推薦式廣告對不同涉入度產品之廣告效果

Abstract

摘 要本研究以廣告類型（推薦式及一般廣告）及不同的推薦人 類型，對高涉入程度和低涉入程度產品進行實驗，針對其廣告記憶、廣告 態度、產品態度與購買意願等廣告效果進行探討，研究目的如下：1. 探 討傳統型廣告與推薦型廣告對廣告效果有無顯著影響。2. 探討高、低涉 入程度產品對廣告效果有無顯著影響。3. 探討不同推薦人類型對廣告效 果所造成之差異大小與方向。經由實證研究，結果如下列幾點：1. 廣告 型態、推薦人類型和廣告型態及推薦人類型的交互作用是影響整 體廣 告回憶的重要因素。2. 廣告類型、推薦人類型及產品涉入度是影響廣告 態度的主要因素。3. 推薦人類型和廣告型態及推薦人類型兩因素之間的 交互作用是影響 產品態度的主要因素。4. 推薦人類型是影響推薦人 態度的主要因素5. 產品涉入度及推薦人類型是影響購買意願的主要因素 。6. 性別是影響廣告回憶及廣告態度的主要因素。7. 就讀學院對推薦 人態度有差異。8. 個人月所得會使購買意願有差異。 ABSTRACT This research attempted to realize the advertising effects of advertisementwith endorsers (celebrity, expert, consumer) on products of different product involvement (high / low). The goals of this research are:1. There are significant advertising effects between the advertisement with endorsers and normal advertisement.2. There are significant advertising effects between high and low product involvement.3. There are significant advertising effects on different types of endorser. The conclusions are:1. Types of advertisement and endorser are the important factors of effecting advertising memory.2. Types of advertisement, types of endorser, and product involvement are the important factors of effecting advertising attitude.3. Types of advertisement and endorser are the important factors of effecting product attitude.4. Types of endorser are the important factors of effecting attitude of endorser.5. Types of endorser and product involvement are the important factors of effecting purchase intention.6. Sex is the important factor of effecting advertising memory and advertising attitude.7. Personal income is the important factor of effecting purchase intention.