「廣告」是企業在推薦自家產品時最常使用的方法,而「廣告代言人」在促進廣告效果的達成中扮演著重要的角色,廣告代言人的類型及性別,皆會對接觸廣告的消費者帶來影響。過去學者多對廣告效果已有諸多研究,但鮮少針對航空公司廣告代言人類型與性別不同時對廣告效果進行研究。本研究欲利用不同代言人類型及性別,採3×2實驗設計,代言人類型(空服員、飛行員、名人)×代言人性別(男性、女性),以國立高雄餐旅大學大學部學生為研究對象,輔以六種不同廣告代言人類型與性別搭配的平面廣告,進行廣告效果差異比較的實驗研究。 研究結果發現:1.航空公司廣告代言人採用名人類型代言時,其代言人態度、廣告態度、品牌態度、購買意願及整體廣告效果最佳。2.在廣告代言人性別差異時,代言人態度、廣告態度、購買意願及整體廣告態度均無顯著差異。3.在廣告代言人類型及性別搭配時,由女性名人擔任代言人,其代言人態度、廣告態度、品牌態度、購買意願及整體廣告效果最佳。
“Advertising” is the most frequently used tool when the companies recommend their products. “Advertising spokesperson” in promoting the achievement of advertising effect plays an important role. The advertising spokesperson’s type and gender will impact the consumers who exposure to the advertising, but the few experts have done studied the impact on advertising effectiveness when hiring different types and genders in aviation industry. This report is an empirical study that compares the advertising effectiveness between six existing print advertisements with National Kaohsiung University of Hospitality and Tourism students as the study subjects. The results showed that: 1.The celebrity to serve as advertising spokesperson, the spokesperson attitude, advertising attitude, brand attitude, purchase intention and advertising effect of advertising is the best. 2.As the advertising spokesperson in different gender, its spokesperson attitude, advertising attitude, purchase intention and advertising effect of advertising are no significant difference among. 3. The female celebrity to serve as advertising spokesperson, its spokesperson attitude, advertising attitude, brand attitude, purchase intention and advertising effect of advertising is the best.