廣告代言人的性別與可信度對廣告效果之影響-以男性刮鬍刀為例

The Influence of gender and credibility of spokespersons on advertising effects: An example of male razor

呂怡慧(Yi-Huei Lyu)

指導教授 ： 洪德俊

國立中央大學/管理學院/企業管理學系/碩士(2007年)

摘要

藉由廣告代言人的高知名度讓目標顧客在心中對產品留下深刻的印象是一種常見的推薦式廣告的方式。但今日的廣告中，我們常見代言人代言與自己不同性別定位的產品，以及不同可信度的代言人爲產品代言，因此研究者想探討代言人與其代言產品的性別不一致，以及在不同可信度的代言人下，一般消費者的廣告效果為何？是否真能達到企業預期的效果呢?
本研究先以前測的方式，測量可信度最高與最低的男、女性名人各兩位，而後操弄男性刮鬍刀為本實驗的產品，正式問卷即為性別符合性有/無、代言人可信度高/低的實驗設計，共有四份不同情境的問卷，分別探討其廣告效果(廣告態度、產品態度)是否顯著。所採用的分析方法是T檢定與2-way ANOVA。
本研究的結果如下:
1.性別符合性對廣告態度與產品態度皆有顯著影響，具有性別符合性的代言人能產生較佳的廣告態度與產品態度。
2.代言人的可信度對廣告態度有顯著的影響，但對於產品態度則無顯著的影響。
3.性別符合性和可信度對廣告態度有顯著的交互作用，但對產品態度則沒有顯著的交互作用。更進一步指出，在具有性別符合性的搭配下，高可信度的代言人能產生較佳的產品態度；並且不管代言人的可信度高低，具有性別符合性的搭配，其產品態度較沒有性別符合性的搭配更佳。

關鍵字

男性產品 ； 廣告效果 ； 代言人可信度 ； 性別符合性

並列摘要

It is a familiar method of recommendation-type advertisements to use spokespersons’ fame to make a deep impression on target customers. From advertising nowadays, we often find spokespersons endorse the product designed for the opposites of their genders, and spokespersons of diverse levels of credibility endorse the same product. Therefore, the researcher examined advertising effects on customers and whether the effects reach companies’ expectations while spokespersons’ genders differ from the common perception of product gender or spokespersons possess diverse levels of credibility.
In the pretest, this study picked out two male celebrities, one of the highest credibility and the other of the lowest, and two female celebrities picked out in the same way. The male razor was chosen as the experimental product, and gender correspondence (yes vs. no) and credibility of spokespersons (high vs. low) have been examined in the experimental design, yielding four questionnaires of different scenarios, to explore the significance of advertising effects (attitude toward advertising、attitude toward products) under the four scenarios respectively. T-test and Two-way ANOVA were adopted to analyze the data.
The results in this study are as follows：
1. The gender correspondence contained significant effects for both the attitude toward advertising and the attitude toward products. Spokespersons of gender correspondence would bring out better attitude toward advertising and attitude toward products.
2. The credibility of spokespersons contained significant effects for the attitude toward advertising, but failed to significantly affect the attitude toward products.
3. The gender correspondence and the credibility of spokespersons contained significant interaction for the attitude toward advertising, but not for the attitude toward products. Furthermore, under the correspondence of gender, spokespersons of high credibility would bring out better attitude toward products, and no matter the credibility of endorsers is high or low, the correspondence of gender would bring out better attitude toward products than the lack of correspondence.

並列關鍵字

Male Products ； Advertising Effects ； Gender Correspondence ； Credibility of spokespersons

參考文獻

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