系統識別號 | U0002-0608200715124200 |
---|---|
DOI | 10.6846/TKU.2007.00214 |
論文名稱(中文) | 廣告訊息中之單雙面性與代言人對消費者態度影響之研究 |
論文名稱(英文) | A study on the effects of celebrity endorsement on one-sided and two-sided advertisement appeals |
第三語言論文名稱 | |
校院名稱 | 淡江大學 |
系所名稱(中文) | 企業管理學系碩士班 |
系所名稱(英文) | Department of Business Administration |
外國學位學校名稱 | |
外國學位學院名稱 | |
外國學位研究所名稱 | |
學年度 | 95 |
學期 | 2 |
出版年 | 96 |
研究生(中文) | 鍾慶蘭 |
研究生(英文) | Khin-Lan Chung |
學號 | 693451063 |
學位類別 | 碩士 |
語言別 | 英文 |
第二語言別 | |
口試日期 | 2007-06-22 |
論文頁數 | 93頁 |
口試委員 |
指導教授
-
洪英正
共同指導教授 - 羅惠瓊 委員 - 徐達光 委員 - 黃漫琴 委員 - 洪英正 |
關鍵字(中) |
雙面性與單面性廣告 名人代言 購買意願 廣告可信度 廣告態度 |
關鍵字(英) |
Two-sided and one-sided advertisement celebrity endorsement purchase intention credibility of advertisement attitude toward advertisement |
第三語言關鍵字 | |
學科別分類 | |
中文摘要 |
在今日開放的社會中,言論自由已被利用與濫用了。廣告業者在推銷其產品時對此自由的百般利用,並沒有考慮到對消費者的長遠影響。諸多由廣告業者所提供的資訊或言論被過度誇大或部份蓄意地扭曲了。 此研究報告目的在於研究比較雙面性與單面性廣告對消費者購買意願的影響,並致力尋找有效的說服方法。單面性只提供正面的資訊,雙面性廣告同時提供正面與負面的訊息,此手法使得產品資訊顯得較為透明。廣告代言人的使用也是常見的廣告手法,此手法也被認為對於消費者的購買意願有正面的影響。因此,此研究將雙面性廣告與單面性廣告分別結合與排除使用廣告代言人的手法,進而比較其對消費者的購買意願,廣告可信度與廣告態度之影響。 此報告的研究樣本的抽樣來自於為淡江大學研究所與大學部的在學生,共152名學生。受訪者被要求填寫ㄧ份有關購買意願,廣告可信度與廣告態度的調查問卷。受訪者被要求填寫基本資料,其中包含性別,教育程度與年齡。研究資料以SPSS量化研究軟體進行分析。統計分析的技術使用包括了: 信度量表(reliability scale),T-檢定(t-test),多因子變異數分析(factor analysis)和雙因子變異數分析(2-way ANOVA)。 雖然雙面性與單面性廣告對於購買意願,廣告可信度與廣告態度上並未得到顯著的研究結果,名人代言廣告手法的使用對於購買意願與廣告態度則有顯著的研究結果。雙面性/單面性廣告與名人代言廣告在廣告可信度上均沒有顯著的結果。 再者,在單面性廣告排除名人代言的研究中發現,性別在影響購買意願,廣告可信度和廣告態度是個重要的因素。女性顯然相較於男性有著更高的購買意願,認為廣告較為可信與對廣告有較正面的態度。 |
英文摘要 |
In today's open society, freedom of speech has been used and abused. Advertisers do not hesitate to take advantage of this freedom to promote products regardless of the long-term effect on consumers as a whole. Many of these information or claims are exaggerated and some are even deliberately distorted. This study is an effort to seek an alternate path to attracting consumers through advertisement, which though unconventional as it might seem, dwells within the boundaries of ethical practice. Here, a two-sided advertisement, which is a bit more transparent as it provides positive as well as negative information on the product, is used alongside with one-sided advertisement that only use positive information. The use of spokesperson is also taken into consideration as a lot of corporations use them on their advertisements and they are known to have a positive impact on purchase intention, credibility of ad and attitude toward ad of consumers. Hence a combination of advertisements having one-sided or two-sided messages that includes and excludes a celebrity endorser is prepared and their effects on purchase intention, credibility of advertisement, and attitude towards advertisement studied. Data was gathered from Tamkang University and the participants included undergraduate and graduate students. A total of 152 samples were collected. Participants were asked to complete an instrument that included purchase intention, credibility of ad and attitude toward ad. They also filled in demographic data that included gender, education level, and age. The data was then analyzed using SPSS. Statistical techniques used include reliability scale, t-tests, factor analysis, and 2-way ANOVA. While the result failed to indicate any significant difference on purchase intention, credibility of ad and attitude toward ad for sidedness, the endorsement of celebrity did result in a significant difference on purchase intention and attitude toward ad. There wasn’t any statistical significance on credibility toward ad for either sidedness or celebrity endorsement. Also, within audience demographics for one-sided advertisement without celebrity endorsement, gender played a significant role in influencing purchasing intention, credibility of ad and attitude toward ad. Females seemed to have a higher purchase intention, accept the advertisement as more credible and had a more positive attitude toward advertisement than men. |
第三語言摘要 | |
論文目次 |
TABLE OF CONTENTS Table of contents I List of tables VIII List of figures IX Print advertisements IX Chapter 1: Introduction 1.1 Background 1 1.2 Significance of study 2 1.3 Purpose of study 4 Chapter 2: Literature Review 2.1 Two-sided versus one-sided advertisements 6 2.1.1 Elaboration Likelihood Model 7 2.1.2 Inoculation Theory 7 2.1.3 Attribution Theory 8 2.1.4 Optimal Arousal Theory 8 2.2 Celebrity endorsement 11 2.3 Research framework 15 2.4 Research hypothesis 16 Chapter 3: Research Methodology 3.1 Subjects 17 3.2 Procedure 17 3.3 Stimulus material 18 3.4 Advertisements 19 3.5 Questionnaire design 19 3.6 Independent variables 19 3.6.1 Sidedness 19 3.6.2 Celebrity endorsement 20 3.6.3 Audience demographics 21 3.7 Dependent variables 21 3.7.1 Purchase intention of consumers 21 3.7.2 Credibility of advertisement 22 3.7.3 Attitude toward advertisement 22 3.8 Data analysis 23 3.8.1 Descriptive statistics 24 3.8.2 Reliability of scale 24 3.8.3 Factor analysis 24 3.8.4 Two- way ANOVA 24 3.8.5 Mean and standard deviation 25 3.8.6 T-tests 25 Chapter 4: Research Analysis and Statistical Results 4.1 Introduction 26 4.2 Descriptive analysis 26 4.2.1 Data collection 26 4.2.2 Characteristics of respondents 26 4.2.3 Habits of respondents related to mobile phones 28 4.2.4 Respondent’s opinion on the BlackBerry 31 4.3 Reliability analysis 32 4.4 Factor Analysis 33 4.4.1: Factor Analysis on Purchase intention 33 4.4.2: Factor Analysis on Credibility of advertisement 35 4.4.3: Factor Analysis on Attitude toward advertisement36 4.5 Two-way ANOVA 38 4.5.1 Effect on Purchase intention 38 4.5.2 Effect on Credibility of advertisement 39 4.5.3 Effect on Attitude toward advertisement 39 4.6 Mean and Standard Deviation 40 4.6.1 Mean and Standard deviation of interaction effect of sidedness and celebrity endorsement on Purchase intention40 4.6.2 Mean and Standard deviation of interaction effect of sidedness and celebrity endorsement on Credibility of advertisement 42 4.6.3 Mean and Standard deviation of interaction effect of sidedness and celebrity endorsement on Attitude toward advertisement 43 4.7 T-tests 43 4.7.1: T-test of gender on Purchase intention for one-sided advertisement with celebrity endorsement 47 4.7.2: T-test of gender on Credibility of advertisement for one-sided advertisement with celebrity endorsement 47 4.7.3: T-test of gender on Attitude toward advertisement for one-sided advertisement with celebrity endorsement 47 4.7.4: T-test of age on Purchase intention for one-sided advertisement with celebrity endorsement 48 4.7.5: T-test of age on Credibility of advertisement for one-sided advertisement with celebrity endorsement 48 4.7.6: T-test of age on Attitude toward advertisement for one-sided advertisement with celebrity endorsement 48 4.7.7: T-test of education level on Purchase intention for one-sided advertisement with celebrity endorsement 49 4.7.8: T-test of education level on Credibility of advertisement for one-sided advertisement with celebrity endorsement 49 4.7.9: T-test of education level on Attitude toward advertisement for one-sided advertisement with celebrity endorsement 49 4.7.10: T-test of gender on Purchase intention for one-sided advertisement without celebrity endorsement 50 4.7.11 T-test of gender on Credibility of advertisement for one-sided advertisement without celebrity endorsement50 4.7.12: T-test of gender on Attitude toward advertisement for one-sided advertisement without celebrity endorsement51 4.7.13: T-test of age on Purchase intention for one-sided advertisement without celebrity endorsement 51 4.7.14: T-test of age on Credibility of advertisement for one-sided advertisement without celebrity endorsement 51 4.7.15: T-test of age on Attitude toward advertisement for one-sided advertisement without celebrity endorsement 52 4.7.16: T-test of education level on Purchase intention for one-sided advertisement without celebrity endorsement52 4.7.17: T-test of education level on Credibility of advertisement for one-sided advertisement without celebrity endorsement 53 4.7.18: T-test of education level on Attitude toward advertisement for one-sided advertisement without celebrity endorsement 53 4.7.19: T-test of gender on Purchase intention for two-sided advertisement with celebrity endorsement 53 4.7.20: T-test of gender on Credibility of advertisement for two-sided advertisement with celebrity endorsement 54 4.7.21: T-test of gender on Attitude toward advertisement for two-sided advertisement with celebrity endorsement 54 4.7.22: T-test of age on Purchase intention for two-sided advertisement with celebrity endorsement 54 4.7.23: T-test of age on Credibility of advertisement for two-sided advertisement with celebrity endorsement 55 4.7.24: T-test of age on Attitude toward advertisement for two-sided advertisement with celebrity endorsement 55 4.7.25: T-test of education level on Purchase intention for two-sided advertisement with celebrity endorsement 56 4.7.26: T-test of education level on Credibility of advertisement for two-sided advertisement with celebrity endorsement 56 4.7.27: T-test of education level on Attitude toward advertisement for two-sided advertisement with celebrity endorsement 56 4.7.28: T-test of gender on Purchase intention for two-sided advertisement without celebrity endorsement 57 4.7.29: T-test of gender on Credibility of advertisement for two-sided advertisement without celebrity endorsement57 4.7.30: T-test of gender on Attitude toward advertisement for two-sided advertisement without celebrity endorsement58 4.7.31: T-test of age on Purchase intention for two-sided advertisement without celebrity endorsement 58 4.7.32: T-test of age on Credibility of advertisement for two-sided advertisement without celebrity endorsement 58 4.7.33: T-test of age on Attitude toward advertisement for two-sided advertisement without celebrity endorsement 59 4.7.34: T-test of education level on Purchase intention for two-sided advertisement without celebrity endorsement59 4.7.35: T-test of education level on Credibility of advertisement for two-sided advertisement without celebrity endorsement 60 4.7.36: T-test of education level on Attitude toward advertisement for two-sided advertisement without celebrity endorsement 60 4.8 Hypothesis 61 Chapter 5: Conclusion, Discussion and Recommendations 5.1 Research conclusions and discussions 64 5.2 Managerial implications 68 5.3 Future directions and limitations 69 References list 71 Appendix A: Questionnaires 82 Appendix B: Advertisements 90 List of Tables and Figures Tables Table 4-1: Profile of respondents 27 Table 4-2: Mobile phone purchasing habits of respondents30 Table 4.3: Respondent's opinion on the BlackBerry Pearl32 Table 4-4: Cronbach’s alpha for dependent variables 33 Table 4-5: Correlation matrix of Purchase intention 34 Table 4-6: KMO and Bartlett’s Test 34 Table 4-7: Total variance explained 34 Table 4-8: Correlation matrix of Credibility of advertisement 35 Table 4-9: KMO and Bartlett’s Test 36 Table 4-10: Total Variance Explained 36 Table 4-11: Correlation Matrix of Attitude toward advertisement 37 Table 4-12: KMO and Bartlett’s Test 37 Table 4-13: Total Variance Explained 37 Table 4-14: ANOVA: Effect of sidedness and celebrity endorsement on Purchase intention 38 Table 4-15: ANOVA: Effect of sidedness and celebrity endorsement on Credibility of advertisement 39 Table 4-16: ANOVA: Effect of sidedness and celebrity endorsement on Attitude toward advertisement 40 Table 4-17: Mean and Standard deviation of sidedness and celebrity endorsement on Purchase intention 41 Table 4-18: Mean and Standard deviation of sidedness and celebrity endorsement on Credibility of advertisement 42 Table 4-19: Mean and Standard deviation of sidedness and celebrity endorsement on Attitude toward advertisement 43 Table 4-20: T-test of gender on the 4 different types of advertisements 44 Table 4-21: T-test of age on the 4 different types of advertisements 45 Table 4-22: T-test of age on education on the 4 different types of advertisements 46 Table 4-23: Summary of Hypothesis 63 Figures Figure 2.1: Research Framework 15 Print Advertisements I. One-sided advertisement with celebrity endorsement 90 II. One-sided advertisement without celebrity endorsement 91 III. Two-sided advertisement with celebrity endorsement 92 IV. Two-sided advertisement without celebrity endorsement 93 |
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