廣告代言人性別的配適度與其代言產品的尷尬性對廣告態度以及購買意願的影響

The Influence of Gender and Match-up of Spokespersons and the Embarrassment of the Product on Advertising Attitude and Purchase Intention

吳宛勳(WAN-HSUN WU)

指導教授 ： 莊世杰

國立中正大學/管理學院/企業管理學系/碩士(2016年)

摘要

廣告是企業主將產品的相關資訊傳達給消費者的重要溝通媒介，而其中，推薦式廣告是一種最被企業主喜愛的形式，並且在研究中也發現推薦式廣告的比例逐年增加。而近年來發現，許多企業主會選擇與產品性別相反的廣告代言人為其產品代言，來增加吸睛度與話題性。在過去，有學者認為當廣告代言人特性與產品屬性一致時消費者會產生正面態度；然而，也有學者發現廣告代言人特性與產品屬性不一致時，廣告效果會較高。而其中，有學者發現尷尬的情緒會對購買行為造成影響，產品的尷尬性會影響消費者的廣告態度以及購買意願。因此，本研究以產品尷尬性作為干擾變數進行操弄，探討廣告代言人與產品屬性間的交互關係。
本研究採實驗法，並進行兩個實驗。實驗一探討廣告代言人與產品性別間的配適度（與產品屬性一致、與產品屬性不一致），並搭配產品尷尬性（普通產品、與性有關的尷尬產品）對廣告態度與購買效果之影響；而實驗二則探討廣告代言人與產品性別間的配適度（與產品屬性一致、與產品屬性不一致），並搭配產品尷尬性（普通產品、與性無關的尷尬產品）對廣告態度與購買效果之影響。研究對象以全台各大專院校的大學生為主，樣本數為433份，問卷收集採實體以及網路方式發放，並以統計軟體SPSS19.0版進行資料的整理以及分析等動作。
本研究結果顯示：（1）當產品為普通產品，受測者對廣告代言人性別與產品屬性一致時，會有較佳的廣告態度與購買意願；（2）當產品為與性有關的尷尬產品時，受測者對廣告代言人性別與產品屬性不一致時，會有較佳的廣告態度與購買意願；（3）當產品為與性無關的尷尬產品，受測者對廣告代言人性別與產品屬性一致時，會有較佳的廣告態度與購買意願，但喜愛的程度會較普通產品低。
針對廣告代言人與產品屬性的配適度在本研究之研究結果中顯示已經對受測者的廣告態度與購買意願有顯著的影響，但整體而言仍有可加強的部分，對於產品種類、品牌、以及廣告代言人類型等之影響，未來研究者可依此做進一步探討。

關鍵字

廣告代言人性別 ； 產品尷尬性 ； 廣告態度 ； 購買意願

並列摘要

Advertising is an important medium of communication to convey consumers the information of products by business owners. The favorite form of business owners is recommendation-type advertisements, and it is also found in the study that the proportion of recommendation-type advertisements are increasing year by year. In recent years, many business owners will choose products spokesmen with the opposite sex for their product to increase attentions. In the past, some scholars believe that consumers will have a positive attitude when spokesmen characteristics consistent with the product attributes. However, some academics have also found that advertising effect will be higher when spokesmen characteristics and product attributes are inconsistent. In addition to this, some scholars have found embarrassing emotions will affect purchase behavior. The embarrassment of products will affect consumer the advertising attitudes and the purchase intention. Therefore, the study chooses common products and embarrassing product as interference variables to manipulate in order to explore the interactions relationship between spokesmen and product attributes.
In the study, experimental method was adopted, and ran two experiments. Experiments discussed the advertising effect and purchase behavior on match-up between the sexes of spokesmen and products with the embarrassment of the products (sex-related / non-sexual). The main object are Taiwan college students (total 433 samples). The questionnaires were collected using paper and network mode, and the statistical software is SPSS Windows Version 19.0.
The results of the study show that, (1) When common products, the subject's advertising attitudes and purchase intentions will be better when spokesmen gender are consistent with product attributes. (2) When sex-related embarrassment products, the subject's advertising attitudes and purchase intentions will be better when spokesmen gender and product attributes are inconsistent. (3) When non-sexual embarrassment products, the subject's advertising attitudes and purchase intentions will be better when spokesmen gender are consistent with product attributes, but the degree of love will lower than common products.

並列關鍵字

spokesmen gender ； sexual embarrassment product ； advertising attitude ； purchase intention

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