軟體專案承諾升級現象發生時，可能會造成更多資源成本的投入，若投入更多的資源，而專案依然失敗，則會造成更多的浪費，是企業界最不希望看到的情形。本研究利用推敲可能性理論探討此現象，了解不同的說服方式如何影響受測者的決策過程。根據遇到專案的狀況，依照訊息訴求分成理性訴求與感性訴求的敘述方式，加入框架效應 (正向／負向) 以及訊息強度 (低／中／高) 兩變數，以自我責任作為調節變項進行探討，研究在不同情況敘述下，決策制定者接收專案訊息描述後其決策過程中的推敲可能性，以及推敲可能性與決策之間的關係。
研究發現如下：
1. 單一效果影響下，訊息強度中比起其他兩個強度較容易引起訊息接收者運用中央路徑思考。
2. 訊息訴求、訊息框架以及訊息強度會交互影響受測者推敲可能性，在正向框架下，訊息訴求與訊息強度對訊息接收者運用中央路徑做決策有顯著的交互作用。
3. 在訊息強度中與強的情況下訊息訴求與訊息框架對訊息接收者運用中央路徑做決策有顯著的交互作用。
4. 在感性訴求、正向框架與訊息強度強的訊息描述下，訊息接收者運用中央路徑思考時，較不容易做出承諾升級的決定。
5. 在自我責任調節下，則是感性訴求、負向框架與訊息強度弱的訊息描述，會引起訊息接收者運用中央路徑思考時，較不容易做出專案繼續的決策。 / Escalation of commitment is common in software project development. There are a few theories that have been used to explain this behavior, including the framing effect and self-responsibility. This study investigates the issue from the dual-path elaboration likelihood model (ELM) to examine how different persuasion routes may play roles in the decision process. An experiment was designed to study the effect of different descriptions of project status that may lead to different decision routes (central versus peripheral routes). The experiment design includes message appealing (rational vs emotional appealing), message strength (strong, medium and weak), and framing (positive vs. negative) as main variables and the responsibility as a moderator. The
subject was asked to decide whether s/he would continue the project under a given scenario. Our results includes the following:
1. Message appealing, message framing, and message strength have significant interaction effect on the subject’s decision routes;
2. In positive framing, message appealing and strength has significant interaction effect on the use of the central route;
3. When message strength is medium or strong, message appealing and framing has significant interaction effect on the use of the central route;
4. Regarding to decision escalation, the likelihood of escalation is lower when the decision route is central (thinking) under the emotional appealing, positive framing, and strong message;
5. The likelihood of escalation is lower when the decision route is central under the emotional appealing, negative framing, and weak message description.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0104356030 |
| Creators | 張菀庭, Chang, Wan-Ting |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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