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研究生:林思妤
研究生(外文):Ssu-Yu LIN
論文名稱:應用意義移轉與產品聯想理論探討名媛廣告效果
論文名稱(外文):Applying Meaning Transfer and Product Association Theory to Explore Celebutante Advertising Effect
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:67
中文關鍵詞:名媛產品聯想意義移轉廣告態度購買意願
外文關鍵詞:celebutanteproduct associationmeaning transferadvertisement attitudepurchase intention
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  在企業多元的行銷溝通中,代言人廣告是塑造品牌形象強而有力的溝通工具(McCracken, 1989)。而隨著名媛風潮的興起,名媛逐漸取代明星成為各家廠商爭取代言的對象。本研究根據意義移轉 (Meaning Transfer) 與產品聯想 (Product Association) 理論,以可信度,包括吸引力、可靠度及專業程度為名媛印象;將產品聯想分為功能聯想及非功能(外觀)聯想;並將廣告態度及購買意願作為消費者態度。研究目的針對名媛代言廣告,探討名媛特質是否透過產品聯想進而影響消費者態度。
  研究採用便利抽樣法,以購買冰箱之主要決策者--女性消費者作為研究對象,有效問卷共計300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方程模型 (SEM) 分析。研究結果發現,可信度中代言人吸引力、可靠度與專業程度會透過產品聯想影響廣告態度與購買意願,其中,吸引力扮演最具影響力的角色。根據研究結果,本研究確認意義移轉 (Meaning Transfer) 對於名媛代言家電產品同樣具有適用性,而產品聯想理論更能套用此模型,居中扮演重要角色,並提出具體建議供相關業者做決策與管理之參考。

In the era of multi-channel marketing, endorsement advertising is an effective communication tool for building and maintaining brand image (McCracken, 1989). With the emerge of famous celebutante, movie stars have been replaced gradually by celebutantes and become the popular spoke person in commercial film. This research based on meaning transfer and product association theory, endorser’s image was defined as credibility, and product association included two dimensions, functional and non-functional attribute orientation. Advertisement attitude and purchase intention were treated as consumer behavior. The purpose of this research was to explore the effects of celebutante endorsement advertising to understand how celebutante image affect consumers’ attitudes and buying behaviors.
This research adopts questionnaires and convenience sampling method. Female consumers were served and obtained 300 valid responses. SPSS 18.0 and LISREL 8.8 software were used to conduct the descriptive statistics analysis, confirmatory factor analysis. The proposed model is tested using SEM (Structure Equation Modeling) performed by LISREL. The research results indicate that celebutante attractiveness, trustworthiness and expertise affect advertisement attitudes and purchase intentions via product association constructs. In celebutante characteristics, attractiveness plays the most important role. According to the study results, we confirmed that meaning transfer and product association theory are appropriate and important for the study of celebutante endorsing household appliance. For the management reference, we provide implications of these findings for making business decisions.

第一章 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
第二章 文獻探討 6
第一節 名人與名媛 (Celebrity and Celebutante) 6
第二節 名人代言 (Celebrity Endorsement) 8
第三節 意義移轉模型 (Meaning Transfer Model) 11
第四節 產品聯想 (Product Association) 13
第五節 廣告態度 (Advertisement Attitude) 15
第六節 購買意願 (Purchase Intention) 18
第三章 研究架構與方法 21
第一節 研究架構 21
第二節 研究假說 22
一、吸引力、可靠度與專業程度對產品功能聯想的影響 22
二、吸引力、可靠度與專業程度對產品非功能(外觀)聯想的影響 23
三、產品聯想對購買意願的影響 24
四、產品聯想對廣告態度的影響 25
五、廣告態度對購買意願的影響 26
第三節 操作性定義 26
一、名媛可信度 (Celebutante's Credibility) 26
二、產品聯想 (Product Association) 27
三、廣告態度 (Advertisement Attitude) 28
四、購買意願 (Purchase intention) 29
第四節 研究設計 30
一、問卷設計 31
第五節 抽樣方法 34
第六節 資料分析方法 34
一、敘述性統計分析 35
二、信度分析 35
三、效度分析 35
四、驗證性因素分析 36
五、研究模型驗證分析 37
第四章 研究結果與分析 38
第一節 樣本特徵 38
第二節 受訪者對於名媛可信度、產品聯想、廣告態度與購買意願的看法 40
第三節 信度與效度分析 41
第四節 驗證性因素分析 41
第五節 研究假說驗證 43
一、整體模式配適度分析 44
二、名媛可信度對消費者產品聯想之影響 45
三、產品聯想對消費者購買意願之影響 45
四、產品聯想對消費者廣告態度之影響 45
五、消費者廣告態度對購買意願之影響 46
六、研究假說彙整及驗證結果說明 47
七、名媛代言廣告之效果分析 49
第五章 結論與建議 50
第一節 研究結論 50
一、消費者對名媛廣告的名媛印象與產品聯想的看法 50
二、名媛廣告效果 50
三、意義移轉理論獲得驗證 51
第二節 管理意涵 51
第三節 研究限制與未來研究建議 52
第四節 具體貢獻 53
參考文獻 54
附錄1、問卷 61
附錄2、刪除後題項量表 65
附錄3、共變異數矩陣 67


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