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系統識別號 U0026-3007201519145700
論文名稱(中文) 打廣告自己來!CEO代言人特質及可信度對廣告效果的影響
論文名稱(英文) The Research of Entrepreneur Spokesperson’s Personality and Credibility on Advertising Effectiveness
校院名稱 成功大學
系所名稱(中) 企業管理學系碩士在職專班
系所名稱(英) Department of Business Administration (on the job class)
學年度 103
學期 2
出版年 104
研究生(中文) 黃琬晴
研究生(英文) Wan-Ching Huang
學號 R47021296
學位類別 碩士
語文別 中文
論文頁數 85頁
口試委員 指導教授-蔡惠婷
口試委員-康信鴻
口試委員-劉佳玲
中文關鍵字 廣告代言人  高階經理人  人格特質  可信度  廣告訴求  產品涉入程度  廣告效果 
英文關鍵字 Spokesperson  Endorser  CEO  Personality  Credibility  Advertising Appeals  Product Involvement  Advertising Effectiveness 
學科別分類
中文摘要 對消費者而言,在接觸一個新產品或服務時,廣告是最常接觸、獲得資訊的媒介,而廣告中常使用的代言人更是消費者決定訊息可信度的主要來源。
一位稱職的代言人,正如同產品的外包裝設計,不僅傳達了產品訊息給消費者,更可以提升消費者對於產品的信任程度,進而提升其購買意願;因此,企業在為自家產品挑選廣告代言人時,往往不惜投入大量資金,重金禮聘,選角的過程中也十分謹慎。
過去關於廣告代言人的研究中,在名人的吸引力及專家的信度上著墨較多。企業為了拉近與消費者之間的距離,也會以企業本身的成功故事為背景或以名氣響亮的高階主管來做為廣告代言人。採用這種企業經理人現身說法的策略,容易勾起消費者對於這個品牌的親切感;因此,本研究欲針對廣告代言人四種類型之一的高階經理人(CEO)代言人做深入了解,探討其人格特質及可信度對於產品的廣告效果,同時也將廣告中的其他元素,例如廣告訴求及產品渉入度納入考量。
本研究以鴻海集團CEO郭台銘董事長及旗下手機廣告作為研究案例,以網路問卷發放進行研究,採便利抽樣方式,有效問卷為270份,並以IBM SPSS Statistic 19版進行資料統計分析及驗證。本研究實證結果如下:
一.CEO代言人人格特質對於廣告效果有正向關係
二.CEO代言人可信度對於廣告效果有正向關係
三.產品涉入程度對於CEO代言人人格特質及可信度與廣告效果具有調節效果
四.廣告訴求對於CEO代言人人格特質及可信度與廣告效果之間具有部分調節效果
英文摘要 Using the endorsement is a common form of advertising, and CEO of the enterprise is one kind of the endorsers. In this research, we will focus on the advertising effectiveness while considering the CEO endorser’s personality, credibility, consumers’ product involvement and advertising appeals.
Using the endorsement is a common form of advertising, and CEO of the enterprise is one kind of the endorsers. In this research, we will focus on the advertising effectiveness while considering the CEO endorser’s personality, credibility, consumers’ product involvement and advertising appeals.
This research adopts the Questionnaire Survey using convenience sampling to do with internet questionnaire on the internet; the result was analysis by SPSS. At the result, the research findings are as follows: the personality and credibility of CEO endorser is very effective in the advertising. In addition, the product involvement and rational advertising appeals play significant moderating effects on the relationship between CEO endorser’s personality, credibility and advertising effects.
論文目次 中文摘要..........................III
Abstract..........................IV
誌謝..........................VIII
目錄..........................IX
表目錄..........................XI
圖目錄..........................XIII
第一章 緒論..........................1
第一節 研究背景與動機..........................1
第二節 研究目的..........................3
第三節 研究流程..........................4
第二章 文獻回顧..........................5
第一節 廣告代言人類型..........................5
第二節 高階經理人(CEO)人格特質..........................8
第三節 廣告代言人可信度..........................12
第四節 廣告訴求..........................16
第五節 涉入理論..........................18
第六節 代言人的廣告效果..........................21
第七節 台灣智慧型手機市場概況..........................23
第三章 研究方法..........................26
第一節 研究架構..........................26
第二節 研究假設與定義..........................27
第三節 研究設計..........................30
第四節 資料收集與分析方法..........................35
第四章 實證分析與結果..........................37
第一節 正式問卷回收與樣本結構..........................37
第二節 描述性統計分析..........................39
第三節 因素分析與信度檢定..........................43
第四節 PEARSON相關分析..........................52
第五節 迴歸分析及調節效果..........................55
第五章 結論與建議..........................67
第一節 研究結論與建議..........................67
第二節 研究貢獻..........................69
第三節 研究限制..........................70
參考文獻..........................71
附錄一、問卷..........................74
附錄二、迴歸分析報表..........................80
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