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研究生:陳郁婷
研究生(外文):Yu-Ting Chen
論文名稱:名人代言之廣告效果─以消費者我族主義為干擾變數
論文名稱(外文):The Advertising Effects of Celebrity Endorsements─ The Moderating Effect of Consumer Ethnocentrism
指導教授:任立中任立中引用關係
指導教授(外文):Li-chung Jen
口試委員:劉祥熹黃哲盛
口試日期:2013-06-08
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:國際企業學研究所
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:2014
畢業學年度:102
語文別:中文
論文頁數:55
中文關鍵詞:廣告廣告態度購買意願消費者我族主義名人代言
外文關鍵詞:celebrity endorsementadvertising effectsconsumer ethnocentrism
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名人代言(celebrity endorsement)策略是企業經常使用的行銷工具之一,也已經證實其效益。許多學者發現,消費者會因為這些名人推薦者本身所具有的吸引力與個人特質進而影響他們的購買意圖與行為。McCracken(1989)發現名人代言是一種將意義轉移給消費者的有效方式,名人有其圖騰象徵(symbolic)特別容易能引起參考群體的共鳴。廣告反映著社會的文化、價值觀與情感,因此學者認為如果廣告所傳遞的意義與價值能夠跟文化與價值觀一致時,才能產生正面的廣告效果。
然而,近期學者發現在不同文化價值的國家之間,卻同樣採取名人代言策略,其原因在於對不同文化下消費者而言,對於名人的認知有不同的意義。此種不同文化背景之下,卻採用相同策略的矛盾現象,除了因消費者的認知差異之外,民族文化因素亦可能提供另一個解釋的理論基礎。
由於尚未有相關的文獻探討,故本研究以問卷設計,以消費者我族主義為干擾變項,探討名人代言對廣告效果的影響為何。本研究的有效樣本共207份,以ANOVA進行檢定。研究結果發現:1. 名人代言人類型與我族主義具有交互作用。亦即當消費者為高我族主義,其對於以具有國家英雄形象的代言人之廣告態度會優於個人成就的代言人;然而,當消費者為低我族主義,其在廣告態度方面對於國家英雄或個人成就代言人越無顯著差異。在購買意願此一構面則皆無顯著影響。2. 世代與消費者我族主義具有顯著交互作用。即高我族主義中的成熟世代對於以具有國家英雄形象代言人之廣告態度及購買意願皆優於個人成就代言人。
本研究結果建議企業在規劃行銷策略時,應注意代言人類型、目標客群間我族主義與世代的交互作用,以提升廣告效果。



Celebrity endorsement is one of powerful marketing tools in a company, and it’s confirmed to be effective in communicating with consumers. Many researchers found that consumers will change their purchase intention and buying behavior because of celebrity figure is perceived as charming and physical attractive. McCracken(1989) said that celebrities’ effectiveness as endorsers pass the cultural meanings, which they are endowed, from celebrity to product and from product to consumer. Advertising messages that are accordance with the dominant cultural of a society are more persuasive than those that do not reflect the cultural values of the society in which the advertising is not properly delivered.
However, recently there are some findings indicated many advertisements using celebrity endorsement even in cross-cultural countries. This is on account of differences in how cross-cultural consumers perceive celebrity endorsements. Aside from the different of perception of celebrity endorsements, consumer ethnocentrism may account for the consequence as well.
Therefore, the aim of this study is to assess the advertising effects of the celebrity endorsement in which consumer ethnocentrism was used as moderate variable. Totally 207 respondents participated in this study and the collected data were analyzed by performing 2-way ANOVA. There are some major findings in this study:
1. There is an interaction between consumer ethnocentrism and the types of celebrities.
2. Old generation has particularly strong ethnocentrism tendency than young generation and there’s an interaction between consumer ethnocentrism and generations toward advertising effects.
The result of the study might have some contributions in the practical field and it provide fundamentals for companies while setting up marketing strategies.

口試委員審定書 i
誌謝 ii
中文摘要 iii
ABSTRACT iv
目錄 v
圖次 vi
表次 vii
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 廣告 5
第二節 廣告代言人 10
第三節 消費者我族主義 18
第四節 廣告效果之衡量 20
第三章 研究方法與假說 24
第一節 研究架構 24
第二節 研究假說 25
第三節 變數定義與衡量 28
第四章 研究結果 32
第一節 統計樣本的敘述分析 32
第二節 變異數分析 32
第五章 結論與建議 40
第一節 研究結論 40
第二節 管理意涵與建議 42
第三節 研究限制與未來研究方向建議 43
參考文獻 44


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