代言人來源相似性對旅遊產品溝通效果之影響－以消費者產品涉入程度為調節因子

The Effect of Source Similarity of Endorser on Communication Effect for Tourism Products - Consumers' Product Involvement as a Moderator

蔡佳靜(Chia-Ching Tsai) ； 張雅霓(Ya-Ni Chang)

《行銷評論》 13卷4期 (2016/12) Pp. 477-504

摘要

本研究主要採 2 組的因子設計以探討代言人來源相似性（來源相似性高／來源相似性低）與產品涉入程度（高涉產品入／低產品涉入）對購買意圖與廣告態度的影響。本研究結果如下：(1) 代言人來源相似性對購買意圖及廣告態度皆有顯著的影響，且代言人來源相似性高組顯著高於代言人來源相似性低組。(2) 代言人來源相似性和產品涉入程度對購買意圖有顯著的交互作用，即在高產品涉入的情況下，代言人來源相似性對購買意圖及廣告態度無顯著影響，而在低產品涉入的情況下，代言人來源相似性高組的購買意圖及廣告態度顯著大於代言人來源相似性低組。(3) 廣告態度對購買意圖有顯著的影響。

關鍵字

代言人 ； 來源相似性 ； 產品涉入程度 ； 溝通效果

並列摘要

The study used a 2-groups factorial design to investigate the effect of endorsers' source similarity and involvement level on purchase intention and advertisement attitude. The results are presented below. Source similarity significantly affects purchase intention and advertisement attitude, and high source similarity is significantly greater than low one. Source similarity and involvement level significantly interact on purchase intention and advertisement attitude, i.e., for high-level involvement, source similarity affects neither purchase intention nor advertisement attitude, while for low-level involvement, high source similarity causes significantly greater purchase intention and advertisement attitude than low one. Besides, advertisement attitude affects significantly purchase intention.

並列關鍵字

endorser ； source similarity ； product involvement ； communication effect

參考文獻

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