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NTU Management Review
                                                               Vol. 35 No. 2 Oct. 2025, 1-52
                                                               https://doi.org/10.6226/NTUMR.202510_35(2).0001


               The Bias Assimilation Effect and Attitude Polarization in AIoT
               Smart Healthcare Word-of-Mouth Communication



               AIoT 智慧醫療口碑傳播中的偏見同化效應與態度極化

               Ya-Ching Lee, Institute of Marketing Communication, National Sun Yat-sen University
               李雅靖 / 國立中山大學行銷傳播管理研究所
               Chia-Hsin Liu, Institute of Marketing Communication, National Sun Yat-sen University
               劉嘉馨 / 國立中山大學行銷傳播管理研究所
               Received 2023/10, Final revised received 2025/5

               Abstract
               Consumers’ pre-existing attitudes toward Artificial Intelligence of Things (AIoT) smart
               healthcare technologies significantly shape the effectiveness of electronic word-of-mouth
               (eWOM) and contribute to attitude polarization. This study aims to examine how attitude
               consistency influences recipients’ attitude polarization through credibility. Additionally,
               it explores the moderating effect of medical brands’ attitude consistency and investigates
               potential age differences. Based on the biased assimilation theory, this research conducts
               a quasi-experiment involving a 2 (valence of eWOM on AIoT smart medical technology:
               positive vs. negative) × 2 (valence of eWOM on medical brands: positive vs. negative)
               × 2 (2 versions of messages). The results of 1,010 valid data demonstrates that greater
               consistency leads to higher credibility; attitude consistency exerts a negative impact on
               attitude polarization by enhancing credibility. In contrast, attitude consistency does not
               play a significant moderating role. Additionally, the influence of biased assimilation
               regarding AIoT smart medical technology varies between older and younger groups.
              【Keywords】AIoT, attitude polarization, biased assimilation, healthcare

               摘 要
               對於 AIoT 智慧醫療口碑傳播的效果，消費者的既定態度扮演關鍵角色。本研究旨在
               探討在口碑訊息中，消費者 ( 口碑評論接受者 ) 對 AIoT 智慧醫療科技之既有態度，
               與口碑評論對該特定科技的一致性，如何影響該口碑評論的說服效果，進而導致態度
               極化。同時，本研究亦檢視醫療品牌口碑態度一致性是否具有干擾作用，以及不同年
               齡層間的差異。本研究分析了 1,010 份有效樣本的數據。結果顯示，當消費者與 AIoT
               智慧醫療科技口碑之間的態度一致性越高，其口碑訊息的說服力也越顯著，並且該一
               致性透過提升說服效果，間接抑制了態度極化現象。然而，醫療品牌口碑的態度一致
               性並未顯示出顯著的干擾效果。此外，不同年齡層對 AIoT 智慧醫療科技口碑中偏見
               同化的認同效果亦存在差異。
              【關鍵字】      偏見同化、智慧物聯網、醫療、態度極化







               領域主編：黃恆獎教授

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