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題名:負向效果在零售業之作動
作者:王崇昱 引用關係
作者(外文):Chung-Ue Wang
校院名稱:國立成功大學
系所名稱:企業管理學系碩博士班
指導教授:劉宗其
學位類別:博士
出版日期:2006
主題關鍵詞:承諾資訊價值消費者對於公司社會績效之敏感度消費者-公司認同態度改變consumer-company identificationcommitmentattitude changevalence of the informationconsumer sensitivity to corporate social perform
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雖然有許多研究已證實承諾及品牌熟悉度等變數為負向效果之干擾變數,但是這些研究並無在零售情境中檢驗干擾效果,本研究欲彌補此研究缺口。利用實驗設計(N=230),本研究證實承諾、消費者-公司認同、價格意識及價值意識干擾負面(相對於正面)報導對於超市零售商態度改變之處理及影響。甚至,在高度的消費者對於公司社會績效之敏感度下,價值意識對於負面報導之反駁力將削弱;相反地,在低度的消費者對於公司社會績效之敏感度下,價值意識對於負面報導之反駁力將強化。最後,在面對極端的負面報導情境下,承諾、消費者-公司認同、價格意識及價值意識不再干擾負面報導對於超市零售商態度改變之影響。
While numerous studies have identified for example, commitment and brand familiarity as moderators of negativity effects, these works do not examine a boundary condition within a retailing context. This work tries to bridge this gap. Using a experimental design (N=230), this study demonstrates that commitment, consumer-company identification, price consciousness, and value consciousness moderate the processing and impact of negative (versus positive) publicity on attitude change toward a hypermarket retailer. Moreover, given a high level of consumer sensitivity to corporate social performance (CSCSP), value consciousness against negative information may weaken. Conversely, given a low level of CSCSP, value consciousness against negative information may strengthen. Finally, in the face of extremely negative information, the buffering effects of commitment, consumer-company identification, price consciousness, and value consciousness against negative information may disappear.
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