流暢性對忽略效果的影響

The Influence of Fluency on Omission Effect

楊文廣(Wen-Goang Yang)；徐暐亭(Wei-Ting Hsu)；凃鈺城(Yu-Cheng Tu)；張佳榮(Chia-Jung Chang)

過程流暢性 ； 擷取流暢性 ； 忽略效果 ； 伴隨性情感 ； processing fluency ； retrieval fluency ； omission effect ； incidental affect

行銷科學學報

9卷2期（2013 / 10 / 01）

129 - 138

繁體中文

雖然以往眾多忽略效果的研究都聚焦在探討資訊過程與動機的影響上，但是對資訊過程與動機有顯著影響的決策流暢性，此研究缺口依然尚未釐清。實驗一與二的實證結果說明高擷取流暢性與高過程流暢性皆會使消費者傾向不採取行動（忽略效果），反之，低擷取流暢性與高過程流暢性則讓消費者傾向採取行動。此外，兩個實驗也都證實情感中介了流暢性與忽略效果。

Despite extensive research of omission effect focusing on the influence of information processing and motivation, the importance of the role of fluency on omission effect remains unclear. Studies 1 and 2 demonstrate that consumers with high retrieval and processing fluency are more likely to take inaction (omission effect). By contrast, consumers with low retrieval and processing fluency are more likely to take action (commission effect). Besides, Studies 1 and 2 further demonstrate the mediating role of the incidental affect induced by fluency in the theoretical link between fluency and omission effect.

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