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質疑性訊息、消費者自我建構與說服

臺大管理論叢, 2021-08, Vol.31 (2), p.101-128 [Peer Reviewed Journal]

ISSN: 1018-1601 ;DOI: 10.6226/NTUMR.202108_31(2).0004

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  • Title:
    質疑性訊息、消費者自我建構與說服
  • Author: 顧萱萱(Hsuan-Hsuan Ku)
  • Subjects: product attractiveness ; purchase uncertainty ; query-based information ; Scopus ; self-construal ; TSSCI ; 產品吸引力 ; 自我建構 ; 質疑性訊息 ; 購買不確定性
  • Is Part Of: 臺大管理論叢, 2021-08, Vol.31 (2), p.101-128
  • Description: Queries about product choices are widely practiced in advertising in which recipients are invited to reflect on purchase decisions while their interests in alternative choices are prompted. Manipulating in terms of the regulatory focus of queries as well as self-or others-frames, this paper identifies purchase uncertainty as a mediator for analyzing product evaluations of consumers with different self-construals in response to queries phrasing in ads for new products. Results show that queries phrased in promotion-focused (vs. prevention-focused) terms yield greater purchase uncertainty and more favorable product evaluation for persons who self-construe as independent rather than interdependent. Furthermore, the independent have more preferential attitudes toward the products when promoted with a self-framed rather than others-framed query, while the reverse occurs for the interdependent. The query effects are mediated by purchase uncertainty.
    質疑性說服指透過提問方式使消費者對自我決策產生疑慮，進而關注替代方案的作法，為廣告中重要說服策略。為探測質疑性訊息之說服效果，本研究透
  • Publisher: 台灣: 國立臺灣大學管理學院
  • Language: Chinese
  • Identifier: ISSN: 1018-1601
    DOI: 10.6226/NTUMR.202108_31(2).0004
  • Source: ProQuest Databases
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