标题: | 探讨虚拟代言人、自我指涉讯息、与产品连结对消费者态度之影响-平衡理论观点 |
作者: | 江启先 耿庆瑞 郑弘毅 Institute of Business and Management 经营管理研究所 |
关键字: | 虚拟代言人;自我指涉;与产品的连结;平衡理论;Avatar;Self-Reference;Linkage with Products;Balance Theory |
公开日期: | 2014 |
摘要: | 网路商店可藉虚拟代言人(avatar)提供产品资讯给消费者,以寻求更多的商机。虚拟代言人不同于真人代言,是由电脑动画技术产生的虚拟角色。本研究应用平衡理论(Heider, 1958),探讨虚拟代言人、自我指涉的讯息以及增加虚拟代言人与产品的正面连结,来探索消费者态度受到的影响。并运用实验设计、网路问卷调查法,收集有效样本1,137份。研究结果显示:虚拟代言人和产品间的连结以及自我指涉讯息皆能增加消费者对产品正面态度的程度。消费者若对产品持负面态度而对虚拟代言人持正面态度,网站经营者藉自我指涉讯息、虚拟代言人与产品正面紧密连结,以及高涉入下采用专家型虚拟代言人可使消费者原本对产品的负面态度转为正面。然而消费者若对虚拟代言人持负面态度而对产品持正面态度,网路业者纵使采上述方式,仅能缓和消费者对虚拟代言人之负面态度,无法由负面转为正面。若消费者涉入高,专家型角色比吸引型角色更能增加消费者对于产品或虚拟代言人的正面态度的程度。若消费者涉入低,代言人角色不论是专家型还是吸引型,对消费者态度影响无显着差异。本文最后提实务意涵与应用。 Web-based retailers may adopt avatars to deliver rich product information. An avatar is a graphic representation that is animated by computer graphic technology. According to the literature, we design 2 types of avatar (expert and attractive role) in this study. Experimental design and online survey are used to test the hypotheses. In total, 1,137 questionnaires were collected and valid. The research result is as follows: both the link between the avatar and the product and self-referential message increase the extent of the positive attitude of the consumer to products. On the condition that consumer has negative attitude toward the product and has positive attitude toward the avatar. An internet corporate can change the consumers' attitude toward the product from negative to positive by the methods of the self-referential message, the link between the avatar and the product, and expert type of avatar on the consumer's high involvement condition. However, on the condition that consumer has positive attitude toward product and has negative attitude toward the avatar, an internet corporate can only lessen the consumer's negative attitude toward the avatar, and fail to change the consumers' attitude toward avatar from negative to positive by above methods. In the case of consumer involvement in high, the avatar's role of the expert can increase more consumers' positive attitude toward the avatar and the product than the avatar's role of the attractive. In the case of consumer involvement in low, avatar's role, whether expert or attract type, there is no significant difference in impact on consumer attitudes. This article concludes practical implications and applications finally. |
URI: | http://hdl.handle.net/11536/132384 |
期刊: | 管理与系统 Journal of Management and Systems |
Volume: | 21 |
Issue: | 4 |
起始页: | 667 |
结束页: | 687 |
显示于类别: | Journal of Management and System |
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