虛擬代言人特性對廣告溝通效果及購買意願之影響

The Influence on Advertising Effectiveness and Purchase Intention of Animated Spokes-Character Characteristics

張鈞植(Chun-Chih Chang)

指導教授 ： 黃文星

朝陽科技大學/管理學院/企業管理系/碩士(2010年)

摘要

以往推薦式廣告所使用的代言人多屬名人、專家、企業經理人、典型消費者四種類型，其中，名人最為泛用，然而，伴隨著名人代言而來的風險性，成為許多企業選擇虛擬代言人作為資訊傳播媒介的主因之一，如何設計出討人喜歡又符合企業精神的虛擬代言人，儼然成為企業的另一項課題，而具有何種特性之虛擬代言人才能吸引吸費者注意，是否就能因此刺激消費者的購買意願，遂引發本研究之動機。
本研究以虛擬代言人為研究核心，除了探究虛擬代言人特性對廣告溝通效果的影響及廣告溝通效果如何影響購買意願，並加入不同世代、涉入程度、虛擬代言人類型一併探討。本研究經由前測問卷，遴選出高、低不同產品涉入程度之人型系、動物系、非現實系、產品化身系四種類型所代表的虛擬代言人，以此八位虛擬代言人進行正式問卷的設計與發放，回收之資料採用變異數分析與複迴歸分析，以探討虛擬代言人與各變數之間的關聯性。
由實證結果得知，低涉入產品的廣告說服效果比高涉入產品來的佳，而不論產品涉入程度為何，人型系之虛擬代言人最容易受到消費者的注意，其懷舊性特質也最容易跟消費者產生共鳴，研究亦發現，女性對於廣告的接受程度高於男性，且當消費者面對虛擬代言人廣告時，確實會受到虛擬代言人之吸引，但其廣告態度表現越好，並不代表一定就會增加購買意願，消費者最終的購買行為，終究還是取決在品牌與產品面。

關鍵字

購買意願 ； 虛擬代言人 ； 廣告溝通效果

並列摘要

Typical advertisements (advertisement with endorsers) spokesmen are generally experts, entrepreneurs, typical consumers, and celebrities—the most common one among the four types. The risk of celebrity endorsement, however, has become one of the main reasons why many industries choose animated spoke-characters as an alternative medium for communication. Hence, how to create a well-liked animated spoke-character to deliver the entrepreneurship has become a new challenge for the industries. What kind of features an animated spoke-character should be equipped with to catch the attention of consumers? Do these features actually stimulate their purchase intention? This research is motivated to find the answers.
The core of the research is the study of the influence of animated spoke-character features on advertising effectiveness and the influence of advertising effectiveness on purchase intention. Factors such as generation diversity, involvement degree and types of animated spoke-character will be covered in the discussion as well. The pre-survey questionnaire selected four types of animated spoke-character in accordance with high and low involvement degrees; fictitious human, animal, mythical, and product personification, thus the design of questionnaire for the eight animated spoke-characters is completed. The data collected will be studied by analysis of variance and multiple regression to explore the connection between the animated spoke-characters and the variables.
The results show that the persuasiveness of a low-involvement product is better than the high one and that no matter what involvement degree the product is, the human-typed animated spoke-character is the best consumer-attention getter, especially when it makes the consumers in the mood of retrospection. Moreover, ad acceptance of the female is higher than that of the male, and indeed, animated spoke-characters attract the consumers. Nevertheless, better ad performance does not create better purchase intention. Purchase of a product hinges on the brand and the product itself, after all.

並列關鍵字

Advertising Effectiveness ； Animated Spokes-Character ； Purchase Intention

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