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    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/118881
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    題名: Perceived message consistency: Explicating how brand messages being processed across multiple online media
    作者: 張郁敏
    Chang, Yuhmiin
    貢獻者: 廣告系
    關鍵詞: Consistency;Cross-media;Expectancy evaluation;Relevancy evaluation;Message consistency scale;Online media
    日期: 2018-08
    上傳時間: 2018-07-24 17:30:15 (UTC+8)
    摘要: People tend to search product information from various online media. Although high perceived message consistency is crucial to a brand's success, how multiple online brand messages being processed and how can it be measured have not been elucidated and tested. This study initiates an attempt to articulate the mechanism underlying perceived message consistency across multiple online media and to develop a scale using a rigid scale development procedure. Three survey studies have been conducted. The findings demonstrated that perceived message consistency results from the relevancy and expectancy evaluations. Relevancy and expectancy evaluations are either positively or negatively correlated in the high-relevancy situation and not correlated in the low-relevancy situation. In addition, the eight scale items developed by this study have been demonstrated to be valid and reliable to measure perceived message consistency across individuals of different ages (i.e., from 18 to 61), product categories (i.e., bottled water, movie, and notebook), and online media (i.e., YouTube, news site, and review site). The scale items were also demonstrated to be better than existing scales that involve only relevancy evaluation items.
    關聯: Computers in Human Behavior, Volume 85, Pages 125-134
    資料類型: article
    DOI: https://doi.org/10.1016/j.chb.2018.03.038
    顯示於類別:[廣告學系] 期刊論文

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