台灣在2002年加入世界貿易組織組織(WTO)之後,農產品將面臨進口水果與各國產物的挑戰,而國產農產品的促銷、宣傳,便成為當前台灣農業的重要課題。Friedman(1979)研究發現,若廣告代言人的類型、特質與產品類型能互相配合,則能使廣告效果更為提升。 研究方法以便利抽樣方式進行資料收集,共得 243 份有效問卷,透過 SPSS10.0 套裝軟體分析樣本特性,以描述性統計、t檢定、因素分析、二因子相依樣本變異數分析、LSD 事後檢定等統計方法進行分析。 本研究係在探討消費者對廣告代言人之特質在不同類型產品情況下的知覺與偏好。研究結果發現,各類型的產品和使用各類型的代言人在購買意願上是有顯著差異的。此外,農業產品屬性與代言人屬性的搭配並不一定會提高消費者的購買意願。
Taiwan's 2002 accession to the World Trade Organization (WTO)、agricultural products and fruit imports will face the challenge of national product、while China-made agricultural products promotion、publicity、Taiwan's agriculture will become an important subject. Friedman (1979) study found that、if the ad spokesman for the type of qualities and types of products can complement each other、it can raise more advertising effect. Study ways to facilitate the sampling data collection、a total of 243 valid questionnaires、SPSS10.0 through the analysis of samples of the package、to descriptive statistics、t-test、factor analysis、two-dependent sample analysis of variance、LSD、such as after the test Statistical methods for analysis. In this study、to investigate consumer advertising spokesmen of the characteristics of different types of products in the case of perception and preferences. The results found that various types of products and the use of various types of voice on the wishes of the purchase is a significant difference. In addition、the agricultural product attributes and spokesmen attribute thematch will not necessarily improve the willingness of consumers to buy.