消費者涉入程度、產品類別與推薦式廣告之溝通效果研究

The communication between consumer involved and recommend advertisement in leisure sport products

王裕平(E-Ping Wang)

指導教授 ： 樓永堅

國立臺灣師範大學/運動與休閒學院/運動與休閒管理研究所/碩士(2001年)

摘要

台灣的廣告發展已有三十多年的歷史，隨著知識生活水準的提升，廣告的運用也從以往只注重銷售的層面，開始走向利用適當的推薦人來建立起與消費者間良好溝通關係的形象廣告層面，因此便有了推薦式廣告的出現。推薦式廣告的功能，便是利用代言人的個人魅力以及專業素養，來達到良好的廣告溝通效果，因此要如何選擇最適當的廣告代言人種類，便是本研究的主要課題。
本研究的目的即在比較推薦人種類與休閒運動產品類別的契合性，即「哪一種推薦人最適合推薦哪一類別的休閒運動產品」，而同時為達到行銷上實際應用的目的，本研究同時加入消費者對產品的涉入程度作為干擾變數，探討消費者涉入程度與廣告的推薦人種類的契合性。
本研究以大台北地區的大專院校學生為研究對象，為便利抽樣，以政治及世新大學六個系所各一年級為受訪對象，共發出356問卷，回收322份，有效樣本272份，有效率76％。
本研究主要以廣告回憶率、廣告態度、對推薦人的態度與購買意願）與推薦人型態、個人之產品涉入程度作Two Way ANOVA分析。按產品一一分析與各變數之間的關係。並且在變數達到顯著水準時，以成偶檢定LSM(Least-square means)，探討此變數內的顯著差異組別。
經過統計分析後，整理主要結果如下：
（一）在推薦人種類方面
在休閒運動產品中便利品類別的推薦效果以名人推薦最好
在休閒運動產品中特殊類別的推薦效果以名人推薦最好
（二）在消費者涉入程度方面
在休閒運動產品中便利品類別中，高涉入的消費者會比低涉入者有較高的購買意願
（三）在推薦人與消費者涉入度聯合方面
在休閒運動產品中便利品類別中，對高涉入者而言，推薦效果以名人推薦最好

關鍵字

消費者涉入 ； 推薦式廣告

並列摘要

The advertising has developed more than thirty years in Taiwan. As the standard of living knowledge rises, advertising became to attach importance to image advertisement which constructs the good relationships with customers by appropriate referees rather than the old advertising which focused on sales. Therefore, recommend advertisement turn up and became popular. The function of recommending advertisement is getting good communication effects by using the personal glamour and professional accomplishment of the referees. For the reason, it is a very import part for this research that how to select an appropriate advertising referee.
The purpose of this research is to compare different kinds of referees with the compatibilities of the kinds of sport products. For example, what kind of referee is appropriate to present the selected sport product. Moreover, for the practice application in marketing, this research also think about the standard of involved of customers as the interference and discuss the compatibilities of the standard of interference of customers and the varieties of referees.
After analyzing the statistics materials, I got the results as the following:
（一） The Variety of Referee
The famous people get the better recommendation effects in the convenience sport products.
The famous people get the better recommendation effects in the special sport products.
（二）The Standard of Interference of Customers
The customers of high-interfered standard have more shopping willing than the ones of low-interfered standard.
（三）The integrate with The Variety of Referee and Standard of Interference of Customers
The famous people get the better recommendation effects on the customers of high-interfered standard in the convenience sport products.

並列關鍵字

consumer involved ； recommend advertisement

參考文獻

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