專家/藝人代言人對產品態度及偏誤修正的影響：消費者涉入程度及產品先驗態度的干擾效果

Abstract

過往學界曾針對消費者如何形成態度進行許多研究，從中發現一些變數會影響消費者處理訊息的過程，其中包含先驗態度，但目前較少研究聚焦產品先驗態度對消費者觀看廣告的影響，因此本篇論文旨在探討消費者涉入程度及產品先驗態度，對專家代言人或藝人代言人代言廣告的產品態度形成及偏誤修正的影響。 本研究分為前測及主實驗兩階段，前測中透過問卷，選出僅在專業程度與產品的相關程度有顯著差異的專家及藝人代言人人選。接著，在主實驗中，透過文字敘述操弄受測者的涉入程度及對產品的先驗態度，再讓受測者觀看由專家或藝人代言人代言的全罩式耳機廣告，最後，請受測者針對廣告中的目標產品及代言人做出相關評價。 實驗結果顯示，當消費者為高涉入且對產品先驗態度較差時，藝人代言人的產品態度並無顯著小於專家代言人或無代言人的產品態度，因此藝人代言人不會更容易引起消費者的偏誤修正。當消費者為高涉入且對產品先驗態度較好時，專家代言人的產品態度並無顯著大於藝人代言人或無代言人的產品態度。當消費者為低涉入且不論對產品的先驗態度如何，專家代言人的產品態度並不會等於藝人代言人的產品態度，也不會顯著大於無代言人的產品態度。 儘管實驗結果無法完全驗證假說，但本次研究仍有些額外發現。第一，先驗態度是個強烈的變數，不僅會直接影響受測者對代言人各項特質的評價，也可能透過產品態度、涉入程度等中介變數間接影響受測者對代言人特質的評價。第二，研究證實月暈效應效果，比如：專家對全罩式耳機的良好評鑑，讓受測者產生較好的先驗態度，進而促使受測者形成正面的產品態度，也會對代言人產生較好的印象，即使廣告代言人是與全罩式耳機無關的藝人代言人。

Researchers have conducted many studies that discuss consumers’ attitudes. Based on the results of studies, they found some variables can affect the process of information processing of consumers, and one of these variables is prior attitudes. However, previous studies seldom focused on the effect of prior attitudes towards product on advertisements effectiveness. The aim of present study is investigating the influence of involvement and prior attitude of customers on the formation of product attitude and magnitude of bias correction in the expert or celebrity endorsement. The study can be divided into two parts. The pretest aimed to choose the expert and celebrity endorser who were only significantly different in terms of the expertness and relevance with the product by questionnaire. Then in the main experiment, participants’ involvement and prior attitude towards the product were manipulated through textual descriptions, and they saw an ad of over-ear headphone endorsed by an expert or celebrity, finally, they were asked to evaluate the product and the endorser in the ad. The results showed that in high-involvement and negative prior attitude situation, participants’ evaluation of product attitude of celebrity endorser was not significantly lower than expert endorser or control group, therefore, celebrity endorser didn’t cause bias correction. In high-involvement and positive prior attitude situation, participants’ evaluation of the product attitude of the expert endorser was not significantly higher than celebrity endorser or control group. In low-involvement situation, whether the prior attitude was negative or positive, participants’ evaluation of the product attitude of expert endorser was not equal to celebrity endorser, nor was significantly higher than control group. Although hypotheses can’t be fully verified by the results, there are several interesting findings from this study. First, prior attitude is a very strong variable that not only directly affects participants' evaluations of endorser attributes, but also indirectly affects participants' evaluations of endorser attributes through mediator such as product attitude and involvement. Secondly, the study confirms the effect of Halo effect. When participants see favorable reviews of over-ear headphone by experts, their prior attitude towards the product will be more positive, which in turn lead to the formation of positive product attitude and a better impression of the endorser, even if the endorser is unrelated to over-ear headphone.