代言人以及廣告類型對戒菸意願的影響

本研究針對已吸菸民眾為研究對象利用實驗設計的方法，分為控制組及實驗組（名人型代言人、專家型代言人、典型消費者代言人、溫馨型戒菸廣告、幽默型戒菸廣告、恐懼型戒菸廣告）。本研究以利用便利抽樣的方式共計發放420份有效問卷，並利用單因子變異數分析，研究結果發現本研究選擇的三種戒菸代言人都具有顯著影響，在訊息的表達方式中，溫馨型和恐懼型的廣告對戒菸意願都具有顯著的影響，幽默型的廣告對於戒菸意願則是沒有顯著影響，這個結果可以給予推廣戒菸的相關單位一個宣導的參考。

關鍵字

戒菸代言人；戒菸宣導廣告；戒菸意願

並列摘要

The main purpose of the research is to analysis how smoking cessation endorsement and different styles of smoking cessation advertisements effects the willingness of smoking cessation to smokers. The experimental designed method of the research is divided into control group and experimental group (celebrity endorsement, expert endorsement, representative consumer endorsement, heartwarming smoking cessation advertisement, humorous smoking cessation advertisement, terrifying smoking cessation advertisement). “Questionnaire of which type of smoking cessation endorsement and advertisement can enhance the willingness of smoking cessation to smokers” was taken as the research tool. Taking the convenience sampling method, there is 420 valid questionnaires in total. Using the One-way Analysis of Variance (One-way ANOVA), we found out that three types of the endorsement that are chosen by this research have significant effects on smokers’ decision. While heart-warming advertisement and terrifying advertisement also have significant effects on smokers’ decision. Humorous advertisement has less effects on the smokers’ decision of quitting smoking. This result can be a reference for advocacy of relevant units that promote smoking cessation.