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研究生:劉家瑋
研究生(外文):Chia-Wei, Liu
論文名稱:男女代言人之外表吸引力、性幽默類型廣告與受測者性別對廣告效果之影響─以男性產品為例
論文名稱(外文):The Impact of Physical Attractiveness, Sexual Humor and Gender Difference on the Advertising Effectiveness- A Case of Male Product
指導教授:林耀南林耀南引用關係
指導教授(外文):Yaonan Lin
口試委員:莊伯仲翁明祥
口試日期:2013-06-21
學位類別:碩士
校院名稱:輔仁大學
系所名稱:企業管理學系管理學碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2013
畢業學年度:101
語文別:中文
論文頁數:103
中文關鍵詞:外表吸引力性幽默性別差異廣告效果
外文關鍵詞:Physical attractivenesssexual humorgender differenceadvertising effectiveness
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  本研究欲探討不同外表吸引力之男女代言人、不同性幽默類型廣告與受測者性別對廣告效果之影響。以男女代言人外表吸引力 (高度外表吸引力女代言人/適度外表吸引力女代言人/高度外表吸引力男代言人/適度外表吸引力男代言人)、性幽默類型 (性幽默訴求/性訴求/中性訴求) 以及受測者性別 (男性/女性) 為自變項之4*3*2 實驗設計,探討其廣告效果。使用三因子變異數進行分析。有效樣本473份,研究結果發現:(1) 高度外表吸引力女代言人與高度外表吸引力男代言人比適度外表吸引力女代言人有較佳之廣告效果;(2) 男性受測者比女性受測者有較佳之廣告效果;(3) 當廣告內容為性幽默訴求時,高度外表吸引力女代言人比適度外表吸引力女代言人有較佳之廣告效果;(4) 當廣告內容為性訴求時,高度外表吸引力女代言人比適度外表吸引力女代言人有較佳之廣告效果;(5) 當廣告內容為中性訴求時,高度外表吸引力男代言人比適度外表吸引力女代言人有較佳之廣告效果。在實務貢獻上,本研究建議廣告業者宜利用具高度外表吸引力之模特兒作為廣告代言人,會產生較佳之廣告效果。此外,使用含有性訴求之廣告內容時,搭配女性代言人,會有較佳之廣告效果。而當廣告內容不含性訴求時,則使用與產品屬性為同一性別之代言人會有較佳之廣告效果。
  This study aims to assess the impact of four different degrees of physical attractiveness(female endorser with high attractiveness/ female endorser with normal attractiveness/ male endorser with high attractiveness/ male endorser with normal attractiveness), sexual humor(sexual humor appeal/ sex appeal/ neutral appeal) and gender difference of audience(male/ female) on advertising effectiveness. A total of 473 respondents participated in this study. An experimental method was used in this study, and data were analyzed by performing 3-way ANOVA. There are some findings in this study:(1) Female endorser with high attractiveness and male endorser with high attractiveness has higher advertising effectiveness than female endorser with normal attractiveness;(2) Male respondents have higher advertising effectiveness than female respondents;(3) Under sexual humor appeal, female endorser with high attractiveness has higher advertising than female endorser with normal attractiveness;(4) Under sex appeal, female endorser with high attractiveness has higher advertising than female endorser with normal attractiveness;(5) Under neutral appeal, male endorser with high attractiveness has higher advertising than female endorser with normal attractiveness.
目 錄
頁次
第 壹 章 緒論 1
第 一 節 研究背景與動機 1
第 二 節 研究目的 4
第 三 節 研究流程 5

第 貳 章 文獻探討 6
第 一 節 外表吸引力 6
第 二 節 性幽默訴求廣告 13
第 三 節 受測者性別 17
第 四 節 廣告效果 22

第 參 章 研究方法 24
第 一 節 研究架構與研究假設 24
第 二 節 研究變項之定義與操作說明 32
第 三 節 實驗設計 40

第 肆 章 研究結果 45
第 一 節 研究樣本 45
第 二 節 信度分析與正式實驗操弄檢測 47
第 三 節 假設驗證之結果 50

第 伍 章 研究結論與未來展望 59
第 一 節 討論與結論 59
頁次
第 二 節 管理實務建議 65
第 三 節 研究限制與未來建議 66

參考文獻 69
附錄一、前測問卷 82
附錄二、正式問卷 90

表 目 錄
頁次
表 2-1-1 外表吸引力定義之彙整表 7
表 3-3-1 男女代言人外表吸引力前測之變異數分析表 41
表 3-3-2 性幽默類型廣告之性訴求前測變異數分析表 42
表 4-1-1 研究樣本之人口統計變項表 45
表 4-1-2 研究樣本之結構表 46
表 4-2-1 廣告效果量表之信度分析表 47
表 4-2-2 男女代言人外表吸引力之變異數分析表 48
表 4-2-3 性幽默類型廣告之性訴求變異數分析表 48
表 4-2-4 性幽默類型廣告之幽默訴求變異數分析表 49
表 4-3-1 男女代言人外表吸引力、性幽默類型與受測者性別之
交互作用表 50
表 4-3-2 男女代言人之外表吸引力對廣告效果之影響 51
表 4-3-3 性幽默類型對廣告效果之影響 52
表 4-3-4 受測者性別對廣告效果之影響 53
表 4-3-5 性幽默訴求下男女代言人外表吸引力對廣告效果之影
響 55
表 4-3-6 性訴求下男女代言人外表吸引力對廣告效果之影響 56
表 4-3-7 中性訴求下男女代言人外表吸引力對廣告效果之影響 57
表 5-1-1 假設驗證結果之彙整表 59


圖 目 錄
頁次
圖 1-3-1 研究流程圖 5
圖 3-1-1 研究架構圖 25
圖 3-2-1 高度外表吸引力女代言人之範例圖 33
圖 3-2-2 適度外表吸引力女代言人之範例圖 33
圖 3-2-3 高度外表吸引力男代言人之範例圖 34
圖 3-2-4 適度外表吸引力男代言人之範例圖 34
圖 3-2-5 性幽默訴求類型之廣告範例圖 36
圖 3-2-6 性訴求類型之廣告範例圖 37
圖 3-2-7 中性訴求類型之廣告範例圖 38
圖 4-3-1 男女代言人外表吸引力與性幽默類型之交互作用圖 54


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