臺灣博碩士論文加值系統

本研究主要探討訊息來源可信度(Source Credibility)以及修正指導語(Correction Instruction)對於產品判斷修正幅度之影響。研究中所根據的模型為Wegener以及Petty所提出的「彈性修正模型」（Flexible Correction Model），強調消費者的修正行為將會依據其所知覺到的偏誤量及偏誤方向，而非真實存在的偏誤。本實驗使用過去文獻中所採用的訊息來源可信度以及修正指導語作為兩個自變數，並操弄產品代言人成為一個正向的偏誤，希望能夠了解接收具有高可信度訊息的受測者，以及接收具有低可信度訊息的受測者，在接受到必須修正偏誤的指示前後，這兩群人之間對於產品態度的修正幅度有無差異。因此，本研究使用的是組內對照的實驗方法，亦即針對同樣兩群受測者先後給予兩種不同的問卷，而且兩次實驗之間必須間隔兩個星期以上。另外，這兩群人之間的認知推敲自信程度（Thought Confidence）是否有差異，亦是本研究的研究目標。因此本研究尚探討了過去文獻中所使用的認知推敲自信程度此一變數，希望能夠了解認知推敲自信程度是否為訊息來源可信度與產品判斷修正幅度之間的中介變數。研究結果發現，接收到高可信度訊息的受測者的確具有較高的認知推敲自信程度，而且在接受到修正指導語之後，其對於產品態度的修正幅度是較少的。相反地，接收到低可信度訊息的受測者的確具有較低的認知推敲自信程度，而且在接受到修正指導語之後，其對於產品態度的修正幅度是較多的。也就是說，因為接收到高可信度的訊息，因此受測者對於自己的認知推敲比較具有自信，認為自己對於產品態度的判斷並不會被產品代言人所偏誤。研究結果也指出，認知推敲自信程度確實為訊息來源可信度與產品態度之修正幅度之間的中介變數，因此本研究具有研究價值，透過實驗可以證明：訊息來源可信度的確會影響產品判斷修正之幅度，以及認知推敲自信程度為訊息來源可信度與產品態度之修正幅度之間的中介變數。

This study is dedicated to find out the correction behavior toward source credibility and correction instruction. Base on the Flexible Correction Model proposed by Wegener and Petty, this study emphasizes on perceived bias, not actual bias. In the experiment, source credibility and correction instruction are independent variables. And the endorser serves as positive bias, in order to find out if there is any difference of correction amount between people who receive high credible source and who receive low credible source, after receiving the correction instruction. Therefore, within method is used to examine the difference, and the second test is two weeks after the first test. Moreover, if there is any difference of thought confidence between those two groups is another important purpose of this study. Hence, thought confidence is used to examine if there is mediation effect between source credibility and correction amount. The results show that people receive high credible source would have relatively high thought confidence, and correct less after correction instruction. On the contrary, people receive low credible source would have relatively low thought confidence, and correct more after correction instruction. There is also mediation effect of thought confidence between source credibility and correction amount. In sum, this study proves parts of correction behavior.

TABLE OF CONTENTS
中文摘要 I
ABSTRACT II
誌謝 III
TABLE OF CONTENTS IV
LIST OF TABLES AND FIQURES VI
CHAPTER 1 STUDY PURPOSE 1
CHAPTER 2 LITERATURE REVIEW 4
2.1 Correction Model 4
2.1.1 Set/Reset Model 4
2.1.2 Inclusion/Exclusion Model 7
2.1.3 The Flexible Correction Model: Theory-Based Corrections 9
2.2 Thought Confidence 12
2.2.1 Self-Validation Hypothesis 12
2.2.2 The Influence of Source Credibility on Thought Confidence 13
CHAPTER 3 THEORY FOUNDATION AND PROPOSED HYPOTHESIS 16
3.1 Conceptual Framework 16
3.2 Hypothesis 18
3.3 Uniqueness of the Present Study 22
CHAPTER 4 EXPERIMENT 24
4.1 Pretest 24
4.2 Main experiment 25
4.2.1 Design 25
4.2.2 Participants 26
4.2.3 Procedure 26
4.2.4 Independent Variable 29
4.2.5 Dependent variable 30
4.2.6 Manipulation Checks 30
CHAPTER 5 RESULT 32
5.1 Manipulation Checks 32
5.1.1 Check on the Endorser 32
5.1.2 Check on the Source Credibility 34
5.1.3 Check on the Involvement 35
5.2 Dependent Measures 37
5.3 Tests for Hypotheses 41
CHAPTER 6 GENERAL DISCUSSION AND CONCLUSION 49
6.1 Conclusion 49
6.2 Limitations 52
6.3 Managerial Implication 54
6.4 Future Research 55
REFERENCES 57
APPENDIX A: MAIN EXPERIMENT QUESTIONNAIRE (Condition A) 61
APPENDIX B: MAIN EXPERIMENT QUESTIONNAIRE (Condition B) 70

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