訊息來源與產品種類相關性、訊息來源可信度、消費者涉入程度對產品態度之影響

This study, applies dual-process theories, especially the perspective of multiple-roles for persuasion variables, to explain how consumer's product attitudes are affected by source credibility under different consumer involvement and source-product relevance conditions. The result showed that in the high involvement and high source-product relevance condition, participants who were exposed to product information from high-credibility source generated more favorable product attitudes than those who were exposed to product information from low-credibility source; however, in low source-product relevance condition, source credibility doesn't have any impact on product attitudes. In addition, under low involvement condition, regardless of source-product relevance, higher-credibility source induced more positive product attitudes.