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研究生:蔡宜佑
研究生(外文):TSAI,YI-YOU
論文名稱:代言人類型、產品資訊對廣告效果影響之研究
論文名稱(外文):The Influences of Endorser Type and Product Information on Advertising Effect
指導教授:潘立芸
指導教授(外文):PAN,LEE-YUN
口試委員:羅芳怡莊旻潔潘立芸
口試委員(外文):LO,FANG-YICHUANG,MIN-CHIEHPAN,LEE-YUN
口試日期:2017-06-02
學位類別:碩士
校院名稱:國立雲林科技大學
系所名稱:企業管理系
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:2017
畢業學年度:105
語文別:中文
論文頁數:150
中文關鍵詞:代言人類型產品資訊涉入程度廣告效果
外文關鍵詞:Endorser TypeProduct InformationInvolvementAdvertising Effect
相關次數:
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代言人廣告一直是企業提升產品銷售額的重要溝通方式,而什麼類型的代言人才能說服消費者購買企業的產品?又企業提供何種產品資訊才能滿足消費者的需求?因此本研究透過實驗法進行實證,以排球鞋為實驗產品,將代言人類型分為專業代言人、專業球隊、非專業代言人;產品資訊分為功能性產品資訊與形象性產品資訊,為3x2的二因子實驗設計,探討代言人類型與產品資訊對廣告效果(廣告態度、產品態度、代言人態度及購買意願)的影響,並將研究對象分為從事排球運動者(以106年臺中市市長盃排球錦標賽之參賽者為主)及無從事者(以雲林科技大學的學生為主),作為涉入程度的高低對照,共發出450份問卷,刪除無效問卷後,有效問卷為433份,有效回收率為96.2%。

主要研究結果如下:對高涉入者而言,專業代言人對於廣告態度、代言人態度及購買意願的影響顯著優於專業球隊,並且再優於非專業代言人,功能性產品資訊對廣告態度、產品態度與代言人態度皆優於形象性產品資訊;而對低涉入者來說,非專業代言人對於廣告效果的影響皆優於專業代言人,形象性產品資訊對廣告態度、產品態度及購買意願的影響皆優於功能性產品資訊。

目前排球鞋的代言人行銷,大多是透過專業球隊代言方式來進行,因此建議排球鞋業者,在代言人方面可以考慮選擇專業代言人,專業代言人對於從事該項運動的消費者而言,說服效果是最佳的,此外,再提供能夠彰顯排球鞋性能的產品資訊,排球鞋的功能對消費者十分重要。

在研究貢獻部分,本研究與過去研究較不同的是,過去代言人類型的研究,在運動領域上,大多是探討名人與專家兩者之間對廣告效果影響程度,忽略了運動組織團體的部分,如球隊或車隊等,因此本研究將此代言方式納入探討;在產品資訊方面,過去研究大多是研究產品資訊豐富程度對消費者的影響,而本研究則是進一步探討不同型態的產品資訊對消費者廣告效果的影響。

The purpose of this study is to discuss the influence of endorser type and product information on the advertising effect of volleyball shoes. This study using the experimental method for empirical. The endorser type was divided into professional endorser, professional team, non-professional endorser; product information was divided into functional information and image information. It is a 3x2 two-factor experiment design. The research object is divided into the volleyball players who entered 106 years of Taichung City Mayor's Cup volleyball championship and those who did not were Yunlin University of Science and Technology students as the level of involvement control. The total of 450 questionnaires were issued. After the deletion of the invalid questionnaires, the effective questionnaires were 433 and the effective recovery rate was 96.2%.

The main research results are as follows: For high involvement, the professional endorser for advertising attitude, endorser attitude and purchase intention is significantly better than the professional team, and better than non-professional endorser, functional product information on advertising attitude, Attitude and endorser attitude are better than the image of product information; and for low involvement , non-professional endorser for the impact of advertising effects are better than professional endorser, image product information on advertising attitude, product attitude and purchase intention are superior to functional product information.

At present, the endorser marketing of the volleyball shoes is mostly carried out through the professional team endorsement. Therefore, it is suggested that the volleyball shoe industry should consider the choice of professional endorser, and the professional endorser for the consumer who is engaged in the sport, In addition, in addition to provide the ability to highlight the performance of the volleyball shoes product information, the function of the volleyball shoes is very important to consumers.

The study of the past endorser type, in the field of sports, mostly to explore the impact of celebrity and experts on the impact of advertising effectiveness, ignoring the sports organization groups, such as the team. Therefore, this study added that to explore; In the product information part, most of the research is to study the impact of product information richness on the consumer, and this study is to further explore the different types of product information on the impact of consumer advertising.

摘要i
ABSTRACT ii
目錄iii
表目錄v
圖目錄vii
第一章 緒論1
1.1研究背景與動機 1
1.2研究目的2
1.3研究流程2
第二章 文獻探討4
2.1代言人類型(Endorser Type) 4
2.1.1代言人廣告的理論基礎4
2.1.2代言人類型與運動代言人8
2.1.3代言人的可信度與影響方式11
2.1.4小結14
2.3產品資訊(Product Information)15
2.2.1產品資訊的定義 15
2.2.2產品資訊的分類 17
2.2.3產品資訊相關研究17
2.2.4小結18
2.4涉入程度(Involvement)19
2.3.1涉入的定義19
2.3.2涉入的分類21
2.3.3涉入的衡量24
2.3.4小結25
2.4推敲可能性模式(Elaboration Likelihood Model, ELM)26
2.4.1定義與理論內涵27
2.4.2 ELM相關研究27
2.4.3小結28
2.5廣告效果(Advertising Effectiveness)29
2.5.1廣告之溝通過程 29
2.5.2廣告效果的測定 30
2.5.3態度33
2.5.4購買意願35
2.5.5小結38
第三章 研究方法 39
3.1研究架構39
3.2操作性定義 40
3.3研究假設42
3.4.實驗設計47
3.5廣告設計47
3.6前測48
3.6.1前測設計48
3.6.2前測結果52
3.7問卷設計57
3.8資料收集61
3.8.1抽樣61
3.8.2資料分析方法62
第四章 資料分析63
4.1敘述性統計分析63
4.2代言人類型及產品資訊對廣告效果之分析68
4.2.1主效果分析70
4.2.2交互作用分析與單純主要效果檢定76
4.2.3 代言人類型、產品資訊及涉入程度對廣告效果之分析89
第五章 研究結論與建議105
5.1研究結論107
5.2理論貢獻與實務建議109
5.3 研究限制與後續研究建議111
參考文獻112
中文部份112
英文部份 116
參考網站125
附錄一 【前測】126
附錄二 【正式實驗情境】 130
附錄三 【正式問卷】 136

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參考網站:

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3. 林岳甫(2015),企排挑戰賽》驚滔駭浪中奪冠 台電男排二連霸,自由體育,http://sports.ltn.com.tw/news/breakingnews/1531511 (2017/3/6瀏覽)

4. 林品宜(2016),想當彭于晏?套上這雙鞋再說,蘋果及時,http://www.appledaily.com.tw/realtimenews/article/new/20160408/834407/ (2017/3/6瀏覽)

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