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題名：不實薦證廣告揭露、薦證者類型與薦證者後悔傾向對消費者態度之影響
書刊名：公平交易季刊
作者：林泉源／余朝權 引用關係／李銘尉 引用關係／劉致緯
作者(外文)：Lin, Chuang-yuang／Yu, Chao-chuan／Li, Ming-way／Liu, Chih-wei
出版日期：2008
卷期：16:1
頁次：頁1-34
主題關鍵詞：薦證廣告；薦證者；薦證者類型；薦證者後悔傾向；Testimonial and endorsement advertisement；Endorser；Type of endorser；Regret inclination of endorser
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(3) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:3
  • 共同引用共同引用:30
  • 點閱點閱:84
薦證廣告 (Testimonial) 透過廣告主以外之人，在廣告中進行薦證，通常以知名公眾人士、專業人士或一般社會大眾來進行代言，薦證廣告的廣告效果很好，但經常被部份事業主濫用，形成不實之薦證廣告，造成消費者對薦證廣告逐漸失去信心，公平交易委員會 (Fair Trade Commission) 因此訂有明確法規範薦證廣告。本研究以是否對不實薦證廣告進行揭露、薦證者類型與薦證者後悔傾向進行2×2×2之實驗設計，以美容產品的薦證廣告為例，研究結果發現，對於不實廣告揭露確實會降低消費者對該產品廣告的效果。而以專業人士為薦證者卻經揭露為不實廣告者，廣告效果遠比以知名公眾人物為薦證者卻經揭露為不實廣告者要差。最後，薦證者後悔傾向較高也會降低廣告效果，但一經揭露後，薦證者後悔傾向高或低則無顯著差異。
Testimonial and endorsement advertising consists of the advertising that celebrities, as well as well-known, professional experts or public audiences other than the sponsoring advertiser use to endorse certain products. While the effects of testimonial and endorsement advertising are well known, advertisers very much prefer to use testimonial and endorsement advertising to send messages to public audiences. While fraudulent testimonial and endorsement advertising is inappropriate, the results cause the public audiences to lose confidence in testimonial and endorsement advertising as a whole. The Fair Trade Commission has declared the standard for testimonial and endorsement advertising. Using a 2x2x2 experimental design, this research studies the effects of testimonial and endorsement advertising exposure, the type of endorser and the regret inclination of the endorser on consumer attitudes. By taking the cosmetic products testimonial and endorsement advertising as our research example, the results show that misleading testimonial and endorsement advertising exposure reduces the effects of the advertising on consumers. If the testimonial and endorsement advertising that uses professional expertise experience and disclosures is misleading, the effect on customers will be far less significant than that if the testimonial advertising involves the use of celebrities. Finally, if the endorser’s regret inclination is significantly higher, then it will also reduce the commercial effect as well. However, if it is disclosed that the advertising is misleading, there is no significant difference.
期刊論文
1.Biswas, Dipayan、Biswas, Abhijit、Das, Neel(2006)。The Differential Effects of Celebrity and Expert Endorsements on Consumer Risk Perceptions。Journal of Advertising，35(2)，17-31。  new window
2.Till, Brian D.、Busler, Michael(1998)。Matching products with endorsers: Attractiveness versus expertise。Journal of Consumer Marketing，15(6)，576-586。  new window
3.Griffith, D. A.、Chen, Q.(2004)。The Influence of Virtual Direct Experience (VDE) on On-Line Advertising Message Effectiveness。Journal of Advertising，33(1)，55-68。  new window
4.Goldsmith, R. E.、Lafferty, B. A.、Newell, S. J.(2000)。The impact of corporate credibility and celebrity credibility of consumer reactions to advertisements and brands。Journal of Advertising，29(3)，43-54。  new window
5.Krugman, Herbert E.(1965)。The impact of television advertising:Learning without involvement。Public Opinion Quarterly，29(3)，349-356。  new window
6.Smith, Robert E.、Swinyard, William R.(1982)。Information response models: An integrated approach。Journal of Marketing，46(1)，81-93。  new window
7.李憲佐(20070100)。營建物不實廣告建商與代銷商法律責任之研究。公平交易季刊，15(1)，59-95。new window  延伸查詢new window
8.曾明遜、陳明燦(20060700)。預售屋不實廣告責任之法律經濟分析。公平交易季刊，14(3)，1-25。new window  延伸查詢new window
9.Horai, Joann、Naccari, Nicholas、Fatoullah, Elliot(1974)。The Effects of Expertise and Physical Attractiveness upon Opinion Agreement and Liking。Sociometry，37(4)，601-606。  new window
10.Bower, Amanda B.、Landreth, Stacy(2001)。Is beauty best? Highs versus normally attractive models in advertising。Journal of Advertising，30(1)，1-12。  new window
11.McCracken, Grant(1989)。Who is the celebrity endorser? Cultural foundations of the endorsement process。Journal of Consumer Research，16(3)，310-321。  new window
12.盧瑞陽、余朝權、林金郎、張家琳(20060700)。臺灣不法比較廣告之研究--2004年案例研析。公平交易季刊，14(3)，27-64。new window  延伸查詢new window
13.Biswas, Abhijit、Burton, Scot(1993)。Consumer Perceptions of Tensile Price Claims in Advertisements: An Assessment of Claim Types Across Different Discount Levels。Journal of the Academy of Marketing Science，21，217-229。  new window
14.余朝權(20060300)。大臺北都會消費者本國中心傾向與對外國服務品牌態度之關係：以國際航空客運業為例。東吳經濟商學學報，52，151-174。new window  延伸查詢new window
15.Murray, Keith B.、Schlacter, John L.(1990)。The Impact of Services Versus Goods on Consumers: Assessment of Perceived risk and Variability。Journal of the Academy of Marketing Science，18(1)，51-65。  new window
16.Lavidge, Robert J.、Steiner, Gary A.(1961)。A Model for Predictive Measurements of Advertising Effectiveness。Journal of Marketing，25(6)，59-62。  new window
17.Petty, Richard E.、Cacioppo, John T.、Schumann, David(1983)。Central and peripheral routes to advertising effectiveness: The moderating role of involvement。Journal of Consumer Research，10(2)，135-146。  new window
18.Baker, Michael J.、Churchill, Gilbert A. Jr.(1977)。The Impact of Physically Attractive Models on Advertising Evaluations。Journal of Marketing Research，14(4)，538-555。  new window
19.Lafferty, Barbara A.、Goldsmith, Ronald E.(1999)。Corporate Credibility's Role in Consumers' Attitudes and Purchase Intentions When a High versus a Low Credibility Endorser Is Used in the Ad。Journal of Business Research，44(2)，109-116。  new window
20.Dodds, William B.、Monroe, Kent B.、Grewal, Dhruv(1991)。Effect of Price, Brand, and Store Information on Buyers' Product Evaluations。Journal of Marketing Research，28(3)，307-319。  new window
21.陳煌儒、李堯賢、楊熾能(2005)。比較廣告、忠誠度區隔與社會福利。公平交易季刊，13(2)，77-99。new window  延伸查詢new window
22.Lutz, Richard J.、MacKenzie, Scott B.、Belch, George E.(1986)。Attitude toward the Ad as a Mediator of Advertising Effectiveness: Determinants and Consequences。Advances in Consumer Research，10，532-539。  new window
23.Till, Brian D.、Shimp, Terence(1998)。Endorsers in Advertising: The Case of Negative Celebrity Information。Journal of Advertising，27，67-74。  new window
24.Beltramini, Richard F.、Evans, Kenneth R.(1985)。Perceived Believability of Research Results Information in Advertising。Journal of Advertising，14(3)，18-31。  new window
25.Munch, James M.、Boller, Gregory W.、Swasy, John L.(1993)。The Effects of Argument Structure and Affective Tagging of Product Attitude Formation。Journal of Consumer Research，20(2)，294-302。  new window
學位論文
1.林建瑋(2004)。廣告代言人、事實訊息線索與知識結構對廣告訊息理解效果之影響(碩士論文)。國立嘉義大學。  延伸查詢new window
2.Heeler, R. M.(1972)。The Effect of Mixed Media, Multiple Copy, Repetition, and Competition in Advertising: A Laboratory Investigation，0。  new window
圖書
1.Kotler, Philip(1996)。Marketing Management: Analysis, Planning, Implementation, and Control。Prentice-Hall, Inc.。  new window
圖書論文
1.Mowen, J. C.、Brown, S. W.(1980)。On explaining and predicting the effectiveness of celebrity endorsers。Advances in Consumer Research。Assocation for Consumer Research。  new window
2.Ray, Michael L.(1973)。Marketing Communications and the Hierarchy-of-effects。New Models for Mass Communication Research。Beverly Hills, CA：Sage。  new window
3.Bern, Daryl J.(1972)。Self-Perception Theory。Advance in Experimental Social Psychology。New York：Academic Press。  new window
 
 
 
 
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