Source Credibility and Correction Instruction on the Degree of Consumer''s Bias Correction
碩士 === 國立臺灣大學 === 商學研究所 === 95 === 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, sourc...
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ndltd-TW-095NTU053180222015-12-07T04:04:00Z http://ndltd.ncl.edu.tw/handle/32883096343902276074 Source Credibility and Correction Instruction on the Degree of Consumer''s Bias Correction 訊息來源可信度與修正指導語對產品判斷修正幅度之影響 Hsiao-Wen Lin 林筱雯 碩士 國立臺灣大學 商學研究所 95 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. 簡怡雯 2007 學位論文 ; thesis 78 en_US |
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碩士 === 國立臺灣大學 === 商學研究所 === 95 === 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.
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author2 |
簡怡雯 |
author_facet |
簡怡雯 Hsiao-Wen Lin 林筱雯 |
author |
Hsiao-Wen Lin 林筱雯 |
spellingShingle |
Hsiao-Wen Lin 林筱雯 Source Credibility and Correction Instruction on the Degree of Consumer''s Bias Correction |
author_sort |
Hsiao-Wen Lin |
title |
Source Credibility and Correction Instruction on the Degree of Consumer''s Bias Correction |
title_short |
Source Credibility and Correction Instruction on the Degree of Consumer''s Bias Correction |
title_full |
Source Credibility and Correction Instruction on the Degree of Consumer''s Bias Correction |
title_fullStr |
Source Credibility and Correction Instruction on the Degree of Consumer''s Bias Correction |
title_full_unstemmed |
Source Credibility and Correction Instruction on the Degree of Consumer''s Bias Correction |
title_sort |
source credibility and correction instruction on the degree of consumer''s bias correction |
publishDate |
2007 |
url |
http://ndltd.ncl.edu.tw/handle/32883096343902276074 |
work_keys_str_mv |
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