廣告模特兒吸引力與產品類別搭配之廣告效果研究

• Main Author: 賀傳智
• Other Authors: 張重昭
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/87757055931426423259

碩士 === 國立臺灣大學 === 商學研究所 === 90 === Because Ad models are important components of corporations’ advertisements, the main issue of the thesis is to discuss how to use adequate Ad models to match advertisements of different product categories. There are two major parts concluded in this research: 1.Try to understand what impact will have on consumers’ perceived model expertise when Ad models of different attractiveness are matched with different product category; 2.Try to figure out what difference between two Ad models, who have different degree of attractiveness, when appeared in advertisements of different product category. The research has two major independent variables. One is “models’ attractiveness” and is classified as highly attractive model (HAM) and normally attractive model (NAM). The other is “product category” and is classified as physical-attractiveness-related product and non-physical-attractiveness-related product. About the physical-attractiveness-related product, the thesis reclassified it to two different product types: beauty- enhancing product and problem-solving product. About the non-physical-attractiveness-related product, the thesis also reclassified it to another two different product types: social product and functional product. There are four dependent variables in the thesis needed to be measured from the test units: consumer-perceived models’ expertise, advertisement attitude, brand attitude and purchase intent. Besides, in order to decrease the variances of the experiment, the thesis controlled one covariance: consumers’ product involvement. The experiment is a 2X4 ANCOVA analysis. There are three conclusions of the research: 1.When HAM was matched with beauty-enhancing product or social product, it appeared that consumers felt the model had higher expertise; the same result appeared when NAM was matched with the problem-solving product and functional product. 2.About the advertisement evaluation (advertisement attitude, brand attitude and purchase intent), when HAM was matched with beauty-enhancing product or social product, it got higher advertisement evaluation; but there is no difference between HAM and NAM when matched with problem-solving product or functional product. 3.Consumers’ involvements toward product indeed influence the advertisement evaluation when they are getting advertising information.