The Effect of Contagion vs. Narrative Transportation in Online C2C Second Hand Market Context

• Main Authors: Jia-CheDing, 丁嘉哲
• Other Authors: Faye Jufei Kao
• Format: Others
• Language: en_US
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/h5rhr5

碩士 === 國立成功大學 === 國際經營管理研究所碩士在職專班 === 105 === In retail context, prior studies indicated that people find less favorable to product that was touched by someone else due to the underlying mechanism called feeling of disgust. This research focus on whether narrative message on second hand product can alter such effect and elicit higher evaluation toward the product in online C2C second hand market context. To examine the effect of narrative transportation and the effect of contagion, two experiments are conducted with five different manipulations and two categories of product are applied in the experiments. Research results show that narrative message elicits higher evaluations than analytic message on second hand product, even though the narrative message is manipulated with a negative contact source of a person. This phenomenon can be explained by narrative transportation, an underlying mechanism that pulls message viewer into the plot of a narrative and distracts them from the utility message. Research also found that people with low product involvement can be easily manipulated by narrative message than people with high product involvement.