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    Title: Z 世代音樂名人與創作型音樂人代言廣告之品牌效果初探
    An Exploratory Study of the Branding Effect of Music Celebrity and Songwriting Influencer Endorsement Ads on Generation Z Consumers
    Authors: 李雯蒨
    Contributors: 張郁敏
    李雯蒨
    Keywords: 個性一致性
    代言人
    品牌年輕化
    代言人態度
    品牌態度
    個性基模一致性
    自我一致性
    社會影響理論
    情感轉移理論
    分類理論
    意義轉移理論
    平衡理論
    Date: 2022
    Issue Date: 2023-03-09 18:41:18 (UTC+8)
    Abstract: 本研究觀察到近年業界為達到品牌年輕化的效果，漸與不同類型的代言人合作，除了常見的音樂名人（Celebrity）之外，非名人歌手的廣告代言合作與日俱增。而目前學界已有品牌年輕化、不同類型廣告代言人效果比較研究，除了名人代言、網紅（Influencer）代言之外，也有網紅與名人的代言效果比較。本文為了探討新型態的代言人類型所帶來的品牌效果，將音樂人分成音樂名人與創作型音樂人兩種類型，以個性基模一致性、自我一致性、社會影響理論、情感轉移理論、分類理論、意義轉移理論、平衡理論等框架，初步探究不同類型的代言人如何從消費者的感知面、態度面來影響品牌態度。

    本研究目的因涉及品牌年輕化，將研究對象鎖定為 Z 世代（20-25歲），並採網路調查實驗法，實驗設計採組間單因子實驗設計，最終有效問卷共蒐集 598 份。經分析結果顯示，當品牌使用創作型音樂代言人時，代言人與消費者個性一致性是重要的中介變項，而代言人態度比品牌年輕化有更佳的中介效果。本研究於學術上，從個性一致性面向驗證了不同類型代言人的品牌效果；於實務上，則是提供未來業界在規劃以 Z 世代作為目標消費者的廣告代言活動時，代言人與消費者個性一致性為重要的考量因素。因此，建議未來學術研究可繼續拓展不同類型代言人所帶來的品牌效果，以及探討除了個性一致性以外的中介變項，並發展較為完善的品牌年輕化量表，或是拓展 Z 世代以外的目標族群，以及探討廣告中的其他元素（如：廣告歌曲），會是如何綜合影響品牌效果等等，使廣告代言規劃更有所方向。
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    Description: 碩士
    國立政治大學
    傳播學院傳播碩士學位學程
    109464041
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0109464041
    Data Type: thesis
    Appears in Collections:[Master`s Program in Communication] Theses

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