廣告代言人與廣告訴求方式對廣告效果影響之比較－自我監控的干擾效果

A Comparison of the Influence of Advertising Spokesperson and Advertising Appeal on Advertising Effectiveness: The Moderating Effects of Self-Monitoring

林隆儀(Long-Yi Lin)；曾冠雄(Kuan-Hsiung Tseng)

廣告代言人 ； 廣告訴求方式 ； 自我監控 ； 廣告效果 ； Advertising Spokesperson ； Advertising Appeals ； Self-Monitoring ； Advertising Effectiveness

企業管理學報

76期（2008 / 03 / 01）

87 - 128

繁體中文

本研究旨在比較消費者自我監控在廣告代言人與廣告訴求方式組合對廣告效果影響的干擾效果。採用2x2x2的因子實驗設計，並使用變異數分析及t檢定驗證研究假說。研究結果獲得下列重要發現：(1)名人廣告代言人比專家廣告代言人對廣告效果有較顯著的正向影響。(2)理性廣告訴求方式比感性廣告訴求方式對廣告效果有較顯著的正向影響。(3)名人廣告代言人與感性廣告訴求方式的組合，比名人廣告代言人與理性廣告訴求方式的組合，對消費者的廣告態度有較顯著的正向影響。(4)專家廣告代言人與理性廣告訴求方式的組合，比專家廣告代言人與感性廣告訴求方式的組合，對消費者的廣告態度有較顯著的正向影響。(5)消費者的自我監控程度在廣告代言人對廣告效果的影響中具有顯著的干擾效果。(6)消費者的自我監控程度在廣告訴求方式對廣告效果影響中具有顯著的干擾效果。(7)消費者的自我監控程度在廣告代言人與廣告訴求方式組合對廣告效果影響中具有顯著的干擾效果。

The main purpose of this research is to compare the moderating effects of self-monitoring between the influence of advertising spokesperson and advertising appeal on advertising effectiveness. A 2x2x2 factorial experimental design was adapted. Variance analysis and t test were used to verify the hypotheses. The major findings were as follow: (1) Celebrity spokespersons were more significant positive influence on advertising effectiveness than expertise spokespersons. (2) Rational advertising appeals were more significant positive influence on advertising effectiveness than emotional advertising appeals. (3) The combination of celebrity spokespersons and emotional advertising appeals were more significant positive influence on advertising effectiveness than the combination of celebrity spokespersons and rational advertising appeals. (4) The combination of expertise spokespersons and rational advertising appeals were more significant positive influence on advertising effectiveness than the combination of expertise spokespersons on advertising effectiveness. (5) There were significant moderating effects of consumer's self-monitoring between the influences of celebrity spokespersons on advertising effectiveness. (6) There were significant moderating effects of consumer's self-monitoring between the influences of advertising appeals on advertising effectiveness. (7) There were significant moderating effects of consumer's self-monitoring between the influences of combinations of advertising spokespersons and advertising appeals on advertising effectiveness.

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