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系統識別號 U0026-2006201121292700
論文名稱(中文) 代言人的外在吸引力對廣告溝通效果的影響-以產品涉入程度為干擾變數
論文名稱(英文) The Impact of An Endorser’s Physical Attractiveness on Communication Effect - the moderating role of product involvement
校院名稱 成功大學
系所名稱(中) 國際企業研究所碩博士班
系所名稱(英) Institute of International Business
學年度 99
學期 2
出版年 100
研究生(中文) 蘇伶雅
研究生(英文) Ling-Ya Su
學號 R66981219
學位類別 碩士
語文別 英文
論文頁數 64頁
口試委員 指導教授-蔡燿全
口試委員-楊澤泉
口試委員-蔡惠婷
中文關鍵字 外在吸引力  廣告效果  產品涉入程度 
英文關鍵字 Physical Attractiveness  Communication Effect  Product Involvement 
學科別分類
中文摘要 本篇研究有兩個主要的目的,一為檢驗代言人的外在吸引力對於廣告溝通效果的影響;另一為在不同的產品設入情境下,代言人的外在吸引力對於廣告溝通效果的影響。本研究代言人主要以素人(typical consumer)為主,且廣告的溝通效果分別為品牌回想、品牌態度以及購買意願。
本研究採用實驗設計法中的「受測者間因子實驗設計法」(between-subjects experimental design),基於研究中的實驗操作變數有兩個,包含外在吸引力的程度以及產品的涉入程度,採用2x2的實驗因子。本研究之問卷使用兩種不同的廣告,一為高度吸引力的代言人搭配泡麵;另一為低度吸引力的代言人搭配泡麵。有效問卷總共215筆,並且使用t-test及two way ANOVA檢測本研究的假設。
研究結果指出,消費者對於廣告中使用高度外在吸引力的代言人會產生較高的品牌回想、品牌態度以及購買意願;另一項結果也指出,不管消費者對於產品的涉入情境是高或是低,代言人的外在吸引力對於廣告溝通效果沒有顯著的影響。
本篇研究的貢獻在於,對於使用素人代言的廠商,可以考慮使用外在吸引力較高的代言人,會使消費者產生較高的品牌回想、品牌態度及購買意願;另外,我們也可以發現,當消費者對產品有既定的態度十時,使用高度外在吸引力的代言人對於消費者的產品決策是沒有差異的。
英文摘要 There are two purposes of this study. First, is to examine the impact of an endorser’s physical attractiveness on communication effect. Second is to examine the impact of an endorser’s physical attractiveness on communication effect under the different scenario of product involvement. The endorsers we’re based on the typical consumers. Also, communication includes brand recall, brand attitudes, and purchase intentions. In this study, we use 2x2 between-subjects experimental design. We designed two versions advertising with the product being endorsed as instant noodles. One being a highly attractiveness endorser promoting instant noodles, the other is an average looking endorser promoting instant noodles. There are 215 usable questionnaires and we use t-test and two-way ANOVA to examine our hypothesis.
The results indicate consumers will have increased brand recall, enhanced brand attitude, and purchase intentions, when an attractive endorser appears in the advertising. Furthermore, no matter under high product involvement, or low product involvement, there is no significant influence on brand recall, brand attitude and purchase intention when employing highly or averagely attractiveness endorsers.
The contribution of this study, firstly, when using an attractive typical endorser, it generates more brand recall, brand attitude, and purchase intention. Secondly, we can observe that if consumers have their own attitudes on the product, it’s difficult to change their decision making process when using the attractive endorsers.
論文目次 Chapter 1 Introduction
1.1 Research Background and Motives……………………1
1.2 Research Objectives……………………………………………………3
1.3 Research Procedures………………………………………………………4
Chapter 2 Literature Review
2.1 Communication Effects……………………………………………………5
2.2 Endorser Types and Physical Attractiveness…………………………8
2.3 Product involvement and communication effects………………14
Chapter 3 Research Method
3.1 Research Framework……………………………………………………17
3.2 Hypothesis……………………………………………………………………18
3.3 Operational Definition…………………………………………19
3.4 Research Design………………………………………………………………21
3.5 Sample and Data Analysis………………………………………25
Chapter 4 Data Analysis
4.1 Descriptive Analysis…………………………………………………27
4.2 Reliability Analysis………………………………………………32
4.3 Validity Analysis………………………………………………33
4.4 Hypothesis Testing………………………………………………35
Chapter 5 Conclusion
5.1 Research Conclusion……………………………………………51
5.2 Managerial Implications……………………………………53
5.3 Future Research…………………………………………………………54 Reference……………………………………………………………………55 Appendix………………………………………………………………………60
Appendix 1 Advertising in Questionnaire…………………60
Appendix 2 Questionnaire of Study………………………61
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