廣告代言人對推薦品牌廣告效果影響之研究

Abstract

廣告是行銷溝通中常使用的重要工具；而推薦式廣告是種常見的廣告型態，其中廣告代言人是否運用得當，居其成敗關鍵地位。本研究透過對廣告代言人數量及負面訊息等因素之操弄，以了解其對廣告效果之影響，並作為實務界制定廣告政策之參考。 本研究採實驗法進行實證，以運動鞋為實驗產品，操縱的實驗變數為廣告代言人數量及負面訊息，共設計六個實驗組，對大學生進行廣告記憶、廣告態度、產品態度、推薦人態度及購買意願等之問卷調查，共收集275份有效問卷，主要的資料方法為因素分析、變異數分析( ANOVA )及t檢定。 研究結果發現： 1.有無廣告代言人負面訊息，對消費者的推薦人態度有顯著差異；在沒有負面訊息時受測者的推薦人態度顯著的高於有負面訊息時。 2.不同廣告代言人數量，對消費者的廣告效果有顯著影響。除了廣告記憶，在二個廣告代言人時受測者的廣告記憶顯著的高於一、四廣告代言人時；其他（廣告態度、產品態度、推薦人態度及購買意願）皆在一個廣告代言人時受測者的廣告效果顯著的高於二、四廣告代言人時。 3.在單一廣告的代言人時，有無負面訊息對消費者的廣告效果有顯著影響。受測者在單一廣告代言人時，沒有負面訊息時的廣告效果（包括廣告記憶、廣告態度、產品態度、推薦人態度及購買意願）顯著的高於有負面訊息時。

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.