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題名 代言適配性對代言人可信度及廣告效果之影響
作者 黃柏翔
貢獻者 樓永堅
黃柏翔
關鍵詞 代言人
可信度
廣告效果
適配性
日期 2005
上傳時間 18-九月-2009 14:10:03 (UTC+8)
摘要 利用代言人和產品結合的傳遞方式是常見的廣告手法，透過公眾人物帶給社會大眾的良好形象，建立起消費者對產品或品牌的認同，可進一步改變其態度和行為。過去關於代言人的研究提出：當代言人形象和產品形象之間的「適配性」越高，將會得到較高的代言人可信度和廣告效果。本研究即根據此假說發展：第一部份檢驗「代言人外在吸引力」和「產品類型」之間的適配性；第二部分加入「買者知識」，檢驗不同的買者類型對這四種代言搭配組合的認知是否存在顯著的差異。第三部分討論「代言結果」和代言組合「適配性」之間的交互作用，對代言人可信度的影響方向和程度。

本研究是以實驗設計的方式，透過前測選出：1.高/低吸引力代言人和2.可/無法提升外在吸引力的產品，然後依此結果發展問卷。正式問卷設計是一個 2(代言人類型)X2（產品類型）X2（代言結果）X2(買者類型)的模型，因為買者類型是衡量變數，所以正式問卷總共有8組實驗廣告。每位受測者接收到不同情境的實驗廣告，本研究依照不同「適配性」的代言組合，探討其廣告代言人可信度和廣告效果是否存在顯著的差異。主要分析方法是t檢定、2 Way ANCOVA、2 Way ANOVA。

本研究結果如下：

1.「高度外在吸引力代言人」代言「可提升外在吸引力產品」比代言「無法提升外在吸引力產品」，獲得更高的代言人可信度和廣告效果的評價。

2.「適配性高」的代言組合中，「專家型買者」在代言人專業性、品牌態度和購買意願的評價高於「生手型買者」，但是未達顯著水準。

3.「適配性低」的代言組合中，「專家型買者」較「生手型買者」有較低的廣告態度和購買意願，且達顯著水準。

4.對「高適配性組合」而言，代言成功的結果是可以被預期的，因此其代言人可信度增加的幅度，小於另外三個適配性較低的組合。

5.若代言結果是失敗的，對「高適配性」的代言組合而言，這個結果是比較沒有辦法被預期，因此在這個組合中，其代言人可信度評價下降的幅度會高於其他三組。
參考文獻 一、中文文獻：
1. 方世榮譯，Philip Kotler原著，行銷管理學，東華書局，民國八十九年。
2. 吳統雄，態度與行為研究的信度與效度：理論、應用、反省，民意學術專刊，民國七十四年。
3. 何昭賢，產品屬性、訊息來源對廣告溝通效果的影響，東吳大學企業管理研究所碩士論文，民國八十八年。
4. 李光勳，廣告代言人與代言品牌的形象差異性及代言人可信度對廣告效果之研究，東吳大學企業管理研究所碩士論文，民國九十二年。
5. 周文賢，多變量統計分析-SAS/STAT使用分法二版，智勝出版社，民國九十三年。
6. 明豔光國際模特兒演藝事業經紀公司，http://model.asiafocus.com.tw
7. 洛克模特兒經紀公司，http://www.look-company.com.tw/
8. 陳心怡，推薦式廣告對不同涉入產品之廣告效果，交通大學管理科學研究所碩士論文，民國八十五年。
9. 陳志劍，推薦式廣告與比較性廣告效果之研究，淡江大學國際企業研究所碩士論文，民國八十二年。
10. 陳裕仁，名人代言與產品相關度研究，輔仁大學大眾傳播學研究所碩士論文，民國九十二年。
11. 陳敏郎，廣告代言人對推薦品牌廣告效果影響之研究，交通大學經營管理研究所碩士論文，民國八十九年。
12. 黃淑珍，廣告代言人的3W1H，突破雜誌237期，2005年4月。
13. 彭金燕，代言人可信度對廣告效果與購買意願影響之研究，大業大學事業經營研究所碩士論文，民國八十八年。
14. 賀傳智，廣告模特兒吸引力與產品類別搭配之廣告效果研究，台灣大學商學研究所碩士論文，民國九十年。
15. 童曉君，廣告訴求、廣告代言人、自我監控程度、消費者與廣告代言人的人格一致性程度對廣告效果之影響，元智大學管理研究所碩士論文，民國八十七年。
16. 蔡燕婷，廣告代言人,廣告訴求對廣告效果的影響，淡江大學管理科學研究所碩士論文，民國八十九年。
17. 劉倉賓，產品廣告訴求、涉入程度及高、低自我監控對廣告效果的影響，交通大學管理科學研究所碩士論文，民國八十六年。
18. 練乃華，推薦式廣告之溝通效果研究，台灣大學商學研究所碩士論文，民國七十八年。
19. 樊志育，廣告效果研究，三民書局，民國七十九年。
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2. Alba, Joseph W. and Wesley Hutchinson (1987),”Dimensions of Consumer Expertise,”Journal of Consumer Research, 13 (March), 411-454.
3. Backer, Michael J. and Gilbert A. Churchill (1977),”The Impact of Physically Attractive Models on Advertisement Evaluations,”Journal of Marketing Research, 14, 538-555.
4. Blackwell, R. D., Miniard, P. W. and Engel, J. F. (2000), Consumer Behavior(9thEdition),South-Western College Pub.
5. Bower, Amanda B. and Stacy, Landreth (2001),”Is Beauty Best? Highly Versus Normally Attractive Models in Advertising,”Journal of Advertising, 30(Spring), 1-12.
6. Brian D Till and Terence A Shimp(1998),”Endorsers in advertising： The case of negative celebrity celebrity information,”Journal of Advertising, 27(Spring), 67-82,.
7. Brucks, Merrie (1985),”The Effects of Product Class Knowledge on Information Search Behavior,”Journal of Consumer Research, 12(June), 1-16.
8. Busler, Michael and Brand D. Till (2000),”The Match-Up Hypothesis: PhysicalAttractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase, Intent and Brand Beliefs,”Journal of Advertising, 29(Fall), 1-13.
9. Celsi, Richard L. & Olson, Jerry C.(1988),”The Role of Involvement in Attention and Comprehension Process,”Journal of Consumer Research, 15(September), 210-224.
10. Cordell Victor V.(1997),”Consumer Knowledge Measures as Predictors in Product Evaluation,”Psychology and Marketing, 14(3),241-260.
11. Dunn, Waston, S. and A.M.Barban(1985),”It"s Role in Modern Marketing,”Advertising.
12. Eagly, Alice H., Richrad D. Ashmore, Mona G. Makhijani and Laura C. Longo(1991),”What is Beautiful is Good,But..：Meta-Analytical Review of Research on Physical Attractiveness Sterotype,” Psychological Bulletin,110(1),109-128.
13. Freiden, Jon B.(1984),”Advertising Spokesperson Effects：An Examination of Endorser Type and Gender on Two Audiences,”Journal of Advertising Research,24(October/November),33~41.
14. Friedman, Hershey H. and Linda Friedman (1979),”Endorser Effectiveness by Product Type,”Journal of Advertising Research, 19(October), 63~71.
15. Friedman Hershey H., Salvatore Terimini & Robert Washington (1976),”The Effectiveness of Advertisement utilizing Four Types of Endorsers,”Journal of Advertising,5(Summer),22-24.
16. Gardner, Meryl P. (1984),”Advertising Effects on Attributes Recalled and Criteria Used for Brand Evaluations,”Journal of Consumer Research, 10(December),310-318.
17. Graeff, Timothy R. and Jerry C. Olson (1994),”Consumer Inference as Part of Product Comprehension,”Advances in Consumer Research, 21,201-207.
18. Graeff, Timothy R.(1997),”Comprehending Product Attributes and Benefits：The Role of Product knowledge and Means-Ends Chain Inferences,”Psychology and Marketing,14(2),163-183.
19. Heider, F.（1958）,”The Psychology of Interpersonal Relations,”
New York：Wiley.
20. Hovland, Carl I., Irving L. Janis, and Harold H. Kelley (1953), “Communication and Persuasion：Psychological Studies of Obvious Change,” New Haven, CT Yale University Press.
21. Kamins, Michael A.(1990),”An Investigation into the ’Match-Up’ Hypothesis in Celebrity Advertising: When Beauty Maybe Only Skin Deep,”Journal of Advertising, 19(1),4-13.
22. Kanwar, Rajesh, Lorna Grund and Jerry C. Olson (1990),”When Do The Measures of Knowledge Measure What We Think They Are Measure？,”Advances in Consumer Research, 17, 603-608.
23. Kelman, Herbert C.(1961),”Processes of Opinion Change,”Public Opinion Quarterly,25(Spring),57~78.
24. Kahle, Lynn R. and Pamela Homer,”Physical Attractiveness of the Celebrity Endorsers: A Social Adaptation Perspective,”Journal of Consumer Research, 11(March), 954-961.
25. Kolter Philip(1991), Marketing Management：Analysis, Planning and Control(7th Edition), New Jersey, Prentice hall Inc.
26. Kanwar, Rajesh, Jerry C. Olson, and Laura S. Sims (1981),”Towark Conceptualizing and Measuring Cognitive Structures,”Advances in Consumer Research, Vol.7,ed. Kent Monroe, Ann Arbor, MI: Association for Consumer Research,122-127.
27. Lascu, Dana-Nicoleta, Bearden, William O, Rose Randall L. (1995),”Norm Extremity and Interpersonal Influences on Cosumer Conformity,”Journal of Business Research, 32(3), 201.
28. MacKenzie, S. B., Lutz, R. J. and Belch, G. E. (1986),”The Role of Attitude Toward The Ad as a Modiator of Advertising Effectiveness: A Test of Competing Explanations,”Journal of Marketing Research, 23, 130-143.
29. Maheswaran, Durairaj and Brian Sternthal (1990),”The effects of knowledge, Motivation, and type of message on Ad process and product judgments,”Journal of Consumer Research, 17(June), 66-73.
30. .Marks, L. J., and Olson, J. C. (1981),”Towards a Cognitive Structure Conceptualization of Product Familiarity,”Advances in Consumer Research, Vol 8, ed. Kent B. Monroe, Ann Arbor, MI: Association for Consumer Research, 145-150.
31. Mitchell, Andrew and Peter Dacin (1996),”The Assessment of Alternative Measures of Consumer Expertise,”Journal of Consumer Research, 23(December),219-239.
32. Monroe, Kent B. (1976),”The Influence of Price Differences and Brand Familiarity on Brand Preferences,”Journal of Consumer Research,3 (June),42-49.
33. Mowen, John C. and Stephen W. Brown(1980),”On Explaining and Predicting the Effectiveness of Celebrity Endorsers,”Advances in Consumer Research,Vol.8, ed. Kent B. Monroe, Ann Arbor, MI：Association for Consumer Research,437~441.
34. Ohanian, Roobina (1990),”Construction and Validation of a Scale to Measure Celebrity Endorsers’ Perceived Expertise, Trustworthiness, and Attractiveness,”Journal of Advertising Research, 19(3), 39-52.
35. Park and Mittal (1985),”A Theory of Involvement in Consumer Behavior：Problems and Issues,”Research in Consumer Behavior, J. N. Sheth ed. Greenwich, Connection：Jai press Inc.,220-223.
36. Park, C. When and V. Parker Lessig (1981),”Familiarity and Its Impact on Consumer Decision Biases and Heuristics,”Journal of Consumer Research, 8(September), 223-230.
37. Petty, Richard E., John T. Cacioppo and David Schumann (1983),”Central and Peripheral Routes to Advertising Effectiveness：The Moderating Role of Involvement,”Journal of Consumer Research, 10(September), 135-146.
38. Peter, J. Paul, and Olson, Jerry C. (1996), Consumer Behavior and Marketing Strategy (4th Edition),Irwin, Chicago,81-117.
39. Peterson, R. A. and Kerin, R. A. (1997),”The female role in advertisements: Some experimental evidence,”Journal of Marketing, 41(October), 59-63.
40. Richins, Marsha (1991),”Social Comparison and the Idealized Images of Advertising,”Journal of Consumer Research, 18(June), 71-83.
41. Rubin Vicki, Carol Mager and Friedam Hershey H.(1982),”Company President versus Spokesperson in Television Commercial,”Journal of Advertising Research, 22(Aug/Sep), 31-33.
42. Russo, J. Edward and Eric J. Johnson (1980),”What Do Consumers Know About Familiar Produces?,”Advances in Consumer Research, Vol.7, ed. Jerry C. Olson, Ann Arbor, MI: Association for Consumer Research,417-423.
43. Rundel, F.(1979),”Consumer food selection and nutrition information,” New York : Praeger.
44. Staelin, R. (1978),”The Effects of Consumer Education on Consumer Product Safety Behavior,”Journal of Consumer Research, 5(June), 30-40.
45. Sirgy,Joseph(1982),”Self-Concept in Consumer Behavior：A Critical Review,”Journal of Consumer Research, 9(December), 287-300.

46. Sherman, Stratford P. (1985),”When You Wish Upon a Star.,”Fortune,
August 19, 68.
47. Striegel-Moore, Ruth H., Lisa R. Silberstein, and Judith Rodin (1986),”Towards an Understanding of Risk Factors for Bulimia,” America Psychologist, 41(3), 246-263.
48. Sujan, Mita (1985),”Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgement,”Journal of Consumer Research, 12 (June), 203-224.
49. Swasy John L. and Arno J. Rethans (1986),”Knowledge Effects on Curiosity and New Product Advertising,”Journal of Advertising, 15(4), 28-34.
50. Tripp, Carolyn, Thomas D. Jensen, and Les Carlson (1994),”The Effects of multiple Product Endorsements by Celebrities on Consumers" Attitudes and Intentions,”Journal of Consumer Research, 20(March) 535~547.
51. Walker, Mary, Lynn Langmeyer and Daniel Langmeyer (1992),
” Celebrity Endorsers: Do You Get What You Pay For?”Journal of Consumer Marketing, 9(Spring), 69~76.
52. Walster Elaine H., Vera Aronson, Darcy Abrahams, and Leon Rottman (1966),”Importance of Physical Attractiveness in Dating Behavior,” Journal of Personality and Psychology, 4(November), 508-516.
53. Wright, Johns S., Daniel S. Warner, Wills S. Winter and Sherilyn K. Zeigler (1977), Advertising, Mcgraw-Hill Book Company.
描述 碩士
國立政治大學
國際經營與貿易研究所
93351007
94
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0093351007
資料類型 thesis
dc.contributor.advisor 樓永堅zh_TW
dc.contributor.author (作者) 黃柏翔zh_TW
dc.creator (作者) 黃柏翔zh_TW
dc.date (日期) 2005en_US
dc.date.accessioned 18-九月-2009 14:10:03 (UTC+8)-
dc.date.available 18-九月-2009 14:10:03 (UTC+8)-
dc.date.issued (上傳時間) 18-九月-2009 14:10:03 (UTC+8)-
dc.identifier (其他 識別碼) G0093351007en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/35101-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易研究所zh_TW
dc.description (描述) 93351007zh_TW
dc.description (描述) 94zh_TW
dc.description.abstract (摘要) 利用代言人和產品結合的傳遞方式是常見的廣告手法，透過公眾人物帶給社會大眾的良好形象，建立起消費者對產品或品牌的認同，可進一步改變其態度和行為。過去關於代言人的研究提出：當代言人形象和產品形象之間的「適配性」越高，將會得到較高的代言人可信度和廣告效果。本研究即根據此假說發展：第一部份檢驗「代言人外在吸引力」和「產品類型」之間的適配性；第二部分加入「買者知識」，檢驗不同的買者類型對這四種代言搭配組合的認知是否存在顯著的差異。第三部分討論「代言結果」和代言組合「適配性」之間的交互作用，對代言人可信度的影響方向和程度。

本研究是以實驗設計的方式，透過前測選出：1.高/低吸引力代言人和2.可/無法提升外在吸引力的產品，然後依此結果發展問卷。正式問卷設計是一個 2(代言人類型)X2（產品類型）X2（代言結果）X2(買者類型)的模型，因為買者類型是衡量變數，所以正式問卷總共有8組實驗廣告。每位受測者接收到不同情境的實驗廣告，本研究依照不同「適配性」的代言組合，探討其廣告代言人可信度和廣告效果是否存在顯著的差異。主要分析方法是t檢定、2 Way ANCOVA、2 Way ANOVA。

本研究結果如下：

1.「高度外在吸引力代言人」代言「可提升外在吸引力產品」比代言「無法提升外在吸引力產品」，獲得更高的代言人可信度和廣告效果的評價。

2.「適配性高」的代言組合中，「專家型買者」在代言人專業性、品牌態度和購買意願的評價高於「生手型買者」，但是未達顯著水準。

3.「適配性低」的代言組合中，「專家型買者」較「生手型買者」有較低的廣告態度和購買意願，且達顯著水準。

4.對「高適配性組合」而言，代言成功的結果是可以被預期的，因此其代言人可信度增加的幅度，小於另外三個適配性較低的組合。

5.若代言結果是失敗的，對「高適配性」的代言組合而言，這個結果是比較沒有辦法被預期，因此在這個組合中，其代言人可信度評價下降的幅度會高於其他三組。		zh_TW
dc.description.tableofcontents 第一章 緒論…………………………………………………………1
1.1 研究背景與研究動機……………………………………………1
1.2 研究目的…………………………………………………………3

第二章 文獻回顧……………………………………………………4
2.1 廣告代言人………………………………………………………4
2.1.1 廣告代言人的理論基礎 ………………………………4
2.1.2 廣告代言人的可信度 …………………………………7
2.1.3 相關實證回顧…………………………………………11
2.2 代言適配性文獻回顧 …………………………………………17
2.3 產品知識 ………………………………………………………21
2.3.1 產品知識………………………………………………21
2.3.2 產品知識的衡量………………………………………21
2.3.3 知識結構與訊息理解的關連性………………………22
2.3.4 買者知識與購買決策的關連性………………………24

第三章 研究方法 …………………………………………………25
3.1 研究架構 ………………………………………………………25
3.2 研究變數與研究假設 …………………………………………26
3.2.1 研究變數………………………………………………26
3.2.2 研究假設………………………………………………29
3.3 研究設計 ………………………………………………………33
3.3.1 實驗設計………………………………………………33
3.3.2 前測問卷設計…………………………………………34
3.3.3 前測問卷結果分析……………………………………35
3.3.4 實驗廣告設計…………………………………………38
3.3.5 正式問卷設計…………………………………………40
3.4 資料收集 ………………………………………………………43

第四章 資料分析……………………………………………………45
4.1 受測者背景資料分析……………………………………………45
4.2 信度分析…………………………………………………………46
4.3 操弄檢定…………………………………………………………48
4.3.1 吸引力操弄檢定 ………………………………………48
4.3.2 適配性操弄檢定 ………………………………………49
4.5 假設檢定分析……………………………………………………51
4.5.1 研究假設一 ……………………………………………51
4.5.2 研究假設二 ……………………………………………68
4.5.3 研究假設三 ……………………………………………74

第五章 結論與建議…………………………………………………82
5.1 結論………………………………………………………………82
5.2 行銷建議…………………………………………………………84
5.3 研究限制…………………………………………………………85
5.4 後續研究建議……………………………………………………86

參考文獻 …………………………………………………………………88
附錄一 前測問卷
附錄二 正式實驗廣告
附錄三 代言結果訊息
附錄四 正式問卷

圖 目 錄

圖2-1 Heider’s 平衡理論………………………………………………5
圖2-2 平衡理論在推薦式廣告之運用 …………………………………5
圖2-3 Mowen & Brown（1980）平衡理論延伸………………………6
圖3-1 本研究架構圖 ……………………………………………………25
圖4-1 廣告代言人類型和產品類型
交互作用對專業性認知的影響…………………………………52
圖4-2 廣告代言人類型和產品類型
交互作用對可靠性認知的影響…………………………………53
圖4-3 廣告代言人類型和產品類型
交互作用對廣告態度的影響……………………………………55
圖4-4 廣告代言人類型和產品類型
交互作用對品牌態度的影響……………………………………56
圖4-5 廣告代言人類型和產品類型
交互作用對購買意願的影響……………………………………58

表 目 錄

表2-1 訊息來源可信度構面整理…………………………………………7
表2-2 以代言人類型為自變數的相關研究 ……………………………11
表2-3 代言人負面訊息的研究 …………………………………………15
表3-1 研究變數定義及來源整理 ………………………………………28
表3-2 本研究之廣告實驗設計 …………………………………………33
表3-3 前測受測者個人背景資料 ………………………………………35
表3-4 產品分類平均得分表 ……………………………………………36
表3-5 產品分類成對樣本t檢定 ………………………………………36
表3-6 模特兒平均得分 …………………………………………………37
表3-7 模特兒吸引力成對樣本t檢定……………………………………37
表3-8 正式問卷設計 ……………………………………………………40
表3-9 有效回收問卷分佈 ………………………………………………44
表4-1 受測者的基本背景資料 …………………………………………45
表4-2 Cronbach’s α係數值之範圍可信程度…………………………47
表4-3 信度分析結果 ……………………………………………………47
表4-4 模特兒外表吸引力操弄檢定_組別統計量………………………48
表4-5 模特兒外表吸引力操弄檢定_獨立樣本檢定……………………48
表4-6 適配性操弄檢定結果_描述性統計量……………………………49
表4-7 適配性操弄檢定結果_變異數分析………………………………49
表4-8 適配性操弄檢定結果_多重比較法………………………………50
表4-9 GLM分析結果：
廣告代言人專業性= f (代言人類型，產品類型)………………51
表4-10 GLM分析結果：
廣告代言人可靠性= f (代言人類型，產品類型) ………………53
表4-11 GLM分析結果：
廣告態度= f (代言人類型，產品類型) …………………………54
表4-12 GLM分析結果：
品牌態度= f (代言人類型，產品類型) …………………………56
表4-13 GLM分析結果：
購買意願= f (代言人類型，產品類型) …………………………57
表4-14 代言人類型和產品類型搭配效果整理 …………………………59
表4-15 GLM 高度吸引力代言人搭配產品類型之可信度_敘述統計 60
表4-16 GLM 高度吸引力代言人搭配產品類型之可信度_
ANCOVA分析表………………………………………………60
表4-17 GLM 低度吸引力代言人搭配產品類型之可信度_敘述統計 61
表4-18 GLM 低度吸引力代言人搭配產品類型之可信度_
ANCOVA分析表………………………………………………61
表4-19 GLM 高度吸引力代言人搭配產品類型之廣告態度_
敘述統計 ………………………………………………………62
表4-20 GLM 高度吸引力代言人搭配產品類型之廣告態度_
ANCOVA分析表………………………………………………62
表4-21 GLM 低度吸引力代言人搭配產品類型之廣告態度
_敘述統計………………………………………………………63
表4-22 GLM 低度吸引力代言人搭配產品類型之廣告態度_
ANCOVA分析表………………………………………………63
表4-23 GLM高度吸引力代言人搭配產品類型之品牌態度_
_敘述統計………………………………………………………64
表4-24 GLM高度吸引力代言人搭配產品類型之品牌態度_
ANCOVA分析表………………………………………………64
表4-25 GLM低度吸引力代言人搭配產品類型之品牌態度_
_敘述統計………………………………………………………65
表4-26 GLM低度吸引力代言人搭配產品類型之品牌態度_
ANCOVA分析表………………………………………………65
表4-27 GLM高度吸引力代言人搭配產品類型之購買意願_
_敘述統計………………………………………………………66
表4-28 GLM高度吸引力代言人搭配產品類型之購買意願_
ANCOVA分析表………………………………………………66
表4-29 GLM低度吸引力代言人搭配產品類型之購買意願_
_敘述統計………………………………………………………67
表4-30 GLM低度吸引力代言人搭配產品類型之購買意願_
ANCOVA分析表………………………………………………67
表4-31 產品知識得分統計表 …………………………………………68
表4-32 專家型買者和生手型買者 ……………………………………69
表4-33 買者知識和適配性對代言人可信度交互作用 ………………69
表4-34 買者知識和適配性對廣告效果交互作用 ……………………70
表4-35 買者知識對代言人可信度和廣告效果評價的影響
_高適配性_敘述統計…………………………………………71
表4-36 買者知識對代言人可信度和廣告效果評價的影響
_高適配性_獨立t檢定 ………………………………………71
表4-37 買者知識對代言人可信度和廣告效果評價的影響
_低適配性_敘述統計…………………………………………73
表4-38 買者知識對代言人可信度和廣告效果評價的影響
_低適配性_獨立t檢定 ………………………………………73
表4-39 受測者認知代言人專業性的變化ANOVA分析 ……………75
表4-40 受測者認知代言人專業性的變化 多重比較法………………75
表4-41 受測者認知代言人可靠性的變化ANOVA分析 ……………76
表4-42 受測者認知代言人可靠性的變化 多重比較法………………76
表4-43 受測者認知代言人專業性的變化ANOVA分析 ……………77
表4-44 受測者認知代言人專業性的變化 多重比較法………………78
表4-45 受測者認知代言人可靠性的變化ANOVA分析 ……………78
表4-46 受測者認知代言人可靠性的變化 多重比較法………………79
表4-47 「適配性」和「買者類型」的交互作用對代言人
可信度變化之影響 ……………………………………………80
表4-48 假設檢定結果整理 ……………………………………………80		zh_TW
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dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0093351007en_US
dc.subject (關鍵詞) 代言人zh_TW
dc.subject (關鍵詞) 可信度zh_TW
dc.subject (關鍵詞) 廣告效果zh_TW
dc.subject (關鍵詞) 適配性zh_TW
dc.title (題名) 代言適配性對代言人可信度及廣告效果之影響zh_TW
dc.type (資料類型) thesisen
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