Factors Predicting the Effectiveness of Endorsement Public Service Announcement －An Experiment of HPV Advertisement

• Main Authors: Chia-Hui Wang, 王佳慧
• Other Authors: Yu-Chi Wu
• Format: Others
• Language: en_US
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/27482580428660855961

碩士 === 國立高雄大學 === 經營管理研究所 === 98 === Prior studies had investigated the relationship between endorser and advertising effects. However, the existing literature mainly focuses on commercial advertising, but lacks for discussions of public service announcement. Regarding the different purposes of these two types of advertisements, the purpose of commercial advertising is to influence customer’s purchase intention, but the purpose of public service announcement is to influence audience’s perception about the public issues. Because of their purposes are different, so we cannot assume that theories applicable to commercial advertising is also applicable to public service announcement. In addition, we propose that social image of endorser neglected in the existing studies should also be investigated. Therefore, this study will explore the influences of endorser’s factors (expertness, attractiveness, and social image) on audience’s behavior intention in public service announcement. An experimental study related to human papillomavirus (HPV) advertisement is conducted to examine the influences of endorser’s factors (expertness, attractiveness, and social image) on audience’s behavior intention in public service announcement. The results of this study show that the influences of endorser’s factors (i.e. expertness and attractiveness) are positively related with audience’s behavior intention in public service announcement. However, social image did not show a significant influence on audience’s behavior intention in public service announcement. The implications of this study were discussed, too.