蕭中強Hsiao, Chung-Chiang胡藹林Stephanie Virginia Tendean2023-12-082022-09-302023-12-082022https://etds.lib.ntnu.edu.tw/thesis/detail/c157b82f40a691aa00466e0d7411d5c0/http://rportal.lib.ntnu.edu.tw/handle/20.500.12235/119989廣告業者利用線索來提高廣告的效果。本研究嘗試探討線索診斷性作為產品判斷的調節作用。實驗 1 檢驗了線索吸引力作為外圍線索之影響對於人們在不同涉入度的產品態度。實驗 2 同時檢驗了人們在不同涉入度之產品態度當線索作為核心論點並可能作為真實優點時。結果表示，當線索診斷性較弱且沒有提出論點時，結果與推敲可能性模型（ELM）理論解釋一致，即低涉入人們會與無關線索的吸引力進行簡單關聯，而高涉入人們會對無關線索進行偏誤修正，此與過去推敲可能性模型(ELM)理論的研究結果一致。當有論點出現時，高涉入人們之產品態度會受到論點品質之說服力的影響。儘管如此，結果與我們的假設一致，即假設線索診斷性可能是真實優點評估的調節作用因素，而該線索的好感度會引導人們的態度。Marketers utilize cues to improve the effectiveness of advertising. This study attempts to investigate the role of cue diagnosticity as a moderator that influences product judgment. Study 1 examines the effects of cue attractiveness when serves as the peripheral cue towards individuals’ product attitude on different level of elaboration. Study 2 simultaneously examines individual on different level of elaboration products’ attitude when the cue serve as central argument and may serve as the true merit. Results indicated that when cue diagnosticity were weak and there were no argument presented, low elaboration individuals would make a simple association with the attractiveness of irrelevant cue, and high elaboration individuals would make a bias correction from the irrelevant cue，which is consistent with ELM past research findings. When there were argument presented, product attitude on high elaboration individuals would affected by the persuasiveness of argument quality. Nonetheless, the results were consistent with our hypotheses that assume cue diagnosticity could be the moderator on true merit assessments and attitudes are guided by favorability to this cue.推敲可能性模型多重角色線索診斷性涉入產品判斷Elaboration likelihood modelMultiple rolesCue diagnosticityInvolvementProduct judgmentetd