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題名 廣告代言人與訊息框架之廣告效果—以子宮頸癌防治為例
Advertising Effectiveness of Endorser and Information Framing: The Adoption of Cervical Cancer Prevention
作者 陳郁琪
Chen, Yu-Chi
貢獻者 陳建維
Chen, Chien-Wei
陳郁琪
Chen, Yu-Chi
關鍵詞 廣告代言人
代言人性別
代言人類型
框架訊息
子宮頸癌防治
廣告效果
日期 2018
上傳時間 7-Aug-2018 17:21:30 (UTC+8)
摘要 近來大眾健康意識抬頭，政府機關、民間醫學會及各大藥廠皆致力於提倡預防疾病概念，而作為蟬聯35年國人十大死因榜首的惡性腫瘤(癌症)中，子宮頸癌是第一個可預防的癌症，更是眾人的注目焦點。
     本研究探討不同代言人類型(專家、典型消費者、名人)、代言人性別組合(男性、女性、女性＋男性)與訊息描述方式(正面敘述、反面敘述)，對子宮頸癌防治衛教廣告效果(廣告態度、採取預防行動意願)的影響。以實驗情境法，採3x3x2=18實驗採獨立樣本受試者間設計(between subject design)，每位受測者只會接受十八實驗中的一種實驗情況，無法接觸到其他實驗處理，避免相互影響。受測樣本皆為女性，共計回收651份實驗問卷。
     研究結果顯示，代言人類型為專家和名人之廣告效果顯著較典型消費者為佳，在代言人性別組合構面，女性＋男性組合顯著較男性為佳，而訊息描述方式正反差異並不會影響消費者廣告效果。此外，代言人類型與訊息描述方式、代言人性別組合與訊息描述方式、代言人類型和代言人性別組合和訊息描述方式等搭配組合，分別部分對廣告效果有顯著影響。
     最後於結論提出對子宮頸癌防治衛教廣告的行銷策略與實務上建議。建議可採用女性＋男性組合名人搭配反面敘述方式做設計子宮頸癌議題衛教廣告，搭配多元的傳散方式，如診間衛教單張、網路廣告、社群轉傳、媒體報導等作法，進而達到提升大眾疾病預防意識之目標。
Recently, public health awareness has been raised, and government, medical associations and leading pharmaceutical companies are committed to promoting the concept of disease prevention. Cancer has been the first place of top ten causes of death in Taiwan almost 35. As the first preventable cancers, cervical cancer attract people’s attention.
     This study discusses the effects of different endorser types (expert, typical consumer, celebrity), gender combinations (male, female, female and male) and message descriptions (positive message description, negative message description) on the health education advertisement related to cervical cancer(advertising attitude and preventive action intention). Based on the experimental situation method, the design of 3x3x2=18 (between subject design) was adopted in the experiment of sampling, each person would accept only one experiment in 18 experiments, and could not accept other experiment to avoid the interaction between experiments. All samples were female and 651 questionnaires were recovered.
     The results show that the advertising effect of the endorser type for expert and celebrity is better than typical consumer. In the side of gender combinations, female and male is better than men, and the difference of message descriptions will not affect the advertising effect of consumers. In addition, there are interactrions in endorser types and message descriptions, gender combinations and message descriptions, endorser types and gender combinations and message descriptions, respectively.
     Finally, the conclusion come out the marketing strategy and practical suggestions on the prevention of cervical cancer.It is suggested that female and male combination celebrities with negative message description should be used to design cervical cancer health education advertisement. Using network advertising, community transfer, online media reporting, and so on to achieve the goal of raising the awareness of mass disease prevention.
參考文獻 一、中文部分
     
     1. 行政院衛生署疾病管制局(2013)，感染與疫苗，衛生福利部。
     
     2. 李怡萱(2013)，消費者創新抵制因素之研究-以子宮頸癌疫苗為例，國立政治大 學國際經營與貿易研究所碩士論文。
     
     3. 林清州(1992)，廣告訊息正反性、廣告主可信度、訊息涉入與廣告效果之關係，國立政治大學企業管理研究所碩士論文。
     
     4. 邱志聖(2014)，策略行銷分析架構與實務應用(第四版)，智勝文化事業有限公司。
     
     5. 梁文傑(1992)，訊息正反性、訊息來源可信度與訊息涉入對廣告效果關係之研究，國立臺灣大學商學研究所碩士論文。
     
     6. 衛生福利部國民健康署(2017)，中華民國104年癌症登記報告，衛生福利部國民健康署。
     
     二、英文部分
     
     Atkin, C., & Block, M. (1983). Effectiveness of celebrity endorsers. Journal of Advertising Research.
     
     Angelmar, R., & Morgon, P. A. (2014). Vaccine marketing. In Innovation and Marketing in the Pharmaceutical Industry (pp. 365-423). Springer, New York, NY.
     
     Babl, F. E., Lewena, S., & Brown, L. (2006). Vaccination-related adverse events. Pediatric Eemergency Care, 22(7), 514-519.
     
     Bower, A. B., & Landreth, S. (2001). Is beauty best? Highly versus normally attractive models in advertising. Journal of Advertising, 30(1), 1-12.
     
     Bruni, L., Diaz, M., Barrionuevo-Rosas, L., Herrero, R., Bray, F., Bosch, F. X., ... & Castellsagué, X. (2016). Global estimates of human papillomavirus vaccination coverage by region and income level: a pooled analysis. The Lancet Global Health, 4(7), e453-e463.
     
     Carroll, A. (2009). Brand communications in fashion categories using celebrity endorsement. Journal of Brand Management, 17(2), 146-158.
     
     Celsi, R. L., & Olson, J. C. (1988). The role of involvement in attention and comprehension processes. Journal of Consumer Research, 15(2), 210-224.
     Chen, H. C., Schiffman, M., Lin, C. Y., Pan, M. H., You, S. L., Chuang, L. C., ... & CBCSP-HPV Study Group. (2011). Persistence of type-specific human papillomavirus infection and increased long-term risk of cervical cancer. Journal of the National Cancer Institute, 103(18), 1387-1396.
     
     Chen, H. C., You, S. L., Hsieh, C. Y., Schiffman, M., Lin, C. Y., Pan, M. H., ... & CBCSP‐HPV Study Group. (2011). Prevalence of genotype‐specific human papillomavirus infection and cervical neoplasia in Taiwan: A community‐based survey of 10,602 women. International Journal of Cancer, 128(5), 1192-1203.
     
     Clifford, G. M., Smith, J. S., Plummer, M., Munoz, N., & Franceschi, S. (2003). Human papillomavirus types in invasive cervical cancer worldwide: a meta-analysis. British journal of cancer, 88(1), 63.
     
     CONTENT. (n.d.). Retrieved from http://vaccine-safety-training.org/overview-and-outcomes-1.html
     
     Debevec, K., & Iyer, E. (1988). Self‐referencing as a mediator of the effectiveness of sex‐role portrayals in advertising. Psychology & Marketing, 5(1), 71-84.
     
     Fenichel, G. M. (1999). Assessment: Neurologic risk of immunization Report of the Therapeutics and Technology Assessment Subcommittee of the American Academy of Neurology. Neurology, 52(8), 1546-1546.
     
     Friedman, H. H., & Friedman, L. (1979). Endorser effectiveness by product type. Journal of Advertising Research.
     
     Heider, F. (1958). The Psychology of Interpersonal Relations. New York: Wiley.
     
     Home - US Preventive Services Task Force. (n.d.). Retrieved from https://www.uspreventiveservicestaskforce.org/
     
     Hsu, C. K., & McDonald, D. (2002). An examination on multiple celebrity endorsers in advertising. Journal of Product & Brand Management, 11(1), 19-29.
     
     Huston, C., D`Ouville, E., and Willis, T. (2003), “Race and Gender Effects on Consumer Identification of Products with Celebrity Endorsers,” Marketing Management Journal, 13(1), 85-99.
     
     Jansen, K. U., & Shaw, A. R. (2004). Human papillomavirus vaccines and prevention of cervical cancer. Annu. Rev. Med., 55, 319-331.
     
     Kahneman, D., & Tversky, A. (2013). Prospect theory: An analysis of decision under risk. In Handbook of the Fundamentals of Financial Decision Making: Part I (pp. 99-127).
     
     Kanungo, R. N., & Pang, S. (1973). Effects of human models on perceived product quality. Journal of Applied Psychology, 57(2), 172.
     
     Klaus, N., & Bailey, A. A. (2008). Celebrity endorsements: an examination of gender and consumers’ attitudes. American Journal of Business, 23(2), 53-62.
     
     Lavidge, R. C. & Steiner, G. A. (1961) A model for predictive measurements of advertising effectiveness. Journal of Marketing, 25, 59–62.
     
     Levin, I. P., & Gaeth, G. J. (1988). How consumers are affected by the framing of attribute information before and after consuming the product. Journal of Consumer Research, 15(3), 374-378.
     
     Lin, C. T., Wang, K. C., & Chen, W. Y. (2008). Female tour leaders as advertising endorsers. The Service Industries Journal, 28(9), 1265-1275.
     
     Maheswaran, D., & Meyers-Levy, J. (1990). The influence of message framing and issue involvement. Journal of Marketing Research, 361-367.
     
     Meyerowitz, B. E., & Chaiken, S. (1987). The effect of message framing on breast self-examination attitudes, intentions, and behavior. Journal of Personality and Social Psychology, 52(3), 500.
     
     Mowen, J. C., & Brown, S. W. (1981). On explaining and predicting the effectiveness of celebrity endorsers. ACR North American Advances.
     
     Muda, M., Musa, R., Mohamed, R. N., & Borhan, H. (2014). Celebrity entrepreneur endorsement and advertising effectiveness. Procedia-Social and Behavioral Sciences, 130, 11-20.
     
     Ohanian, R. (1991). The impact of celebrity spokespersons` perceived image on consumers` intention to purchase. Journal of Advertising Research.
     
     Peetz, T. B., Parks, J. B., & Spencer, N. E. (2004). Sport Heroes as Sport Product Endorsers: The Role of Gender in the Transfer of Meaning Process for Selected Undergraduate Students. Sport Marketing Quarterly, 13(3).
     
     Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Research, 10(2), 135-146.
     
     Ram, S., & Sheth, J. N. (1989). Consumer resistance to innovations: the marketing problem and its solutions. Journal of Consumer Marketing, 6(2), 5-14.
     
     Rosenstock, I. M. (1974). Historical origins of the health belief model. Health Education Monographs, 2(4), 328-335.
     
     Settle, R. B., & Golden, L. L. (1974). Attribution theory and advertiser credibility. Journal of Marketing Research, 181-185.
     
     Speck, P. S., Schumann, D. W., & Thompson, C. (1988). Celebrity endorsements-scripts, schema and roles: Theoretical framework and preliminary tests. ACR North American Advances.
     Till, B. D., & Shimp, T. A. (1998). Endorsers in advertising: The case of negative celebrity information. Journal of advertising, 27(1), 67-82.
     
     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.
     
     Tversky, A., & Kahneman, D. (1981). The framing of decisions and the psychology of choice. Science, 211(4481), 453-458.
     
     U.S. Department of Health and Human Services. (2006, October 11). Vaccine Basics. Retrieved from https://www.vaccines.gov/basics/index.html
     
     Wheelock, A., Miraldo, M., Parand, A., Vincent, C., & Sevdalis, N. (2014). Journey to vaccination: a protocol for a multinational qualitative study. BMJ Open, 4(1), e004279.
     
     Woodside, A. G., & Davenport, J. W. (1974). The effect of salesman similarity and expertise on consumer purchasing behavior. Journal of Marketing Research, 11(2), 198-202.
     
     Zaichkowsky, J. L. (1986). Conceptualizing involvement. Journal of Advertising, 15(2), 4-34.
     
     Zhang, Y., & Buda, R. (1999). Moderating effects of need for cognition on responses to positively versus negatively framed advertising messages. Journal of Advertising, 28(2), 1-15.
描述 碩士
國立政治大學
國際經營與貿易學系
105351039
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0105351039
資料類型 thesis
dc.contributor.advisor 陳建維zh_TW
dc.contributor.advisor Chen, Chien-Weien_US
dc.contributor.author (Authors) 陳郁琪zh_TW
dc.contributor.author (Authors) Chen, Yu-Chien_US
dc.creator (作者) 陳郁琪zh_TW
dc.creator (作者) Chen, Yu-Chien_US
dc.date (日期) 2018en_US
dc.date.accessioned 7-Aug-2018 17:21:30 (UTC+8)-
dc.date.available 7-Aug-2018 17:21:30 (UTC+8)-
dc.date.issued (上傳時間) 7-Aug-2018 17:21:30 (UTC+8)-
dc.identifier (Other Identifiers) G0105351039en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/119256-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易學系zh_TW
dc.description (描述) 105351039zh_TW
dc.description.abstract (摘要) 近來大眾健康意識抬頭，政府機關、民間醫學會及各大藥廠皆致力於提倡預防疾病概念，而作為蟬聯35年國人十大死因榜首的惡性腫瘤(癌症)中，子宮頸癌是第一個可預防的癌症，更是眾人的注目焦點。
     本研究探討不同代言人類型(專家、典型消費者、名人)、代言人性別組合(男性、女性、女性＋男性)與訊息描述方式(正面敘述、反面敘述)，對子宮頸癌防治衛教廣告效果(廣告態度、採取預防行動意願)的影響。以實驗情境法，採3x3x2=18實驗採獨立樣本受試者間設計(between subject design)，每位受測者只會接受十八實驗中的一種實驗情況，無法接觸到其他實驗處理，避免相互影響。受測樣本皆為女性，共計回收651份實驗問卷。
     研究結果顯示，代言人類型為專家和名人之廣告效果顯著較典型消費者為佳，在代言人性別組合構面，女性＋男性組合顯著較男性為佳，而訊息描述方式正反差異並不會影響消費者廣告效果。此外，代言人類型與訊息描述方式、代言人性別組合與訊息描述方式、代言人類型和代言人性別組合和訊息描述方式等搭配組合，分別部分對廣告效果有顯著影響。
     最後於結論提出對子宮頸癌防治衛教廣告的行銷策略與實務上建議。建議可採用女性＋男性組合名人搭配反面敘述方式做設計子宮頸癌議題衛教廣告，搭配多元的傳散方式，如診間衛教單張、網路廣告、社群轉傳、媒體報導等作法，進而達到提升大眾疾病預防意識之目標。		zh_TW
dc.description.abstract (摘要) Recently, public health awareness has been raised, and government, medical associations and leading pharmaceutical companies are committed to promoting the concept of disease prevention. Cancer has been the first place of top ten causes of death in Taiwan almost 35. As the first preventable cancers, cervical cancer attract people’s attention.
     This study discusses the effects of different endorser types (expert, typical consumer, celebrity), gender combinations (male, female, female and male) and message descriptions (positive message description, negative message description) on the health education advertisement related to cervical cancer(advertising attitude and preventive action intention). Based on the experimental situation method, the design of 3x3x2=18 (between subject design) was adopted in the experiment of sampling, each person would accept only one experiment in 18 experiments, and could not accept other experiment to avoid the interaction between experiments. All samples were female and 651 questionnaires were recovered.
     The results show that the advertising effect of the endorser type for expert and celebrity is better than typical consumer. In the side of gender combinations, female and male is better than men, and the difference of message descriptions will not affect the advertising effect of consumers. In addition, there are interactrions in endorser types and message descriptions, gender combinations and message descriptions, endorser types and gender combinations and message descriptions, respectively.
     Finally, the conclusion come out the marketing strategy and practical suggestions on the prevention of cervical cancer.It is suggested that female and male combination celebrities with negative message description should be used to design cervical cancer health education advertisement. Using network advertising, community transfer, online media reporting, and so on to achieve the goal of raising the awareness of mass disease prevention.		en_US
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 4
     第三節 研究流程 5
     第二章 文獻探討 6
     第一節 疫苗簡介 6
     第二節 子宮頸抹片篩檢簡介 9
     第三節 消費者決定接種過程與影響因素 10
     第四節 產品涉入 14
     第五節 廣告溝通與效果 17
     第三章 研究架構與實驗方法 21
     第一節 研究架構 21
     第二節 研究假設 22
     第三節 研究設計 25
     第四節 資料蒐集 30
     第四章 研究結果 32
     第一節 受訪者基本資料與背景 32
     第二節 因素分析 37
     第三節 信度分析 40
     第四節 研究假設檢定分析 41
     第五節 實驗假設之驗證 59
     第五章 結論與建議 60
     第一節 研究結論與發現 60
     第二節 行銷策略與實務上建議 63
     第三節 研究限制 65
     第四節 未來研究方向建議 66
     參考文獻 68
     附錄 72
     附錄一 前測問卷 72
     附錄二 代言人喜好度比較 77
     附錄三 正式問卷 81		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0105351039en_US
dc.subject (關鍵詞) 廣告代言人zh_TW
dc.subject (關鍵詞) 代言人性別zh_TW
dc.subject (關鍵詞) 代言人類型zh_TW
dc.subject (關鍵詞) 框架訊息zh_TW
dc.subject (關鍵詞) 子宮頸癌防治zh_TW
dc.subject (關鍵詞) 廣告效果zh_TW
dc.title (題名) 廣告代言人與訊息框架之廣告效果—以子宮頸癌防治為例zh_TW
dc.title (題名) Advertising Effectiveness of Endorser and Information Framing: The Adoption of Cervical Cancer Preventionen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 一、中文部分
     
     1. 行政院衛生署疾病管制局(2013)，感染與疫苗，衛生福利部。
     
     2. 李怡萱(2013)，消費者創新抵制因素之研究-以子宮頸癌疫苗為例，國立政治大 學國際經營與貿易研究所碩士論文。
     
     3. 林清州(1992)，廣告訊息正反性、廣告主可信度、訊息涉入與廣告效果之關係，國立政治大學企業管理研究所碩士論文。
     
     4. 邱志聖(2014)，策略行銷分析架構與實務應用(第四版)，智勝文化事業有限公司。
     
     5. 梁文傑(1992)，訊息正反性、訊息來源可信度與訊息涉入對廣告效果關係之研究，國立臺灣大學商學研究所碩士論文。
     
     6. 衛生福利部國民健康署(2017)，中華民國104年癌症登記報告，衛生福利部國民健康署。
     
     二、英文部分
     
     Atkin, C., & Block, M. (1983). Effectiveness of celebrity endorsers. Journal of Advertising Research.
     
     Angelmar, R., & Morgon, P. A. (2014). Vaccine marketing. In Innovation and Marketing in the Pharmaceutical Industry (pp. 365-423). Springer, New York, NY.
     
     Babl, F. E., Lewena, S., & Brown, L. (2006). Vaccination-related adverse events. Pediatric Eemergency Care, 22(7), 514-519.
     
     Bower, A. B., & Landreth, S. (2001). Is beauty best? Highly versus normally attractive models in advertising. Journal of Advertising, 30(1), 1-12.
     
     Bruni, L., Diaz, M., Barrionuevo-Rosas, L., Herrero, R., Bray, F., Bosch, F. X., ... & Castellsagué, X. (2016). Global estimates of human papillomavirus vaccination coverage by region and income level: a pooled analysis. The Lancet Global Health, 4(7), e453-e463.
     
     Carroll, A. (2009). Brand communications in fashion categories using celebrity endorsement. Journal of Brand Management, 17(2), 146-158.
     
     Celsi, R. L., & Olson, J. C. (1988). The role of involvement in attention and comprehension processes. Journal of Consumer Research, 15(2), 210-224.
     Chen, H. C., Schiffman, M., Lin, C. Y., Pan, M. H., You, S. L., Chuang, L. C., ... & CBCSP-HPV Study Group. (2011). Persistence of type-specific human papillomavirus infection and increased long-term risk of cervical cancer. Journal of the National Cancer Institute, 103(18), 1387-1396.
     
     Chen, H. C., You, S. L., Hsieh, C. Y., Schiffman, M., Lin, C. Y., Pan, M. H., ... & CBCSP‐HPV Study Group. (2011). Prevalence of genotype‐specific human papillomavirus infection and cervical neoplasia in Taiwan: A community‐based survey of 10,602 women. International Journal of Cancer, 128(5), 1192-1203.
     
     Clifford, G. M., Smith, J. S., Plummer, M., Munoz, N., & Franceschi, S. (2003). Human papillomavirus types in invasive cervical cancer worldwide: a meta-analysis. British journal of cancer, 88(1), 63.
     
     CONTENT. (n.d.). Retrieved from http://vaccine-safety-training.org/overview-and-outcomes-1.html
     
     Debevec, K., & Iyer, E. (1988). Self‐referencing as a mediator of the effectiveness of sex‐role portrayals in advertising. Psychology & Marketing, 5(1), 71-84.
     
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dc.identifier.doi (DOI) 10.6814/THE.NCCU.IB.026.2018.F06-