根據潤利艾克曼(2010)台灣地區有效廣告量分析的報告指出，保養品產業的廣告額高達兩千八百八十萬元，高居產業排名第二。在美妝保養品的市場當中，各家廠商的競爭相當激烈，相互之間的角力更是未曾間斷，尤其在廣告的露出上，各個品牌紛紛找尋名人代言旗下產品，甚至不惜花費數百萬至上千萬的代言費用，冀望能在短時間內將產品和品牌快速的打入消費者心中，以期能夠在競爭激烈的市場中脫穎而出並獲得消費者青睞。

廣告代言人的策略存在許多優點，而且也已被廣泛運用。但是，就保養品產業競爭激烈且產品生命週期短的特性而言，其所花費於廣告代言人的支出相當龐大，而代言人的廣告效果是否真的有達到企業的預期?而企業選擇的代言人是否確實深受消費者青睞，進而達到良好的廣告效果?本研究以寶僑(P&G)旗下女性保養品牌歐蕾(Olay)為例，探討廣告代言人可信度對廣告效果之影響，並且以廣告涉入為干擾變數，瞭解廣告代言人可信度對廣告效果的影響是否會受到廣告涉入的干擾，並且針對歐蕾(Olay)品牌不同產品類別的各個代言人進行比較，以了解消費者對不同代言人的評價。

經由分析實驗結果，本研究發現代言人可信度確實會影響廣告效果，其中以信賴度(trustworthiness)、攸關性(relevance)與喜好程度(likability)這三項衡量構面擁有較高的正相關性，吸引力(attractiveness)及專業性(expertness)這兩項構面的相關性稍低；另外，廣告涉入確實對於代言人可信度與廣告效果之間的關係起到干擾作用。最後，根據研究的結論給予企業管理者一些實務上的建議。

According to the report of effective advertising analysis in the Taiwan area released by Rainmaker XKM International Corp., the advertising amount of care product industry is up to 28.8 million dollars, ranking second place in whole industry. In the market of care products, each firm is in high competition. For winning form the competition and accessing to consumer, the firms look for celebrities to be the endorsers for their own products, and even spend tons of money to make consumers know their products and brands in the short period.

The strategies of endorser have many advantages, and be adopted widely. Besides, based on the properties that the care product industry is in high competition and the product life cycle is very short, whether the expenditure of spokesman can reach firm’s expectation? Are the endorsers that firms choose are liked by public? This research takes Olay as example to discuss the effect of endorser credibility on advertising effectiveness. Also, this research takes involvement with advertisement as moderator variable to realize the relationship between endorser credibility and advertising effectiveness. Finally, comparing Olay’s endorsers belong to different products to understand consumer’s evaluation.

The consequences of analysis indicate that the endorser credibility will affect advertising effectiveness and the trustworthiness, relevance, and likability has higher positive relationship. In addition to, the attractiveness and expertness has lower relationship. Besides, involvement with advertisement certainly has moderator effect between endorser credibility and advertising effectiveness. Finally, this research gives some practical advices for the business administrator according to the consequences of research.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第二章 文獻探討 3
第一節 廣告代言人相關基礎理論 3
第二節 廣告代言人物可信度來源 8
第三節 廣告效果 10
第四節 寶僑之廣告及代言人策略 16
第五節 文獻小結與評析 19
第三章 產業分析與個案公司描述 22
第一節 台灣化妝品市場發展歷程 22
第二節 化妝品產業現況 23
第三節 個案公司描述 37
第四章 研究方法 43
第一節 研究架構 43
第二節 各變數操作型定義 44
第三節 實證計畫 46
第五章 資料分析 50
第一節 信度分析 50
第二節 有效樣本結構 53
第三節 代言人可信度與廣告效果之關係 59
第四節 代言人可信度之比較 60
第五節 廣告涉入的調節效果 63
第六章 結論與建議 65
第一節 研究結論 65
第二節 理論與實務意涵 67
第三節 研究限制與未來建議 69
參考文獻 70
附錄 80

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三、相關網路資料：
台灣經濟研究院全球資訊網， http://www.tier.org.tw/
尼爾森公司(2011)，尼爾森：2010年台灣傳統媒體廣告量躍增19％ 直逼新台幣500億大關，http://tw.nielsen.com/news20110303.shtml(參考日期：2011/3/25)
歐蕾官方網站(2011)，http://www.olaytaiwan.com.tw/products.htm(參考日期：2011/3/25)
潤利艾克曼(2010)，2010年10月份台灣地區【有效廣告量】統計報告，http://www.xkm.com.tw/HTML/report/effectadex/201010effectadex.pdf(參考日期：2011/3/20)
潤利艾克曼(2011)，2011年01月份台灣地區【有效廣告量】統計報告，http://www.xkm.com.tw/HTML/report/effectadex/201101effectadex.pdf(參考日期：2011/3/25)
寶僑公司官方網站，http://www.pgtaiwan.com.tw/