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研究生:陳冠豪
研究生(外文):Guan-Hao Chen
論文名稱:部落格代言人廣告溝通效果之研究
論文名稱(外文):The Advertising Effectiveness of Blog Endorsers
指導教授:范懿文范懿文引用關係蘇雅惠蘇雅惠引用關係
指導教授(外文):Yi-Wen FanYea-Huey Su
學位類別:碩士
校院名稱:國立中央大學
系所名稱:資訊管理學系
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:2013
畢業學年度:101
語文別:中文
論文頁數:62
中文關鍵詞:代言人代言人類型代言人吸引力廣告溝通效果
外文關鍵詞:endorserthe type of endorserthe attractiveness of endorserthe advertising effectiveness
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  隨著網路的快速發展,網路用戶的數量迅速增加,許多資訊科技也開始蔚為風行,近年來最為熱門的便是社群網站。社群網站的出現不僅拉近了人與人之間的距離,也使得資訊在人們之間流通更為快速。在這樣子的環境之下,許多人得以在某些契機之下成為網路上的名人。

  社群網站初興起時,以部落格最為大眾喜愛。許多部落格網站也先後出現,如無名小站、痞克邦等,幾乎人人都擁有屬於自己的部落格。部落格不僅提供使用者分享生活經驗,也提供一個與其他使用者交流的園地。而其中也不乏有許多使用者將自己使用產品的心得以及經驗也分享在部落格上。廠商們也注意到這股現象,開始試圖將產品廣告放在部落格上。由於網路名人在網路上有相當的知名度,且聘請網路名人的代言費用也比一般名人的價格低。因此,廠商開始尋求網路名人作為其產品的代言人。顯示出廠商對於這些網路名人的重視。因此,本研究針對代言人類型以及代言人吸引力兩種因素探討其在部落格上之廣告溝通效果。

  研究結果發現,代言人類型對於消費者對廣告的態度具有顯著影響。網路名人比起典型消費者能產生更好的廣告態度。除此之外,代言人吸引力對於消費者之購買意圖也具有顯著正面影響。高吸引力代言人比起低吸引力代言人能夠使消費者產生更好的購買意圖。而代言人類型及代言人吸引力對於廣告態度則皆無顯著影響。本研究之發現將可提供企業選擇部落格代言人之決策參考。

  As the rapid development of network, the number of Internet user grows rapidly, much information technology have become popular, the most popular one is Social Network in recent year. The appearance of Social Network not only shortens the distance between people, but also makes information pass rapidly. In this environment, a lot of people become a celebrity on Internet in some condition.

  At the beginning of the emergence of Social Network, Blog is most popular. And many kinds of Blog have appeared one by one, such as wretch, pixnet and so on. Almost everyone have their own blog. Blog not only provide user a way to share their experiences but also a place where they can communicate with other people. There are also a lot of people sharing their ideas and experiences about using a product on their blog. Many businesses have also noticed that and tried to put the advertisement on the blog. Since the internet celebrities are well-known on the internet and the fee of employing them to endorse a product is lower than employing normal celebrities, many businesses has begun to employing the internet celebrity to endorse products for them. It can be seen that the internet celebrity receives much attention among the businesses. This study focuses on the advertising effectiveness on blog caused by two factors, the type and attractiveness of endorser.

  The result of this study shows that the type of endorser has impact on consumer’s attitude toward the advertisement. The internet celebrity endorser can cause better result than typical consumer endorser. In addition, the attractiveness of endorser has positive impact on consumer’s purchase intention. High-attractive endorser can produce higher purchase intention than low-attractive endorser. Both the type and attractiveness of endorser have no significant impact on attitude toward the brand. The finding of this study is benefit to business on decision-making about choosing an appropriate blog endorser.

中文摘要 i
英文摘要 ii
目錄 iv
圖目錄 vi
表目錄 vii
一、緒論 1
1-1 研究背景與動機 1
1-2 研究目的與問題 3
1-3 研究重要性與價值 4
1-4 論文架構 5
二、文獻探討 6
2-1 廣告溝通效果 6
2-2 廣告代言人 10
2-3 代言人吸引力 12
2-4 代言人與產品契合度 12
2-5 相關研究 13
2-5-1 代言人在部落格上的廣告溝通效果 13
2-5-2 名人形象與消費者理想形象之一致性 14
三、研究方法 15
3-1 本研究模型 15
3-2 研究假說 16
3-2-1 代言人類型 16
3-2-2 代言人吸引力 16
3-2-3 廣告溝通效果 17
3-3 操作型定義 18
3-3-1 代言人類型 18
3-3-2 代言人吸引力 18
3-3-3 廣告溝通效果 19
3-4 研究設計 20
3-4-1 實驗設計 21
3-4-2 問卷設計 23
3-5 實驗程序 24
3-5-1 前測 24
3-5-2 資料收集 24
3-6 資料分析方法 25
3-6-1 前測分析 25
3-6-2 正式問卷分析 29
四、資料分析 30
4-1問卷回收 30
4-2敘述性統計 30
4-3研究模型之多變量分析 32
4-4應變數之迴歸分析 39
4-5人口統計變數涉入各變數之影響 40
4-6小結 41
五、結論與建議 43
5-1 研究結果與討論 43
5-2 管理意涵 45
5-3 研究限制與建議 46
參考文獻 47
附錄 50

中文部分
﹝1﹞ 樊志育,廣告學新論,六版,三民書局,台北市,1993。
﹝2﹞ 黃子潔、賴建都,「部落格廣告以代言人表現模式之溝通效果研究」,廣告學研究,30, 1-33頁,民國97年。
﹝3﹞ 李鎮邦,「廣告代言人類型與產品類型適配性研究」,國立中山大學,碩士論文,民國95年。

英文部分
﹝1﹞ Atkin, C. and Block, M., "Effectiveness of Celebrity Endorsers," Journal of Advertising Research, Vol. 23, pp. 57-61, 1983
﹝2﹞ Agrawal, J. and Kamakura, W.A., “The economic worth of celebrity endorser: An event study analysis,” Journal of Marketing, Vol.59, pp. 56-62, July 1995.
﹝3﹞ Amos, C., Holmes, G., Strutton, D., “ Exploring the relationship between celebrity endorser effects and advertising effectiveness A quantitative synthesis of effect size,” International Journal of Advertising, 27(2), pp. 209–234, 2008.
﹝4﹞ Baker, M.J. and Churchill,G.A., "The Impact of Physically Attractive Models on Advertising Evaluations," Journal of Marketing Research, 14(4), pp. 538-555, November 1977.
﹝5﹞ Choi, S.M. and Rifon, N.J., “It Is a Match: The Impact of Congruence between Celebrity Image and Consumer Ideal Self on Endorsement Effectiveness,” Psychology and Marketing, Vol. 29(9), pp. 639–650, September 2012.
﹝6﹞ Erdogan, B.Z., “Celebrity Endorsement A Literature Review,” Joumal of Marketing Management, Vol 15, pp.291-314, 1999.
﹝7﹞ Friedman, H. H. and Friedman, L., "Endorser effectiveness by product type," Journal of Advertising Research, Vol.19, pp. 63–71, 1979.
﹝8﹞ Freiden, J.B., "Advertising spokesperson effects: An examination of endorser type and gender on two audiences," Journal of Advertising Research, Vol.24, pp. 33–41, 1984.
﹝9﹞ Gardner, M.P., "Does Attitude Toward the Ad Affect Brand Attitude Under a Brand Evaluation Set?" Journal of Marketing Research, Vol. 22, pp. 192-8, May 1985.
﹝10﹞ Heider, F., "Attitudes and Cognitive Organization," Journal of Psychology, Vol. 21, pp. 107-12, January 1946.
﹝11﹞ Kahle, L.R. and Homer, P.M., "Physical attractiveness of the celebrity endorser: A social adaptation," Journal of Consumer Research, Vol.11, pp. 954–961, 1985.
﹝12﹞ Kamins, M.A., "An investigation into the “match-up” hypothesis in celebrity advertising: When beauty may be only skin deep," Journal of Advertising, Vol.19, pp. 4–13, 1990.
﹝13﹞ Lavide, R.J. and Steiner, G.A., “A model for predictive measurement of advertising effectiveness,” Journal of Marketing, Vol. 25, pp.59-62, 1961.
﹝14﹞ Liu, M.T., Huang, Y.Y., Jiang, M., “Relations among attractiveness of endorsers, match-up, and purchase intention in sport marketing in China,” Journal of Consumer Marketing, Vol 24/6, pp. 358-365, 2007.
﹝15﹞ Lutz, R.J., “Affective and Cognitive Antecedents of Attitude Toward the Ad: A Conceptual Framework,” Psychological Processes and Advertising Effects: Theory, Research and Application, pp. 45-63, 1985.
﹝16﹞ Lutz, R.J. and Belch, G.E., “Attitude toward the ad as a mediator of advertising effectiveness: Determents and Consequences,” Advances in Consumer Research, Vol. 10(1), pp.532-539, 1983.
﹝17﹞ Lutz, R.J., Mackenzie, S.B., Belch, G.E., “The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations,” Journal of Marketing Research, Vol. 23(2), pp. 130-143, 1986.
﹝18﹞ Mitchell, A.A.,Jerry C.O., “Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?” Journal of Marketing Research, Vol.18, pp. 318-32, August 1981.
﹝19﹞ Moore, D.L. and Hutchinson, J.W., “The Effects of Ad Affect on Advertising Effectiveness,” in Advances in Consumer Research, Vol. 10, R. P. Bagozzi and A.M. Tybout, eds. Ann Arbor, MI: Association for Consumer Research, pp. 526-31, 1983.
﹝20﹞ Ohanian, R., “The impact of celebrity spokesperson’ perceived image on consumers’ intention to purchase,” Journal of Advertising Research, Vol. 31(1), pp. 46-54, 1991.
﹝21﹞ Park, C.W. and Young, S.M., “The Effects of Involvement and Executional Factors of a Television Commercial on Brand Attitude Formation,” Cambridge mass: Marketing Science Institute, Report No. 84-100., 1984.
﹝22﹞ Petty, R.E. and Cacioppo, J.T., “Issue involvement as a moderator of the effects on attitude of advertising content and context,” Advances in Consumer Research, Vol. 8, pp. 20-24, 1981.
﹝23﹞ Shimp, T.A., “Attitude Toward the Ad as a Mediator of Consumer Brand Choice,” Journal of Advertising, Vol. 10(2), pp. 9-15, June 1981.

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