速食連鎖業之廣告代言人對消費者購買意願之影響

The Impact of Advertising Spokesperson of Fast-food Chain Store on Willingness to Buy of Consumers

楊奕源(Yih-Yuan Yang) ； 吳耀昌(Yao-Chang Wu)

《建國科大學報》 28卷1期 (2008/10) Pp. 35-46

https://doi.org/10.6995/JCTU.200810.0035

摘要

本研究首先探討速食連鎖業廣告代言人行銷策略中，不同性別的消費者對於代言人之喜好程度、代言人之性別及產生的廣告效果等因素，對消費者購買意願的影響。 經過差異分析研究後，得知女性消費者對於廣告代言人之「喜好程度」、「廣告效果」、「購買意願」皆高於男性，而且對於男性代言人的喜好程度顯著高於男性。另外研究發現，不論代言人的性別為何，廣告對於女性消費者所產生的效果與影響程度，皆優於男性消費者。研究結果發現喜好程度、廣告效果及購買意願三個變項之間，呈現顯著相關。

關鍵字

廣告代言人 ； 喜好程度 ； 購買意願 ； 廣告效果 ； 消費者性別

並列摘要

This study, first, explores the preference degree of consumers for advertising spokesperson and the advertising effects of spokesperson from the marketing strategy of fast-food chain store and they influence the consumers’ willingness to buy. Second, how the gender's difference of spokesperson influences the consumers' willingness to buy is also be investigated. This study finds that it is significantly and highly relevant among preference degree, willingness to buy and advertising effect.
The research of the difference analysis discovers that the 'preference degree', 'advertising effects', willingness to buy' of female consumers for advertising spokesperson are higher than males. There is significantly difference for different sex to the 'preference degree' of male advertising spokesperson; especially, women are higher than man for preferring the male spokesperson. On the other side, no matter what is the gender of spokesperson, the effects of advertising spokesperson on the female consumers are better than males.

並列關鍵字

Spokesperson ； like degree ； willingness to buy ； advertising effect ； consumer sex