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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 練乃華 | |
dc.contributor.author | Chia-Hsin Chang | en |
dc.contributor.author | 張嘉馨 | zh_TW |
dc.date.accessioned | 2021-06-08T05:31:43Z | - |
dc.date.copyright | 2005-07-04 | |
dc.date.issued | 2005 | |
dc.date.submitted | 2005-06-27 | |
dc.identifier.citation | 參考文獻
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(1990), An Investigation into the “Match-Up” Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep. Journal of Advertising, 19(1), 4-13. 11.Kamins Michael A. and Kamal Gupta (1994), Congruence Between Spokesperson and Product Type: A Matchup Hypothesis Perspective. Psychology and Marketing, 11(6), 569-586. 12.Kanungo, Rabindra N. and Sam Pang (1973), Effects of Human Models on Perceived Product Quality. Journal of Applied Psychology, 57(2), 172-178. 13.Kelman, Herbert C. (1961), Processes of Opinion Change. Public Opinion Quarterly, 25(1), 57-78. 14.Kirk, R. E. (1982). Experimental design: Procedures for the behavioral sciences (2nd ed.). Belmont, CA: Brooks/Cole 15.Lynch, James and Drue Schuler (1994), The Marchup Effect of Spokesperson and Product Congruency: A Schema Theory Interpretation. Psychology and Marketing, 11(5), 417-445. 16.McCracken, Grant (1989), Who is the Celebrity Endorser ? Cultural Foundations of the Endorsement Process. Journal of Consumer Research, 16(December), 310-321. 17.Ohanian, Roobina (1991), The Impact of Celebrity Spokespersons’ Perceived Image on Consumers’ Intention to Purchase. Journal of Advertising Research, February/March, 46-54. 18.Peterson, Robert A. and Roger A. Kerin (1977), The Female Role in Advertisements: Some Experimental Evidence. Journal of Marketing, 41(October), 59-63. 19.Petroshius, Susan M. and Kenneth E. Crocker (1989), An Empirical Analysis of Spokesperson Characteristics on Advertisement and Product Evaluations. Journal of Academy of Marketing Science, 17(3), 217-225. 20.Petty, Richard E., John T. Cacioppo and David Schumann (1983), Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement. Journal of Consumer Research, 10(September), 135-146. 21.Simpson, Penny M., Steve Horton and Gene Brown (1996), Male Nudity in Advertisements: A Modified Replication and Extension of Gender and Product Effects. Academy of Marketing Science Journal, 24(3), 257-262. 22.Solomon, Michael R., Richard D. Ashmore and Laura C. Longo (1992), The Beauty Match-Up Hypothesis: Congruence Between Types of Beauty and Product Images in Adertising. Journal of Advertising, 21(4), 23-34. 23.Stern, Barbara B., Stephen J. Gould and Sonia Tewari (1993), Sex-Typed Service Images: An Empirical Investigation of Self-Service Variables. Service Industries Journal, 13(July), 74-96. 24.Tabachnick, B. G. and Fidell, L. S. (1989). Using multivariate statistics (2nd ed.). New York: Harper & Row. 25.Till, Brian D. and Terence A. Shimp (1998), Endorsers in Advertising: The Case of Negative Celebrity Information. Journal of Advertising, 27(1), 67-82. 26.Till, Brian D. and Michael Busler (2000), The Match-Up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs. Journal of Advertising, 29(3), 1-13. 27.Tripp, Carolyn, Thomas D. 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dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/24577 | - |
dc.description.abstract | 實務界上,我們發現偶有男性代言人代言純女性產品的例子,過去學者對於廣告代言人性別和產品性別的搭配研究,看法相當分歧,有些學者認為性別一致的效果較好,有些學者則認為性別不一致的效果較好,因此本研究針對完全單一性別產品---女性產品與代言人性別間的關係加以比較,並且嘗試提出性別搭配對於廣告效果的影響小於代言人其他特質和產品特質的搭配效果,综合而言,本研究目的為探討廣告代言人的美感和產品形象的搭配作用,以及廣告代言人的性別在廣告中所具有的影響力。
本研究之自變數分為三類:第一類為代言人的性別(男、女),第二類為代言人美感類型(性感嫵媚、甜美可愛),第三類為產品形象(性感嫵媚、甜美可愛),而依變數為廣告態度、產品態度以及購買意願。故整體為組間變異之2×2×2 MANOVA分析。研究所得結論如下: 1.代言人性別對廣告效果有顯著的差異:在女性產品下,女性代言 人的廣告效果較男性代言人為佳。 2.代言人性別和產品形象對廣告效果存在交互作用 3.代言人美感特質和產品形象存在交互作用 4.代言人美感特質和產品形象的搭配作用對廣告態度的影響力相較 於代言人性別的對廣告態度的影響力來的大。 | zh_TW |
dc.description.abstract | Female product endorsed by male spokespersons has turned into a popular promoting technique nowadays. Early (Previous) researches in the gender image of the product and the spokesperson’s sex generated two diverse viewpoints. Some studies supported the match-up hypothesis, whereby a product’s gender image and spokesperson congruence result in high product and advertising evaluations. Nevertheless, others supported the mismatch hypothesis.
The aim of my study is to investigate the relationship between a completely unique gender product – a female-gender product, which only female can use, and the sex of spokesperson. It also attempts to compare the effect sizes of gender congruency with the congruency between spokesperson’s attribute and product’s attribute. In conclusion, the objective of this study is to verify the match-up effect between spokespersons’ attractiveness and products’ image, and the effect of spokesperson’s sex in the female-gender product’s advertising. Three major independent variables are introduced in this paper. One is the spokesperson’s sex(female vs. male), another is the spokesperson’s attractive type(sexy vs. cute),and the other is the product’s Image(sexy vs. cute).The dependent variables are advertisement attitude, product attitude and purchase intent. The experiment is constructed from a 2×2×2 MANOVA analysis. Results draw the following conclusions: 1.The sex of spokesperson has significant effect on advertising. In female-gender product, the advertising effect is more favorable with a female spokesperson than a male spokesperson. 2.There is an interaction effect between spokesperson’s sex and product’s image. 3.There is an interaction effect between spokesperson’s attractive type and product’s image. 4.The match-up effect between spokesperson’s attractive type and product’s image toward advertising attitude is greater than the effect of spokesperson’s sex. | en |
dc.description.provenance | Made available in DSpace on 2021-06-08T05:31:43Z (GMT). No. of bitstreams: 1 ntu-94-R92741045-1.pdf: 1179886 bytes, checksum: 357218d482b93b564efbc5ab7a5d6cc8 (MD5) Previous issue date: 2005 | en |
dc.description.tableofcontents | 目錄
第一章 緒論 - 1 - 第一節 研究背景與動機 - 1 - 第二節 研究目的與範圍 - 3 - 第二章 文獻探討 - 4 - 第一節 代言人的廣告溝通效果 - 4 - 一、 代言人的影響方式 - 4 - 二、 代言人的理論基礎 - 5 - 第二節 廣告代言人性別效果 - 13 - 一、 廣告代言人性別與產品性別搭配效果 - 13 - 二、 廣告代言人性別與受測者性別的搭配效果 - 14 - 第三節 代言人美感類型與產品形象的配適性(MATCH-UP)程度 - 15 - 第三章 研究架構與實驗方法 - 19 - 第一節 研究變數 - 20 - 一、 自變數 - 20 - 二、 依變數 - 21 - 第二節 研究假設 - 22 - 第三節 研究設計 - 24 - 一、 實驗設計 - 24 - 二、 前測 - 24 - 三、 正式問卷設計 - 30 - 四、 信度分析 - 32 - 第四節 資料收集 - 33 - 一、 抽樣與樣本描述 - 33 - 二、 實驗過程 - 34 - 第四章 研究結果 - 35 - 第一節 操弄檢定 - 35 - 一、 代言人的美感類型檢定 - 35 - 二、 產品形象的檢定 - 36 - 第二節 假設檢定 - 36 - 一、 代言人美感類型和產品形象的搭配作用之檢定與分析 - 37 - 二、 代言人性別與產品形象的搭配作用之檢定與分析 - 40 - 三、 代言人性別和代言人美感類型與產品形象的搭配作用之比較 - 43 - 四、 實驗假設之驗證 - 44 - 第三節 其他結果 - 45 - 一、 代言人認知之性別差異 - 46 - 二、 代言人認知之美感類型差異 - 46 - 三、 代言人認知之性別與美感類型的搭配效果 - 47 - 第五章 結論與建議 - 48 - 第一節 結論 - 48 - 第二節 行銷意涵 - 52 - 第三節 研究限制 - 53 - 第四節 未來研究建議 - 54 - 參考文獻 - 55 - 中文部份 - 55 - 英文部分 - 56 - 附錄一 - 59 - 附錄二 - 66 - 附錄三 - 74 - 附錄四 - 71 - 圖次 圖 1意義移轉與代言過程 - 7 - 圖 2代言人與產品適配性良好 - 11 - 圖 3代言人與產品適配性不佳 - 12 - 圖 4研究架構圖 - 19 - 表次 表 1 產品性別和代言人性別搭配之研究 - 14 - 表 2 實驗設計彙總表 - 24 - 表 3 代言人前測一之受測者背景分佈表 - 25 - 表 4 女性代言人前測之美感分群表 - 26 - 表 5 男性代言人前測之美感分群表 - 27 - 表 6 代言人前測二之受測者背景分佈表 - 29 - 表 7 代言人圖像檢測表 - 29 - 表 8 代言人圖像性別美感檢測表 - 29 - 表 9 信度分析程度表 - 32 - 表 10 本研究各變數內部信度指標 - 33 - 表 11 正式實驗受測者背景分佈表 - 33 - 表 12 正式實驗各組人數分佈表 - 34 - 表 13 代言人美感操弄檢測表 - 35 - 表 14 產品形象操弄檢測表 - 36 - 表 15 整體樣本對廣告效果之多變量變異數分析表 - 37 - 表 16 Match-up自變數組合表 - 38 - 表 17 Match-up對廣告效果之單因子變異數分析表 - 38 - 表 18 各組Match-up之廣告態度 - 38 - 表 19 各組Match-up之產品態度 - 39 - 表 20 各組Match-up之購買意願 - 40 - 表 21 代言人性別對廣告效果表 - 41 - 表 22 產品形象對廣告效果表 - 41 - 表 23 代言人性別與產品形象之搭配作用對廣告態度表 - 42 - 表 24 代言人性別與產品形象之搭配作用對產品態度表 - 42 - 表 25 代言人性別與產品形象之搭配作用對購買意願表 - 42 - 表 26 代言人性別與Match-up-new之多變量變異數分析表 - 43 - 表 27 實驗假設驗證總表 - 44 - 表 28 整體樣本對代言人認知之多變量變異數分析 - 45 - 表 29 代言人性別對各認知構面表 - 46 - 表 30 代言人美感類型對各認知構面表 - 46 - 表 31 代言人性別與美感類型之搭配作用對各認知構面表 - 47 - | |
dc.language.iso | zh-TW | |
dc.title | 女性產品廣告代言人性別、美感類型與產品形象搭配之廣告效果 | zh_TW |
dc.type | Thesis | |
dc.date.schoolyear | 93-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 黃恆獎,簡怡雯 | |
dc.subject.keyword | 廣告代言人,女性產品,配適性假說, | zh_TW |
dc.subject.keyword | spokesperson,female product,match-up hypothesis, | en |
dc.relation.page | 86 | |
dc.rights.note | 未授權 | |
dc.date.accepted | 2005-06-27 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 商學研究所 | zh_TW |
顯示於系所單位: | 商學研究所 |
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