- 學位論文
虛擬代言人可信度對廣告效果之影響-以契合度與企業可信度為干 擾變數
The Impact of Spokes-Characters Credibility on Advertising Effectiveness:The Moderating Role of Fit and Corporate Credibility
摘要
在現今廣告行銷活動中，運用虛擬角色進行「角色行銷」已成為行銷的熱潮，廣告業者不僅僅將這些虛擬角色應用在產品包裝上，更運用其在傳播媒體上主動為其品牌及產品代言，發現能夠發揮不亞於真實人物的廣告說服力。此外根據許多學者指出，虛擬代言人的廣告說服效果同樣會受到其它外在因素的影響與干擾，例如:虛擬代言人與品牌之間的契合程度、企業本身的可信程度等。 本研究的目的在於探討虛擬代言人可信度對廣告效果的影響，並檢測虛擬代言人與品牌之間的契合程度及企業可信度是否會對虛擬代言人可信度與廣告效果之間的關係產生干擾作用。本研究以曾經到過7-ELEVEN消費的顧客群為樣本，共回收了398分有效問卷，並採用階層迴歸分析來進行實證研究。研究結果發現: (1)虛擬代言人可信度、虛擬代言人與品牌之間的契合程度、企業可信度皆對廣告效果有正向顯著影響。(2)當消費者知覺到虛擬代言人與品牌之間的契合程度越高時，虛擬代言人可信度對廣告效果的正向關係將會變得更高。(3)當消費者知覺到企業本身的可信度越高時，虛擬代言人可信度對廣告效果的正向關係將會變得更高。藉由上述分析結果提供業界進行「角色行銷」策略之參考。
並列摘要
In today's advertising and marketing activities, character marketing has become a current trend, the advertising industry not only used these spokes-characters in product packaging, more enhanced advertising effect when actively use in advertising’s media. In addition, past research pointed to external factors could be influence or interference spokes-characters’ advertisement effect, such as brand fit or corporate credibility. The primary purpose of this article was to explore the relation between spokes-characters and advertising effect, furthermore, investigate the moderating role of brand fit and corporate credibility.The results indicate that (1) Spokes-characters credibility positively related to advertising effect.(2) The fit beween Spokes-characters and brand positively related to advertising effect.(3) The corporate credibility positively related to advertising effect.(4) The positively relationship between Spokes-character credibility and advertising effect will be stronger when fit is stronger.(5) The positively relationship between Spokes-character credibility and advertising effect will be stronger when corporate credibility is stronger.