廣告及代言人可信度影響消費者對月亮杯購買意願之研究
-以生理用品產品屬性為調節變數

台灣女性生理用品以衛生棉為主，30年前曾有國際大廠引進棉條，多數女性不習慣棉條放置陰道內及不知道個人陰道位置，還有擔心處女膜被弄破，使未婚女性排斥使用等。迄今仍只有約1%女性使用棉條，2016年台灣TED曾穎凡(Vanessa)演講提到，美國共有110個以上的月亮杯品牌，使用者非常普遍，但是對台灣女性而言，這是一種對身體自主選擇權的尊重。本研究認為依新產品採用理論廣告重點要讓消費者先知曉(awareness)：開始知道新產品的存在及興趣(interest)：開始收集資訊是很重要的事。本研究總覽YouTube上相關影片，選取約3分鐘內與本研究測驗知曉及興趣內容進行測試，請受測者回答看完影片後廣告內容及代言人可信度對月亮杯購買意願影響研究，並以目前使用生理用品習慣及產品屬性做為調節變數進行分析，共收集506份樣本。透過多元迴歸分析後，證實廣告及代言人可信度顯著影響消費者購買意願，現有生理用品的產品屬性並無顯著調節效果。

關鍵字

廣告代言人可信度；產品屬性；月亮杯；購買意願

並列摘要

Sanitary cotton is the main sanitary supply for Taiwanese women, international manufacturers to introduce tampon at 30 years ago, most females are not familiar with the cotton sliver to lay aside the position, unmarried women are excluded use. Only about 1% of women use tampons, 2016 Vanessa speech mentioned, there are more than 110 moon cup brands in the American, but for women in Taiwan, this is a respect for the autonomy of the body. This study thought uses the theory advertisement according to the new product focus on let consumers know awareness: began to know the existence and interest of new products: it is important to start collecting information. This study looks at videos on YouTube, select about 3 minutes to test with this study awareness and interest content, respondents answer the content of the advertisements after the video and spokesperson's credibility to consumers' intentions of moon cups study. To the current use of sanitary supplies habits and product properties as a regulatory variable for analysis, total of 506 samples were collected. Through multiple regression analysis, to confirm the advertisements and spokesperson's credibility affect the consumers' intentions, there is no significant effect on the product properties of existing sanitary supplies.