自我監控、廣告訴求與媒體類型對廣告效果之影響－以男性保養品為例

Abstract

中文摘要 因應時代變革，男人擦保養品或化妝品已經不再是娘娘腔的行為。過去對於保養品的研究對象多為女性而鮮少有針對男性做研究，所以本研究以20至30歲的男性為研究對象，探討在男性保養品上，消費者的自我監控、廣告訴求與媒體類型對廣告效果之影響，並比較其在電視和網路媒體的差異。 在研究方法上，採實驗室實驗法，以男性保養品為實驗產品，靜態網頁及分鏡圖分別作為網路和電視的廣告設計，交通大學20至30歲的男學生為研究樣本。並根據研究目的，以三因子實驗設計，由自我監控（高/低）、廣告訴求（感性/理性）和媒體類型（電視/網路）三個自變項設計出八個不同的研究組別，對依變數廣告效果（廣告態度/品牌態度/購買意願）的影響進行分析。 研究結果發現，高自我監控者對感性訴求，低自我監控者對理性訴求會對廣告態度產生影響；而無論是感性或理性訴求廣告，搭配網路靜態呈現，在廣告態度上皆沒有顯著差異，品牌態度及購買意願方面則是網路優於電視；在三因子交互結果發現，低度自我監控者無論面對理性或感性訴求廣告，在網路靜態呈現都較在電視媒體呈現有較佳的品牌態度和購買意願，但在面對理性訴求廣告於電視媒體播出時比在網路靜態呈現，會持有較佳的廣告態度；高度自我監控者面對感性訴求廣告在網路媒體呈現，或理性訴求在電視媒體呈現時，會產生較佳的品牌態度和購買意願，而無論是何種訴求在網路靜態呈現都比在電視媒體呈現時會產生較佳的廣告態度。

ABSTRACT Most of the objects in cosmetics studies are females but a little male. In this research, we focus on males who are 20 to 30 years old to probe into the advertisement effects upon self-monitoring, advertisement appeals and media types. Moreover, we compare the differences between television and internet. The study design is Laboratory Experiment, we choose the male students in National Chiao Tung University who are 20 to 30 years old as the samples of study. Factorial experimental design is used in Laboratory Experiment. The variables in the study are self-monitoring, advertisement appeals and media types. By these three variables, the experiment group is separated into eight experimental groups. Then the different communication effects upon these eight groups are the aim that this study desires to find out. The combination of these three variables is the significance of this study. After using statistical analyzing, three conclusions can be found out. First, the effects on attitude toward advertisement (aad) when the objects of high self-monitoring face on emotional and the low self-monitoring objects face on rational advertisement. Second, the effects on attitude toward brand (abr) and purchasing inclination (pi) while no matter emotional or rational advertisements show on internet. Third, the effects on attitude toward brand (abr) and purchasing inclination (pi) when the objects of high self-monitoring face on emotional and the objects of low self-monitoring face on rational advertisement which show on internet.

Key Words：male cosmetics, self-monitoring, advertisement appeal, media types, advertisement effect