廣告代言人與來源適配性對廣告效果影響之研究

本研究主要係探討在不同的代言人可信度下，廣告代言人與代言品牌的形象差異性，對廣告效果的影響。本研究採實驗設計的方式，並依前測－品牌形象、代言人形象（功能性、象徵性、經驗性），以及代言人可信度（吸引力、信賴感、專業性），對十個品牌及十位代言人的衡量結果發展問卷。最後歸納出可信度最高及最低之二位代言人，並以其代言人形象對應至二個品牌形象。正式問卷即為形象差異性大／小，代言人可信度高／低，2×2 x2 x2 的實驗設計，共有四組不同的實驗情境；並考量代言人職業與產品間的相關性高／低，分別探討其廣告效果（廣告態度、品牌態度、購買意願）是否顯著。本研究之研究結果如下：1.單就形象差異性對廣告效果無顯著影響。2.代言人可信度對廣告效果有顯著影響。代言人可信度高之廣告效果皆顯著較佳。3.受測者對於廣告態度及購買意願，會偏重參考代言人可信度；但對於品牌態度則會偏重參考品牌印象。4.當形象差異性小，則品牌形象與代言人形象趨同，此時代言人職業與產品相關性高會加強代言人可信度，產生較佳的品牌態度。而不管當形象差異性大或小，代言人職業與產品相關性高時，購買意願都較佳。

關鍵字

廣告代言人；品牌形象；代言人可信度；廣告效果

並列摘要

This study aimed to examine the effects of endorsements in advertising through the difference between celebrity and brand images under celebrity credibility. This study used 10 brand names and 10 celebrities as pre-test, and wanted to realize how brand images, celebrity images (functional, symbolic, and experiential) and celebrity credibilities (attractiveness, trustworthiness and expertise) were. We developed a 2x2 x2 x2 experimental design from pre-test. There were 4 different situations in the questionnaire and examined the advertising effect (attitude toward the ad, attitude toward the brand, purchase intentions).The major conclusions are: 1. The difference between celebrity and brand images didn't significantly influence the advertising effect.2. The celebrity credibility significantly influenced the adverting effect. Higher credibility made better advertising effect.3. Consumers would consider celebrity credibility to attitude toward the ad and purchase intentions. And they would consider brand impression to attitude toward the brand.4. When the difference of images was low, the celebrity's occupation with high relative on products would enhance the celebrity credibility and it would make better attitude toward the brand. And no matter the difference of images was low or high, it would make better purchase intensions.