義同憶異：飯店產品知識與訊息類型於適配下提高說服與記憶

The Same Message Makes Different Memories: Proper Matches of Hotel Product Knowledge and Message Types Strengthen Persuasion and Memory

飯店產品知識高低不同的消費者對於飯店廣告訊息，是以詳細的數字或術語來說明較具 說服力且印象深刻？還是用簡單文字敘述產品利益才有說服力而不易忘記？合宜地把消費者 產品知識能力與業者廣告訊息做適切搭配，本研究解析了兩兩配對下優劣得失的邏輯理路， 據以提出適配組合下較佳說服力與記憶表現之行銷溝通效果。兩個實驗法實徵的結果顯示： 飯店知識能力低者適配利益訊息，相較於採用屬性訊息，其訊息說服力、再認記憶、自由回 憶皆能表現較高；相反地，飯店知識能力高者適配屬性訊息，對比採用利益訊息，其訊息說 服力與自由回憶表現較高。本研究在學術上對資源適配理論做了擴充與深化，在實務上可為 供需雙方提供策略示範與指引。 For consumers with different product knowledge, which types of hotel messages are more persuasive and easy to remember: details of numbers and technical terms or simply words describing product benefits? Proper matches of consumers' product knowledge and type of advertisement messages will create better marketing communication effects. This study analyzed advantages and disadvantages of different matches to recommend the proper match that works the best for persuasion and memory performance. The results of two experimental studies show that benefit messages are more persuasive to consumers with lower hotel knowledge and create better performance in recognition and free recall. On the other hand, attribute messages are more persuasive to consumers with higher hotel knowledge and create better performance in free recall. Theoretically this study expands the resource-matching theory and offers practical strategies and guidelines for the hotel industry.