線上遊戲產品代言人的策略效果之研究

遊戲廣告行銷在於名人與素人的代言選擇策略上，商機甚大但目前遍尋尚未見有類似的比較研究文獻可供相關的實務參考與應用，此為本研究最初的考察動機。經本研究調查後發現，當可能的消費者在面對名人與素人的魅力代言廣告行銷時，消費者雖然比較上會受到名人代言人較高程度上的影響而提升廣告的溝通效果，但最終消費的原因還是取決於產品品質及品牌形象。因此得知對於不論是購買決策是屬於高涉入或低涉入性的產品，消費者依然多會考量到實際的最終需求，來進行實際購買的消費行為。故而廠商不論使用名人代言人或素人代言人，皆可多少在程度上可提升消費者對於該品牌的注意，提升廣告溝通的效果，但在於進行實際推廣行銷活動時，產品特色及品牌訴求之強化，才是有效提升消費者的信心與消費意願的做法。從本研究亦發現，素人代言的產品態度選項上對於消費者購買意願有較高程度的影響，可能是近年來流行素人一夕竄紅有某種程度上的關連性，利用素人來製造話題性以及新鮮感等特性，可有效地吸引消費者的注意與關心，應該對於廠商來說是個可考慮的另類選項。因此企業主可利用素人的話題性與新鮮感等特性來企劃相關新產品的推廣策略，搭配產品特色與品牌形象，強化消費者信心與消費意願。

關鍵字

廣告效果；名人代言；素人魅力

並列摘要

Advertising and public relations and marketing game is celebrity endorsement of Prime choose strategy, an opportunities but there is no similar reference related research for the motivation of this article. The survey found that when subjects in the face of celebrity endorsement and advertising effectiveness factors were attractive, consumers, although it will be the celebrity endorser effects to enhance communication and advertising, but the real reason decided to buy the product and brand values, regardless of the purchase decision is high or low involvement products, consumers will still consider the actual demand, will make a purchase behavior. Therefore, use of celebrity endorsers and prime vendors who do advocate the brand can focus the attention of consumers, enhance communication and advertising effectiveness, but when conducting promotional activities, still demands the product and brand into one in order to truly enhance the consumer's purchase will. The study also found that the attitude factor for people purchasing the product, will have a greater impact could be fame in recent years, peoples in power have an impact factor, use the element person charm of conversations, might be a good choices for the vendors that to makes attract the attentions of consumers. Business owners may consider that this factor to attract people's curiosity further freshness of product marketing, coupled with good business reputation and the images of brand, strengthen the consumers for the good images of minds.