| Summary: | 碩士 === 國立雲林科技大學 === 國際企業管理研究所 === 100 === Although much research has been conducted relating to the effect of celebrity endorsement advertisement, research investigating the effect of contagious mechanism on celebrity endorsement advertisement is scarce. Contagion is a magical thinking that people believe a person’s immaterial quality or essence would be transferred to objects via physical contact. A celebrity can transfer his/her characteristics and cultural meaning to endorsed products through advertisement, and then, these characteristics and essence would be transferred to customers via their purchasing behavior. Hence, this research aims to investigate through experimental method the effect of contagious mechanism on celebrity endorsement advertisement. In addition, the range of cultural meaning is wide and masculinity and femininity are common issues among studies. Moreover, endorsed products have their own cultural meaning. Based on match-up hypothesis, consistency of image between an endorser and endorsed product also influences the advertisement effect and thus, this research takes account of it.
Study 1 of this research investigates the effect of contagious mechanism (contagious/non-contagious condition) and a celebrity’s cultural meaning (masculine/feminine) on perceived cultural meaning. Study 2 investigates the effect of a celebrity’s cultural meaning (masculine/feminine) and the degree of match-up between a celebrity endorser and endorsed product (high/low match-up) on perceived cultural meaning under contagious condition. Both studies are of 2 × 2 = 4 factorial design.
The results of study 1 are as follows: (1) Contagious mechanism has a significant effect on perceived cultural meaning, and the contagious condition group is significantly higher than the non-contagious condition group. (2) There is no significant interactive effect between contagious mechanism and a celebrity’s cultural meaning on perceived cultural meaning. (3) Masculine celebrity produces more perceived self-masculinity under contagious mechanism than under non-contagious mechanism; both masculine and feminine celebrities produce more perceived self-femininity under contagious mechanism than under non-contagious mechanism.
The results of study 2 are as follows: (1) Celebrity’s cultural meaning has a significant effect on perceived cultural meaning. (2) Match-up has a significant effect on perceived cultural meaning, and high match-up group is significantly higher than low match-up group. (3) Celebrity’s cultural meaning and match-up has an interactive effect on perceived cultural meaning. (4) Masculine celebrity produces more perceived self-masculinity under high match-up group than under low match-up group; both masculine and feminine celebrities produce more perceived self-femininity under high match-up group than under low match-up group.
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