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題名：虛擬代言人對廣告效果之影響：以產品類別、自我參照為干擾變數
書刊名：行銷評論
作者：李鴻文 引用關係／蔡進發 引用關係／賴柏諺
作者(外文)：Lee, Hung-wen／Tsai, Chin-fa／Lai, Bo-yan
出版日期：2017
卷期：14:4
頁次：頁335-366
主題關鍵詞：虛擬代言人；廣告效果；產品類別；自我參照；Animated spokes-characters；Advertising effectiveness；Product types；Self-referencing
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(0) 博士論文(0) 專書(0) 專書論文(0)
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  • 共同引用共同引用:19
  • 點閱點閱:15
本研究以虛擬代言人對廣告效果的影響作為探討核心，根據Holzwarth等人1所提出的虛擬代言人分類方式作為理論基礎，將虛擬代言人分為「專家型」、「吸引型」兩類，並以「產品類別」（功利性、享樂性）與「自我參照」（敘事型、分析型）作為干擾變數，分別建立三個不同的研究架構，檢驗消費者對於不同類別虛擬代言人廣告的廣告態度、品牌態度以及購買意願。本研究透過實驗設計的方式，發放實體問卷，回收有效樣本440份。研究之結果顯示：（1）廣告中運用虛擬代言人確實可以提升廣告效果。（2）功利性產品適合搭配專家型虛擬代言人、享樂性產品適合搭配吸引型虛擬代言人。（3）專家型虛擬代言人適合搭配分析型自我參照廣告，吸引型虛擬代言人適合搭配敘事型自我參照廣告。
This study mainly focuses on the advertising effectiveness of animated spokes character. This study divides animated spokes character into ＂expert＂ and ＂attractive＂ on the basis of the classification of animated spokes character proposed by Holzwarth et al. 1 Three research frameworks are built to examine the effect of different types of animated spokes characters' advertisement on the costumers' advertising attitude, brand attitude and purchase intention, taking product types (utilitarian goods vs. hedonic goods) and self-referencing (narrative self-referencing vs. analytical self-referencing) as moderators. This study adopts experimental designs and questionnaire surveys to collect data, and then to examine the associated hypotheses. 440 valid samples are collected. The results of statistical analyses show: (1) Advertisement which uses animated spokes character really enhances the advertising effectiveness. (2) Utilitarian goods should go with expert animated spokes character, and hedonic goods should go with attractive animated spokes character in order to achieve better advertising effect. (3) Expert animated spokes character should go with analytical self-referencing advertisement, and attractive animated spokes character should go with narrative self-referencing in order to lead to better advertising effect.
期刊論文
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16.江啟先、耿慶瑞、鄭弘毅(20141000)。探討虛擬代言人、自我指涉訊息、與產品連結對消費者態度之影響--平衡理論觀點。管理與系統，21(4)，667-687。new window  延伸查詢new window
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28.Mano, Haim、Oliver, Richard L.(1993)。Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling, and Satisfaction。Journal of Consumer Research，20(3)，451-466。  new window
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圖書
1.楊劍雄(2014)。用LINE貼圖月入30萬！下載率NO.1的香蕉人角色經濟必勝技。台北：PCuSER電腦人文化。  延伸查詢new window
2.樊志育(1990)。廣告效果研究。台北：三民書局股份有限公司。  延伸查詢new window
3.邱志聖(2008)。行銷研究--實務與理論應用。台北：智勝文化事業有限公司。new window  延伸查詢new window
4.Ajzen, Icek、Fishbein, Martin(1980)。Understanding Attitudes and Predicting Social Behaviour。Prentice-Hall。  new window
5.Schiffman, Leon G.、Kanuk, Leslie Lazar、Wisenblit, J.(2000)。Consumer Behavior。Prentice-Hall。  new window
6.Nunnally, Jum C.、Bernstein, Ira H.(1978)。Psychometric Theory。McGraw-Hill。  new window
其他
1.Sudhaman, Arun(20040312)。Animated attempts to attract consumers' attention。  new window
 
 
 
 
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