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系統識別號 U0026-2606201112243200
論文名稱(中文) 產品與廣告代言人形象一致性效果探討─實驗設計法
論文名稱(英文) Assessing the Effect of Product and Spokesperson Image Congruence-An Experimental Design Approach
校院名稱 成功大學
系所名稱(中) 企業管理學系碩博士班
系所名稱(英) Department of Business Administration
學年度 99
學期 2
出版年 100
研究生(中文) 余長晏
研究生(英文) Chang-Yen Yu
學號 R46981215
學位類別 碩士
語文別 中文
論文頁數 57頁
口試委員 指導教授-葉桂珍
召集委員-張榮庭
口試委員-汪美香
口試委員-王瑜琳
中文關鍵字 廣告代言人  形象一致性  產品涉入程度  產品形象 
英文關鍵字 Spokesperson  Image Congruence  Product Involvement  Product Image 
學科別分類
中文摘要 廣告的目的為說服消費者接受產品。其中推薦式廣告就是一種極為常見的廣告型態,這種廣告方式是利用『廣告代言人』迅速建立產品形象,並藉由廣告代言人的高知名度,讓目標顧客對產品留下深刻的印象。選擇適當的廣告代言人十分重要,代言人最重要的不只是知名度,更重要是能夠吻合品牌或產品的個性、定位,因此如果產品與代言人一致性較高,將能夠產生相對有效的廣告效果。市面上產品數以萬計,各有不同用途及功能,導致於消費者對於不同產品存在不同「產品涉入程度」。因此本研究的主要目的為探討產品與代言人形象一致性及產品涉入高低是否會影響廣告效果。
本研究採兩階段實驗設計的方式,第一階段利用五位代言人與五種產品的配對,找出產品與代言人形象最一致及最不一致的組合;第二階段為利用第一階段問卷之結果,探討產品的代言人形象一致性及產品涉入程度是否會對廣告效果(產品形象、廣告態度)產生顯著影響。而形象一致性分為以下三種1.代言人與產品形象一致2.代言人與產品形象不一致3.無代言人;產品的涉入程度分為1.高涉入產品2.中涉入產品3.低涉入產品。採取3X3的實驗設計的方式。
本研究之研究結果有1.產品與代言人形象一致性對廣告效果(產品形象、廣告態度)有正向影響。2.消費者之產品涉入度會影響產品形象。3產品與代言人形象一致性及產品涉入度的交互作用會正向影響廣告效果(產品形象、廣告態度)。
英文摘要 The purpose of advertisements is to persuade consumers into adopting a product. And the most common type of advertisement is by recommendation. This kind of advertisement tends to build up product image rapidly by using a “spokesperson”, and make deep impressions on target consumers through the endorser’s popularity. Therefore, to choose a proper spokesperson is very important, not only is the endorser's popularity critical but also the congruence between the endorser and product personality as well as the product positioning. Hence, the more congruence between the product and endorser, the more the advertisement effectiveness. In addition, there are thousands of products in the market, and every product has its unique function. Thus, the levels of “Product Involvements” differ greatly for different products. Therefore, this study intends to examine the effects of the congruence between product and spokesperson image and, product involvement, on the effectiveness of advertisements (product image or attitude toward advertisement).
This study adopts a two-stage experimental design. In the first stage, this study employs five pairs of spokespersons and products, and tends to find the most congruent and incongruent pairs. Based on the results of the first stage, this study develops the second stage experimental design to assess whether the image congruence between the product and spokesperson and product involvement can influence advertisement effectiveness (product image or attitude toward advertisement) or not. Image congruence has three conditions: 1. Product and spokesperson image congruence. 2. Product and spokesperson image incongruence. 3. No Spokesperson. Product involvement has three types: 1.High involvement product. 2. Medium involvement product. 3. Low involvement product. Thus, this study employs a 3x3 experimental design.
The findings are: 1. Product and spokesperson image congruence has a positive impact on advertisement effectiveness. 2. Product involvement can influence product image. 3. The interaction between product and spokesperson image congruence and product involvement have a positive influence on advertisement effectiveness.
論文目次 第一章 緒論----------------------------------1
第一節 研究動機-------------------------------1
第二節 研究背景-------------------------------2
第三節 研究目的-------------------------------4
第二章 文獻探討-------------------------------5
第一節 廣告代言人效益--------------------------5
第二節 平衡理論-------------------------------6
第三節 形象移轉效果----------------------------8
第四節 配適性假設-----------------------------10
第五節 品牌個性理論---------------------------11
第六節 產品涉入程度---------------------------13
第七節 廣告效果理論---------------------------15
第三章 研究方法-------------------------------18
第一節 研究架構與假設--------------------------18
第二節 研究設計-------------------------------21
第三節 變數的操作性定義與衡量方式---------------26
第四節 資料蒐集-------------------------------28
第四章 資料分析-------------------------------29
第一節 第一階段實驗設計結果---------------------29
第二節 第二階段實驗設計樣本敘述-----------------30
第三節 因素與信度檢定--------------------------32
第四節 MANCOVA分析結果------------------------34
第五節 各因子組合平均數檢定與群組比較------------35
第五章 結論與建議-----------------------------38
第一節 研究結果-------------------------------38
第二節 行銷實務上之意涵------------------------41
第三節 研究限制與未來研究建議-------------------43
參考文獻--------------------------------------44
中文部份--------------------------------------44
英文部份--------------------------------------44
附錄-----------------------------------------48
附錄一 第一階段實驗設計問卷---------------------48
附錄二 第二階段實驗設計問卷之平面廣告------------51
附錄三 第二階段實驗設計問卷---------------------56
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