業配文作者吸引力與產品關聯性對於產品判斷之影響

Abstract

即便我們身處在網際網路2.0的快速成長的時代，現今仍少有學術研究專注在探究部落格業配文(即業務配合文章)廣告效果的有效性，遑論探討業配文作者選擇對於消費者產品態度的影響。本研究目標便是探究當業配本質已然揭露於文章開頭時，業配文作者吸引力及其與目標產品之關聯度如何影響消費者對產品的判斷。研究結果指出以下三點：(1)當作者與目標產品低度相關時，作者吸引力愈高，消費者對於產品的態度愈差。(2)當作者為具有高吸引力的名人時，作者與目標產品關聯度愈高，消費者對於產品的態度愈佳。(3)文章可信度在作者產品關聯度對消費者產品態度的效果中，扮演中介變數的角色。

In spite of the vast growth of web 2.0., there has been few academic research examining the effectiveness of advertising techniques for user-generated content on blog, not to mention the endorser effect behind the technique. The current research is aimed to investigating the effect of endorser attractiveness and endorser-product relevance on product judgments in the context of user-generated content on blog when there is an explicit disclosure of sponsorship. Our findings show that: (1) when the endorser was product-irrelevant, the more attractive the endorser was, the lower product attitude people would have; (2) when the endorser was a highly attractive celebrity, the more the endorser was related to target product, the higher product attitude people would have; (3) article credibility acted as mediator in the effect of endorser-product relevance on product judgment.