廣告代言人之類型對大學生休閒行為之影響

The Advertisement Type Influence on College Students' Leisure Behavior

鍾美齡(Mei-Ling Chung) ； 陳振芳(Cheng-Fang Chen)

《運動健康休閒學報》 2期 (2011/04) Pp. 220-229

https://doi.org/10.29961/JSHL.201104.0021

摘要

廣告已成為生活中的一部份，亦為日常生活中的聊天話題，有些廣告讓人印象深刻，影響了人們的消費行為。在日常生活週遭，可以從電子媒體、平面媒體中看到，或聽到代言人為產品所代言的廣告。Shimp(1976)指出廣告代言人的使用佔了整體廣告的55%左右。所以，企業會找來名人來為廣告代言，冀望透過名人的名氣與魅力，來抓住消費者的目光。本研究採方便抽樣，以半開放式訪談導引法，允許受訪者以自己習慣的用語表達自己的觀點和想法。受訪者共計20位大學生，在訪談過程中，紀錄摘要大綱與錄音機紀錄訪談過程內容。本研究發現，廣告代言人之類型，以名人型代言人最能影響其購買動機，主要是靠代言人的吸引力及知名度，讓大學生產生購買動機。其次為專家型代言人，認為專家在其領域上的專業，較具可信度。由於大學生的價值觀與對文化上的認知不同，故對國內與國外代言人的看法也有所差異。選擇國外代言人的受訪者大多都有崇洋的心態，且認為國外代言人易引起大學生的注意與信任。

關鍵字

廣告代言人 ； 消費者行為 ； 購買動機 ； 行銷

並列摘要

Advertisements have been a part of our lives, and also become conversational topics in everyday life. Some of them are so impressive that they affect people's consumer behaviors. Therefore, the reason why corporations hire celebrities to speak up for their products is to catch consumers' eyes by those celebrities' great fame and glamour. Thus, Advertising spokespeople's job is to transform their personal image and charisma into a communicational bridge between consumers and products. This study was use qualitative method for questionnaire and total interviewed 20 of college students. This study was found that among many types of advertising spokespeople, the most influential in motivating purchase is the type of celebrity. It is mainly because college students are prompted by celebrity's attraction and fame to buy products. However, gender and negative images of advertising spokespeople have no significant impact on college students' purchases. But, due to college students' varying conceptions of values and cultures, a difference exists between perspective of local spokespeople and that of the foreign.

並列關鍵字

Advertisement ； Leisure behavior ； Purchasing Motivation