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研究生:賀傳智
論文名稱:廣告模特兒吸引力與產品類別搭配之廣告效果研究
指導教授:張重昭張重昭引用關係
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:商學研究所
學門:商業及管理學門
學類:一般商業學類
論文種類:學術論文
論文出版年:2002
畢業學年度:90
語文別:中文
中文關鍵詞:廣告模特兒身體吸引力搭配效果
外文關鍵詞:Advertising modelphysical attractivenessmatch-up effect
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由於廣告模特兒為企業廣告之重要元素之一,因此如何使用適當的廣告模特兒以搭配適合的產品類別,便成為本研究所欲探討之主題。本研究主要分為二大部分:(1)探討不同吸引力程度模特兒與不同產品類別搭配,對消費者所知覺的廣告模特兒之專業性有何差異;(2)探討不同吸引力程度模特兒與不同產品類別搭配,對其廣告效果有何差異。本研究之自變數有兩類:第一類為模特兒吸引力,分為高度及中度吸引力兩個水準。第二類為產品類別,有兩大類,第一類為與身體美有關之產品,包括促進美產品、問題解決產品;第二類產品與身體美無關,包括社交品及功能品,共有四個水準。另為了降低變異,欲控制受測者對產品之涉入程度。應變數則有四項,分別為模特兒知覺專業性、廣告態度、品牌態度及購買意願。故整體實驗為組間變異之2X4 ANCOVA分析。研究結論為:1.對消費者所知覺的廣告模特兒在廣告中所呈現的專業性程度,高度吸引力模特兒與促進美產品及社交品將產生較高的模特兒知覺專業性; 中度吸引力模特兒與問題解決產品及功能品搭配將產生較高的模特兒知覺專業性。2.針對廣告所呈現的廣告效果(廣告態度、品牌態度、購買意願),高度吸引力模特兒與促進美產品及社交品搭配會產生較佳的廣告效果; 中度吸引力模特兒與問題解決產品及功能品搭配在廣告效果上無顯著差異。3.涉入程度會影響消費者在閱聽廣告時產生的廣告評價。
Because Ad models are important components of corporations’ advertisements, the main issue of the thesis is to discuss how to use adequate Ad models to match advertisements of different product categories. There are two major parts concluded in this research: 1.Try to understand what impact will have on consumers’ perceived model expertise when Ad models of different attractiveness are matched with different product category; 2.Try to figure out what difference between two Ad models, who have different degree of attractiveness, when appeared in advertisements of different product category.
The research has two major independent variables. One is “models’ attractiveness” and is classified as highly attractive model (HAM) and normally attractive model (NAM). The other is “product category” and is classified as physical-attractiveness-related product and non-physical-attractiveness-related product. About the physical-attractiveness-related product, the thesis reclassified it to two different product types: beauty- enhancing product and problem-solving product. About the non-physical-attractiveness-related product, the thesis also reclassified it to another two different product types: social product and functional product. There are four dependent variables in the thesis needed to be measured from the test units: consumer-perceived models’ expertise, advertisement attitude, brand attitude and purchase intent. Besides, in order to decrease the variances of the experiment, the thesis controlled one covariance: consumers’ product involvement. The experiment is a 2X4 ANCOVA analysis.
There are three conclusions of the research: 1.When HAM was matched with beauty-enhancing product or social product, it appeared that consumers felt the model had higher expertise; the same result appeared when NAM was matched with the problem-solving product and functional product. 2.About the advertisement evaluation (advertisement attitude, brand attitude and purchase intent), when HAM was matched with beauty-enhancing product or social product, it got higher advertisement evaluation; but there is no difference between HAM and NAM when matched with problem-solving product or functional product. 3.Consumers’ involvements toward product indeed influence the advertisement evaluation when they are getting advertising information.
壹、研究動機……………………………………………………………01
貳、文獻探討……………………………………………………………04
第一節 說服理論及廣告代言人的效果…………………………04
第二節 廣告的溝通效果…………………………………………20
參、研究架構及實驗方法………………………………………………24
第一節 研究架構…………………………………………………24
第二節 研究變數…………………………………………………24
第三節 研究假設…………………………………………………28
第四節 研究設計…………………………………………………29
肆、研究結果……………………………………………………………35
第一節 前測部份…………………………………………………35
第二節 正式實驗部分……………………………………………39
伍、結論與建議…………………………………………………………60
第一節 結論………………………………………………………60
第二節 行銷意涵…………………………………………………62
第三節 研究限制…………………………………………………63
第四節 未來研究建議……………………………………………64
參考文獻…………………………………………………………………66
附錄一:前測問卷………………………………………………………70
附錄二:正式問卷………………………………………………………79
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