誤導式產品論點如何影響低客觀知識消費者透過中央路徑處理說服資訊

Abstract

自1980年代以來，推敲可能性模型（Elaboration Likelihood Model）已被廣泛使用在行銷領域，探討消費者對產品形成態度的過程。本研究將消費者的涉入程度進一步定義，在具備高動機、高主觀知識的前提下，若同時具備高客觀知識者為高涉入消費者，不具備足夠的客觀知識者為低涉入消費者，並進一步探究當消費者面對具有誤導廣告詞之產品廣告時，高低涉入者是否皆以中央路徑來形成對產品的態度與態度確定性。 本研究結果證實，在面對含有誤導廣告詞之產品廣告時，高涉入專家與低涉入非專家消費者皆會採取中央路徑來形成對廣告的態度確定性。亦證實當廣告產品並非消費者所熟悉的物品時，其態度強度將不受論點品質影響。

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 high involvement is the group who are highly in objective knowledge and low involvement is the group who are low in objective knowledge under the premise of high motivation and high subjective knowledge. To further explore whether the high and low involvement consumers would form their attitude and attitude certainty via central route when facing the misleading argument in an advertisement. In this study, we found that high involvement’s expert and low involvement’s novice consumer will form the attitude certainty via central route when facing an advertisement which included misleading argument. The result showed that when the target object is unfamiliar with consumer, the attitude might not be influenced by argument quality.