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https://ah.lib.nccu.edu.tw/handle/140.119/113322| 題名: | 廣告代言人之陪伴者的真實性與知名度對廣告效果之影響 How the authenticity and popularity of the partners of the endorsers affect Advertising effectiveness |
作者: | 王楷馨 | 貢獻者: | 張卿卿 王楷馨 |
關鍵詞: | 代言人 陪伴者 真實性 知名度 產品特性 廣告效果 |
日期: | 2017 | 上傳時間: | 2-十月-2017 | 摘要: | 過去名人代言人的學術研究多專注於代言人本身，而忽略了部分廣告中，除了代言人外，還會有一位或是數位「陪伴者」。本研究將探討陪伴者「真實與否」是否會影響代言人組合的信賴感與廣告效果；以及陪伴者「知名與否」是否會影響代言人組合的喜好度與廣告效果，此外，並以產品特性（搜尋特性和體驗特性）作為研究之調節變項。\n本研究採用3（代言人與陪伴者組合：代言人於廣告中的伴侶為真實伴侶且為知名藝人／非真實伴侶且為知名藝人／非真實伴侶且為非知名藝人）×2（產品特性：搜尋特性／體驗特性）的多因子實驗設計。研究結果證實當陪伴者為「真實伴侶」時，相較於「非真實伴侶」會產生較佳的信賴感；陪伴者為「知名藝人」時，相較於「非知名藝人」則會產生較佳的喜好度，然而，無論陪伴者「真實與否」或「知名與否」，皆不會影響到廣告效果。而當產品特性不同時，亦不會產生調節中介作用。 | 參考文獻: | 中文部分\n林秀雲（2013）。《社會科學研究方法》，台北：雙葉書廊。（原書 Earl Babbie.［2012）. The Practice of Social Research, 13th ed.)\n\n英文部分\nAgrawal, J., & Kamakura, W. A. (1995). The economic worth of celebrity endorsers: An event study analysis. The Journal of Marketing, 56-62.\nAhearne, M., Gruen, T. W., & Jarvis, C. B. (1999). If looks could sell: Moderation and mediation of the attractiveness effect on salesperson performance. International Journal of Research in Marketing, 16(4), 269-284.\nAtkin, C., & Block, M. (1983). Effectiveness of celebrity endorsers. 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The Journal of marketing, 2-22. | 描述: | 碩士 國立政治大學 傳播學院傳播碩士學位學程 104464026 |
資料來源: | http://thesis.lib.nccu.edu.tw/record/#G0104464026 | 資料類型: | thesis |
| Appears in Collections: | 學位論文 |
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