中山管理評論

  期刊全文閱覽

中山管理評論  2001/9

第9卷英文特刊  p.3-18


題目
Gender Difference in Persuasibility: The Moderating Role of Product Type and Source Expertise
Gender Difference in Persuasibility: The Moderating Role of Product Type and Source Expertise
(633505452493750000.pdf 431KB)

作者
Nai-Hwa Lien/National Taiwan University
Nai-Hwa Lien/

National Taiwan University


摘要(中文)

(633505452493593750.pdf 110KB)

關鍵字(中文)

Gender Difference, Communicator Sex, Source Expertise, Product Type


摘要(英文)

Conducting an experiment in the consumer behavioral context, this study examines 3 moderating variables influencing gender difference in persuasibility: communicator sex, source expertise, and sex role orientation (product type). Testimonial advertisements for two products, one is masculine and the other is feminine, were presented to college students and their responses to the advertisements were collected and analyzed. some 2-way and 3-way interactions were found in attitude toward advertisement, brand attitude, and purchase intention. Results suggested that women are not more persuasible than men. Both men and women have better brand attitude when the advertised product is endorsed by a person less .familiar with the product. Possible explanations are discussed.

(633505452493593750.pdf 110KB)

關鍵字(英文)

Gender Difference, Communicator Sex, Source Expertise, Product Type


領域
其他

政策與管理意涵


參考文獻