廣告代言人類型對廣告效果影響之研究---以台灣與美國為例

Abstract

對於行銷人員而言，廣告是行銷活動中最重要的工具。為了將產品訊息傳遞給消費者，結合廣告代言人和產品的推薦式廣告，可以說是最常見的廣告型態。本研究以不同類型廣告代言人及不同受測地區等因素之操作，探討廣告代言人類型對台灣與美國地區之廣告效果的影響。 一般工業產品的廣告，大部分都是以產品本身為訴求，很少以廣告代言人的方式為工業產品作廣告，本研究以半導體測試設備”laser repair”為廣告產品進行實驗，並以台灣與美國半導體公司的工程師為研究對象，進行代言人態度、廣告態度、產品態度、購買意願之調查。共收集347份有效問卷，主要的資料分析方法為信度分析及變異數分析 ( ANOVA )。 研究結果發現： 1.有無廣告代言人，對消費者的廣告效果有顯著影響，有廣告代言人的廣告效果顯著的高於無廣告代言人的廣告效果。 2.不同廣告代言人類型，對台灣與美國消費者的廣告效果有顯著影響。 對台灣的消費者； 除了代言人態度以User較其他類型代言人顯著外，在廣告態度、產品態度、購買意願等方面，Expert的廣告效果都顯著的高於另外兩種類型的廣告代言人。 對美國的消費者； 在代言人態度、廣告態度、產品態度、購買意願等方面，User的廣告效果顯著的都高於另外兩種類型的廣告代言人。

Advertisement is the most important tool in marketing communication for sellers. Spokespersons are used extensively in advertising. This study intends to explore the effectiveness of advertising between Taiwan & U.S.A. via the spokesperson’s type. For industrial products, the advertisement is always emphasized product itself. Endorsers seldom showed in the advertisement of industrial products. This study using “laser repair” as experimental product, and using the engineers of TSMC & Wafertech as respondents, a ”4 ×2” experimental design was conducted under conditions which varied endorsers and regions. We designed fitting questionnaire to explore the engineers of TSMC and Wafertech. We collected 347 valid samples. The data were analyzed by analysis of variance (ANOVA) and reliability analysis. The major findings are： 1. The spokesperson significantly influences the effectiveness of advertisement. Spokesperson’s advertisement is significantly higher than the advertisement of non-endorser. 2. The spokesperson’s types significantly influence the effectiveness of advertisement. In Taiwan； The endorser attitude of “User” is significantly higher than that of the CEO & User. But, in the attitude toward the advertisement, product attitude, purchase intention, the Expert’s effect is significantly higher than that of the CEO & User. In U.S.A.； In the endorser attitude, attitude toward the advertisement, product attitude, purchase intention, the User’s effect is significantly higher than that of the CEO & Expert.