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博碩士論文 etd-0806112-113317 詳細資訊
Title page for etd-0806112-113317
論文名稱
Title
代言人與服務類型之間的適配度對廣告效果的影響
Influences of Celebrity Endorser-Service Type Fit on Service Advertising
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
114
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2012-07-26
繳交日期
Date of Submission
2012-08-06
關鍵字
Keywords
性別刻板印象、適配度假說、基模一致性、服務廣告、名人代言
service advertising, schema congruity, match-up hypothesis, gender stereotype, celebrity endorser
統計
Statistics
本論文已被瀏覽 5773 次,被下載 423
The thesis/dissertation has been browsed 5773 times, has been downloaded 423 times.
中文摘要
廣告使用代言人是常見的行銷策略,廠商每年花費數以萬計的費用邀請名人為其產品與品牌代言,合適的代言人能為品牌添增更多獨特性,與競爭者產生差異化、建立競爭優勢。學術界對代言人與產品形象之間的適配度存在有一致或不一致較佳的兩種觀點,近期的研究則提出處於適度不一致時能調解前兩者的說法。奠基於三種觀點的研究成果,本研究結合代言人性別特質組合成不同的適配度,並探討在不同的服務類型中對廣告效果的影響。
本研究以實驗設計法進行,操弄代言人性別(男性 vs.女性)、代言人性別特質(男性化特質 vs.女性化特質)與服務類型(男性化類型 vs.中性類型 vs.女性化類型)三項自變數,為2x2x3三因子設計,透過虛擬的名人廣告建立十二種不同的實驗情境,觀察消費者在不同代言人適配度之情境下對知覺品質、品牌態度與購買意願的影響。
研究結果指出,女性化特質的男性代言人比起男性化特質的男性代言人有較佳的廣告效果,特別是在進入女性化類型服務時;而受訪者對不同性別代言人之適配度的知覺品質有所差異;此外,當推廣男性化類型服務時,女性化特質的女性代言人比男性化特質的男性代言人會有較佳知覺品質與購買意願。綜合以上的研究發現,希望可以幫助學術與實務界對廣告代言人的適配度有更深入的認識。
Abstract
Endorser is common in advertising for marketing strategies. The firms spend hundreds of million dollars to hire celebrities to endorse their products and brands. Appropriate endorsers are beneficial in brand differentiation and help competitive advantage building. Previous researches in match-up between endorser and product image have two diverse points of view (congruity vs. incongruity). The latest research reveals that in moderate incongruity would accommodate the two different views. Based on the three inconsistent findings, this study explores the effects of gender-based trait through different match-up levels of endorser and service type.
The present study uses experimental design to investigate the advertising effects of endorser’s gender (male vs. female), endorser’s gendered traits (male vs. female), and service type (masculine vs. neutral vs. feminine). Thus, a 2x2x3 factorial design is conducted. The ad effects are measured by perceived quality, attitudes toward the brand, and purchase intention to observe the responses under twelve different and fictitious scenarios.
The results indicate that a male endorser with female traits is more effective than a male endorser with male traits, especially promoting feminine-based service marketing. Besides, consumers’ perceived quality is different when evaluating match-up combinations based on endorser’s gender. Moreover, when promoting a masculine-based service, a female endorser with female trait is more effective than a male endorser with male traits in perceived quality and purchase intentions. According to these findings, the research provides implications for researchers and marketers on match-up between endorser and service type.
目次 Table of Contents
謝辭.................................................................................................................................i
摘要................................................................................................................................ii
Abstract........................................................................................................................iii
第一章 緒論............................................................................................................1
第一節 前言............................................................................................................1
第二節 研究背景....................................................................................................1
第三節 研究動機....................................................................................................3
第四節 研究目的與問題........................................................................................7
第五節 研究架構....................................................................................................7
第二章 文獻回顧....................................................................................................8
 第一節 前言............................................................................................................8
 第二節 代言人性別及性別刻板印象....................................................................8
  一、 代言人概述................................................................................................8
二、 代言人性別................................................................................................9
  三、 性別刻板印象..........................................................................................11
 第三節 代言人特質..............................................................................................12
  一、 代言人來源可信度..................................................................................12
  二、 代言人性別特質......................................................................................13
 第四節 服務類型概述..........................................................................................13
 第五節 代言人適配度假說與相關研究..............................................................14
  一、 基模理論與一致性理論..........................................................................14
  二、 代言人適配度對廣告效果的影響..........................................................15
 第六節 消費者個人特質對於廣告代言人效果的影響......................................18
 第七節 小結..........................................................................................................18
第三章 研究設計與方法......................................................................................19
第一節 前言..........................................................................................................19
第二節 研究假設與架構......................................................................................19
一、 代言人性別與性別特質對廣告效果的影響..........................................19
二、 代言人性別、性別特質與服務類型一致性對廣告效果的影響..........20
三、 代言人性別、性別特質與服務類型對廣告效果的影響......................21
第三節 前測..........................................................................................................24
一、 前測問卷設計..........................................................................................24
二、 前測結果分析..........................................................................................24
第四節 研究變數的操作型定義與衡量..............................................................27
一、 自變數......................................................................................................27
(一) 代言人性別:男性vs.女性............................................................27
(二) 代言人特質:男性化特質vs.女性化特質....................................28
(三) 服務類型:男性化類型vs.中性類型vs.女性化類型...................28
二、 依變數.......................................................................................................30
(一) 對服務的知覺品質.........................................................................30
(二) 對品牌的態度.................................................................................30
(三) 對使用服務的購買意願.................................................................30
三、 個人差異變數..........................................................................................31
(一) 個人認知創新差異.........................................................................31
(二) 人口統計變數.................................................................................31
第五節 研究設計....................................................................................32
一、 問卷題項設計..........................................................................................32
二、 抽樣方法..................................................................................................33
第六節 小結..........................................................................................................33
第四章 研究結果分析..........................................................................................34
第一節 前言..........................................................................................................34
第二節 樣本背景資料..........................................................................................34
第三節 信度分析..................................................................................................35
第四節 研究設計之檢驗......................................................................................35
一、 服務類型操弄之確認..............................................................................35
二、 代言人性別特質操弄之確認..................................................................36
三、 潛在共變數檢定......................................................................................37
第五節 研究假設檢定..........................................................................................37
一、 以對知覺品質為依變數進行研究假設檢驗..........................................41
二、 以對品牌態度為依變數進行研究假設檢驗..........................................49
三、 以對購買意願為依變數進行研究假設檢驗..........................................57
第六節 其他研究發現..........................................................................................64
第七節 受訪者對實驗廣告的回應......................................................................64
第八節 小結..........................................................................................................67
第五章 結論與建議..............................................................................................69
第一節 前言..........................................................................................................69
第二節 研究結果討論..........................................................................................69
第三節 研究貢獻..................................................................................................70
一、 理論貢獻..................................................................................................72
二、 實務貢獻..................................................................................................73
第四節 研究限制..................................................................................................74
一、 以學生樣本為便利抽樣..........................................................................74
二、 服務選擇的限制......................................................................................74
三、 實驗設計方法..........................................................................................74
四、 名人挑選與廣告版面的限制.................................................................75
第五節 未來研究建議.........................................................................................75
一、 測量一致性刺激對記憶的影響.............................................................75
二、 考量多重感官刺激所產生的不一致.......................................................75
三、 單一名人與多重名人代言的比較...........................................................76
四、 更多服務的分類方式...............................................................................76
第六節 小結...........................................................................................................76
參考文獻…….............................................................................................................77
附錄一 前測問卷...................................................................................................86
附錄二 正式問卷...................................................................................................89
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