廣告代言人對不同生活型態消費者廣告效果的影響之研究

Abstract

隨著資訊科技的發達，行銷人員如何在琳瑯滿目的替代品選擇中達成任務，是一項愈來愈艱鉅的挑戰。而廣告則是企業將產品介紹給消費者最普遍的方式之一，尤其是廣告代言人的使用，更是近年來企業宣傳產品時所使用的一大利器。 本研究採實驗法進行實證研究，透過對廣告內容中，有無廣告代言人的操弄及對消費者生活型態背景的分析，以了解其對廣告效果的影響。本研究實驗對象為北部七所大專院校學生，共收集有效樣本數205份。主要的資料統計方法係以因素分析及集群分析獲取消費者生活型態資料，並透過卡方檢定對生活型態集群特徵進行描述，再運用變異數分析及Ｔ檢定對不同集群之消費者進行廣告效果之分析。研究結果如下所示： 1、 除了廣告記憶外，有無廣告代言人對消費者之廣告態度、產品態度及購買意願，有顯著影響，且有代言人情況下，其廣告效果顯著較佳。 2、 三個消費者集群在有無廣告代言人情況下，生活型態因素對消費者的廣告態度及產品態度產生了顯著的影響。在廣告態度方面，無代言人情況下，社交體育型的消費者，其廣告態度顯著高於勤儉主見型及家庭事業型的消費者，且廣告代言人對勤儉主見型及家庭事業型消費者的廣告態度，有顯著助益；在產品態度方面，勤儉主見型的消費者，其產品態度顯著高於家庭事業型的消費者。

With the development of information technology, it becomes a more difficult challenge for marketing people to achieve their goals in such a dazzling array of beautiful exhibits. It is the most popular way for enterprises to introduce their product to consumers through advertisement, especially through advertising Spokesperson. This research adopts the experiment way to carry on the positive research. In order to understand the impact on advertising effect, this research controls the advertising spokesperson in the advertisement and analysis consumers’ life style. The experimental subjects are students of seven universities and colleges in the north of Taiwan, and total effective samples are 205 units. In order to obtain consumers’ life style information, the main materials statistical methods are factor analysis and cluster analysis. And through Chi-square analysis to describe the life style groups’ characteristics, and then use variation analysis and T-test to carry on the advertising effect to different clusters of consumers. The results of research are as following：

1、 Besides the recall toward the advertisement, there are positive significant effects on consumers’ attitude toward the advertisement, product attitude, and purchase intention while there is advertising spokesperson in the advertisement. 2、 In attitude toward the advertisement, the third cluster consumers have higher attitude than the other two clusters consumers have under spokespersons’ situation. And there are positive effects on the second and the third clusters consumers’ attitude under spokespersons’ situation. In product attitude, the first cluster consumers have higher attitude than the second cluster consumers.