- 期刊
消費者涉入程度與推薦式廣告之溝通效果研究－以休閒運動類產品為例
The Communication between Consumer Involved and Recommend Advertisement in Leisure Sport Products
摘要
台灣的廣告發展已有三十多年的歷史，隨著知識生活水準的提升，廣告的運用也從以往只注重銷售的層面，開始走向利用過當的推薦人來建立起與消費者間良好溝通關係的形象廣告層面，因此便有了推薦式廣告的出現。推薦式廣告的功能，便是利用代言人的個人魅力以及專業素養，來達到良好的廣告溝通效果，因此要如何選擇最過當的廣告代言人種類，便是本研究的主要課題。本研究的目的即在比較推薦人種類與運動產品中特殊品類別的契合性，即「哪一種推薦人最適合推薦運動產品中的特殊品類別」，而同時為達到行銷上實際應用的目的，本研究同時加入消費者對產品的涉入程度作為干擾變數，探討消費者涉入程度與廣告的推薦人種類的契合性。經過統計分析後，整理主要結果如下：（一）在推薦人種類方面在運動產品中特殊類別的推薦效果以名人推薦最好。（二）在消費者涉入程度方面高涉入的消費者會比低涉入者有較高的購買意願。
並列摘要
The advertising has developed more than thirty years in Taiwan. As the standard of living knowledge rises, advertising became to attach importance to image advertisement which constructs the good relationships with customers by appropriate referees rather than the old advertising which focused on sales. Therefore, recommend advertisement turn up and became popular. The function of recommending advertisement is getting good communication effects by using the personal glamour and professional accomplishment of the referees. For the reason, it is a very import part for this research that how to select an appropriate advertising referee.The purpose of this research is to compare different kinds of referees with the compatibilities of the special kinds of sport products. For example, what kind of referee is appropriate to present the selected special sport product. Moreover, for the practice application in marketing, this research also think about the standard of involved of customers as the interference and discuss the compatibilities of the standard of interference of customers and the varieties of referees.After analyzing the statistics materials, I got the results as the following:(1)The Variety of RefereeThe famous people get the better recommendation effects in the special sport products.(2)The Standard of Interference of CustomersThe customers of high-interfered standard have more shopping willing than the ones of low-interfered standard.