核心論點屬性如何影響高涉入之消費者之產品評價

Abstract

用來解釋消費者態度的推敲可能性模型自從1980年代開始被廣泛的應用在行銷的領域。在本研究中，定義了強弱論點以及中立論點的論點診斷性，並進一步探討了論點品質及論點診斷性之間的關係。 本研究的結果指出，高論點診斷性的論點能幫助消費者判別不同品牌產品之間的優劣，且如果論點診斷性是低的，高涉入程度的消費者則無法依此論點來判別產品的品質優劣，對於產品的態度也會是負向的；反之亦然。 關鍵字:推敲可能性模型，論點品質，論點診斷性，修正模型Elaboration Likelihood Model (ELM) which explained the consumer’s attitude formation process has been widely used by the marketing industry since 1980s. In this study, we define argument diagnosticity of strong, weak and neutral argument. To further explore the relationship between argument quality and argument diagnosticity. In this study, we found that high argument diagnosticity did assist high involvement customers to differentiate the quality of different brand’s products. And if the argument diagnosticity is low, then high involvement customers are unable to distinguish the product’s quality through this argument and the attitude toward the product is unfavorable. Keywords: elaboration likelihood model, argument quality, argument diagnosticity, correction