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    题名: 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
    贡献者: 張愛華
    韓志翔
    Chang, Ai-Hwa
    Han, Chih-Hsiang
    曾于芳
    Tseng, Yu-Fang
    关键词: 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
    上传时间: 2021-09-02 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.
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    Bryant, F. B., & Veroff, J. (2007). Savoring: A new model of positive experience. Lawrence Erlbaum Associates Publishers.
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    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.
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    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.
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    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
    数据类型: thesis
    DOI: 10.6814/NCCU202101209
    显示于类别:[企業管理研究所（MBA學位學程）] 學位論文

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