When the statement Released, Do the Enterprise Crisis be Relieved by the Customer?-Investigating the Changes of Attitude Based on the Perspectives of Persuasive communication.
| Autor: | Kuan-Ying Wu, 吳冠穎 |
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| Rok vydání: | 2015 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 103 In recent years, because of circumstances such as false advertising and contaminated food, a lot of well-known brands happened enterprise crisis that led to the disappointed consumers decreased their satisfaction and stopped buying. Upon the afterwards of enterprise crisis, how to make customers releasing? Based on the viewpoints of persuasive communication, we intent to explore the effectiveness of the type of statement and the degree of spokesman’s prestige on the changes of attitude. In order to avoid the interference comes from other external factors, the two factors between-subject design was used, and arranged as 2 (the type of statement: narrative v.s argument) ×2 (the degree of spokesman’s prestige: high v.s low). There are four scenarios and totally 245 subjects to attend the experiment. The results show that, the interaction effect of statement type and spokesman’s prestige degree on changes of attitude is significant. In high spokesman’s prestige condition, by using narrative statement would make more attitude changes, but not argument statement. In other words, the use of high spokesman’s prestige make consumers to trust message content, and narrative type will produce a statement of empathy to make the message content more impressive and changes of attitude. Based on the above results, we suggest that when a statement is issued, corporate should not only consider the content of the statement but also the use of spokesman. And they can use narrative statement type and argument statement type at the same time. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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