廣告代言人類型、訊息接收者年齡與健康認知對廣告態度之影響：產品類別的調和效果之探討

The Impact of Endorser Type, Message Receivers’Age and Perception of Health on Advertising Effectiveness: Investigation into the Different Product Classifications

李合琪(Ho-Chi Lee)

指導教授 ： 沈永正

元智大學/管理學院/企業管理學系/碩士(2009年)

摘要

由於民眾對健康意識日漸重視，企業亦看到此商機而紛紛強打健康相關產品或議題來吸引消費者的注意。廣告已成為目前企業對消費者或政府對人民進行溝通的最主要工具之一，而廣告中使用代言人的手法更是常見。本研究主要探討健康相關廣告對代言人的運用，企業該如何針對不同類型的訊息接收者與產品類別選用代言人。
本研究以實驗設計方式進行，採2（代言人類型：偶像明星/專家）×2（訊息接收者年齡：青少年/成人）×2（訊息接收者健康認知：高/低）×2（產品類別：預防型/促進型）的組間因子設計。本研究結果指出：
1.廣告使用偶像明星代言人的廣告態度會顯著高於使用專家代言人的廣告。
2.青少年在廣告態度上會顯著高於成人的訊息接收者。
3.高健康認知的訊息接收者在廣告態度上會顯著高於低健康認知者。
4.成人對偶像代言人的廣告態度較專家代言人佳；青少年對不同的代言人類型在廣告態度上無顯著差異。
5.高健康認知的訊息接收者對偶像代言人的廣告態度較專家代言人佳；低健康認知的訊息接收者對不同的代言人類型在廣告態度上無顯著差異。
6.當訊息接收者為低健康認知時，青少年和成人在廣告態度上無顯著差異；當訊息接收者為高健康認知時，在廣告態度上青少年較成人佳。
7.當產品類別為預防型時，青少年/低健康認知的訊息接收者對偶像明星代言人的廣告態度較專家代言人佳；成人/高健康認知的訊息接收者對不同代言人類型的廣告態度則無顯著差異。當產品類別為促進型時，成人/高健康認知的訊息接收者對偶像明星代言人的廣告態度較專家代言人佳；青少年/低健康認知的訊息接收者對不同代言人類型的廣告態度則無顯著差異。

關鍵字

廣告 ； 廣告代言人 ； 訊息接收者年齡 ； 健康認知 ； 產品類別

並列摘要

Because consumers are more care about their health nowadays, firms also want to take this opportunity to attract consumers by launching new health-related products or delivering messages. Besides, advertisement has become one of the most popular ways when firms communicate with consumers or government communicates with people. Using endorsers in advertisements is common technique. Therefore, the present study is concerned with selection of the proper type of endorsers in health-related advertisements and additional applications of different contexts such as dissimilar consumers' ages, perceptions of health and product types.
We developed a 2(endorser type)×2(receivers' age)×2(receivers' perception of health) ×2(product type) factorial experimental design. The results establish the greater attitudes toward the ad of celebrity endorsed ad vis à vis expert endorsed ad in the context of health-related advertisements. Adolescents and receivers with high perception of health have significantly more positive attitudes in the context of health-related advertisements. The celebrity endorsed ad only led to significantly more positive attitudes when the receivers are adult or high perception of health. When receivers have high perception of health, adolescents’ attitudes toward the ad are significant higher than adults’ attitudes toward the ad. Finally, when product type is prevention-related, adolescents or receivers with low perception of health significantly prefer celebrity endorsed ad to expert endorsed ad. However, when product type is promotion-related, adults or receivers with high perception of health have greater attitudes toward the ad of celebrity endorsed ad than expert endorsed ad.

並列關鍵字

advertising ； endorser ； receivers'age ； perception of health ； product type

參考文獻

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