| Summary: | 碩士 === 國立交通大學 === 經營管理研究所 === 89 === Advertisings are often used and important tool in marketing communication. Endorsers are used extensively in advertising. This study aimed to examine the communication effects through the number of endorsers and the negative celebrity information in color file ads. The outcome can be a reference for companies making a advertising policy.
Using undergraduates as respondents, a 3 ×2 experimental design was conducted under conditions which varied the number of endorsers ( 1 vs. 2 vs. 4 ) and the negative celebrity information ( Yes vs. No ).We made proper questionnaire to investigate the students in the National Chiao Tung University and National Taiwan University, and collected 275 valid samples. The data were analyzed mainly by analysis of variance ( ANOVA ), t test, and factor analysis.
The major conclusions are：
1.The negative celebrity information significantly influences the endorser attitude. And the endorser attitude of the non negative celebrity information experimental design is significantly higher than that of the negative celebrity information.
2.The number of endorsers significantly influences the advertising effects. The recall toward the advertisement of the two endorsers experimental design is significantly higher than that of the one and four, and the others ( attitude toward the advertisement、product attitude、endorser attitude、purchase intention ) of the one endorser experimental design is significantly higher than that of the two and four.
3.When the advertising has a single endorser, the negative celebrity information significantly influences the advertising effects. When the advertising has a single endorser, the advertising effects of the non negative celebrity information experimental design is significantly higher than that of the negative celebrity information.
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