廣告的相關應用隨著傳播技術的演進而日新月異，各式各樣的廣告呈現方式也紛紛出爐。產業嘗試透過名人的代言行為來提高消費者對於產品的評價與購買慾望，於是創造出了代言式廣告(Advertisement with endorser)的特殊廣告類別。

在代言式廣告的模式之中，某些特定的代言人-商品組合為廣告主帶來了龐大的利潤，而某些不但沒有達成預期的廣告效果，反而對產品與企業的評價造成損害。本研究欲探究影響代言式廣告成敗的關鍵因素為何，並進一步探討代言人特質可能對廣告效果產生的負面影響。

研究方法使用量化的問卷調查法，在前測選出不同的代言人類型之後，分成高低吸引力代言人、高低可信度代言人、社會形象優劣代言人六組問卷，並在題項中插入代言人與商品的適配程度問題與涉入程度高低問題，每組發放網路及實體問卷各五十份，總計發放600份，最終回收594份。以此資料母體進行統計分析，探討在不同涉入度情況下，不同的代言人特質對廣告效果可能產生的影響。

本研究發現，對廣告產品涉入程度較高的高涉入度受訪者，在接觸可信度低以及和商品適配程度低的代言人時，對該代言式廣告的廣告態度會有惡化的傾向。低涉入度受訪者則是對於低吸引力以及低可信度的代言式廣告產生負面的廣告效果評價。另外，社會道德形象差的代言人，則不分涉入程度高低，均會對該代言式廣告造成廣告效果的崩盤。

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第一章 緒論............................................................................1
第一節 研究背景與動機........................................................1
第二節 代言式廣告定義........................................................2
第三節 代言式廣告的正負面效果........................................4
第四節 研究問題....................................................................7
第五節 研究目的....................................................................9

第二章 文獻探討.................................................................10
第一節 廣告效應與相關理論.............................................10
第二節 代言式廣告.............................................................19
第三節 影響代言式廣告的正負面因素與相關研究.........28

第三章 研究方法.................................................................39
第一節 研究架構與變項.....................................................39
第二節 研究假設.................................................................40
第三節 前測與正式問卷設計.............................................45
第四節 資料分析方法.........................................................53

第四章 資料分析與研究結果.............................................53
第一節 本體問卷樣本結構分析與敘述統計.....................53
第二節 本體問卷信度分析.................................................57
第三節 研究假設的檢驗與分析.........................................60
第四節 研究假設檢定結果一覽.........................................71

第五章 研究結論與建議.....................................................75
第一節 研究程序.................................................................75
第二節 研究發現與討論.....................................................76
第三節 研究結論.................................................................79
第四節 研究應用.................................................................80
第五節 研究限制與建議.....................................................80

參考文獻..............................................................................85
中文文獻部分......................................................................85
原文文獻部分......................................................................86
網站部分..............................................................................92

附錄......................................................................................93
附錄一 代言人特質前測問卷.............................................93
附錄二 前測問卷.................................................................94
附錄三 正式問卷.................................................................96
附錄四 代言式平面廣告...................................................100
附錄五 代言式平面廣告...................................................107

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網址部分

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