The Effects of Accessibility of Ulterior Motive: theModerating Role of Motivation to Process the PersuasiveMessage of User-Generated Content in Blog Context

• Main Authors: Jia-Ren Hung, 洪佳任
• Other Authors: 簡怡雯
• Format: Others
• Language: en_US
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/9vk2gj

碩士 === 國立臺灣大學 === 商學研究所 === 106 === As the booming of internet technology and social websites/platforms, huge amount of user-generated content has appeared online. Thus, this article aims to examine conditions that influence consumers’ use of persuasion knowledge to user-generated content in an online blog context. We propose that the motivation of consumer and the accessibility of ulterior motive will interact to affect the consumers’ attitudes toward the target product. When the motivation of consumer is high, the accessibility of ulterior motives has no effect on the attitudes toward the target product; when the motivation of the consumer is low, they will form less favorable attitudes toward the target product under high accessibility than under low accessibility. This article also introduces the effect of quality ambiguity on attitude change in an online user-generated content context, we found that the quality ambiguity allows consumers to form diverse attitudes toward the target product under different conditions. A pilot study and a main study are conducted to support the predictions.