以名人代言人傳遞理性訴求之廣告效果

Abstract

根據最大推敲模型理論，高涉入的消費者會採取中央路徑處理訊息，重視的是產品相關訊息；低涉入的消費者則會採取周邊路徑處理訊息，情境因素是改變其態度的主要因素。一般而言，在電視廣告中我們會預期透過專家代言的方式傳遞理性訴求，對於高涉入的消費者，會得到較佳的廣告效果。對於低涉入的消費者，則透過名人代言的方式傳遞感性訴求，會得到較佳的廣告效果。然而，近期出現了一些廣告運用名人代言的方式傳遞理性訴求，此類廣告對於高、低涉入的消費者的廣告效果為何，則未有相關的文獻探討。故本研究以2*2的實驗設計，並以涉入程度為干擾變項，探討以名人代言的方式傳遞理性訴求的廣告時，名人在廣告中扮演不同的角色(訊息傳遞者、訊息接收者)，對於高、低涉入消費者的在廣告效果上將會產生何種影響。本研究的有效樣本共202份，以ANOVA進行檢定。研究結果發現：1. 在理性訴求廣告中，名人代言人扮演訊息接收者的廣告效果優於訊息傳遞者。2. 涉入程度與訊息傳遞方式有交互作用。消費者涉入程度越高，名人代言人扮演訊息接收者廣告效果會越優於訊息傳遞者。消費者涉入程度越低，名人代言人扮演訊息接收者或訊息傳遞者對於廣告效果越無顯著差異。在學術貢獻上，本研究發現名人代言人扮演的角色對廣告效果有顯著差異。在實務貢獻上，本研究建議廣告商必須注重廣告類型(理性訴求、感性訴求)與代言人類型(專家代言人、名人代言人)之適配性，以及代言人類型與其訊息傳遞方式(傳遞者、接收者)之適配性，以提升廣告效果。

Generally speaking, in TV advertisement, using experts to be spokesmen to deliver rational appeals will obtain better advertising effects on high-involvement consumers. Using celebrities to be the spokesmen to deliver emotional appeals will obtain better advertising effects on low-involvement consumers. However, recently there are some advertisements use celebrities to be the spokesmen to deliver rational advertisements, and which advertising effects on the different involvement level consumer still short of relevant literature review. Therefore, this study designs 2X2 experiments to assess the advertising effects of the rational appeals advertisements in which the different level of consumers involvement were used as moderate variable, and the celebrity spokesmen play different roles (rational appeals sender、rational appeals receiver). Totally 202 respondents participated in this study. The experimental method was used in this study, and data were analyzed by performing 2-way ANOVA. There are some major findings in this study：1. In the rational appeals advertisement, the advertising effects of using celebrity as message receivers is better than using celebrity as message senders. 2. There are interaction between involvement level and the roles celebrity played. The result of the study might have some contributions both in the academic field and practical field. In the academic field, this study discovers that there are significant differences on the advertising effects when the celebrity plays different roles. In the practical field this study suggests that the advertiser should put emphasis on the suitability between the type of advertisement, the roles of celebrity, and the way of delivering information, to enhance the effect of advertisement.