标题: | 广告代言人对推荐品牌广告效果影响之研究 A Study for Advertising Spokesperson Effects For Endorsed Brand |
作者: | 陈敏郎 Min-Lang Chen 黄仁宏 Dr. Jen-Hung Huang 经营管理研究所 |
关键字: | 广告代言人;广告效果;推荐品牌;代言人;Advertising Spokesperson;Advertising Effects;Endorsed Brand;endorser |
公开日期: | 2000 |
摘要: | 广告是行销沟通中常使用的重要工具;而推荐式广告是种常见的广告型态,其中广告代言人是否运用得当,居其成败关键地位。本研究透过对广告代言人数量及负面讯息等因素之操弄,以了解其对广告效果之影响,并作为实务界制定广告政策之参考。 本研究采实验法进行实证,以运动鞋为实验产品,操纵的实验变数为广告代言人数量及负面讯息,共设计六个实验组,对大学生进行广告记忆、广告态度、产品态度、推荐人态度及购买意愿等之问卷调查,共收集275份有效问卷,主要的资料方法为因素分析、变异数分析( ANOVA )及t检定。 研究结果发现: 1.有无广告代言人负面讯息,对消费者的推荐人态度有显着差异;在没有负面讯息时受测者的推荐人态度显着的高于有负面讯息时。 2.不同广告代言人数量,对消费者的广告效果有显着影响。除了广告记忆,在二个广告代言人时受测者的广告记忆显着的高于一、四广告代言人时;其他(广告态度、产品态度、推荐人态度及购买意愿)皆在一个广告代言人时受测者的广告效果显着的高于二、四广告代言人时。 3.在单一广告的代言人时,有无负面讯息对消费者的广告效果有显着影响。受测者在单一广告代言人时,没有负面讯息时的广告效果(包括广告记忆、广告态度、产品态度、推荐人态度及购买意愿)显着的高于有负面讯息时。 Advertisings are often used and important tool in marketing communication. Endorsers are used extensively in advertising. This study aimed to examine the communication effects through the number of endorsers and the negative celebrity information in color file ads. The outcome can be a reference for companies making a advertising policy. Using undergraduates as respondents, a 3 ×2 experimental design was conducted under conditions which varied the number of endorsers ( 1 vs. 2 vs. 4 ) and the negative celebrity information ( Yes vs. No ).We made proper questionnaire to investigate the students in the National Chiao Tung University and National Taiwan University, and collected 275 valid samples. The data were analyzed mainly by analysis of variance ( ANOVA ), t test, and factor analysis. The major conclusions are: 1.The negative celebrity information significantly influences the endorser attitude. And the endorser attitude of the non negative celebrity information experimental design is significantly higher than that of the negative celebrity information. 2.The number of endorsers significantly influences the advertising effects. The recall toward the advertisement of the two endorsers experimental design is significantly higher than that of the one and four, and the others ( attitude toward the advertisement、product attitude、endorser attitude、purchase intention ) of the one endorser experimental design is significantly higher than that of the two and four. 3.When the advertising has a single endorser, the negative celebrity information significantly influences the advertising effects. When the advertising has a single endorser, the advertising effects of the non negative celebrity information experimental design is significantly higher than that of the negative celebrity information. |
URI: | http://140.113.39.130/cdrfb3/record/nctu/#NT890457031 http://hdl.handle.net/11536/67417 |
显示于类别: | Thesis |