I Can Do That: The Effects of Narrative Self-Referencing Advertising on Employee''s Imitation Intention

• Main Authors: Yu-Chen Ho, 何玉貞
• Other Authors: Chun-Ming Yang
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/92788457712002494008

碩士 === 銘傳大學 === 觀光事業學系碩士在職專班 === 102 === This research investigate the effects of narrative and self-referencing tactics on service employees’ intentions to imitate ideal employee behaviors portrayed advertisings. By focusing on the role of advertising tactics, this research shed new insights on the potential effects of service advertising on internal employees. Based on relevant literature, the present research argues that, when portraying ideal employee behaviors, applying narrative and self-referencing tactics in advertising will enhance employees’ intention to imitate those ideal behaviors. Moreover, this tactic-intention relationship will be mediated by employees’ transportation level generated by exposing to the advertising. The author also examines two important moderators: employees’ persuasion knowledge and perceived organizational support. Two experiments were conducted to test proposed hypotheses. Experiment 1 adopted a 2 (Narrative Tactic: Present vs. Absent) ×2 (Self-Referencing Tactic: Present vs. Absent) with 109 current employees of Family Mart. The results indicate that self-referencing tactic lead to higher employee’s imitation intention when narrative tactic was present. However, without narrative tactic, self-referencing tactic had no effects on imitation intentions. Bootstrapping analysis confirmed the mediating role of transportation. Experiment 2 executed a one-factor two-level design by manipulating the presence of self-referencing tactic. Two hundred and thirteen cabin crew recruited from a large airline participated in the study. The results again indicate a strong effect of self-referencing tactic. Employees’ persuasion knowledge played a gate-keeper role by inhibiting the effects of self-referencing on transportation. On contrast, employees’ perceived organizational support magnified the influences of transportation on imitation intentions. Again, transportation was a significant mediator. Based on these findings, the author also provides theoretical and managerial implications.