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    Title: 代言適配性對代言人可信度及廣告效果之影響
    Authors: 黃柏翔
    Contributors: 樓永堅
    黃柏翔
    Keywords: 代言人
    可信度
    廣告效果
    適配性
    Date: 2005
    Issue Date: 2009-09-18 14:10:03 (UTC+8)
    Abstract: 利用代言人和產品結合的傳遞方式是常見的廣告手法,透過公眾人物帶給社會大眾的良好形象,建立起消費者對產品或品牌的認同,可進一步改變其態度和行為。過去關於代言人的研究提出:當代言人形象和產品形象之間的「適配性」越高,將會得到較高的代言人可信度和廣告效果。本研究即根據此假說發展:第一部份檢驗「代言人外在吸引力」和「產品類型」之間的適配性;第二部分加入「買者知識」,檢驗不同的買者類型對這四種代言搭配組合的認知是否存在顯著的差異。第三部分討論「代言結果」和代言組合「適配性」之間的交互作用,對代言人可信度的影響方向和程度。

    本研究是以實驗設計的方式,透過前測選出:1.高/低吸引力代言人和2.可/無法提升外在吸引力的產品,然後依此結果發展問卷。正式問卷設計是一個 2(代言人類型)X2(產品類型)X2(代言結果)X2(買者類型)的模型,因為買者類型是衡量變數,所以正式問卷總共有8組實驗廣告。每位受測者接收到不同情境的實驗廣告,本研究依照不同「適配性」的代言組合,探討其廣告代言人可信度和廣告效果是否存在顯著的差異。主要分析方法是t檢定、2 Way ANCOVA、2 Way ANOVA。

    本研究結果如下:

    1.「高度外在吸引力代言人」代言「可提升外在吸引力產品」比代言「無法提升外在吸引力產品」,獲得更高的代言人可信度和廣告效果的評價。

    2.「適配性高」的代言組合中,「專家型買者」在代言人專業性、品牌態度和購買意願的評價高於「生手型買者」,但是未達顯著水準。

    3.「適配性低」的代言組合中,「專家型買者」較「生手型買者」有較低的廣告態度和購買意願,且達顯著水準。

    4.對「高適配性組合」而言,代言成功的結果是可以被預期的,因此其代言人可信度增加的幅度,小於另外三個適配性較低的組合。

    5.若代言結果是失敗的,對「高適配性」的代言組合而言,這個結果是比較沒有辦法被預期,因此在這個組合中,其代言人可信度評價下降的幅度會高於其他三組。
    Reference: 一、中文文獻:
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    17. 劉倉賓,產品廣告訴求、涉入程度及高、低自我監控對廣告效果的影響,交通大學管理科學研究所碩士論文,民國八十六年。
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    Description: 碩士
    國立政治大學
    國際經營與貿易研究所
    93351007
    94
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0093351007
    Data Type: thesis
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

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