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研究生：	胡藹林 Stephanie Virginia Tendean
論文名稱：	線索診斷性對產品判斷的調節作用 The Moderating Role of Cue Diagnosticity in Product Judgment
指導教授：	蕭中強 Hsiao, Chung-Chiang
口試委員：	簡怡雯 Chien, Yi-Wen 練乃華 Lien, Nai-Hwa 蕭中強 Hsiao, Chung-Chiang
口試日期：	2022/07/29
學位類別：	碩士 Master
系所名稱：	全球經營與策略研究所 Graduate Institute of Global Business and Strategy
論文出版年：	2022
畢業學年度：	110
語文別：	英文
論文頁數：	73
中文關鍵詞：	推敲可能性模型、多重角色、線索診斷性、涉入、產品判斷
英文關鍵詞：	Elaboration likelihood model, Multiple roles, Cue diagnosticity, Involvement, Product judgment
研究方法:	實驗設計法、參與觀察法、調查研究
DOI URL：	http://doi.org/10.6345/NTNU202201600
論文種類：	學術論文
相關次數：	點閱：104 下載：5
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廣告業者利用線索來提高廣告的效果。本研究嘗試探討線索診斷性作為產品判斷的調節作用。實驗 1 檢驗了線索吸引力作為外圍線索之影響對於人們在不同涉入度的產品態度。實驗 2 同時檢驗了人們在不同涉入度之產品態度當線索作為核心論點並可能作為真實優點時。結果表示，當線索診斷性較弱且沒有提出論點時，結果與推敲可能性模型（ELM）理論解釋一致，即低涉入人們會與無關線索的吸引力進行簡單關聯，而高涉入人們會對無關線索進行偏誤修正，此與過去推敲可能性模型(ELM)理論的研究結果一致。當有論點出現時，高涉入人們之產品態度會受到論點品質之說服力的影響。儘管如此，結果與我們的假設一致，即假設線索診斷性可能是真實優點評估的調節作用因素，而該線索的好感度會引導人們的態度。

Marketers utilize cues to improve the effectiveness of advertising. This study attempts to investigate the role of cue diagnosticity as a moderator that influences product judgment. Study 1 examines the effects of cue attractiveness when serves as the peripheral cue towards individuals’ product attitude on different level of elaboration. Study 2 simultaneously examines individual on different level of elaboration products’ attitude when the cue serve as central argument and may serve as the true merit. Results indicated that when cue diagnosticity were weak and there were no argument presented, low elaboration individuals would make a simple association with the attractiveness of irrelevant cue, and high elaboration individuals would make a bias correction from the irrelevant cue，which is consistent with ELM past research findings. When there were argument presented, product attitude on high elaboration individuals would affected by the persuasiveness of argument quality. Nonetheless, the results were consistent with our hypotheses that assume cue diagnosticity could be the moderator on true merit assessments and attitudes are guided by favorability to this cue.

Table of Contents
Acknowledgment	i
摘要	ii
Abstract	iii
List of Tables	vi
List of Figures	ix
Introduction	1
Motivation and Study Purpose	1
Study Aims	2
Study Framework	3
Introduction	3
Literature Review	3
Theoretical Framework and Hypotheses	3
Methodology	3
General Discussion	3
Literature Review	4
Elaboration Likelihood Model (ELM)	4
Multiple Roles	7
The Correction Model	9
Argument Sufficiency	10
Cue Diagnosticity	10
Processing Fluency	11
Theoretical Framework and Hypotheses	13
Methodology	27
Study 1	27
Overview	27
Participants and Design	27
Experimental Procedure	27
Independent Variables	29
Dependent Variables	30
Results of Experiment	32
Hypotheses Test of the Experiment	37
Study 2	40
Overview	40
Participants and Design	40
Experimental Procedure	41
Independent Variables	41
Dependent Variables	43
Results of Experiment	45
Hypotheses Test of the Experiment	53
General Discussion	66
Discussion	66
Conclusion	68
Contribution	68
Limitation and Future Research	69
References	71

List of Tables
Table 3.1 Product Attitude as a Function of Irrelevant Cue Attractiveness in the High and Low Involvement in Study 1	15
Table 3.2 Product Attitude as a Function of Cue Diagnosticity and Irrelevant Cue Attractiveness in the Condition of Low Involvement in Study 2	18
Table 3.3 Product Attitude as a Function of Cue Diagnosticity and Irrelevant Cue Attractiveness in the Condition of High Involvement in Study 2	22
Table 4.1.1 Experimental Design of Experiment on Study 1	27
Table 4.1.2  Cronbach’s 𝛼 of Dependent Measures for Experiment in Study 1	30
Table 4.1.5  Descriptive Statistics for the Manipulation Check of the Level of Irrelevant Cue Attractiveness in Study 1	35
Table 4.1.7 Descriptive Statistics for the Attitude Measurement in Study 1	36
Table 4.1.9 Descriptive Statistics for the Hypothesis 1	38
Table 4.1.10	38
ANOVA Outcome for Hypothesis 1	38
Table 4.1.11 Descriptive Statistics for the Hypothesis 2	39
Table 4.1.12 ANOVA Outcome for Hypothesis 2	39
Table 4.2.1 Experimental Design of Experiment for Low Involvement group on Study 2	40
Table 4.2.2 Experimental Design of Experiment for High Involvement group on Study 2	41
Table 4.2.3 Cronbach’s 𝛼 of Dependent Measures for Experiment in Study 2	43
Table 4.2.4  Descriptive Statistics for the Manipulation Check of the Level of Involvement in Study 2	46
Table 4.2.5  ANOVA Outcome for the Manipulation Check of the Level of Involvement in Study 2	47
Table 4.2.6 Descriptive Statistics for the Manipulation Check of the Level of Persuasiveness in Study 2	48
Table 4.2.7  ANOVA Outcome for the Manipulation Check of the Level of Persuasiveness in Study 2	49
Table 4.2.8  Descriptive Statistics for the Manipulation Check of the Irrelevant Cue Attractiveness in Study 2	50
Table 4.2.9  ANOVA Outcome for the Manipulation Check of the Irrelevant Cue Attractiveness in Study 2	51
Table 4.2.10  Descriptive Statistics for the Attitude Measurement in Study 2	52
Table 4.2.11  ANOVA Outcome for the Attitude Measurement in Study 2	53
Table 4.2.12 Descriptive Statistics for the Hypothesis 3-1	54
Table 4.2.13 ANOVA Outcome for Hypothesis 3-1	54
Table 4.2.14  Descriptive Statistics for the Hypothesis 3-2	55
Table 4.2.15  ANOVA Outcome for Hypothesis 3-2	56
Table 4.2.16  Descriptive Statistics for the Hypothesis 4-1	57
Table 4.2.17  ANOVA Outcome for Hypothesis 4-1	57
Table 4.2.18  Descriptive Statistics for the Hypothesis 4-2	58
Table 4.2.19  ANOVA Outcome of Hypothesis 4-2	59
Table 4.2.20 Descriptive Statistics for the Hypothesis 4-3	60
Table 4.2.21  ANOVA Outcome of Hypothesis 4-3	60
Table 4.2.22 Descriptive Statistics for the Hypothesis 5-1	61
Table 4.2.23 ANOVA Outcome of Hypothesis 5-1	62
Table 4.2.24  Descriptive Statistics for the Hypothesis 5-2	63
Table 4.2.25  ANOVA Outcome of Hypothesis 5-2	63
Table 4.2.26  Descriptive Statistics for the Hypothesis 5-3	64
Table 4.2.27  ANOVA Outcome of Hypothesis 5-3	65List of Figures
Figure 1.1 Elaboration Likelihood Model of Persuasion. (Petty and Cacioppo, 1986)	6
Figure 1.2 “Beautiful Scenery” in a Vacation Location/Car Advertisement (Petty & Wegener, 1999)	8
Figure 3.1 Manipulation Framework of Elaboration and Cue Attractiveness in Study 1	14
Figure 3.2 Manipulation Framework of Cue Diagnosticity and Irrelevant Cue on Low Involvement group in Study 2	17
Figure 3.3 Manipulation Framework of Weak Cue Diagnosticity on High Involvement group in Study 2	20
Figure 3.4 Manipulation Framework of Strong Cue Diagnosticity on High Involvement group in Study 2	21
                                

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