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題名 洋妞必勝?模特兒種族與產品類型搭配之廣告效果-以香水、粉底液為例
The Advertising Effects of Model`s Race and Product Types: An Adoption Study of Perfume and Liquid Foundation作者 洪楷芯
Hung, Kai Hsin貢獻者 張卿卿
Chang, Ching Ching
洪楷芯
Hung, Kai Hsin關鍵詞 模特兒種族
自我指涉
廣告態度
產品知覺品質
品牌態度
購買意圖日期 2013 上傳時間 21-Jul-2014 15:32:12 (UTC+8) 摘要 本研究欲瞭解「模特兒種族」經「產品類型」調節後,是否會受到消費者「自我指涉」中介而影響「廣告效果(廣告態度、產品知覺品質、品牌態度、購買意圖)」。 本研究依台灣消費市場中最多見的廣告模特兒種族,將模特兒種族鎖定為「亞裔(黃種人)」及「西方(白種人)」。依Green(1999)的定義將產品類型分為「種族基礎產品race-based products)」及「種族中性產品(racially neutral products)」,並鎖定以女性消費產品做實驗。此外,除了遵循Rogers, Kuiper and Kirker(1977)對「自我指涉」的定義,為了要辨明刺激消費者產生自我指涉的來源,本研究還另外發展了「種族身體表徵自我指涉」及「種族文化優勢自我指涉」,並用以解釋不同廣告組合對廣告效果所產生的影響。 最終收集了95位台灣女性大學生的實驗數據,分析後發現以下結果:一、 當「種族基礎產品」搭配「亞裔模特兒」時,台灣消費者會產生顯著較強的「種族身體表徵自我指涉」。二、當「種族中性產品」搭配「西方模特兒」時,台灣消費者會產生顯著較強的「種族文化優勢自我指涉」。三、「種族身體表徵自我指涉」對廣告態度、產品知覺品質、品牌態度具有完全中介效果。四、「種族文化優勢自我指涉」對廣告態度、產品知覺品質、品牌態度具有完全中介效果;並且,當產品類型只鎖定為「種族中性產品」時,「種族文化優勢自我指涉」對廣告態度、產品知覺品質、品牌態度仍具有部分中介效果。 根據研究結果,本研究提出結論:不論何種產品類型,台灣消費者對「西方模特兒」的廣告態度、產品知覺品質、品牌態度、購買意圖都勝過「亞裔模特兒」;特別是「種族中性產品」的廣告,搭配「西方模特兒」易促使台灣消費者產生「種 族文化優勢自我指涉」,進而顯著地增強「廣告態度、產品知覺品質、品牌態度」。另一方面,若廣告產品是高強度的「種族基礎產品」的話,使用「亞裔模特兒」雖然會讓台灣消費者產生較強的「種族身體表徵自我指涉」,但對廣告效果來說卻不一定有效。 參考文獻 一、中文書目林秀鳳(2005)。〈女模特兒對廣告效果之影響-以男模特兒及廣告訴求為干擾效 果之探討〉。輔仁大學織品服裝學系研究所碩士論文。張逸民(1977)。〈女性模特兒的膚色與暴露程度對廣告訴求及產品印象之影響研 究〉。政治大學企業管理研究所碩士論文。許景郎(1986)。〈廣告模特兒與品牌名字對廣告效果的影響---以咖啡產品為實 例〉。交通大學管理科學研究所碩士論文。陳郁秀、林會承、方瓊瑤(2013)。《文創大觀1:台灣文創的第一堂課》。台 北:先覺。蔡佳靜、張志向(2005)。〈難道美麗也是一種錯誤? -模特兒膚色與男女性市 場之差異〉《輔仁管理評論》,12(3),129-146。二、英文書目Brewer, M. B. (1979). In-group bias in the minimal intergroup situation: A cognitive-motivational analysis. Psychological Bulletin, 86(2), 307.Chang, C. (2005). Ad–self‐congruency effects: Self‐enhancing cognitive and affective mechanisms. Psychology & Marketing, 22(11), 887-910.Chang, Chingching (2008a). The Effectiveness of Using a Global Look in an Asian Market. Journal of Advertising Research, 48(2), 199-214. Chang, Chingching (2008b). Chronological age versus cognitive age for younger consumers: Implications for Advertising Persuasion. Journal of Advertising, 37(3), 19-32.Choudhury, P. K., & Schmid, L. S. (1974). Black models in advertising to blacks. Journal of Advertising Research, 14(3), 19-22. 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.Garretson, J. A., & Niedrich, R. W. (2004). Spokes- characters: Creating character trust and positive brand attitudes. Journal of Advertising, 33(2), 25-36. Green, C. L. (1999). Ethnic evaluations of advertising: Interaction effects of strength of ethnic identification, media placement, and degree of racial composition. Journal of Advertising, 28(1), 49-64.Grier, S. A., Brumbaugh, A. M., & Thornton, C. G. (2006). Crossover dreams: consumer responses to ethnic-oriented products. Journal of Marketing, 70(2), 35-51.Kelley, H. H. (1973). The processes of causal attribution. American Psychologist, 28(2), 107.Kerin, R. A. (1979). Black model appearance and product evaluations. Journal of Communication, 29(1), 123-128.Laczniak, R. N., & Muehling, D. D. (1993). The relationship between experimental manipulations and tests of theory in an advertising message involvement context. Journal of Advertising, 22(3), 59-74.Lee, C. K. C., Fernandez, N., & Martin, B. A. (2002). Using self-referencing to explain the effectiveness of ethnic minority models in advertising. International Journal of Advertising, 21(3), 367-380.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.Markus, H., & Nurius, P. (1986). Possible selves. American Psychologist, 41(9), 954.Martin, Brett A. S., Christina Kwai-Choi Lee, and Feng Yang (2004). The influence of ad model ethnicity and self- referencing on attitudes: evidence from New Zealand. Journal of Advertising, 33(4), 27-37.McGuire, W. J., McGuire, C. V., Child, P., & Fujioka, T. (1978). Salience of ethnicity in the spontaneous self- concept as a function of one`s ethnic distinctiveness in the social environment. Journal of Personality and Social Psychology, 36(5), 511.Meyers-Levy, J., & Peracchio, L. A. (1996). Moderators of the impact of self-reference on persuasion. Journal of Consumer Research, 408-423.Rogers, T. B., Kuiper, N. A., & Kirker, W. S. (1977). Self- reference and the encoding of personal information. Journal of Personality and Social Psychology, 35(9), 677.Schlinger, M. J., & Plummer, J. T. (1972). Advertising in Black and White. Journal of Marketing Research, 9(2).Shavelson, R. J., Hubner, J. J., & Stanton, G. C. (1976). Self-concept: Validation of construct interpretations. Review of Educational Research, 407-441.Tolley, B. S., & Goett, J. J. (1971). Reactions to blacks in newspaper ads. Journal of Advertising Research, 11(2), 11-17.Verlegh, P. W., & Steenkamp, J. B. E. (1999). A review and meta-analysis of country-of-origin research. Journal of Economic Psychology, 20(5), 521-546.Wang, C. L., Bristol, T., Mowen, J. C., & Chakraborty, G. (2000). Alternative modes of self-construal: Dimensions of connectedness–separateness and advertising appeals to the cultural and gender-specific self. Journal of Consumer Psychology, 9(2), 107-115.Whittler, T. E. (1991). The effects of actors` race in commercial advertising: Review and extension. Journal of Advertising, 20(1), 54-60.Whittler, T. E., & Spira, J. S. (2002). Model`s race: a peripheral cue in advertising messages? Journal of Consumer Psychology, 291-301.Zinkhan, G. M., & Hong, J. W. (1991). Self Concept and Advertising Effectiveness: A Conceptual Model of Congruency, Conspicuousness, and Response Mode. Advances in Consumer Research, 18(1).三、線上及影音資料教育部國語推行委員會(2007)。《重編國語辭典修訂本》。上網日期:2014年2 月13日,取自 http://goo.gl/DrrhqnCambridge University Press(1999). Cambridge Dictionaries Online. Retrieved February 13, 2014, from: http://dictionary.cambridge.org/dictionary/british/race _2Brody, Laura., Aaron Gordon, Sally Kye, Hediyeh Mohajerjasbi, Meral Tunador (2010). Race and Ethnicity. Retrieved February 13, 2014, from:http://youtu.be/aDz3BJ DPXHA 描述 碩士
國立政治大學
廣告研究所
101452015
102資料來源 http://thesis.lib.nccu.edu.tw/record/#G0101452015 資料類型 thesis dc.contributor.advisor 張卿卿 zh_TW dc.contributor.advisor Chang, Ching Ching en_US dc.contributor.author (Authors) 洪楷芯 zh_TW dc.contributor.author (Authors) Hung, Kai Hsin en_US dc.creator (作者) 洪楷芯 zh_TW dc.creator (作者) Hung, Kai Hsin en_US dc.date (日期) 2013 en_US dc.date.accessioned 21-Jul-2014 15:32:12 (UTC+8) - dc.date.available 21-Jul-2014 15:32:12 (UTC+8) - dc.date.issued (上傳時間) 21-Jul-2014 15:32:12 (UTC+8) - dc.identifier (Other Identifiers) G0101452015 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/67556 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 廣告研究所 zh_TW dc.description (描述) 101452015 zh_TW dc.description (描述) 102 zh_TW dc.description.abstract (摘要) 本研究欲瞭解「模特兒種族」經「產品類型」調節後,是否會受到消費者「自我指涉」中介而影響「廣告效果(廣告態度、產品知覺品質、品牌態度、購買意圖)」。 本研究依台灣消費市場中最多見的廣告模特兒種族,將模特兒種族鎖定為「亞裔(黃種人)」及「西方(白種人)」。依Green(1999)的定義將產品類型分為「種族基礎產品race-based products)」及「種族中性產品(racially neutral products)」,並鎖定以女性消費產品做實驗。此外,除了遵循Rogers, Kuiper and Kirker(1977)對「自我指涉」的定義,為了要辨明刺激消費者產生自我指涉的來源,本研究還另外發展了「種族身體表徵自我指涉」及「種族文化優勢自我指涉」,並用以解釋不同廣告組合對廣告效果所產生的影響。 最終收集了95位台灣女性大學生的實驗數據,分析後發現以下結果:一、 當「種族基礎產品」搭配「亞裔模特兒」時,台灣消費者會產生顯著較強的「種族身體表徵自我指涉」。二、當「種族中性產品」搭配「西方模特兒」時,台灣消費者會產生顯著較強的「種族文化優勢自我指涉」。三、「種族身體表徵自我指涉」對廣告態度、產品知覺品質、品牌態度具有完全中介效果。四、「種族文化優勢自我指涉」對廣告態度、產品知覺品質、品牌態度具有完全中介效果;並且,當產品類型只鎖定為「種族中性產品」時,「種族文化優勢自我指涉」對廣告態度、產品知覺品質、品牌態度仍具有部分中介效果。 根據研究結果,本研究提出結論:不論何種產品類型,台灣消費者對「西方模特兒」的廣告態度、產品知覺品質、品牌態度、購買意圖都勝過「亞裔模特兒」;特別是「種族中性產品」的廣告,搭配「西方模特兒」易促使台灣消費者產生「種 族文化優勢自我指涉」,進而顯著地增強「廣告態度、產品知覺品質、品牌態度」。另一方面,若廣告產品是高強度的「種族基礎產品」的話,使用「亞裔模特兒」雖然會讓台灣消費者產生較強的「種族身體表徵自我指涉」,但對廣告效果來說卻不一定有效。 zh_TW dc.description.tableofcontents 第一章 緒論 1 第一節 研究動機與背景 1 第二節 研究目的與預期貢獻 3 第二章 文獻探討 4 第一節 種族 4 第二節 產品類型-種族身體表徵相關性 5 第三節 廣告模特兒種族 6 第四節 產品類型對模特兒種族的調節效果 11 第五節 自我指涉的中介效果 13 第三章 研究方法 15 第一節 研究架構 15 第二節 實驗設計 15 第三節 實驗流程 22 第四節 研究變數之操作型定義與問卷設計 23 第四章 研究結果 27 第一節 樣本描述 27 第二節 量表信度分析 27 第三節 變項操弄檢定 28 第四節 假設檢定 30 第五節 其他分析 50 第六節 假設檢定結果整理 59 第五章 結論 64 第一節 研究發現與討論 64 第二節 實務與未來研究建議 66 第三節 研究限制67 參考文獻 68 附錄 71 附錄一:前測問卷 71 附錄二:正式問卷 72 附錄三:正式實驗廣告圖 82 zh_TW dc.format.extent 3812205 bytes - dc.format.mimetype application/pdf - dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0101452015 en_US dc.subject (關鍵詞) 模特兒種族 zh_TW dc.subject (關鍵詞) 自我指涉 zh_TW dc.subject (關鍵詞) 廣告態度 zh_TW dc.subject (關鍵詞) 產品知覺品質 zh_TW dc.subject (關鍵詞) 品牌態度 zh_TW dc.subject (關鍵詞) 購買意圖 zh_TW dc.title (題名) 洋妞必勝?模特兒種族與產品類型搭配之廣告效果-以香水、粉底液為例 zh_TW dc.title (題名) The Advertising Effects of Model`s Race and Product Types: An Adoption Study of Perfume and Liquid Foundation en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 一、中文書目林秀鳳(2005)。〈女模特兒對廣告效果之影響-以男模特兒及廣告訴求為干擾效 果之探討〉。輔仁大學織品服裝學系研究所碩士論文。張逸民(1977)。〈女性模特兒的膚色與暴露程度對廣告訴求及產品印象之影響研 究〉。政治大學企業管理研究所碩士論文。許景郎(1986)。〈廣告模特兒與品牌名字對廣告效果的影響---以咖啡產品為實 例〉。交通大學管理科學研究所碩士論文。陳郁秀、林會承、方瓊瑤(2013)。《文創大觀1:台灣文創的第一堂課》。台 北:先覺。蔡佳靜、張志向(2005)。〈難道美麗也是一種錯誤? -模特兒膚色與男女性市 場之差異〉《輔仁管理評論》,12(3),129-146。二、英文書目Brewer, M. B. (1979). In-group bias in the minimal intergroup situation: A cognitive-motivational analysis. Psychological Bulletin, 86(2), 307.Chang, C. (2005). Ad–self‐congruency effects: Self‐enhancing cognitive and affective mechanisms. Psychology & Marketing, 22(11), 887-910.Chang, Chingching (2008a). The Effectiveness of Using a Global Look in an Asian Market. Journal of Advertising Research, 48(2), 199-214. Chang, Chingching (2008b). Chronological age versus cognitive age for younger consumers: Implications for Advertising Persuasion. Journal of Advertising, 37(3), 19-32.Choudhury, P. K., & Schmid, L. S. (1974). Black models in advertising to blacks. Journal of Advertising Research, 14(3), 19-22. 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.Garretson, J. A., & Niedrich, R. W. (2004). Spokes- characters: Creating character trust and positive brand attitudes. Journal of Advertising, 33(2), 25-36. Green, C. L. (1999). Ethnic evaluations of advertising: Interaction effects of strength of ethnic identification, media placement, and degree of racial composition. Journal of Advertising, 28(1), 49-64.Grier, S. A., Brumbaugh, A. M., & Thornton, C. G. (2006). Crossover dreams: consumer responses to ethnic-oriented products. Journal of Marketing, 70(2), 35-51.Kelley, H. H. (1973). The processes of causal attribution. American Psychologist, 28(2), 107.Kerin, R. A. (1979). Black model appearance and product evaluations. Journal of Communication, 29(1), 123-128.Laczniak, R. N., & Muehling, D. D. (1993). The relationship between experimental manipulations and tests of theory in an advertising message involvement context. Journal of Advertising, 22(3), 59-74.Lee, C. K. C., Fernandez, N., & Martin, B. A. (2002). Using self-referencing to explain the effectiveness of ethnic minority models in advertising. International Journal of Advertising, 21(3), 367-380.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.Markus, H., & Nurius, P. (1986). Possible selves. American Psychologist, 41(9), 954.Martin, Brett A. S., Christina Kwai-Choi Lee, and Feng Yang (2004). The influence of ad model ethnicity and self- referencing on attitudes: evidence from New Zealand. Journal of Advertising, 33(4), 27-37.McGuire, W. J., McGuire, C. V., Child, P., & Fujioka, T. (1978). Salience of ethnicity in the spontaneous self- concept as a function of one`s ethnic distinctiveness in the social environment. Journal of Personality and Social Psychology, 36(5), 511.Meyers-Levy, J., & Peracchio, L. A. (1996). Moderators of the impact of self-reference on persuasion. Journal of Consumer Research, 408-423.Rogers, T. B., Kuiper, N. A., & Kirker, W. S. (1977). Self- reference and the encoding of personal information. Journal of Personality and Social Psychology, 35(9), 677.Schlinger, M. J., & Plummer, J. T. (1972). Advertising in Black and White. Journal of Marketing Research, 9(2).Shavelson, R. J., Hubner, J. J., & Stanton, G. C. (1976). Self-concept: Validation of construct interpretations. Review of Educational Research, 407-441.Tolley, B. S., & Goett, J. J. (1971). Reactions to blacks in newspaper ads. Journal of Advertising Research, 11(2), 11-17.Verlegh, P. W., & Steenkamp, J. B. E. (1999). A review and meta-analysis of country-of-origin research. Journal of Economic Psychology, 20(5), 521-546.Wang, C. L., Bristol, T., Mowen, J. C., & Chakraborty, G. (2000). Alternative modes of self-construal: Dimensions of connectedness–separateness and advertising appeals to the cultural and gender-specific self. Journal of Consumer Psychology, 9(2), 107-115.Whittler, T. E. (1991). The effects of actors` race in commercial advertising: Review and extension. Journal of Advertising, 20(1), 54-60.Whittler, T. E., & Spira, J. S. (2002). Model`s race: a peripheral cue in advertising messages? Journal of Consumer Psychology, 291-301.Zinkhan, G. M., & Hong, J. W. (1991). Self Concept and Advertising Effectiveness: A Conceptual Model of Congruency, Conspicuousness, and Response Mode. Advances in Consumer Research, 18(1).三、線上及影音資料教育部國語推行委員會(2007)。《重編國語辭典修訂本》。上網日期:2014年2 月13日,取自 http://goo.gl/DrrhqnCambridge University Press(1999). Cambridge Dictionaries Online. Retrieved February 13, 2014, from: http://dictionary.cambridge.org/dictionary/british/race _2Brody, Laura., Aaron Gordon, Sally Kye, Hediyeh Mohajerjasbi, Meral Tunador (2010). Race and Ethnicity. Retrieved February 13, 2014, from:http://youtu.be/aDz3BJ DPXHA zh_TW