過去幾年，已有許多學術研究探討何種情況之下，代言人與代言產品之間結合程度能提高。當代言人與代言產品之間搭配得宜時，廣告溝通效果將會更好，本研究嘗試瞭解當不同代言人搭配不同的產品分類時，何者會產生較佳的廣告溝通效果，同時，也將探討人口統計變數對廣告溝通效果之影響。
本研究以飲料（便利品）、球鞋（選購品）與手機（特殊品）為研究產品，對淡江大學日間部學生進行問卷調查，採用之抽樣方法為『分層隨機比例配置法』。回收資料採獨立樣本T檢定與Bonferroni多重比較法進行分析，且以廣告態度、產品態度及購買意願三個構面來衡量廣告溝通效果。
本研究結論：
1.搭配便利品與選購品時，明星代言有較佳的廣告態度、產品態度及購買意願；搭配特殊品時，明星代言有較佳的購買意願。
2.搭配便利品時：男性有較佳的購買意願；20歲以下受測者有較佳的廣告態度及產品態度；外語學院之廣告態度較商學院為佳。
3.搭配選購品時：男性有較佳的購買意願；商學院之產品態度較工學院及外語學院為佳；四年級的受測者有較佳的廣告態度。
4.搭配特殊品時：男性有較佳的廣告態度及購買意願；20歲以下受測者有較佳的廣告態度、產品態度及購買意願，一年級受測者有較佳的廣告態度、產品態度及購買意願。

Over the years, there have been a number of studies that have examined that under what conditions endorsers are appropriate for products. This study try to understand what types of endorser to match up different product classification will create better advertising communication effectiveness. Furthermore, this study is concentrated to discuss the influences of demographic variables on advertising effectiveness.
Beverage, sneaker , and cell phone are chosen to serve as test products. The data collection has been carried out through the questionnaire done by Tamkang University students by using’’stratified random sampling and proportion allocation method.’’ The obtained data is analyzed by using Bonferroni and examines in three aspects：attitude-toward-the-ad, attitude-toward-the-product, and purchase intentions.
The major findings of this study are as follows:
1.There is a significant difference between star and cartoon’ endorsers. Furthermore, star has better attitude-toward-the-ad, attitude-toward-the-product, and purchase intentions than cartoons.
2.Males have better purchase intentions. Freshman has better attitude-toward-the-ad, attitude-toward-the-product, and purchase.

目錄
目錄.............................I
圖目錄...........................III
表目錄.......................... IV
第一章 緒論......................1
第一節 研究動機..................1
第二節 研究目的..................1
第三節 研究對象及範圍............2
第四節 研究流程..................2
第二章 文獻探討..................4
第一節 廣告的概念................4
第二節 廣告效果之理論基礎........6
第三節 推薦式廣告之廣告效果.....10
第四節 其他相關文獻……….......16
第三章 研究方法.................26
第一節 研究架構.................26
第二節 操作性定義...............27
第三節 研究假說.................28
第四節 研究設計.................29
第五節 資料收集.................35
第六節 信度分析…….............41
第四章 資料分析.................46
第一節 不同代言人對於不同產品分類的廣告溝通效果之分析……46
第二節 人口統計變數對不同產品分類廣告溝通效果之分析………48
第三節 假說檢定之結果彙整………..........................59
第五章 結論與建議...............60
第一節 研究結果與發現…….......60
第二節 研究限制.................61
第三節 研究建議.................62
參考文獻........................63
一、中文部分....................63
二、英文部分....................65
附錄一 前測問卷.................71
附錄二 正式問卷.................73

圖目錄
圖1-1 研究流程圖................3
圖2-1 態度與購買行為之關係......8
圖2-2 廣告之銷售效果模式........8
圖2-3 廣告之層級效果模式........9
圖2-4 平衡理論在推薦式廣告之應用.........................13
圖3-1 研究架構圖………..........26

表目錄
表2-1 廣告定義之彙整............4
表2-2 訊息來源可信度構面........14
表2-3 消費品分類之彙整……………19
表2-4 卡通符號消費相關研究整理...........................21
表2-5 推薦式廣告的相關文獻整理….....................…..22
表3-1 問卷設計組合………………...........................30
表3-2 明星代言人票選結果（飲料）.........................30
表3-3 明星代言人票選結果（球鞋）.........................30
表3-4 明星代言人票選結果（手機）.............…..........31
表3-5 卡通代言人票選結果（飲料）………….................31
表3-6 卡通代言人票選結果（球鞋）…………….......………..31
表3-7 卡通代言人票選結果（手機）……………………...……..31
表3-8 所需樣本之配置情形..................…………….…..37
表3-9 問卷回收情形.......................................38
表3-10 有效樣本與母體之適合度檢定…………………………..…39
表3-11 有效樣本之性別分佈…………………………………………40
表3-12 有效樣本之年齡分佈................................40
表3-13 有效樣本之學院分佈..............................…40
表3-14 有效樣本之年級分佈................................41
表3-15 有效樣本之每月可支配零用分佈…....................41
表3-16 問卷之信度與效度分析（A1B1） .....................43
表3-17 問卷之信度與效度分析（A2B1） .....................43
表3-18 問卷之信度與效度分析（A1B2） .....................44
表3-19 問卷之信度與效度分析（A2B2） .....................44
表3-20 問卷之信度與效度分析（A1B3） .....................44
表3-21 問卷之信度與效度分析（A2B3） .....................45
表4-1 不同代言人對於便利品之廣告溝通效果…….............46
表4-2 不同代言人對於選購品之廣告溝通效果…………………….47
表4-3 不同代言人對於特殊品之廣告溝通效果…………………….47
表4-4 受測者對於便利品廣告溝通效果各問項之差異…………….50
表4-5 受測者對於選購品廣告溝通效果各問項之差異…………….53
表4-6 受測者對於特殊品廣告溝通效果各問項之差異…………….57
表4-7 假說檢定之結果彙整表……………………………………….59

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