代言人與產品配適之研究

Abstract

本研究奠基於配適假說，以性別為配適因子，並運用因子設計探討代言人類型與產品類型搭配之廣告效果。主要發現代言人類型對廣告效果無顯著的影響，而產品類型對廣告效果則有顯著的影響，且功能性產品優於感官性產品，另外，代言人類型與產品類型對廣告效果有顯著的交互作用，且運動員與政治家代言功能性產品的廣告效果皆優於其代言感官性產品。此外，感官性產品由表演者代言的廣告效果最佳，功能性產品則由政治家代言的廣告效果最佳，但是表演者與企業家代言感官性產品與功能性產品的廣告效果皆無顯著差異。

This study uses gender as a match-up factor and applies factorial experimental design to examine the match-up of spokesperson and product types and the resultant ad effectiveness based on Match-up Hypothesis, and finds that product types have significant impact on ad effectiveness, while spokesperson types don't. The utilitarian product type causes better ad effectiveness than the hedonic one. The interactive effect of spokesperson and product types is also one of the main findings. In terms of ad effectiveness, an ad for the utilitarian product that uses an athlete and politician as its spokespersons is better than an ad for the hedonic product. Also, it is the most effective for the hedonic product to choose an actor as its endorser and for the utilitarian product to use a politician as a spokesperson, but there is not significant different ad effectiveness between a hedonic and a utilitarian product when an actor and an entrepreneur are used as an endorser.