電視購物代言人廣告效果之研究

Advertising Effect of Television Shopping Spokesperons

黃欣怡(Shin-Yi Huang)

指導教授 ： 黃恆獎

國立臺灣大學/管理學院/國際企業學研究所/碩士(2008年)

https://doi.org/10.6342/NTU.2008.10241

摘要

台灣的電視購物市場已越來越成熟，消費者也逐漸接受此一新興之消費平台，雖與網路等之購物中心或拍賣均屬虛擬之店舖類型，但本質還是有一定之差異存在，其中主要差異在於，電視購物可透過電視頻道與消費者做即時之互動，在熱門之收視時段，也都採現場形式播出。電視購物節目雖名義上以販賣產品為主，但節目本身亦附帶廣告之功能，即透過電視節目之播放，接觸到廣大之現有或潛在之顧客群，促使他們注意到節目中之產品，並於隨後或是立即實現他們的購買決策。而貫穿整個電視購物節目之人物，除主持人外，亦包括名人、廠商代表及體驗過產品之消費者，藉由邀請他們至節目中陳述產品之使用心得或意見，來達到說服消費者購買產品之目的。
而本研究主要目的即在，研究受邀至電視購物節目中之代言人，對於電視購物節目之廣告效果為何？透過實際電視購物節目影片之播放，以問卷分析受測者對各代言人之觀感，並以結構分析模式研究廣告可信度、廣告態度、品牌態度及購買意願等廣告效果。而本研究主要結論可簡述如下：
1.代言人可信度若越高，則消費者所認定之廣告可信度也會越高，且以專家型代言人對廣告可信度之影響力較名人及典型消費者來得高。
2.代言人可信度若越高，則消費者對廣告態度會越趨正面，且以名人型代言人對廣告態度之影響力較專家及典型消費者來得高。
3.廣告整體之可信度越高，則消費者對品牌態度越佳；消費者對廣告態度越趨正面時，其對品牌之態度亦越佳。
4.當消費者對品牌之態度越趨於正面時，其對產品之購買意願也會相對提高。

關鍵字

電視購物 ； 廣告代言人 ； 廣告可信度 ； 廣告態度 ； 品牌態度 ； 購買意願

並列摘要

TV shopping market has been more and more mature these years. Consumers become more familiar with this newly-emerged shopping channel as well. Although TV shopping and online shopping both belong to virtual shops, they are different in some aspects. The main difference is that people in TV shopping programs can interact with consuners immediately. TV shopping programs not only sell products to consumers but also act as advertisement. People who watch the program may not buy the products right away, however, with the broadcasting of the program, those potential consumers know the product and will probibally buy it in the future.
In a TV shopping program, there are usually a host or hostess, celebrities, typical consumers who share his or her experience of using the products to television viewers, and experts who knows the product well. These people will try to persuade TV viewers to buy the product.
The main purpose of this study focuses on the advertising effects of the three types of spokepersons who are invited to the TV shopping programs. Structural equation modeling is used to analyze the advertising effects. The results can be summarized as follows:
1.Higher credibility of the spokespersons results in higher advertising credibility. Besides, exeprt spokesperson has more impact on advertising credibility among three types of spokespersons.
2.Higher credibility of the spokespersons will make consumers have positive attitude toward the advertising. In addition, celebrity spokepersons have more influence on the attitude toward the advertising among three types of spokespersons.
3.Higher advertising credibility will make consumers have positive attitude toward the brand. Also, there is positive relationship between attitude toward the advertising and attitude toward the brand.
4.Positive attitude toward the brand results in higher purchase intention.

並列關鍵字

TV shopping ； spokesperson ； advertising credibility ； attitude toward the advertising ； attitude toward the brand ； purchase intention

參考文獻

30.盧葦蓁(2004)，「透過品牌要素、廣告代言人形成品牌態度之研究-以少淑女流行服飾業為例」，銘傳大學管理科學研究所碩士論文。

7.貝佩宜(2004)，「探討電視購物行為之購買動機」，成功大學工業與資訊管理研究所碩士論文。

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