本研究將就不同的代言人類型與產品類型的搭配做探討，欲了解不同組合間廣告效果的差異。代言人類型分為名人、專家、典型消費者，產品上採用業界人士的建議，分別以牛仔褲、牛奶、洗髮精等三種經常使用廣告代言人之產品，為一3 X 3的研究設計。統計方法上採用二因子相依樣本變異數分析找出不同代言人類型是否與不同產品類型產生交互作用，以迴歸分析了解影響消費者購買傾向變數間的強弱。研究結果如下：

1. 在三種廣告效果的構面下，廣告代言人類型與產品類型的變異數顯著性檢定顯示兩者間有顯著的交互作用。

2. 在不同產品類型的廣告中，代言人類型、廣告態度、品牌態度三者對購買傾向有正向影響的假設部分成立。根據研究所得數據，可以判斷代言人類型對購買傾向的影響是透過廣告態度與品牌態度的傳遞，其中又以品牌態度對購買傾向的影響最大。

3. 在洗髮精廣告中，不同性別的受測者對於使用不同代言人於廣告中的廣告態度與品牌態度有顯著差異。性別間的平均數比較，發現在專家代言的廣告態度上男性受測者(M=3.258)比女性受測者(M=2.577)高；在典型消費者代言的品牌態度上女性受測者(M=3.160)比男性受測者(M=2.800)高。

4. 牛仔褲商品在三個廣告效果衡量構面上，都以專家最為合適。牛奶則是以最貼近目標市場生活方式的典型代言人可以得到最高的品牌態度與購買傾向。洗髮精產品因為多數消費者屬於理性的購買決策，使用專家對對各類不同髮質消費者做成分的解說，在品牌態度與購買傾向上最有說服力。

This research is trying to understand the effectiveness of endorsed advertisings, which are attitude toward the ad [AAd], attitude toward the brand [AB], and purchase intentions [PI], under different spokespersons types (celebrity/expert/typical consumer), and product types (jeans/milk/shampoo). The data was analyzed mainly by 2-Way ANOVA, and regression.
The major conclusions are:
1. The difference between the types of spokesperson and the types of product has significantly influenced the advertising effectiveness.

2. In the advertisings of different types of product, the types of spokesperson, AAd, and AB influence PI. The data shows the type of spokesperson influences PI by influencing AAd and AB.

3. In the advertisings of shampoo, sex will make significant differences between the types of spokesperson. In the AAd dimension, it shows men prefer expert to endorse the shampoo. Otherwise, in the AB dimension women prefer typical consumer to endorse.

4. Expert is more effective than other types when he endorses the jeans and shampoo. Typical consumer has the highest score in AB and PI than others in the advertising of milk due to the closer position with the consumers.

第一章 緒論
第一節 研究背景..................................... 1
第二節 研究目的..................................... 3

第二章 文獻探討
第一節 代言人與推薦式廣告相關奠基理論................5
第二節 代言過程的溝通模式………………................8
第三節 代言人可信度與分類………………………………….13
第四節 廣告效果………….......................... 16
第五節 相關研究回顧……...........................23

第三章 研究方法
第一節 操作型定義....... ………………..............26
第二節 研究假說……………….......................29
第三節 研究設計. …………..........................30
第四節 資料蒐集方法與研究樣本......................33
第五節 資料分析方法....... ………………............36
第六節 信度分析....... ……………..................37

第四章 研究結果分析
第一節 廣告態度之分析....... ……………….......38
第二節 品牌態度之分析....... ……………….......41
第三節 購買傾向之分析...... ………..............44
第四節 人口統計變項涉入各變項之影響...... ......47
第五節 代言人類型、廣告態度、購買態度對購買傾向之迴歸
分析.....................................49

第五章 結論與建議
第一節 研究結論...................................53
第二節 研究貢獻…………………………............. .57
第三節 研究限制…………….........................58
第四節 後續研究建議...... ………………............59

參考文獻........................... ………..........60
附錄一 訪談大綱........................... ………...66
附錄二 正式問卷.....................................67

表格目錄
表2-5 代言人研究相關文獻回顧......................23
表3-3-1 研究變數因子設計............................30
表3-6 問卷各變數之Cronbach’s α值.................37
表4-1-1 廣告態度描述統計.............................39
表4-1-2 二因子相依相本在廣告態度上的變異數顯著性檢定.39
表4-1-3 不同廣告代言人在廣告態度的變異數顯著性檢定...40
表4-2-1 品牌態度描述統計……………….................42
表4-2-2 二因子相依相本在品牌態度上的變異數顯著性檢定.42
表4-2-3 不同廣告代言人在品牌態度的變異數顯著性檢定...43
表4-3-1 購買傾向描述統計……………………………….....45
表4-3-2 二因子相依相本在購買傾向上的變異數顯著性檢定.45
表4-3-3 不同廣告代言人在購買傾向的變異數顯著性檢定...46
表4-4-1 牛仔褲廣告中代言人類型與性別、零用金的變異數分析摘
要...........................................48
表4-4-2 牛奶廣告中代言人類型與性別、零用金的變異數分析
摘要.........................................48
表4-4-3 洗髮精廣告中代言人類型與性別、零用金的變異數分析
摘要.........................................48
表4-5-1 牛仔褲廣告購買傾向迴歸係數摘要表.............50
表4-5-2 牛奶廣告購買傾向迴歸係數摘要表...............51
表4-5-3 洗髮精廣告購買傾向迴歸係數摘要表…...........52
表5-1 假說驗證表...................................53

圖目錄
圖2-1 平衡理論在推薦式廣告之應用...................6
圖2-2 意義移動及代言過程...........................11
圖2-4-1 廣告效果三階段...............................17
圖2-4-2 情感轉移假說.................................19
圖2-4-3 雙重中介假說.................................20
圖2-4-4 交互中介假說.................................21
圖2-4-5 獨立影響假說.................................21
圖3-1 研究架構圖...................................26

一、 英文部份
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Book
1. Mowen, J. C., S. W. Brown & M. Schulman (1979), “Theoretical and Empirical Extensions of Endorser Effectiveness,” in AMA Educators’ Conference Proceedings, Beckwith, N. et al., eds. Chicago: American Marketing Association, pp. 258-262.
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二、 中文部分
期刊、論文
1. 練乃華（1990）。推薦式廣告之溝通效果研究，國立台灣大學商學研究所碩士論文。
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3. 彭金燕（1999）。代言人可信度對廣告效果與購買意願影響之研究，大葉大學事業經營研究所碩士論文。
4. 蔡淑妹（2002）。運動品牌代言人可信度來源因素對消費者購買意願影響之研究，國立台灣科技大學管理研究所碩士論文。
5. 鄭巽尹（2003）。知識結構、涉入度與消費者理解程度關係之研究，國立嘉義大學管理研究所碩士論文。
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1. 黃俊英（1999）。《行銷研究—管理與技術》，第六版，台北：華泰書局。
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3. 樊志育（1990）。《廣告學新論》，台北：三民書局。
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5. 邱皓政（2002）。《社會與行為科學的量化研究與統計分析》。第二版，台北：五南。
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報紙
1. 楊清雄 (2004 9月28日)名人代言產品，法界籲立法規範，民生報，A3版今日話題】