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    Title: 廣告代言人之陪伴者的真實性與知名度對廣告效果之影響
    How the authenticity and popularity of the partners of the endorsers affect Advertising effectiveness
    Authors: 王楷馨
    Contributors: 張卿卿
    王楷馨
    Keywords: 代言人
    陪伴者
    真實性
    知名度
    產品特性
    廣告效果
    Date: 2017
    Issue Date: 2017-10-02 10:22:39 (UTC+8)
    Abstract: 過去名人代言人的學術研究多專注於代言人本身,而忽略了部分廣告中,除了代言人外,還會有一位或是數位「陪伴者」。本研究將探討陪伴者「真實與否」是否會影響代言人組合的信賴感與廣告效果;以及陪伴者「知名與否」是否會影響代言人組合的喜好度與廣告效果,此外,並以產品特性(搜尋特性和體驗特性)作為研究之調節變項。
    本研究採用3(代言人與陪伴者組合:代言人於廣告中的伴侶為真實伴侶且為知名藝人/非真實伴侶且為知名藝人/非真實伴侶且為非知名藝人)×2(產品特性:搜尋特性/體驗特性)的多因子實驗設計。研究結果證實當陪伴者為「真實伴侶」時,相較於「非真實伴侶」會產生較佳的信賴感;陪伴者為「知名藝人」時,相較於「非知名藝人」則會產生較佳的喜好度,然而,無論陪伴者「真實與否」或「知名與否」,皆不會影響到廣告效果。而當產品特性不同時,亦不會產生調節中介作用。
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    Description: 碩士
    國立政治大學
    傳播學院傳播碩士學位學程
    104464026
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0104464026
    Data Type: thesis
    Appears in Collections:[傳播學院傳播碩士學位學程] 學位論文

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