代言產品不符、且代言人相當受歡迎等三個條件都滿足的情況下，修正行為才可能發生。The current research aims to examine how consumers correct their product attitudes when the advertised product is advocated by a favorable endorser. It is predicted that the correction behavior is built on a complicated mechanism co-operated by factors of involvement, argument quality, source-product relevance, and source-favorability. Highly involvement consumers treat source as one argument as well, and when other persuasive arguments are not sufficient to form product attitudes, they will focus on processing source. If source-implied arguments are not relevant to the focal product, correction behavior is likely to occur, and a favorable source may generate negative source effects when over-corrected. Results of the current study support this hypothesis.謝辭 i文摘要 iiBSTRACT iiiABLE OF CONTENTS ivIST OF TABLES viiIST OF FIGURES viiiHAPTER 1 STUDY PURPOSE 1HAPTER 2 LITERATURE REVIEW 9.1 Processing Models 9.1.1 Elaboration Likelihood Model (ELM) 9.1.2 Multiple Roles of Persuasion Variables 12.2 Message Source and Credibility 15.2.1 Message Source 15.2.2 The Information Processing of Source Credibility in Persuasion 15.3 Cues and Product Relevance 17.4 Match-Up Hypothesis in Advertising 19.5 Context Effect – Assimilation and Contrast 22.6 Correction Models 24.6.1 The Set/Reset Model 24.6.2 The Inclusion/Exclusion Model 29.6.3 The Flexible Correction Model (FCM) 30HAPTER 3 STUDY FRAMEWORK AND PROPOSED HYPOTHESES 35.1 Study Framework 35.2 Hypotheses 39.3 Uniqueness of Current Study 47HAPTER 4 METHOD OF RESEARCH 51.1 Pretest 51.1.1 Purpose 51.1.2 Design of Experiment 52.1.3 Participants 53.1.4 Results 53.2 Main Experiment 55.2.1 Design of Experiment 55.2.2 Participants 57.2.3 Materials 57.2.4 Procedure 58.3 Independent Variables 60.4 Dependent Measures 63.4.1 Dependent Variable 63.4.2 Manipulation Checks 64HAPTER 5 RESULTS 70.1 Manipulation Checks on Independent Variables 70.2 Dependent Measures 73.2.1 Dependent Variable in High Involvement Conditions 78.2.2 Dependent Variable in Low Involvement Conditions 85HAPTER 6 GENERAL DISCUSSION AND CONCLUSION 90.1 Conclusions 90.2 Managerial Implications 96.3 Limitations 99.4 Future Research Direction and Suggestions 100EFERENCES 103PPENDIX 1 QUESTIONNAIRES IN PRETEST 113PPENDIX 2 QUESTIONNAIRES IN MAIN EXPERIMENT 132application/pdf8618265 bytesapplication/pdfen-US偏誤修正修正行為涉入產品論點來源效果來源─產品相關度bias correctioncorrection behaviorinvolvementargument qualitysource effectssource-product relevancethesishttp://ntur.lib.ntu.edu.tw/bitstream/246246/184468/1/ntu-97-R93741015-1.pdf