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    Title: 轉進式代言廣告效果初探
    Exploration of the imported advertising effects
    Authors: 楊春郁
    Yang, Chun Yu
    Contributors: 張郁敏
    Chang, Yuh Miin
    楊春郁
    Yang, Chun Yu
    Keywords: 代言人
    廣告效果
    品牌
    轉進式代言
    認知反應
    Date: 2010
    Issue Date: 2011-10-14 13:40:03 (UTC+8)
    Abstract: 近年來，台灣戲劇演員以其劇中的角色和形象為品牌代言的廣告活動越來越多，包括電視廣告、活動代言等都常見偶像劇或電影演員以劇中形象出現。這種代言方式根據英國HPI市調公司的調查研究與歸納，將之稱為「轉進式（imported）」代言廣告（Pringle, 2004）。
    然而，儘管轉進式代言廣告越來越常見於台灣，但對於轉進式代言廣告相關的效果研究卻付之闕如。因此本研究整合名人代言效果與認知心理學、說服研究等相關理論，推導出共分為「記憶」、「認知反應效果」與「品牌態度」三階段的「轉進式代言vs.真實形象代言效果模式」，針對轉進式代言與名人真實形象代言的差異進行探討，並嘗試找出消費者觀看轉進式代言廣告時的資訊處理過程。
    本研究採實驗法的方式進行，以「代言類型」（轉進式代言/真實形象代言），以及「對名人真實形象態度」（正面/負面）做為主要影響因子；將「對角色形象態度」設為共變項，以「認知反應向度」為中介變項，「品牌態度」為依變項。設計出一2×2的多因子（factorial design）實驗設計並進行分析。
    正式實驗共蒐集358份有效樣本，研究結果顯示，觀看轉進式代言與真實形象代言兩種不同代言類型廣告的消費者，其產生的認知反應類型有顯著差異，並顯示觀看轉進式代言廣告的消費者會產生較多與戲劇和角色相關的想法。消費者對名人真實形象的正面態度會正向地反應在正面認知反應向度上；消費者對名人真實形象的負面態度則沒有顯著反應在負面認知反應向度上。最後，消費者的認知反應向度會正向的反應在品牌態度上，即當消費者產生之想法的態度會正向的反應在品牌態度上；「認知反應向度」在「（對名人真實形象態度）→（品牌態度）」的影響上有部分中介效果存在。
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    Description: 碩士
    國立政治大學
    廣告研究所
    97452002
    99
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0974520021
    Data Type: thesis
    Appears in Collections:[Department of Advertising] Theses

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