| dc.contributor | 企管系 | |
| dc.creator (作者) | 樓永堅 | |
| dc.date (日期) | 2016-10 | |
| dc.date.accessioned | 4-Jun-2026 13:10:09 (UTC+8) | - |
| dc.date.available | 4-Jun-2026 13:10:09 (UTC+8) | - |
| dc.date.issued (上傳時間) | 4-Jun-2026 13:10:09 (UTC+8) | - |
| dc.identifier.uri (URI) | https://ah.lib.nccu.edu.tw/item?item_id=182757 | - |
| dc.description.abstract (摘要) | 許多企業時常運用廣告代言人的策略來說服消費者購買其產品或是服務，然而廣告名人卻常發生醜聞或負面的事件，可能會影響贊助的品品牌形象或是消費者的購買意願。因此，本研究欲探討玷汙的廣告代言人對消費者的品牌認知及購買意願的影響，同時以文化差異和人格特質為干擾變項。具體而言，本研究推論文化差異會影響不同人格特質的消費者對玷汙廣告代言人及品牌的認知和購買傾項。亦即，相對於西方消費者而言，東方的消費者對於負面的廣告代言人較不敏感，也因而品牌態度的改變較不明顯。再者，消費者本身的性格傾向、道德傾向及自我定位等人格特質對於廣告態度和品牌認知的影響在東西方有顯著差異。本研究將同時在美國及台灣兩地進行實驗，結果將有助於了解文化差異和消費者人格特質對於玷汙的廣告代言人之評價及其對廣告效果之影響。 | |
| dc.description.abstract (摘要) | Many companies employ celebrities in advertisement to persuade consumers to buy their products or service. However, these endorsers may engage in scandals or negative events and thereby it may damage brand image or purchase intention. This research compares the cultural differences of easterners (i.e., Taiwanese) and westerners (i.e., Americans) in the perception of immoral celebrity endorsers by examining the specific personality traits of dispositional tendency, innate moral intuitions, and self-location. This research proposes that moral character is more influential than warmth on advertising effectiveness, while both moral character and warmth traits are perceived as important endorser characteristics. In comparison, Taiwanese are less sensitive to negative endorser information, which results in less change in brand attitudes. Moreover, the disposition attitudes, innate moral intuitions, and self-location yield asymmetric impacts on Americans’ and Taiwanese’ advertising and brand evaluations. Taiwanese with positive disposition tendency evaluate advertising and brands endorsed by unfavorable endorsers less unfavorably. In contrast, negative endorser information instigates more salient negative impacts on Americans who are heart-locators or with high moral intuitions. Several hundred respondents from both Taiwan and US will be recruited to participate in the 2 (Nation: Taiwan vs. Americans) x 2 (Endorser trait: moral-cold vs. warm-immoral) between-subject experimental design. Results will enhance our understanding of the effect of negative endorser on consumers’ brand evaluation and purchase intentions. | |
| dc.format.extent | 116 bytes | - |
| dc.format.mimetype | text/html | - |
| dc.relation (關聯) | 科技部, MOST104-2410-H004-114, 104.08-105.07 | |
| dc.title (題名) | 個人特質對玷汙廣告代言人及品牌認知的影響：性格傾向、道德傾向及自我定位之研究 | |
| dc.title (題名) | Research in the Perception of Tarnished Celebrity Endorsers and Its Brand: Perspectives of Dispositional Tendency, Innate Moral Intuitions, and Self-location | |
| dc.type (資料類型) | report | |
