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研究生:游淡寧
研究生(外文):Yu, Dan Ning
論文名稱:代言人效果對廣告態度與知覺風險影響之研究-以租屋網站為例
論文名稱(外文):The Impact of Celebrity Endorser Credibility on Attitude toward the Advertisement and Perceived Risk in Rental Website.
指導教授:王蕙芝
口試委員:董和昇吳英隆王蕙芝
口試日期:2011-07-05
學位類別:碩士
校院名稱:國立中正大學
系所名稱:資訊管理學系暨研究所
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:84
外文關鍵詞:代言人可信度知覺風險
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隨著房價不斷上漲,無殼蝸牛越來越多,租屋的需求也不斷地升高。在網路無遠弗屆的影響下,動動手指就可在網路上快速地取得所需的資訊,使得透過網路搜尋與刊登租屋資訊的人越來越多,網路上因此充斥著大大小小、良莠不齊的租屋網站,也讓消費者對使用租屋網站產生許多疑慮。在這樣的情況下,經營租屋網站的業者若能事先掌握消費者的需求並降低消費者對使用租屋網站的知覺風險、增進消費者使用租屋網站的意願,則不僅可在變遷快速的網路世界中獲得競爭優勢,同時也可增加使用租屋網站刊登、搜尋租屋資訊的人數,使租屋網站得以永續經營。
過去許多廣告與行銷學研究中都發現,利用代言人廣告可以增進消費者對產品品牌的態度與購買意圖。因此本研究透過代言人的推薦式廣告,探討代言人需具備何種可信度(Source Credibility)特質,才能有效增進消費者對租屋網站廣告的態度,並消弭其使用租屋網站的知覺風險(Perceived Risk),進而讓消費者對使用租屋網站產生正面的態度及使用意圖。
本研究以租屋網站為實證對象,採用問卷調查法,以網路問卷蒐集214份問卷用以分析,樣本對象多為有租屋需求的學生及上班族,並以迴歸路徑分析驗證代言人可信度對廣告態度、知覺風險在消費者使用態度與購買意圖的影響。
研究結果顯示,代言人可信度不同,對受測者的廣告態度及知覺風險也有不同程度的影響。其中,具有吸引力的代言人能有效增進受測者對租屋網站的廣告態度,但對於降低受測者知覺風險效果卻不及具有可靠性與專業性特質的代言人;而具有可靠性特質的代言人最能降低受測者對租屋網站的知覺風險。同時本研究也發現,廣告態度會正向影響消費者使用租屋網站的態度及意圖;而知覺風險則對消費者使用租屋網站的態度及意圖有顯著的負向影響,亦即受測者對使用租屋網站的知覺風險越低,對使用租屋網站的態度就越正面,也會更願意使用租屋網站。
With the soaring prices of real estate, rental demands among tenants are also rapidly raising. It has been an inevitable trend for tenants and landlords to search or carry the rental messages on the Internet. Therefore, the increasing of uneven rental websites make consumer suspicious and unable to make a decision. In fierce competence of rental websites, understanding the determinants of consumers’ intentions and reducing the consumers’ perceived risk can seize the competitive advantages on the fast and changing development of the Internet, and enrich the quality and quantity of rental posting and searching, making rental website operation sustainable.

Numerous advertising and marketing studies found out that the impacts of advertisement with celebrity endorsers can form positive stereotypes about attitude toward the brand and generate purchasing intentions. Therefore, this study aimed to examine which consumer’s perceived source credibility on celebrity endorsers can enhance positive attitude toward the advertisement, and reduce perceived risk on rental website. Additionally, consumers can form a positive attitudes and intentions toward utilize the rental website.

Data collected from 214 samples including workers and students who had tenanted demand. Multiple regression analysis was used to verify the impacts of source credibility to advertisement attitude and effects of perceived risk on utilizing attitudes and intentions.

Results show that the different celebrity endorser credibility has an impact on attitude toward the advertisement and perceived risk. Furthermore, when celebrity endorser was perceived to be attractive, more positive attitudes can be effectively enhanced toward the advertisement, but regarding to reduce perceived risk, not as good as celebrity endorser was perceived to be trustworthiness and expertise. However, celebrity endorser perceived to be trustworthiness can effectively reduce more perceived risk toward the rental websites. The analytical results indicated that advertisement attitude has positive relative influences on consumer’s attitudes and intentions toward utilizing but perceived risk was negative. It means that the lower perceived risk for consumers to rental websites, the more positive attitude and desires toward utilizing the rental website.

目 錄
第一章 緒論
第一節 研究動機
第二節 研究目的
第三節 研究流程
第二章 文獻探討
第一節 租屋網站
2.1.1 租屋網站
2.1.2 租屋管道比較
2.1.3 租屋網站的經營策略
第二節 廣告
2.2.1 廣告效果
2.2.2 廣告態度
第三節 廣告代言人
2.3.1 代言人類型
2.3.2 代言人可信度
第四節 知覺風險
2.4.1 知覺風險的類型
2.4.2 資訊科技的知覺風險
第五節 使用態度與使用意圖
第三章 研究模式與假說
第一節 研究模式與假設
第四章 研究設計
第一節 研究方法選擇
第二節 變數的定義與衡量
4.2.1 自變數之操作型定義
4.2.2 因變數之操作型定義
4.2.3 中介變數之衡量
第三節 研究設計
4.3.1 問卷設計
4.3.2 問卷工具
4.3.3 研究對象
第四節 問卷前測
4.4.1 問卷前測信度
4.4.2 問卷修改過程
第五節 資料分析方法
4.5.1 分析工具
4.5.2 分析方法
第五章 資料分析
第一節 人口統計變數
第二節 信度及效度分析
5.2.1 項目與信度分析
5.2.2 效度分析
第三節 假說驗證
第六章 結論與建議
第一節 研究結論
第二節 管理實務意涵
第三節 研究限制
第四節 後續研究建議

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