| Summary: | 碩士 === 義守大學 === 管理科學研究所 === 92 === ABSTRACT
This study examines the direct and interactive impact of spokespeople’s types, way of message appeals and audience’s previous attitude on performance of idea communication in social marketing of non-profit organizations. Spokespeople’s types are classified into the positive spokespeople and the negative one. Message appeals compose of rational and emotional message appeal. Audience’s previous attitude involves attitude towards idea and attitude towards spokespeople. Performance of idea communication is measured by advertisement attitude, and idea acceptance. This study is a 2 ×2 experimental design was conducted under conditions which varied spokespeople’s types (positive spokespeople vs. negative spokespeople ) and Message appeals (rational appeal vs. emotional appeal).
Regarding the direct effects, the results indicate that spokespeople’s types have positive impact on idea acceptance; additionally, the effect of the positive spokespeople is better than that of the negative spokespeople. Message appeals have positive impact on advertisement attitude, especially, rational appeal functions better than emotional message appeal. Regarding the interactive impact, this study finds that the interaction of positive spokespeople and audiences’ previous positive attitude of spokespeople has more favorable effect on performance of idea communication. The interaction of rational appeal and audiences’ previous positive attitude of idea has more favorable impact on idea acceptance. The interaction of rational appeal and audiences’ previous positive attitude of spokespeople has more favorable impacts on advertisement attitude. On idea acceptance, the interaction of emotional appeal and audiences’ previous positive attitude of spokespeople has more favorable impact.
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