以平衡理論探討代言人推薦式廣告對消費者的影響

Spoke-Characters endorsed Advertisement Effect on Consumer from Balance Theory Perspective

鄭弘毅(Hung-Yi Cheng)

指導教授 ： 耿慶瑞

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2009年)

https://doi.org/10.6841/NTUT.2009.00426

摘要

現今網路使用發達，網路上各式各樣的行銷模式也為大眾所注意，而代言角色推薦式的廣告搭配不同元素對消費者的影響亦值得探討。本研究採網路問卷法，研究結果指出：無論是對產品或是代言人持負向態度的情況下，代言人和產品之間的連結與自我指涉這兩個元素皆能增加消費者的正面態度；而在情境高涉入的環境之下，專家型角色較討喜型角色更能增加消費者正向態度；情境低涉入時代言人類型對消費者態度的影響並無顯著差異。

關鍵字

平衡理論 ； 自我指涉 ； 連結 ； 涉入 ； 角色代言人

並列摘要

As the importance of Internet become more and more critical, the various marketing methods on the Internet also aware by the public, and the spoke-characters endorsed advertisement effect on consumer are worth to analyze as well. This research is conducted by the questionary on the Internet. This research reveal that: no matter under what kind of unblanace state it is, both the two variables: association and self-reference could increase the positive attitude toward the spoke-character or the product. Furthermore, under the high involvement circumstance the expert spoke-character could increase the positive attitude of the consumer more than the nostalgia spoke-character does; but the two kind of spoke-character make significant no difference under the low involvement situation.

並列關鍵字

Balance Theory ； Self-Reference ； Association ； Involvemen ； Spoke-Character

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