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    Title: 洋妞必勝?模特兒種族與產品類型搭配之廣告效果-以香水、粉底液為例
    The Advertising Effects of Model`s Race and Product Types: An Adoption Study of Perfume and Liquid Foundation
    Authors: 洪楷芯
    Hung, Kai Hsin
    Contributors: 張卿卿
    Chang, Ching Ching
    洪楷芯
    Hung, Kai Hsin
    Keywords: 模特兒種族
    自我指涉
    廣告態度
    產品知覺品質
    品牌態度
    購買意圖
    Date: 2013
    Issue Date: 2014-07-21 15:32:12 (UTC+8)
    Abstract:   本研究欲瞭解「模特兒種族」經「產品類型」調節後,是否會受到消費者「自我指涉」中介而影響「廣告效果(廣告態度、產品知覺品質、品牌態度、購買意圖)」。
      本研究依台灣消費市場中最多見的廣告模特兒種族,將模特兒種族鎖定為「亞裔(黃種人)」及「西方(白種人)」。依Green(1999)的定義將產品類型分為「種族基礎產品race-based products)」及「種族中性產品(racially neutral products)」,並鎖定以女性消費產品做實驗。此外,除了遵循Rogers, Kuiper and Kirker(1977)對「自我指涉」的定義,為了要辨明刺激消費者產生自我指涉的來源,本研究還另外發展了「種族身體表徵自我指涉」及「種族文化優勢自我指涉」,並用以解釋不同廣告組合對廣告效果所產生的影響。
      最終收集了95位台灣女性大學生的實驗數據,分析後發現以下結果:一、 當「種族基礎產品」搭配「亞裔模特兒」時,台灣消費者會產生顯著較強的「種族身體表徵自我指涉」。二、當「種族中性產品」搭配「西方模特兒」時,台灣消費者會產生顯著較強的「種族文化優勢自我指涉」。三、「種族身體表徵自我指涉」對廣告態度、產品知覺品質、品牌態度具有完全中介效果。四、「種族文化優勢自我指涉」對廣告態度、產品知覺品質、品牌態度具有完全中介效果;並且,當產品類型只鎖定為「種族中性產品」時,「種族文化優勢自我指涉」對廣告態度、產品知覺品質、品牌態度仍具有部分中介效果。
      根據研究結果,本研究提出結論:不論何種產品類型,台灣消費者對「西方模特兒」的廣告態度、產品知覺品質、品牌態度、購買意圖都勝過「亞裔模特兒」;特別是「種族中性產品」的廣告,搭配「西方模特兒」易促使台灣消費者產生「種
    族文化優勢自我指涉」,進而顯著地增強「廣告態度、產品知覺品質、品牌態度」。另一方面,若廣告產品是高強度的「種族基礎產品」的話,使用「亞裔模特兒」雖然會讓台灣消費者產生較強的「種族身體表徵自我指涉」,但對廣告效果來說卻不一定有效。
    Reference: 一、中文書目
    林秀鳳(2005)。〈女模特兒對廣告效果之影響-以男模特兒及廣告訴求為干擾效  果之探討〉。輔仁大學織品服裝學系研究所碩士論文。
    張逸民(1977)。〈女性模特兒的膚色與暴露程度對廣告訴求及產品印象之影響研  究〉。政治大學企業管理研究所碩士論文。
    許景郎(1986)。〈廣告模特兒與品牌名字對廣告效果的影響---以咖啡產品為實  例〉。交通大學管理科學研究所碩士論文。
    陳郁秀、林會承、方瓊瑤(2013)。《文創大觀1:台灣文創的第一堂課》。台 
      北:先覺。
    蔡佳靜、張志向(2005)。〈難道美麗也是一種錯誤? -模特兒膚色與男女性市
      場之差異〉《輔仁管理評論》,12(3),129-146。
    二、英文書目
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    Lee, C. K. C., Fernandez, N., & Martin, B. A. (2002). Using
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    Markus, H., & Nurius, P. (1986). Possible selves. American
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      (1978). Salience of ethnicity in the spontaneous self-
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    Rogers, T. B., Kuiper, N. A., & Kirker, W. S. (1977). Self-
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      (2000). Alternative modes of self-construal: Dimensions
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    三、線上及影音資料
    教育部國語推行委員會(2007)。《重編國語辭典修訂本》。上網日期:2014年2
      月13日,取自 http://goo.gl/Drrhqn
    Cambridge University Press(1999). Cambridge Dictionaries
      Online. Retrieved February 13, 2014, from:  
      http://dictionary.cambridge.org/dictionary/british/race
      _2
    Brody, Laura., Aaron Gordon, Sally Kye, Hediyeh
      Mohajerjasbi, Meral Tunador (2010). Race and Ethnicity.
      Retrieved February 13, 2014, from:http://youtu.be/aDz3BJ
      DPXHA
    Description: 碩士
    國立政治大學
    廣告研究所
    101452015
    102
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0101452015
    Data Type: thesis
    Appears in Collections:[Department of Advertising] Theses

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