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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-Oct-2017 10:22:39 (UTC+8)
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。
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
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.)

英文部分
Agrawal, J., & Kamakura, W. A. (1995). The economic worth of celebrity endorsers: An event study analysis. The Journal of Marketing, 56-62.
Ahearne, 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.
Atkin, C., & Block, M. (1983). Effectiveness of celebrity endorsers. Journal of advertising research.
Bagozzi, R. P., & Silk, A. J. (1983). Recall, recognition, and the measurement of memory for print advertisements. Marketing Science, 2(2), 95-134.
Bower, A. B., & Landreth, S. (2001). Is beauty best? Highly versus normally attractive models in advertising. Journal of Advertising, 30(1), 1-12.
Carroll, A. (2009). Brand communications in fashion categories using celebrity endorsement. Journal of Brand Management, 17(2), 146-158.
Chang, C. (2005). Ad–self‐congruency effects: Self‐enhancing cognitive and affective mechanisms. Psychology & Marketing, 22(11), 887-910.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers` product evaluations. Journal of marketing research, 307-319.
Edell, J. A., & Burke, M. C. (1987). The power of feelings in understanding advertising effects. Journal of consumer research, 14(3), 421-433.
Erdem, T., & Swait, J. (1998). Brand equity as a signaling phenomenon. Journal of consumer Psychology, 7(2), 131-157.
Erdogan, B. Z., Baker, M. J., & Tagg, S.(2001). Selecting celebrity endorsers: The practitioner`s perspective. Journal of advertising research, 41(3), 39-48.
Farrell, K. A., Karels, G. V., Montfort, K. W., & McClatchey, C. A. 2000). Celebrity performance and endorsement value: the case of Tiger Woods. Managerial Finance, 26(7), 1-15.
Freiden, J. B. (1984). Advertising spokesperson effects-An examination of endorser type and gender on 2 audiences. Journal of advertising research, 24(5), 33-41.
Friedman, H. H., & Friedman, L.(1979). Endorser effectiveness by product type. Journal of advertising research, 19(5), 63-71.
Friedman, H. H., Santeramo, M. J., & Traina, A. (1978). Correlates of trustworthiness for celebrities. Journal of the Academy of Marketing Science, 6(3), 291-299.
Folse, J. A. G., Netemeyer, R. G., & Burton, S. (2012). Spokescharacters. Journal of Advertising, 41(1), 17-32.
Ford, G. T., Smith, D. B., & Swasy, J. L. (1990). Consumer skepticism of advertising claims: Testing hypotheses from economics of information. Journal of consumer research, 16(4), 433-441.
Goldsmith, R. E., Lafferty, B. A., & Newell, S. J.(2000). The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of advertising, 29(3), 43-54.
Gorn, G. J. (1982). The effects of music in advertising on choice behavior: A classical conditioning approach. The Journal of Marketing, 94-101.
Hansen, R. A., & Scott, C. A. (1976). Comments on" Attribution theory and advertiser credibility". Journal of Marketing Research, 193-197.
Hayes, A. F. (2013). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. New York: The Guilford Press.
Hovland, C. I., Janis, I. L., & Kelley, H. H.(1953). Communication and persuasion; psychological studies of opinion change.
Holbrook, M. B., & Batra, R. (1987). Assessing the role of emotions as mediators of consumer responses to advertising. Journal of consumer research, 14(3), 404-420.
Hsu, C. K., & McDonald, D. (2002). An examination on multiple celebrity endorsers in advertising. Journal of Product & Brand Management, 11(1), 19-29.
Huang, P., Lurie, N. H., & Mitra, S. (2009). Searching for experience on the web: an empirical examination of consumer behavior for search and experience goods. Journal of marketing, 73(2), 55-69.
Jain, S. P., Buchanan, B., & Maheswaran, D. (2000). Comparative versus noncomparative advertising: The moderating impact of prepurchase attribute verifiability. Journal of Consumer Psychology, 9(4), 201-211.
Jain, S. P., & Posavac, S. S. (2001). Prepurchase attribute verifiability, source credibility, and persuasion. Journal of Consumer Psychology, 11(3), 169-180.
Kamins, M. A. (1989). Celebrity and noncelebrity advertising in a two-sided context. Journal of advertising research.
Kamins, M. A., Brand, M. J., Hoeke, S. A., & Moe, J. C.(1989). Two-sided versus one-sided celebrity endorsements: The impact on advertising effectiveness and credibility. Journal of advertising, 18(2), 4-10.
Lafferty, B. A., & Goldsmith, R. E.(1999). Corporate credibility’s role in consumers’ attitudes and purchase intentions when a high versus a low credibility endorser is used in the ad. Journal of business research, 44(2), 109-116.
Lin, L. Y., & Lu, C. Y. (2010). The influence of corporate image, relationship marketing, and trust on purchase intention: the moderating effects of word-of-mouth. Tourism review, 65(3), 16-34.
Lutz, R. J. (1985). Affective and cognitive antecedents of attitude toward the ad: A conceptual framework. Psychological processes and advertising effects, 45-63.
MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of marketing research, 130-143.
MacKenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. The Journal of Marketing, 48-65.
Mathur, L. K., Mathur, I., & Rangan, N. (1997). The wealth effects associated with a celebrity endorser: The Michael Jordan phenomenon. Journal of Advertising research, 37(3), 67-74.
McCracken, G.(1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of consumer research, 16(3), 310-321.
Miller, F. M., & Allen, C. T. (2012). How does celebrity meaning transfer? Investigating the process of meaning transfer with celebrity affiliates and mature brands. Journal of consumer Psychology, 22(3), 443-452.
Mitchell, A. A., & Olson, J. C. (2000). Are product attribute beliefs the only mediator of advertising effects on brand attitude?. Advertising & Society Review, 1(1).
Money, R. B., Shimp, T. A., & Sakano, T. (2006). Celebrity endorsements in Japan and the United States: is negative information all that harmful?. Journal of advertising research, 46(1), 113-123.
Mowen, J. C., & Brown, S. W. (1981). On explaining and predicting the effectiveness of celebrity endorsers. NA-Advances in Consumer Research Volume 08.
Nelson, P. (1970). Information and consumer behavior. Journal of political economy, 78(2), 311-329.
Nelson, P. (1974). Advertising as information. Journal of political economy, 82(4), 729-754.
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers` perceived expertise, trustworthiness, and attractiveness. Journal of advertising, 19(3), 39-52.
Ohanian, R.(1991). The impact of celebrity spokespersons` perceived image on consumers` intention to purchase. Journal of advertising Research.
Schlecht, C. (2003). Celebrities’ impact on branding. Center on Global Brand Leadership, Columbia: Columbia Business School.
Sherman, S. P. (1985). When you wish upon a star. Fortune, 112(4), 66.
Settle, R. B., & Golden, L. L. (1974). Attribution theory and advertiser credibility. Journal of Marketing Research, 181-185.
Shimp, T. A., Stuart, E. W., & Engle, R. W. (1991). A program of classical conditioning experiments testing variations in the conditioned stimulus and context. Journal of Consumer Research, 18(1), 1-12.
Spry, A., Pappu, R., & Bettina Cornwell, T. (2011). Celebrity endorsement, brand credibility and brand equity. European journal of marketing, 45(6), 882-909.
Stafford, M. R., Stafford, T. F., & Day, E. (2002). A contingency approach: The effects of spokesperson type and service type on service advertising perceptions. Journal of Advertising, 31(2), 17-35.
Tripp, C., Jensen, T. D., & Carlson, L. (1994). The effects of multiple product endorsements by celebrities on consumers` attitudes and intentions. Journal of consumer research, 20(4), 535-547.
Till, B. D., & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of advertising, 29(3), 1-13.
Till, B. D., & Nowak, L. I. (2000). Toward effective use of cause-related marketing alliances. Journal of Product & Brand Management, 9(7), 472-484.
Till, B. D., Stanley, S. M., & Priluck, R. (2008). Classical conditioning and celebrity endorsers: An examination of belongingness and resistance to extinction. Psychology & Marketing, 25(2), 179-196.
Wright, A. A., & Lynch, J. G. (1995). Communication effects of advertising versus direct experience when both search and experience attributes are present. Journal of consumer research, 21(4), 708-718.
Zhang, Y. (1996). Responses to humorous advertising: The moderating effect of need for cognition. Journal of Advertising, 25(1), 15-32.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. 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
dc.contributor.advisor 張卿卿zh_TW
dc.contributor.author (Authors) 王楷馨zh_TW
dc.creator (作者) 王楷馨zh_TW
dc.date (日期) 2017en_US
dc.date.accessioned 2-Oct-2017 10:22:39 (UTC+8)-
dc.date.available 2-Oct-2017 10:22:39 (UTC+8)-
dc.date.issued (上傳時間) 2-Oct-2017 10:22:39 (UTC+8)-
dc.identifier (Other Identifiers) G0104464026en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/113322-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 傳播學院傳播碩士學位學程zh_TW
dc.description (描述) 104464026zh_TW
dc.description.abstract (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。
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。		zh_TW
dc.description.tableofcontents 第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與研究問題 3
第二章 文獻探討 4
第一節 廣告代言人與陪伴者 4
第二節 產品特性 14
第三章 研究架構與假設 18
第三節 研究架構 18
第四節 研究假設 20
第四章 研究方法 21
第一節 研究設計 21
第二節 實驗物的選擇與設計 23
第三節 變項的定義與測量 25
第四節 前測 30
第五節 廣告的設計與製作 50
第五章 研究結果分析 54
第一節 實驗受試者樣本分布 54
第二節 前提檢定與變項操弄檢定 55
第三節 量表信度檢驗 60
第四節 假設檢定 61
第六章 結論 75
第一節 發現與討論 75
第二節 學術與實務貢獻 77
第三節 研究限制與未來建議 78
參考文獻 80
附錄一、前測問卷 86
附錄二、未通過的前測分析 98
附錄三、正式施測問卷 101		zh_TW
dc.format.extent 39048164 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0104464026en_US
dc.subject (關鍵詞) 代言人zh_TW
dc.subject (關鍵詞) 陪伴者zh_TW
dc.subject (關鍵詞) 真實性zh_TW
dc.subject (關鍵詞) 知名度zh_TW
dc.subject (關鍵詞) 產品特性zh_TW
dc.subject (關鍵詞) 廣告效果zh_TW
dc.title (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zh_TW
dc.title (題名) How the authenticity and popularity of the partners of the endorsers affect Advertising effectivenessen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 中文部分
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.)

英文部分
Agrawal, J., & Kamakura, W. A. (1995). The economic worth of celebrity endorsers: An event study analysis. The Journal of Marketing, 56-62.
Ahearne, 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.
Atkin, C., & Block, M. (1983). Effectiveness of celebrity endorsers. Journal of advertising research.
Bagozzi, R. P., & Silk, A. J. (1983). Recall, recognition, and the measurement of memory for print advertisements. Marketing Science, 2(2), 95-134.
Bower, A. B., & Landreth, S. (2001). Is beauty best? Highly versus normally attractive models in advertising. Journal of Advertising, 30(1), 1-12.
Carroll, A. (2009). Brand communications in fashion categories using celebrity endorsement. Journal of Brand Management, 17(2), 146-158.
Chang, C. (2005). Ad–self‐congruency effects: Self‐enhancing cognitive and affective mechanisms. Psychology & Marketing, 22(11), 887-910.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers` product evaluations. Journal of marketing research, 307-319.
Edell, J. A., & Burke, M. C. (1987). The power of feelings in understanding advertising effects. Journal of consumer research, 14(3), 421-433.
Erdem, T., & Swait, J. (1998). Brand equity as a signaling phenomenon. Journal of consumer Psychology, 7(2), 131-157.
Erdogan, B. Z., Baker, M. J., & Tagg, S.(2001). Selecting celebrity endorsers: The practitioner`s perspective. Journal of advertising research, 41(3), 39-48.
Farrell, K. A., Karels, G. V., Montfort, K. W., & McClatchey, C. A. 2000). Celebrity performance and endorsement value: the case of Tiger Woods. Managerial Finance, 26(7), 1-15.
Freiden, J. B. (1984). Advertising spokesperson effects-An examination of endorser type and gender on 2 audiences. Journal of advertising research, 24(5), 33-41.
Friedman, H. H., & Friedman, L.(1979). Endorser effectiveness by product type. Journal of advertising research, 19(5), 63-71.
Friedman, H. H., Santeramo, M. J., & Traina, A. (1978). Correlates of trustworthiness for celebrities. Journal of the Academy of Marketing Science, 6(3), 291-299.
Folse, J. A. G., Netemeyer, R. G., & Burton, S. (2012). Spokescharacters. Journal of Advertising, 41(1), 17-32.
Ford, G. T., Smith, D. B., & Swasy, J. L. (1990). Consumer skepticism of advertising claims: Testing hypotheses from economics of information. Journal of consumer research, 16(4), 433-441.
Goldsmith, R. E., Lafferty, B. A., & Newell, S. J.(2000). The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of advertising, 29(3), 43-54.
Gorn, G. J. (1982). The effects of music in advertising on choice behavior: A classical conditioning approach. The Journal of Marketing, 94-101.
Hansen, R. A., & Scott, C. A. (1976). Comments on" Attribution theory and advertiser credibility". Journal of Marketing Research, 193-197.
Hayes, A. F. (2013). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. New York: The Guilford Press.
Hovland, C. I., Janis, I. L., & Kelley, H. H.(1953). Communication and persuasion; psychological studies of opinion change.
Holbrook, M. B., & Batra, R. (1987). Assessing the role of emotions as mediators of consumer responses to advertising. Journal of consumer research, 14(3), 404-420.
Hsu, C. K., & McDonald, D. (2002). An examination on multiple celebrity endorsers in advertising. Journal of Product & Brand Management, 11(1), 19-29.
Huang, P., Lurie, N. H., & Mitra, S. (2009). Searching for experience on the web: an empirical examination of consumer behavior for search and experience goods. Journal of marketing, 73(2), 55-69.
Jain, S. P., Buchanan, B., & Maheswaran, D. (2000). Comparative versus noncomparative advertising: The moderating impact of prepurchase attribute verifiability. Journal of Consumer Psychology, 9(4), 201-211.
Jain, S. P., & Posavac, S. S. (2001). Prepurchase attribute verifiability, source credibility, and persuasion. Journal of Consumer Psychology, 11(3), 169-180.
Kamins, M. A. (1989). Celebrity and noncelebrity advertising in a two-sided context. Journal of advertising research.
Kamins, M. A., Brand, M. J., Hoeke, S. A., & Moe, J. C.(1989). Two-sided versus one-sided celebrity endorsements: The impact on advertising effectiveness and credibility. Journal of advertising, 18(2), 4-10.
Lafferty, B. A., & Goldsmith, R. E.(1999). Corporate credibility’s role in consumers’ attitudes and purchase intentions when a high versus a low credibility endorser is used in the ad. Journal of business research, 44(2), 109-116.
Lin, L. Y., & Lu, C. Y. (2010). The influence of corporate image, relationship marketing, and trust on purchase intention: the moderating effects of word-of-mouth. Tourism review, 65(3), 16-34.
Lutz, R. J. (1985). Affective and cognitive antecedents of attitude toward the ad: A conceptual framework. Psychological processes and advertising effects, 45-63.
MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of marketing research, 130-143.
MacKenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. The Journal of Marketing, 48-65.
Mathur, L. K., Mathur, I., & Rangan, N. (1997). The wealth effects associated with a celebrity endorser: The Michael Jordan phenomenon. Journal of Advertising research, 37(3), 67-74.
McCracken, G.(1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of consumer research, 16(3), 310-321.
Miller, F. M., & Allen, C. T. (2012). How does celebrity meaning transfer? Investigating the process of meaning transfer with celebrity affiliates and mature brands. Journal of consumer Psychology, 22(3), 443-452.
Mitchell, A. A., & Olson, J. C. (2000). Are product attribute beliefs the only mediator of advertising effects on brand attitude?. Advertising & Society Review, 1(1).
Money, R. B., Shimp, T. A., & Sakano, T. (2006). Celebrity endorsements in Japan and the United States: is negative information all that harmful?. Journal of advertising research, 46(1), 113-123.
Mowen, J. C., & Brown, S. W. (1981). On explaining and predicting the effectiveness of celebrity endorsers. NA-Advances in Consumer Research Volume 08.
Nelson, P. (1970). Information and consumer behavior. Journal of political economy, 78(2), 311-329.
Nelson, P. (1974). Advertising as information. Journal of political economy, 82(4), 729-754.
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers` perceived expertise, trustworthiness, and attractiveness. Journal of advertising, 19(3), 39-52.
Ohanian, R.(1991). The impact of celebrity spokespersons` perceived image on consumers` intention to purchase. Journal of advertising Research.
Schlecht, C. (2003). Celebrities’ impact on branding. Center on Global Brand Leadership, Columbia: Columbia Business School.
Sherman, S. P. (1985). When you wish upon a star. Fortune, 112(4), 66.
Settle, R. B., & Golden, L. L. (1974). Attribution theory and advertiser credibility. Journal of Marketing Research, 181-185.
Shimp, T. A., Stuart, E. W., & Engle, R. W. (1991). A program of classical conditioning experiments testing variations in the conditioned stimulus and context. Journal of Consumer Research, 18(1), 1-12.
Spry, A., Pappu, R., & Bettina Cornwell, T. (2011). Celebrity endorsement, brand credibility and brand equity. European journal of marketing, 45(6), 882-909.
Stafford, M. R., Stafford, T. F., & Day, E. (2002). A contingency approach: The effects of spokesperson type and service type on service advertising perceptions. Journal of Advertising, 31(2), 17-35.
Tripp, C., Jensen, T. D., & Carlson, L. (1994). The effects of multiple product endorsements by celebrities on consumers` attitudes and intentions. Journal of consumer research, 20(4), 535-547.
Till, B. D., & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of advertising, 29(3), 1-13.
Till, B. D., & Nowak, L. I. (2000). Toward effective use of cause-related marketing alliances. Journal of Product & Brand Management, 9(7), 472-484.
Till, B. D., Stanley, S. M., & Priluck, R. (2008). Classical conditioning and celebrity endorsers: An examination of belongingness and resistance to extinction. Psychology & Marketing, 25(2), 179-196.
Wright, A. A., & Lynch, J. G. (1995). Communication effects of advertising versus direct experience when both search and experience attributes are present. Journal of consumer research, 21(4), 708-718.
Zhang, Y. (1996). Responses to humorous advertising: The moderating effect of need for cognition. Journal of Advertising, 25(1), 15-32.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of marketing, 2-22.		zh_TW