誤解式產品論證如何影響低涉入消費者透過中央路徑處理說服訊息

Abstract

推敲可能性模式(ELM)是行銷領域中常見用於衡量消費者對於產品態度的理論模型。本研究以此模型之理論為基礎，以動機、主觀知識、客觀知識三者對高、低涉入消費者給予嚴謹定義，進一步證實低涉入非專家消費者在面對誤解式產品論證之下，消費者會因主觀知識感知自己為專家，採中央路徑處理產品相關論資訊以形成態度與態度確定性，而非如ELM所說採邊陲路徑處理邊陲線索。 本研究進一步針對產品(品牌)名稱此邊陲線索進行探討，證實當品牌(產品)名稱含有易令消費者誤解之特性時(如成分、功效、功能)，高涉入之專家消費者會受此線索影響，採中央路徑來形成對產品之態度及態度確定性，意即邊陲線索轉為中央論證之角色。ELM (Elaboration Likelihood Model) is an important theory model that illustrate how individual form their attitude towards specific target. Our study is based on ELM, define the concept of involvement in detail by motivation, subjective knowledge and objective knowledge. Verify the assumption that under misconceived product arguments, novices in low involvement situation will take central route to process argument rather than take peripheral route to process cues to form target attitude and attitude certainty. Our study also discuss the effect of brand (product) name, verify that when this peripheral cue includes some misconceived feature like function, performance or ingredients, it will affect the target attitude and attitude certainty of experts in high involvement situation, means that the role of cue transfer to argument.