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題名 消費者品味能力對於代言人廣告溝通效果之影響－以唇彩產品為例
The Influence of Savoring Capacity of Customers on the Advertising Communication Effectiveness—Taking Lipstick Products as an Example作者 曾于芳
Tseng, Yu-Fang貢獻者 張愛華<br>韓志翔
Chang, Ai-Hwa<br>Han, Chih-Hsiang
曾于芳
Tseng, Yu-Fang關鍵詞 品味能力
代言人可信度
廣告態度
品牌態度
購買意願
Savoring Capacity
Endorser Credibility
Attitude toward the advertising
Attitude toward the brand
Purchase Intention日期 2021 上傳時間 2-Sep-2021 18:19:30 (UTC+8) 摘要 本研究以唇彩產品為例，目的為探討不同類型代言人在代言人可信度的上之差異，其中加入了產品等級因素，以分析代言人類型與產品等級間的適配性；亦加入了產品涉入程度及品味能力兩項因素，來探討兩者在代言人類型與可信度間的調節作用以及品味能力對於廣告記憶之影響。除此之外，本研究也透過結合雙重可信度模型來探討可信度對於後續的廣告效果之影響。本研究採實驗法，首先透過前測找出適合的代言人以及廣告設計素材，並依前測結果設計出不同類型代言人（名人、專家、KOL、典型消費者）搭配不同代言產品等級（專櫃、開架）的4x2共8種版本正式問卷，兩者並以網路問卷的形式發放。前測問卷發放時間為2021年4月14日至2021年4月18日，共蒐集到91份有效問卷；正式問卷發放時間為2021年5月10日至2021年5月26日，共蒐集到1,228份有效問卷。研究結果顯示，名人代言人可以產生最好的代言人可信度。而產品等級在KOL、典型消費者類型代言人與可信度間具調節作用，KOL在代言專櫃產品時具有較高的代言人可信度；典型消費者代言人則是在代言開架產品時具有較高的代言人可信度。另外，單就品味能力而言，其在代言人類型與代言人可信度間並不具調節作用；然而同時考量產品涉入程度以及品味能力時，其在名人、典型消費者類型代言人與代言人可信度間具調節作用，顯示當消費者對於唇彩產品具高產品涉入程度且本身具正面品味能力時，可使名人、典型消費者之代言人可信度認知提升。最後，在後續廣告效果部分，研究結果顯示品味能力對廣告記憶具正向顯著影響；而代言人可信度對廣告態度具正向顯著影響；廣告態度對品牌態度具正向顯著影響；且廣告態度及品牌態度皆對購買意願具正向顯著影響。
Take lipstick products as an example, the purpose of this study is to explore the differences in the endorser credibility of different types of endorsers. Product grades factors are added to analyze the match-up hypothesis between the endorser types and the product grades; and product involvement factor and savoring capacity factor are also added in the model to test the moderating effect of the two on the relationship between the type of endorsers and credibility. Besides, the influence of savoring capacity on advertising memory is also going to be verified. In addition, this study also explores the influence of endorser credibility on subsequent advertising effects by applying the dual credibility model.The study conducts the experimental method. The first step is to find out suitable candidates of each type of endorsers and advertising design materials through pre-testing. According to the pre-test results, then it will be able to develop 4*2, a total of 8 versions of official questionnaires by combining different types of endorsers (celebrity, expert, KOL, and typical consumers) with different product grades which endorsed (counters and drugstore makeup). Both of the pre-test and official questionnaires are distributed in the form of online questionnaires. The pre-test questionnaire was distributed from April 14, 2021 to April 18, 2021, and a total of 91 valid questionnaires were collected; the official questionnaire was distributed from May 10, 2021 to May 26, 2021, and a total of 1,228 valid questionnaires were collected.The results show that celebrity endorser can get the best advertising communication effectiveness on credibility. Then the product grades have the moderating effect between the KOL and typical consumer endorsers and the credibility. KOL has better credibility when endorsing counters product; typical has better credibility when endorsing drugstore makeup product instead. Besides, the savoring capacity alone have no moderating effect between the endorsers type and the credibility. However, when considering product involvement in lipstick and savoring capacity together, the two have a moderating effect between the celebrity and typical consumer endorsers and the credibility. The result show that when consumer have high product involvement in lipsticks and positive savoring capacity in the same time, it can generate higher credibility cognition from celebrity and typical consumer endorsers.Lastly, about the subsequent advertising effects, the results show that savoring capacity has a positive and significant impact on advertising memory; endorser credibility has a positive and significant impact on attitude toward the advertising; attitude toward the advertising has a positive and significant impact on attitude toward the brand; attitude toward the advertising and brand both have a positive and significant impact on purchase intention.參考文獻 一、中文文獻陳舒珊（2013）。她的美麗，妳的哀愁:廣告代言人吸引力之羨慕效果。國立中山大學傳播管理研究所碩士論文。練乃華（1990）。推薦式廣告之溝通效果研究。國立台灣大學商學研究所碩士論文。二、英文文獻Baumgartner, H., Pieters, R., & Bagozzi, R. P. (2008). Future‐oriented emotions: conceptualization and behavioral effects. European Journal of Social Psychology, 38(4), 685-696.Biehal, G., Stephens, D., & Curio, E. (1992). Attitude toward the ad and brand choice. Journal of Advertising, 21(3), 19-36.Bloch, P. H., & Richins, M. L. (1992). You look “mahvelous”: The pursuit of beauty and the marketing concept. Psychology & Marketing, 9(1), 3-15.Bradshaw, G. L., & Anderson, J. R. (1982). Elaborative encoding as an explanation of levels of processing. Journal of Verbal Learning and Verbal Behavior, 21(2), 165-174.Bryant, F. B. (2003). Savoring beliefs inventory (SBI): A scale for measuring beliefs about savouring. Journal of Mental Health, 12(2), 175–196.Bryant, F. B., & Veroff, J. (2007). Savoring: A new model of positive experience. Lawrence Erlbaum Associates Publishers.Celsi, R. L., & Olson, J. C. (1988). The role of involvement in attention and comprehension processes. Journal of consumer research, 15(2), 210-224.David J. Moore (2010). Consumer response to affective versus deliberative advertising appeals: the role of anticipatory emotions and individual differences in savoring capacity. Innovative Marketing, 6(1).Freiden, J. B. (1984). Advertising Spokesperson Effects: An Examination of Endorser Type and Gender on Two Audiences. Journal of Advertising Research, October 24 : 33-41.Friedman, H. H. & L. Friedman (1979). Endorser Effectiveness by Product Type. Journal of Advertising Research, October, Vol. 19, Iss.5, 63-71.Gay, L. R. (1992). Educational research competencies for analysis and application. Macmillan, New York.HaeEun Helen Chun, Kristin Diehl and Deborah J. MacInnis (2017). Savoring an Upcoming Experience Affects Ongoing and Remembered Consumption Enjoyment. Journal of Marketing, 81(3), 96–110.Hee, O. C. (2014). Validity and Reliability of the Customer-Oriented Behaviour Scale in the Health Tourism Hospitals in Malaysia. International Journal of Caring Sciences, 7(3), 771-775.Heider, F. (1958). The psychology of interpersonal relations. John Wiley & Sons Inc.Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of consumer research, 9(2), 132-140.Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion; psychological studies of opinion change. Yale University Press.Kamins, M.A. (1990). An investigation into the" match-up" hypothesis in celebrity advertising: When beauty may be only skin deep. Journal of Advertising, 19(1), 4-13.Kahle, L. R., & Homer, P. M. (1985). Physical attractiveness of the celebrity endorser: A social adaptation perspective. Journal of Consumer Research, 11(4), 954–961.Lafferty, B. A., Goldsmith, R. E., and Newell, S. J. (2002). The dual credibility model: The influence of corporate and endorser credibility on attitudes and purchase intentions. Journal of Marketing Theory and Practice, 10(3), 1-12.Lavidge, R. J., & Steiner, G. A. (1961). A model for predictive measurements of advertising effectiveness. Journal of marketing, 25(6), 59-62.Leclerc, F., Schmitt, B. H., & Dubé, L. (1994). Foreign branding and its effects on product perceptions and attitudes. Journal of marketing Research, 31(2), 263-270.Lutz, R. J., MacKenzie, S. B., & Belch, G. E. (1983). Attitude toward the ad as a mediator of advertising effectiveness: Determinants and consequence. ACR North American Advances.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, 23(2), 130-143.McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of consumer research, 16(3), 310-321.McGuire, W.J. (1985). Attitudes and Attitude Change. In: Lindzey, G. and Aronson, E., Eds., Handbook of Social Psychology, 3rd Edition, Vol. 2, Random House, New York, 233-346.Mellers, B. A., & McGraw, A. P. (2001). Anticipated emotions as guides to choice. Current directions in psychological science, 10(6), 210-214.Moore, D. J. (2010). Consumer response to affective versus deliberative advertising appeals: The role of anticipatory emotion and individual differences in savoring capacity. Innovative Marketing, 6(1), 96-103.Moore, Sarah G. (2012). Some Things Are Better Left Unsaid: How Word of Mouth Influences the Storyteller. Journal of Consumer Research, 38 (6), 1140-54.Mowen, J. C., S. W. Brown and M. Schulman (1979). Theoretical and Empirical Extensions of Endorser Effectiveness. in AMA Educators’ Conference Proceedings, Beckwith, N. et al., eds. Chicago American Marketing Association, 262.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, 31(1), 46–54.Ortony, A., Clore, G. L., & Collins, A. (1988). The cognitive structure of emotions. Cambridge. UK: Cambridge University Press 9.Schacter, D. L., & Addis, D. R. (2007). The ghosts of past and future. Nature, 445(7123), 27-27.Schiffman, G. and Kanuk, L. (2000). Consumer Behavior. Prentice Hall, Inc.Schmitt, Bernd(1999). Experiential Marketing. Journal of Marketing Management, 15 (1-3), 53-67.Singer, B. D. (1983). The case for using ‘real people in advertising. Business Quarterly, 48(4), 32-37.Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of current issues & research in advertising, 26(2), 53-66.Van Boven, L., & Ashworth, L. (2007). Looking forward, looking back: Anticipation is more evocative than retrospection. Journal of Experimental Psychology: General, 136(2), 289.Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of consumer research, 12(3), 341-352.Zaichkowsky, J. L. (1994). The Personal Involvement Inventory: Reduction, revision, and application to advertising. Journal of Advertising, 23(4), 59–70.三、網路資源謝佩如，2021。買一件睡袍，竟多花百萬裝潢家裡！「狄德羅效應」如何啟動人的「購買開關」。商業周刊。https://www.businessweekly.com.tw/management/blog/3006068。搜尋日期：2021年4月10日。 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
108363025資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108363025 資料類型 thesis dc.contributor.advisor 張愛華<br>韓志翔 zh_TW dc.contributor.advisor Chang, Ai-Hwa<br>Han, Chih-Hsiang en_US dc.contributor.author (Authors) 曾于芳 zh_TW dc.contributor.author (Authors) Tseng, Yu-Fang en_US dc.creator (作者) 曾于芳 zh_TW dc.creator (作者) Tseng, Yu-Fang en_US dc.date (日期) 2021 en_US dc.date.accessioned 2-Sep-2021 18:19:30 (UTC+8) - dc.date.available 2-Sep-2021 18:19:30 (UTC+8) - dc.date.issued (上傳時間) 2-Sep-2021 18:19:30 (UTC+8) - dc.identifier (Other Identifiers) G0108363025 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/137174 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 108363025 zh_TW dc.description.abstract (摘要) 本研究以唇彩產品為例，目的為探討不同類型代言人在代言人可信度的上之差異，其中加入了產品等級因素，以分析代言人類型與產品等級間的適配性；亦加入了產品涉入程度及品味能力兩項因素，來探討兩者在代言人類型與可信度間的調節作用以及品味能力對於廣告記憶之影響。除此之外，本研究也透過結合雙重可信度模型來探討可信度對於後續的廣告效果之影響。本研究採實驗法，首先透過前測找出適合的代言人以及廣告設計素材，並依前測結果設計出不同類型代言人（名人、專家、KOL、典型消費者）搭配不同代言產品等級（專櫃、開架）的4x2共8種版本正式問卷，兩者並以網路問卷的形式發放。前測問卷發放時間為2021年4月14日至2021年4月18日，共蒐集到91份有效問卷；正式問卷發放時間為2021年5月10日至2021年5月26日，共蒐集到1,228份有效問卷。研究結果顯示，名人代言人可以產生最好的代言人可信度。而產品等級在KOL、典型消費者類型代言人與可信度間具調節作用，KOL在代言專櫃產品時具有較高的代言人可信度；典型消費者代言人則是在代言開架產品時具有較高的代言人可信度。另外，單就品味能力而言，其在代言人類型與代言人可信度間並不具調節作用；然而同時考量產品涉入程度以及品味能力時，其在名人、典型消費者類型代言人與代言人可信度間具調節作用，顯示當消費者對於唇彩產品具高產品涉入程度且本身具正面品味能力時，可使名人、典型消費者之代言人可信度認知提升。最後，在後續廣告效果部分，研究結果顯示品味能力對廣告記憶具正向顯著影響；而代言人可信度對廣告態度具正向顯著影響；廣告態度對品牌態度具正向顯著影響；且廣告態度及品牌態度皆對購買意願具正向顯著影響。 zh_TW dc.description.abstract (摘要) Take lipstick products as an example, the purpose of this study is to explore the differences in the endorser credibility of different types of endorsers. Product grades factors are added to analyze the match-up hypothesis between the endorser types and the product grades; and product involvement factor and savoring capacity factor are also added in the model to test the moderating effect of the two on the relationship between the type of endorsers and credibility. Besides, the influence of savoring capacity on advertising memory is also going to be verified. In addition, this study also explores the influence of endorser credibility on subsequent advertising effects by applying the dual credibility model.The study conducts the experimental method. The first step is to find out suitable candidates of each type of endorsers and advertising design materials through pre-testing. According to the pre-test results, then it will be able to develop 4*2, a total of 8 versions of official questionnaires by combining different types of endorsers (celebrity, expert, KOL, and typical consumers) with different product grades which endorsed (counters and drugstore makeup). Both of the pre-test and official questionnaires are distributed in the form of online questionnaires. The pre-test questionnaire was distributed from April 14, 2021 to April 18, 2021, and a total of 91 valid questionnaires were collected; the official questionnaire was distributed from May 10, 2021 to May 26, 2021, and a total of 1,228 valid questionnaires were collected.The results show that celebrity endorser can get the best advertising communication effectiveness on credibility. Then the product grades have the moderating effect between the KOL and typical consumer endorsers and the credibility. KOL has better credibility when endorsing counters product; typical has better credibility when endorsing drugstore makeup product instead. Besides, the savoring capacity alone have no moderating effect between the endorsers type and the credibility. However, when considering product involvement in lipstick and savoring capacity together, the two have a moderating effect between the celebrity and typical consumer endorsers and the credibility. The result show that when consumer have high product involvement in lipsticks and positive savoring capacity in the same time, it can generate higher credibility cognition from celebrity and typical consumer endorsers.Lastly, about the subsequent advertising effects, the results show that savoring capacity has a positive and significant impact on advertising memory; endorser credibility has a positive and significant impact on attitude toward the advertising; attitude toward the advertising has a positive and significant impact on attitude toward the brand; attitude toward the advertising and brand both have a positive and significant impact on purchase intention. en_US dc.description.tableofcontents 謝辭 I摘要 II第一章 緒論 1第一節 研究背景與動機 1第二節 研究目的 3第三節 研究流程 4第四節 章節結構 5第二章 文獻探討與假設發展 6第一節 品味 6第二節 代言人 9第三節 廣告溝通效果 16第三章 研究方法 19第一節 研究架構 19第二節 研究假說 20第三節 研究設計 21第四節 研究變項的操作性定義與衡量方法 24表3-7 產品涉入程度量表 28第五節 前測問卷結果 29第四章 研究結果 32第一節 研究樣本分析 32第二節 信度分析 34第三節 假設檢定 35第五章 結論與建議 56第一節 主要研究發現 56第二節 管理意涵 59第三節 研究限制與未來研究建議 61參考文獻 64附錄 70附錄一 前測問卷 70附錄二 正式問卷 75 zh_TW dc.format.extent 14618992 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108363025 en_US dc.subject (關鍵詞) 品味能力 zh_TW dc.subject (關鍵詞) 代言人可信度 zh_TW dc.subject (關鍵詞) 廣告態度 zh_TW dc.subject (關鍵詞) 品牌態度 zh_TW dc.subject (關鍵詞) 購買意願 zh_TW dc.subject (關鍵詞) Savoring Capacity en_US dc.subject (關鍵詞) Endorser Credibility en_US dc.subject (關鍵詞) Attitude toward the advertising en_US dc.subject (關鍵詞) Attitude toward the brand en_US dc.subject (關鍵詞) Purchase Intention en_US dc.title (題名) 消費者品味能力對於代言人廣告溝通效果之影響－以唇彩產品為例 zh_TW dc.title (題名) The Influence of Savoring Capacity of Customers on the Advertising Communication Effectiveness—Taking Lipstick Products as an Example en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、中文文獻陳舒珊（2013）。她的美麗，妳的哀愁:廣告代言人吸引力之羨慕效果。國立中山大學傳播管理研究所碩士論文。練乃華（1990）。推薦式廣告之溝通效果研究。國立台灣大學商學研究所碩士論文。二、英文文獻Baumgartner, H., Pieters, R., & Bagozzi, R. P. (2008). Future‐oriented emotions: conceptualization and behavioral effects. European Journal of Social Psychology, 38(4), 685-696.Biehal, G., Stephens, D., & Curio, E. (1992). Attitude toward the ad and brand choice. Journal of Advertising, 21(3), 19-36.Bloch, P. H., & Richins, M. L. (1992). You look “mahvelous”: The pursuit of beauty and the marketing concept. Psychology & Marketing, 9(1), 3-15.Bradshaw, G. L., & Anderson, J. R. (1982). Elaborative encoding as an explanation of levels of processing. Journal of Verbal Learning and Verbal Behavior, 21(2), 165-174.Bryant, F. B. (2003). Savoring beliefs inventory (SBI): A scale for measuring beliefs about savouring. Journal of Mental Health, 12(2), 175–196.Bryant, F. B., & Veroff, J. (2007). Savoring: A new model of positive experience. Lawrence Erlbaum Associates Publishers.Celsi, R. L., & Olson, J. C. (1988). The role of involvement in attention and comprehension processes. Journal of consumer research, 15(2), 210-224.David J. Moore (2010). Consumer response to affective versus deliberative advertising appeals: the role of anticipatory emotions and individual differences in savoring capacity. Innovative Marketing, 6(1).Freiden, J. B. (1984). Advertising Spokesperson Effects: An Examination of Endorser Type and Gender on Two Audiences. Journal of Advertising Research, October 24 : 33-41.Friedman, H. H. & L. Friedman (1979). Endorser Effectiveness by Product Type. Journal of Advertising Research, October, Vol. 19, Iss.5, 63-71.Gay, L. R. (1992). Educational research competencies for analysis and application. Macmillan, New York.HaeEun Helen Chun, Kristin Diehl and Deborah J. MacInnis (2017). Savoring an Upcoming Experience Affects Ongoing and Remembered Consumption Enjoyment. Journal of Marketing, 81(3), 96–110.Hee, O. C. (2014). Validity and Reliability of the Customer-Oriented Behaviour Scale in the Health Tourism Hospitals in Malaysia. International Journal of Caring Sciences, 7(3), 771-775.Heider, F. (1958). The psychology of interpersonal relations. John Wiley & Sons Inc.Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of consumer research, 9(2), 132-140.Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion; psychological studies of opinion change. Yale University Press.Kamins, M.A. (1990). An investigation into the" match-up" hypothesis in celebrity advertising: When beauty may be only skin deep. Journal of Advertising, 19(1), 4-13.Kahle, L. R., & Homer, P. M. (1985). Physical attractiveness of the celebrity endorser: A social adaptation perspective. Journal of Consumer Research, 11(4), 954–961.Lafferty, B. A., Goldsmith, R. E., and Newell, S. J. (2002). The dual credibility model: The influence of corporate and endorser credibility on attitudes and purchase intentions. Journal of Marketing Theory and Practice, 10(3), 1-12.Lavidge, R. J., & Steiner, G. A. (1961). 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