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研究生:蕭凱尹
研究生(外文):Kai-yin Hsiao
論文名稱:探討名媛代言廣告成功因素 ─美感與配適理論
論文名稱(外文):Successful Factor of Celebutante Endorsement Advertisement: Aesthetic and Match-up Effects
指導教授:邢姍姍邢姍姍引用關係
指導教授(外文):San-san Hsing
學位類別:碩士
校院名稱:國立臺北商業技術學院
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:2013
畢業學年度:101
語文別:中文
論文頁數:63
中文關鍵詞:名媛美感配適理論廣告態度購買意願
外文關鍵詞:CelebutanteAestheticMatch-up theoryAdvertisement attitudePurchase intention
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感性消費時代來臨,任何一個觸動消費者心中美麗的商品或訊息,足以影響消費者內心的感受,使得消費者對於產品的美感越來越重視,美感已經成為產品設計與行銷規劃的重點。本研究針對名媛代言廣告進行廣告效果之研究,探討消費者對名媛廣告的美感與配適度看法;而將美感分成名媛美感及產品品牌美感,配適度分為名媛與產品配適及名媛與消費者配適;以及探討美感和配適度如何透過廣告態度進而影響購買意願。
研究採用便利抽樣法,透過問卷調查,以女性消費者為研究對象,共發出302份問卷,有效問卷為272份,使用 SPSS 18.0及 LISREL 8.8 統計軟體進行敘述性統計分析、驗證性因素分析與結構模型 (Structural Equation Modeling, SEM) 分析。研究結果發現,名媛廣告的美感和配適度皆正向影響廣告態度,進而增加消費者的購買意願。而廣告態度也扮演重要的中介角色。在美感和配適度對購買意願的影響,也發現品牌美感對購買意願有最強的影響。本研究根據結果提出具體建議供相關業者做決策與管理之参考。

Any beautiful things touch people's heart and evoke a sense of positive emotion. So the growing interest in emotional consumption has brought the role of product aesthetic into the spotlight. Aesthetic has become a key element in making product design and marketing planning decisions. The aim of this research is to explore effectiveness of celebutante endorsement advertising to understand consumers’ attitude toward aesthetic and match-up in the celebutante advertisement. Aesthetic dimension included celebutante aesthetic and brand aesthetic, match-up dimension included celebutante and product, celebutante and consumer. This research further discusses how the aesthetic and match-up thorough consumers’ advertisement attitude to trigger purchase intention.
Targeting at female consumers, we adopt convenience sampling method and obtain data from 277 valid responses out of 302 distributed questionnaires. SPSS 18.0 and LISREL 8.8 software were used to conduct the descriptive statistics analysis, confirmatory factor analysis and structure equation modeling. The research result indicates that both aesthetic and match-up have significant positive effects on advertisement attitude while advertisement attitude plays an important mediated role, and brand aesthetic have significant positiv effects on the purchase intention. For the management reference, we provide implications of these findings for making business decisions.

第一章 緒論 1
1.1研究背景與動機 1
1.2研究目的 3
1.3研究流程 3
第二章 文獻探討 5
2.1名媛代言廣告 5
2.2 廣告態度 (Advertisement Attitude) 6
2.3 購買意願 (Purchase Intention) 7
2.4 美感 (Aesthetic) 7
2.4.1 名媛美感 9
2.4.2 品牌美感 9
2.5 配適理論 (Match-up Theory) 10
2.5.1 名媛與產品之配適度 11
2.5.2 名媛與消費者之配適度 11
第三章 研究方法 14
3.1研究架構 14
3.2研究假說 15
3.2.1廣告態度對購買意願之影響 15
3.2.2美感對廣告態度與購買意願之影響 15
3.2.3配適度對廣告態度與購買意願之影響 17
3.2.4 廣告態度的中介角色驗證 19
3.3變數之操作性定義 20
3.3.1廣告態度 20
3.3.2購買意願 20
3.3.3美感 21
3.3.4配適理論 22
3.4研究設計 23
3.4.1問卷設計 23
3.4.2問卷預試 26
3.5抽樣方法 26
3.6資料分析方法 27
3.6.1敘述性統計分析 27
3.6.2信度分析 27
3.6.3效度分析 28
3.6.4驗證性因素分析 28
3.6.5研究模型驗證分析 29
第四章、研究結果 30
4.1樣本特徵 30
4.2美感、配適度、廣告態度與購買意願之敘述性統計分析 32
4.3信度與效度分析 33
4.4驗證性因素分析 35
4.5研究假說驗證 38
4.5.1整體模式之配適度分析 38
4.5.2研究假設之檢定 39
4.5.3廣告效果之中介模型比較 41
4.5.4研究假說彙整及驗證結果說明 43
4.5.5總效果分析 46
第五章、結論與建議 47
5.1研究結論 47
5.2管理意涵 48
5.3具體貢獻 50
5.4研究限制與未來研究建議 50
文獻參考 51
附錄1、預試問卷 58
附錄2、正式問卷 61
附錄3、共變異數矩陣 63



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