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政大機構典藏 > 學術期刊 > 廣告學研究 > 期刊論文 > Item 140.119/104824

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/104824

Title:	訊息媒體來源、訊息類型、企業回應策略與品牌認同對消費者反應之影響：公共報導V.S.網路轉寄訊息
Other Titles:	The Influence of Media Type, Information Valence and Enterprise Responding Strategy on Consumer Attitude: A Comparison between Publicity and E-mail Forwarding Message
Authors:	張愛華;曾友志;陳仁惠
Keywords:	網路謠言;品牌認同;態度轉變;態度矛盾;傳播意願 Internet rumor;publicity;brand commitment;attitude change;attitude ambivalence;forward intention
Date:	2004-07
Issue Date:	2016-12-14 11:15:10 (UTC+8)
Abstract:	網路謠言對於企業與產品品牌形象之負面影響，以及企業應如何回應網路謠言攻擊是行銷公關活動之重要挑戰。本研究主要探討訊息媒體來源、訊息類型、企業回應策略和品牌認同度對消費者態度改變、態度矛盾以及傳播意願之影響，經由2（公共報導／網路轉寄電子郵件）Ｘ2（正面／負面訊息）Ｘ2（品牌認同度高／低）Ｘ2（反駁策略／論據區隔力不足策略）之因子設計分析結果顯示訊息媒體來源不同不會影響消費者態度轉變，但會影響傳播意願。負面訊息對消費者態度轉變與傳播意願之影響較正面訊息來得大；不同訊息類型（正、負面）對消費者態度轉變、態度矛盾與傳播意願之影響並不因訊息媒體來源不同而有所差異，但會因消費者之品牌認同度而不同。消費者品牌認同感並不會對企業回應策略之效果產生干擾作用；再者，消費者態度矛盾會受到訊息媒體來源、品牌認同與回應策略之間交互效果之影響，但是態度轉變則否。
Relation:	廣告學研究, 22, 1-36
Data Type:	article
Appears in Collections:	[廣告學研究] 期刊論文

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