臺灣博碩士論文加值系統

消費者無法在飛行前作詳盡的觀察，因此航空公司的安全紀錄和聲譽便扮演了非常重要的角色。中華航空是19家亞洲大型航空公司中飛機失事率最高的航空公司，每百萬飛行失事次數是7.16次。安全是航空產品重要的屬性之一，事實上許多廣告都曾將安全與小孩劃上等號，但有趣的是，在最講求安全的航空公司，甚少廣告將小孩與航空公司進行配適，反之採用大量的名人來代言。當一家安全信譽低的航空公司在尋求產品與代言人類型之間最佳適配性時，本研究欲利用孩童需受呵護的形象轉移強調其航空安全性。採5×2實驗設計，代言人類型（名人、專家、公司高階經理、典型消費者、兒童）×（低信譽航空公司在廣告中強調其飛航安全、低信譽航空公司在廣告中無強調其飛航安全）。
研究結果發現：1.在低安全信譽的航空公司廣告中，由孩童來擔任代言人，其廣告態度、品牌態度、購買意願及整體廣告溝通效果最佳2.在低安全信譽的航空公司廣告中，有特別強調其安全性產品屬性，其廣告態度、品牌態度、購買意願及整體廣告溝通效果最佳3.在低安全信譽的航空公司廣告中，由孩童來擔任代言人並搭配強調安全性產品屬性，其廣告態度、品牌態度、購買意願及整體廣告溝通效果最佳。

Since consumers cannot observe quality before flying, an airline’s safety history and reputation can play an important role in the formulation of their beliefs. Among those 19 airlines, China Airlines has the highest flight accident rate and per million flight accident rate is 7.16. Obviously, safety is the most important factor while customers are making their purchasing decision. In fact, have much of ads to use child endorse safety, such as Mitsubishi Savrin a series of ads use child to endorse for safety and reliable. Interestingly, the most emphasis on safety at the airline, the ads will be very few child fit with the airlines, on the contrary the use of many celebrities to endorse. Interestingly if we take safety and match-up into consideration, what kind of endorser is most fitted to airline which is in low reputation for its flight safety? This research wants using the image of child to transfer to emphasize airline safety. With respect to the methodology, a 5x2 factorial experiment design is employed, that is different types of endorsers (celebrity, expert, CEO, typical consumer, and child) with (low reputation of the airline in the ad emphasize its flight safety and high reputation of the airline in the ad emphasize its flight safety).
The results showed that: 1. In the low reputation of the airline’s ad, the children to serve as endorser, and its ad attitude, brand attitude, purchase intention and the communication effect of advertising is the best. In the low reputation of the airline’s ad, with special emphasis on the safety of product attributes, and its ad attitude, brand attitude, purchase intention and the communication effect of advertising is the best 3. In the low reputation of the airline’s ad, the children to serve as endorser and with special emphasis on the safety of product attributes, and its ad attitude, brand attitude, purchase intention and the communication effect of advertising is the best.

中文摘要　．．．．．．．．．．．．．．．．．．．．．． I
英文摘要　．．．．．．．．．．．．．．．．．．．．．． II
內容目錄　．．．．．．．．．．．．．．．．．．．．．． III
表目錄　　．．．．．．．．．．．．．．．．．．．．．． V
圖目錄　　．．．．．．．．．．．．．．．．．．．．．． VII
第一章　　緒論．．．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究背景．．．．．．．．．．．．．．． 1
　　第二節　　研究問題．．．．．．．．．．．．．．．． 5
第三節　　研究目的．．．．．．．．．．．．．．．． 9
第四節　　研究流程．．．．．．．．．．．．．．．． 10
第二章　　文獻探討．．．．．．．．．．．．．．．．．． 11
　　第一節　　代言人與代言溝通模式．．．．．．．．．． 11
　　第二節　　廣告溝通效果．．．．．．．．．．．．．． 17
第三節　　產品屬性．．．．．．．．．．．．．．． 24
第四節　　廣告效果相關研究回顧．．．．．．．．．． 26
第三章　　研究方法．．．．．．．．．．．．．．．．． 28
　　第一節　　研究架構．．．．．．．．．．．．．．．． 28
　　第二節　　研究假設．．．．．．．．．．．．．．．． 30
第三節　　變數之操作型定義．．．．．．．．．．．． 33
第四節　　研究設計．．．．．．．．．．．．．．．．．． 36
第五節　　問卷設計．．．．．．．．．．．．．．．．．． 45
第六節　　統計分析方法．．．．．．．．．．．．．．．． 48
第四章　　資料處理與分析．．．．．．．．．．．．．．． 50
　　第一節　　前測．．．．．．．．．．．．．．．．．． 50
　　第二節　　回收樣本特性分析．．．．．．．．．．．． 52
　　第三節　　廣告效果之廣告態度、品牌態度及購買意願
三構面之相關分析．．．．．．．．．．．． 59
　　第四節　　廣告溝通效果MANOVA總檢定．．．．．． 60
　　第五節　　受測者個人基本資料對廣告效果之影響分
析．．．．．．．．．．．．．．．．．．． 69
第五章　　結論與建議．．．．．．．．．．．．．．．．． 71
　　第一節　　研究結論．．．．．．．．．．．．．．．． 71
　　第二節　　研究限制．．．．．．．．．．．．．．．． 74
　　第三節　　後續研究建議．．．．．．．．．．．．．． 75
參考文獻　．．．．．．．．．．．．．．．．．．．．．． 76
附錄一　　定義自變數問卷（一）．．．．．．．．．．．． 87
附錄二　　定義自變數問卷（二）．．．．．．．．．．．． 90
附錄三　　實驗問卷．．．．．．．．．．．．．．．． 92
附錄四　　實驗廣告．．．．．．．．．．．．．．．． 94

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