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

Translated title of the contribution: The Influence of Message Source-Product Category Relevance, Source Credibility, and Involvement on Product Attitudes

簡 怡雯(Yi-Wen Chien), 蕭 中強(Chung-Chiang Hsiao), 邱 玉葉(Yu-Yeh Chiu), 盧 端雯(Duan-Wen Lu)

Research output: Contribution to journalArticlepeer-review

Abstract

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.
Translated title of the contributionThe Influence of Message Source-Product Category Relevance, Source Credibility, and Involvement on Product Attitudes
Original languageChinese (Traditional)
Pages (from-to)23-38
Number of pages16
Journal管理評論
Issue number2
Publication statusPublished - 2007

Keywords

  • involvement
  • attitude
  • message source
  • source credibility

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