Examining the effect of information disclosure on website stickiness: The cognitive information perspective

從資訊認知觀點探討資訊揭露對網站黏著度的影響

本研究運用資訊認知過程概念，檢視資訊揭露、資訊認知效果和網站黏著度之間的因果關係。考慮到消費者的興趣，消費者在認知到若干揭露的資訊之後，可能會對特定網站產生黏著。因此，本文藉由資訊嗅覺和訊息框架等資訊認知效果，檢視在消費者處理他們資訊認知的反應結果。實證結果顯示，贊助者揭露對資訊嗅覺有顯著影響，資訊嗅覺對網站黏著度也有正向顯著影響。此外，贊助者揭露對訊息框架有正向影響，進而對網站黏著度也有正向顯著影響。此研究結果顯示，贊助者揭露在網站黏著度的形成過程中具有主要的作用。本研究是贊助者揭露和名人代言文獻的一個新領域研究，有助於提供網路行銷領域相關的應用。因此，行銷經理可以使用適當的資訊揭露，透過資訊嗅覺和訊息框架的方式，吸引和黏著消費者到特定網站中。

This study employs the concept of cognitive information processing (CIP) to examine the causal relationships among information disclosure, cognitive information effect, and website stickiness. Considering their interests, consumers may become “sticky” to a specific website after recognition of some exposed information. We thus look to examine the cognitive information effect, i.e. information scent and message framing, in consumers’ processing of their perceived information. The findings from an empirical investigation demonstrate that sponsorship disclosure significantly affects the information scent, which mainly positively impact the website stickiness. Moreover, sponsorship disclosure positively influences message framing, which then positively affects website stickiness. Our findings indicate that sponsorship disclosure plays a main role in forming website stickiness. This research marks a new ground in the sponsorship disclosure and endorsement disclosure literature and thus provides a useful profile in the field of on-line marketing. Marketing managers can hence use appropriate information disclosure to attract and stick consumers to a site by way of information scent and message framing.