| Summary: | 碩士 === 銘傳大學 === 企業管理學系碩士班 === 102 === To fill the gap of prior researches about effects of animated spokes-character‘s traits and the moderated effect of product benefit and multisensory integration, this research exams the effect of two dimensions of animated spokes-character‘s traits (facial appearance and lip-synchronization) on advertisement persuasion (including advertisement attitude, product attitude and purchase intention) and how product benefit, scent and haptic information moderate the effects of animated spokes-character‘s traits. This research designs four kinds of animated spokes-characters with different facial appearance (human-like appearance/cartoon-like appearance), lip-synchronization (adult-sounding/childlike-sounding voice). Moderating roles include product benefit (utilitarian/hedonic benefit), scent providing (yes/no) and haptic information providing (texture/nontexture). This experiment uses the analysis of variance (ANOVA) to analyze the data and examine above effects on advertisement persuasion.
The results show that: First, cartoon-like appearance spokes-characters with childlike-sounding voice endorsing hedonic products elicit positive influences on ad persuasion; human-like appearance spokes-characters with adult-sounding voice endorsing utilitarian products elicit positive influences on ad persuasion. Second, if consumers are provided scent, they will show more positive advertisement attitude then those without scent providing. Third, haptic information providing indeed alters consumers‘ feeling on ad persuasion.
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