The Effects of Endorser Types on the skincare Products Advertising Attitude Comparison of Between Korea and Taiwan

• Main Authors: MUN BEODEUL, 文青柳
• Other Authors: WANG, KUEI-ING
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/8fk94p

碩士 === 明新科技大學 === 管理研究所碩士班 === 106 === In order to convey a positive image of a product to consumers & increase willi ngness to buy, businesses often choose the marketing strategy of ads. The most im portant factor for this marketing strategy is arguably the advertising spokesman. Companies believe that since the advertising spokesman is both a source of infor mation & the key factor in advertising effectiveness, choosing the correct spokes man should be approached with caution. This research examines the importance of the spokesperson's image when advertising skin care products. These ad spokesmen can be partitioned into three types: celebrity endorsements, expert spokesmen, & typical consumer spokesmen. This research finds that of the three types of spokesm en for skin care products in South Korea, celebrity endorsers are the most prominent. The most effective spokesmen in Taiwan are celebrities & typical consumer spokes men. This research focused on the survey of people from South Korea & Taiwan, conducted through the use of Google forms. 249 valid questionnaires were collected from South Korea & 99 valid questionnaires were collected from Taiwan. The res earch found that: First, celebrity spokesmen in South Korea & Taiwan have the gr eatest influence on consumers, but if consumers in both countries already have a preferred choice of skin care products, the ads have no effect. Second, in South Kore a & Taiwan, experts have a significant impact on consumers, & if consumers al ready have a preferred choice of skin care products, the advertising still has a signi ficant impact. Third, using typical consumer advocates, the results obtained in Korea & Taiwan were not the same. In the case of South Korea, both the advertising spok esman & the degree of involvement in preferred products have a significant impact on the consumers’ attitude toward advertising, whereas in the case of Taiwan, only the typical consumer spokesperson has a significant influence on attitude toward advertising, & the degree of involvement in preferred products has no relevant effect. Although experts & spokesmen have a significant impact in both countries, the more significant factor is that Korean & Taiwanese consumers respond differe ntly to the type of spokesperson. In the future, with the development of trade in skin care products between Korea & Taiwan & the need for South Korea & Taiwan to promote their skin care products abroad, appropriate spokespersons should be ad opted to make better advertisements by referring to the key findings of this research.