代言人數、代言人代言數量與代言人類型對廣告效果之影響：品牌知名度、廣告訊息論點同異與廣告排版版本同異調和效果之探討

The Advertising Effects of The Number of Endorsers, Amount of Endorsers’ Endorsement, Type of Endorsers: Brand Awareness, Same/ Different Message Topic, Same/Different Advertisement Version as Moderators

范雅婷(Ya-Ting Fan)

指導教授 ： 廖淑伶

元智大學/管理學院/國際企業學系/碩士(2006年)

摘要

消費者的購買決策往往會受到代言人的影響，甚至受到代言人在廣告中的台詞所影響而產生購買行為。有些廠商成功地將代言人與產品結合，而有些廠商，卻是捧紅了代言人，但對商品的銷售則無顯著增加。更嚴重者是，商品很快就在市場上就消聲匿跡，因此，代言人對於廣告效果影響甚鉅。本研究主要是探討廣告中代言人數、代言人的廣告代言數量、代言人類型對於廣告效果的影響，其中還討論到品牌知名度、廣告訴求論點差異、以及廣告排版版本差異等多項干擾效果。本研究因探討議題涵蓋範圍廣，將相關性高的變數分為兩群，形成兩個子研究。
因此，為驗證本研究之研究一假設，實驗採取四因子實驗設計，共有2(代言人數：單一代言人/多位代言人)* 2(代言人代言數量：獨家/多家)* 3(代言人類型：名人/專家/典型消費者)* 2(品牌知名度：高/低)的實驗設計=24個實驗組別之設計。為驗證本研究之研究二假設，實驗採取四因子實驗設計，共有2(代言人數：單一代言人/多位代言人)* 2(代言人類型：名人/典型消費者)* 2(訊息論點同異性：相同/相異)* 2(廣告排版版本同異性：相同/相異) ＝16個實驗組別之設計。主要研究結論如下：

1.低品牌知名度廠商，應採用代言數量為多家的代言人，藉由代言人的高 曝光率，提升低品牌廠商的知名度。
2.高品牌知名度廠商，應採用多位代言人獨家代言，才能突破天花板效應。
3.低品牌知名度廠商，需要選用多位代言人才能吸引消費者的注意。高品牌知名度廠商，應採用單一代言人，才能增加廣告效果。
4.名人代言利用獨家代言、專家與典型消費者倚賴多家代言將會有最佳的廣告效果。
5.當廣告的訊息論點相同時，也就是廣告訴求相同時，增加代言人數、改變廣告排版版本能提升廣告效果。
6.當訊息論點改變時，增加代言人數、改變廣告排版版本對效果提升有限。
7.典型消費者代言人搭配相同的廣告排版版本，廣告效果佳。
8.名人代言搭配相異的廣告排版版本，廣告效果佳。

關鍵字

廣告訴求、代言人類型、獨家代言、多人代言、品牌知名度、廣告訊息

並列摘要

From the plenty of advertisements, we can tell the difference from the appealing ad and disattractive ad. However, what are the factors to be attributed to the different attractiveness toward the ad are the spacious and curious questions to all the practitioners and the customers. The characters in the ad are one of the most important factors to deliver the product message to the intended customers.This research will focus on the ad endorsers who are celebrity, expert and typical consumers (Friedman, 1979; Freiden, 1984) and associate with difference practical issues which are not argued in the past. In this research, we will divide into two studies. Study 1 will discuss the number of endorsers(single or multiple), the number of brands or products they endorse, and the moderators are the type of endorsers, brand awareness. Study 2 deliberates the number of the endorsers express the single or multiple arguments in the same or the different ad. In order to prove the hypotheses, both study 1 and study 2 are foufactor analysis design. Study 1 are 2(the number of endorsers:single /multiple)*2(the amount of brands they endorse: exclusive / endorse many brands)*3(the type of endorsers:celebrity/expert/typical comsumer endorser)* 2(brand awareness:famous/infamous)=24 cells.Study 2 are 2(the number of endorsers:single /multiple) * 2(the type of endorsers:celebrity/ typical comsumer endorser)* 2(the ad message:the same/different) * 2(the adversion:the same/different)＝16 cells.The results are as follow:
1.The infamous brand should adopt the endorsers who endorse more than one brand. The famous brand should adopt multiple endorsers and these endorsers should be exclusive spokespersons.
2.The infamous brand should adopt multiple endorsers and the famous should adopt single endorser to attract the consumers.
3.Celebrity endorsers should be exclusive to endorse one brand while experts and typical consumer endorsers should endorse more than one brand.
4.When the ad messages are the same topic, it is useful to add the endorsers or to change the ad versions. On the other hand, when the ad message are different topics, it is useless to add the endorsers or change the ad version.
5.The typical endorsers should match up the same ad version while the celebrity should match up the different ad.

並列關鍵字

Key words：the type of the endorsers, brand awareness, single-multiple endorsers, exclusive endorsement, ad repetition, message repetition

參考文獻

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