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題名：高齡代言人對高齡者評估廣告之影響
書刊名：教育科學研究期刊
作者：林鴻洲 引用關係／蔡嘉怡
作者(外文)：Lin, Hung-chou／Tsai, Chia-yi
出版日期：2018
卷期：63:2
頁次：頁99-125
主題關鍵詞：知名度；性別；高齡代言人；國籍；健康促進；Elderly endorser；Health promotion；Nationality；Popularity；Sex
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(1) 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:1
  • 共同引用共同引用:63
  • 點閱點閱:8
本研究欲探討高齡者代言功能性與享樂性產品的廣告效果，並進一步加入代言人性別、知名度、國籍為調節變項。本研究歸納出四個研究目的：一、探討高齡代言人與產品配適對廣告效果之影響；二、探討高齡代言人性別是否會影響廣告效果；三、探討高齡代言人知名度是否會影響廣告效果；四、探討高齡代言人國籍是否會影響廣告效果。本研究採用實驗法，施測人數共420人。研究結果顯示：一、高齡代言人代言功能性產品的廣告效果會優於享樂性產品；二、無論在功能性產品或是享樂性產品的代言中，高齡代言人的性別不具有調節效果；三、高齡代言人知名度對於廣告代言具有調節效果，以享樂性產品而言，知名度高的代言人廣告效果會優於知名度低的代言人；反之，以功能性產品而言，知名度低的代言人廣告效果會優於知名度高的代言人；四、高齡代言人的國籍對於代言的廣告具有調節效果，以功能性產品而言，國外高齡代言人優於國內高齡代言人的廣告效果；以享樂性產品而言，國內高齡代言人優於國外高齡代言人的廣告效果。最後，本研究根據資料分析結果，提出實務上的建議，供企業規劃行銷策略或政府相關部門規劃高齡者健康促進活動時參考。
This study examined the advertising effectiveness of hedonic and utilitarian products endorsed by elderly endorsers. Sex, popularity, and nationality of the elderly endorsers were incorporated to examine their moderating effects. Four experiments were conducted in which 420 participants filled out questionnaires about advertising effectiveness. The results indicated the following: (1) Utilitarian products had superior advertising effectiveness than hedonic products endorsed by elderly endorsers. (2) The sex of the elderly endorsers had no moderating effect. (3) The popularity of the elderly endorsers had a moderating effect-the advertising effectiveness of a high-popularity elderly endorser was considerably higher than low-popularity elderly endorsers for hedonic products. By contrast, the advertising effectiveness of a low-popularity elderly endorser was considerably higher than high-popularity elderly endorsers for utilitarian products. (4) The nationality of the elderly endorsers had a moderating effect-the advertising effectiveness of domestic elderly endorsers was considerably higher than that of foreign elderly endorsers for hedonic products. The advertising effectiveness of foreign elderly endorsers was considerably higher than that of domestic elderly endorsers for utilitarian products. On the basis of these findings, suggestions for health promotion and marketing strategies are offered.
期刊論文
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23.Zhang, H.-X.、Zhang, Y.(2010)。Is nationality important? The new perspective on the relationship between celebrity endorsement and advertising effects。Acta Psychological Sinica，42(2)，304-316。  new window
24.Adaval, Rashmi(2001)。Sometimes It Just Feels Right: The Differential Weighting of Affect-Consistent and Affect-Inconsistent Product Information。Journal of Consumer Research，28(1)，1-17。  new window
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會議論文
1.Hastie, Reid(1981)。Schematic principles in human memory。Social cognition: The Ontario symposium。Hillsdale, New Jersey：Lawrence Erlbaum Associates, Inc.。39-88。  new window
2.Mandler, G.(1982)。The structure of value: Accounting for taste。The 17th annual carnegie symposium。Hillsdale, NJ：Lawrence Erlbaum Associates。3-36。  new window
學位論文
1.黃柏翔(2006)。代言適配性對代言人可信度及廣告效果之影響(碩士論文)。國立政治大學。  延伸查詢new window
2.湯立群(2002)。來源國屬性與產品資訊特性搭配一致性之研究--產品類別的干擾效果(碩士論文)。元智大學。  延伸查詢new window
3.黃紀螢(2003)。無性別商品下反女性刻板印象廣告效果之研究(碩士論文)。國立臺灣大學。  延伸查詢new window
4.彭金燕(2000)。代言人可信度對廣告效果與購買意願影響之研究(碩士論文)。大葉大學，彰化縣。  延伸查詢new window
5.王珏瑤(2013)。奢侈品牌代言人特性對其廣告效果的影響(碩士論文)。上海交通大學，上海市。  延伸查詢new window
圖書
1.Fowles, J.(1996)。Advertising and Popular Culture。Thousand Oaks, CA：Sage。  new window
2.黃富順(20120000)。高齡心理學。臺北：師大書苑。new window  延伸查詢new window
3.黃俊英(2008)。行銷研究--管理與技術。臺北：華泰文化。  延伸查詢new window
4.劉毅志、黃深勳、王石番、鐘有輝、陳文玲、郭文耀(1992)。廣告學。臺北市：國立空中大學。  延伸查詢new window
5.Goffman, E.(1961)。Asylums: Essays on the social situation of mental patients and other inmates。Oxford：Doubleday (Anchor)。  new window
6.Frith, K. T.、Mueller, B.(2003)。Advertising and societies: Global issues。New York, NY：Peter Lang Press。  new window
7.Hovland, C. I.、Janis, I. L.、Kelley, H. H.(1953)。Communication and persuasion: Psychological studies of opinion change。New Haven, CT：Yale University Press。  new window
8.Wright, J. S.、Warner, D. S.、Winter, W. S.、Zeigler, S. K.(1977)。Advertising。New York, NY：McGraw-Hill。  new window
9.Fiske, S.、Taylor, S.(1991)。Social Cognition。New York：McGraw-Hill。  new window
圖書論文
1.Campbell, C.(1997)。Shopping, pleasure and the sex war。The Shopping Experience。London：Sage。  new window
2.徐美苓(1998)。是誰在形塑我們腦海中的愛滋病圖像？比較新聞報導與宣傳內容的議題設定功能。1998傳播論文集。臺北市：中華傳播學會。  延伸查詢new window
 
 
 
 
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