隨著電腦繪圖、浮空投影等科技越來越進步，將逝世代言人重現在觀眾面前的作品越發興盛，然前人針對已故名人代言的研究，多聚焦在經濟效益、肖像權爭議、道德檢討與實務比較方面，鮮少探討已故名人的廣告效果作用機制。故本研究取徑懷舊行銷，結合訊息不一致理論、自我建構理論、歸屬需求理論等研究領域，欲探究不同時間點的廣告元素搭配，應如何應用才能達成最佳的廣告效果。具體而言，本研究比較個人懷舊型vs.歷史懷舊型已故名人代言的廣告效果，檢視在已故名人廣告中，廣告背景年代選用的意義與作用，並釐清消費者自我建構與歸屬需求，是否干擾其對不同類型已故名人的效果反應。
本研究採用量化實驗法檢測假說，並以2個前測選出實驗素材。分析結果發現：(1)使用活躍年代與消費者生存年代重疊的個人懷舊型名人，相較於使用年代不重疊的歷史懷舊型名人；(2) 使用現代背景相較於使用當代背景；(3)個人懷舊型名人搭配現代背景，相較於其他組合；(4) 對獨立我消費者使用個人懷舊型相較於歷史懷舊型；(5) 對歸屬需求較高者使用個人懷舊型相較於歷史懷舊型；(6) 對歸屬需求較低者使用歷史懷舊型相較於使用個人懷舊型名人，會帶來更好的廣告效果。此外，亦發現對相依自我消費者，使用兩種類型的已故名人效果並無差異。研究結果對於已故名人代言廣告、懷舊、訊息不一致、自我建構、歸屬需求等理論具有貢獻，並可供未來企業管理者及行銷人員，選擇廣告代言人、廣告背景設計決策之參考，並可因應目標消費者特質進行調整。

The usage of deceased celebrities’ images in commercials is thriving as modern technologies are moving forward. However, previous studies have focused mostly on economic benefits, agents, and moral issues of dead celebrities. This study compares the relative effects of died celebrities in different nostalgia types and examines the roles of setting different background eras in dead celebrity ads based on ad-incongruity theory. Additionally, how consumers’ self-construal and need to belong (NTB) moderate the effects of dead celebrities’ endorsement is explored.
An experiment was conducted to test the hypotheses. The analytical results showed that: (1) Personal nostalgia (compared to historical nostalgia) dead celebrities; (2) nowadays time background (compared to past); (3) for consumers with an independent self-construal, personal nostalgia (compared to historical nostalgia) dead celebrities; (4) for consumers with high NTB, personal nostalgia (compared to historical nostalgia) dead celebrities; (5) for consumers with low NTB, historical nostalgia (compared to personal nostalgia) dead celebrities, led to better advertising effects. However, for consumers with an interdependent self-construal, types of dead celebrities did not affect advertising effects. The theoretical and practical implements are discussed.

學位論文審定書 i
謝誌 ii
中文摘要 iii
英文摘要 iv
目錄 v
圖目錄 vii
表目錄 viii
第一章　緒論 1
第一節　研究背景 1
第二節　研究動機與目的 2
第二章　文獻回顧 8
第一節　已故名人的商業價值 8
第二節　懷舊情緒與行銷應用 12
第三節　廣告代言人特性 28
第四節　訊息不一致理論 29
第五節　自我建構理論 32
第六節　歸屬需求理論 33
第七節　廣告態度、產品態度與購買意願 36
第三章　研究架構與假說 38
第四章　研究方法 47
第一節　樣本與實驗設計 47
第二節　研究變數定義 48
第三節　前測 51
第四節　實驗程序與變數衡量 56
第五章　研究結果 63
第一節　問卷回收、基本資料敘述統計與信度分析 63
第二節　操弄性檢驗與機制變數檢測 67
第三節　假說檢驗 67
第四節　分析結果討論 83
第六章　結論與建議 88
第一節 研究發現 88
第二節　研究貢獻與實務意涵 89
第二節　研究限制與後續研究建議 95
參考文獻 99
附錄 109
前測一問卷 109
前測一已故名人及產品 119
前測二問卷 120
前測二廣告圖片及產品 128
正式實驗問卷（紙本版） 129
正式實驗平面廣告 136
正式實驗廣告文案 137

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