線上社群評論人及論點說服力之研究

A Study on the Persuasive Effect of Online Commenters and Arguments

評論內容所包含不同的效價與效果，亦引發不同的說服效果。另外，具有標章等級的評論者提供內容亦會有其影響性。故本研究以推敲可能性模式為理論基礎，並以論證模式探討評論內容的論點品質與論點效價。本研究採實驗法進行2 (論點品質)×2(論點效價)×2(評論人可信度)的組間實驗設計來測試假說，探討不同情況下的線上評論說服效果是否有差異。研究結果發現，論點品質對訊息採用有顯著正向影響；論點效價對訊息有用性及訊息採用有顯著正向影響；評論人可信度對訊息可信度、訊息有用性與訊息採用皆產生較佳的說服效果，且高評論人可信度(頂尖評論家)會大於低評論人可信度(無標章)。另外，論點效價與評論人可信度對訊息可信度產生交互作用。而論點品質與評論人可信度對訊息有用性、訊息採用有交互作用的影響。

The purpose of the study is to understand whether different argument valence and argument quality will have different impacts on the persuasiveness of the comment through two message processing route, which is on the basis of the ELM. The results show that argument quality has a significant positive effect on information adoption; Argument valence has a significant positive effect on information usefulness and information adoption; The credibility of reviewers has a better persuasive effect on the credibility, usefulness and adoption of information, and the credibility of high reviewers is greater than that of low reviewers. In addition, argument validity and reviewer credibility interact with information credibility. The quality of argument and the credibility of reviewer have interactive effects on the usefulness and adoption of information.