Source Credibility and Correction Instruction on the Degree of Consumer''s Bias Correction

• Main Authors: Hsiao-Wen Lin, 林筱雯
• Other Authors: 簡怡雯
• Format: Others
• Language: en_US
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/32883096343902276074

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.