CAJ | 학술논문

本文应用＂精细加工可能性模型＂,探讨网站生动性和互动性对消费者产品态度的影响,并考察认知需求对生动性、互动性影响效果的调节效应。实验结果表明,网站生动性和互动性都能使消费者产生更积极的产品态度。对认知需求不同的消费者,生动性和互动性的影响效果有显著差异：生动性对低认知需求消费者的产品态度影响更积极;而互动性对高认知需求消费者的产品态度影响更积极。
본문응용＂정세가공가능성모형＂,탐토망참생동성화호동성대소비자산품태도적영향,병고찰인지수구대생동성、호동성영향효과적조절효응。실험결과표명,망참생동성화호동성도능사소비자산생경적겁적산품태도。대인지수구불동적소비자,생동성화호동성적영향효과유현저차이：생동성대저인지수구소비자적산품태도영향경적겁;이호동성대고인지수구소비자적산품태도영향경적겁。
According to the ElaboratiOn Likelihood Model, there are two relatively distinct routes of persuasion. Consumers＇ attitude formation and change can be resulted either from a thoughtful consideration of product-relevant information （ central route ） , or from associating the product with various positive or negative environment cues （peripheral route）. Each route may dominate the persuasive effect, depending on factors such as individual＇s involvement and cognitive differences. Need for cognition, which refers to one＇s tendency to engage in and enjoy effortful cognitive endeavors, is an important indicator of individual＇s cognitive trait. Researchers suggest that need for cognition influences the manner in which one deals with information. High need for cognition individuals like effortful thinking pay attention to the logic and quality of information itself, as well as search and process information. Low need for cognition individuals avoid cognitive activities. They are less disposed to spending effort in processing information. Therefore, they are more likely to be affected by peripheral cues. This paper examines the effects of website interactivity and vividness on consumers＇ product attitude, and how need for cognition moderates these effects. Website interactivity can facilitate consumers＇ information processing as it allows consumers to control information flow according to their personalized information need and processing habits. This will involve consumers more deeply and enhance the persuasive effects of the product information. Thus, we assume that interactivity will positively influence consumer＇s attitude towards product. As high need for cognition individuals are more willing to process information, we further assume that website interactivity are more influential for high need for cognition consumers. Websites that use rich media such as text, pictures, videos, and animation are more vivid than websites with a plain medium. As website vividness creates positive peripheral environment for product information, it will enhance the persuasive effects of the product information thorough peripheral routes. Thus, we assume that vividness will positively influence consumers＇ attitude towards product. Moreover, we assume that vividness is more influential for consumers who have low need for cognition consumer because they are more easily influenced by peripheral cues. In order to test the hypothesis, four websites with different level of interactivity and vividness are designed for a between-subjects experiment. Mobile phone is＇ chosen as the experiment product. In the low interactivity website, information is presented in a fixed format. Consumers have little control on the information content and its presentation sequence. In the high interactivity website, there are lots of hyperlinks and navigation bars, consumers can click them to decide which information to be presented and when to present. In the high vividness websites, products information is provided along with abundant pictures, icons, and flashes. In the low vividness website, there are only product information and a few necessary pictures. Thus, four versions of websites are designed （low interactivity ＆ low vividness, high interactivity ＆ high vividness, high interactivity ＆ low vividness, and low interactivity ＆ high vividness）. All of these four websites contain the same product information. During the experiment, participants are asked to evaluate a mobile phone in the website based on the information provided. Afterwards, their attitudes towards the product and need for cognition are measured. 2 （interactivity： high vs. low） x2 （vividness： high VS low） x2 （need for cognition： high VS low） ANOVA analysis result shows that both interactivity and vividness can enhance consumers＇ attitude towards products. In addition, the need for cognition moderates these effects. Interactivity is more influential for consumers having high need for cognition, while vividness is more influential for consumers having low need for cognition.