1 Department of Educational Psychology and Counseling, National Hsinchu University of Education , Hsinchu City, Taiwan .
Cyberpsychol Behav Soc Netw. 2013 Oct;16(10):753-60. doi: 10.1089/cyber.2011.0605. Epub 2013 Jun 20.
Online social networking sites represent significant new opportunities for Internet advertisers. However, results based on the real world cannot be generalized to all virtual worlds. In this research, the moderating effects of need for cognition (NFC) and knowledge were applied to examine the impact of message framing on attitudes toward social networking sites. A total of 216 undergraduates participated in the study. Results reveal that for social networking sites, while high-NFC individuals form more favorable attitudes toward negatively framed messages than positively framed messages, low-NFC individuals form more favorable attitudes toward positively framed messages than negatively framed messages. In addition, low-knowledge individuals demonstrate more favorable attitudes toward negatively framed messages than positively framed messages; however, the framing effect does not differentially affect the attitudes of high-knowledge individuals. Furthermore, the framing effect does not differentially affect the attitudes of high-NFC individuals with high knowledge. In contrast, low-NFC individuals with low knowledge hold more favorable attitudes toward positively framed messages than negatively framed messages.
在线社交网络为互联网广告商提供了重要的新机会。然而，基于真实世界的结果不能推广到所有虚拟世界。在这项研究中，应用认知需求（NFC）和知识的调节作用来检验信息框架对社交网站态度的影响。共有 216 名本科生参加了这项研究。结果表明，对于社交网站，高 NFC 个体对负面框架信息的态度比对正面框架信息更有利，而低 NFC 个体对正面框架信息的态度比对负面框架信息更有利。此外，低知识个体对负面框架信息的态度比对正面框架信息更有利；然而，框架效应不会对高知识个体的态度产生不同的影响。此外，框架效应不会对高 NFC 个体和高知识个体的态度产生不同的影响。相比之下，低 NFC 个体和低知识个体对正面框架信息的态度比对负面框架信息更有利。
