航空公司廣告代言人類型與性別對廣告效果之影響

The Influences of Airline's Advertising Spokesperson Type and Advertising Spokesperson Gender on Advertising Effectiveness

10.29423/JSRR.201406_8(4).0003

何詠筑(Yong-Ju Ho)；萬光滿(Kuang-Man Wan)；鄭卉真(Hui-Chen Cheng)

航空公司 ； 廣告代言人 ； 廣告代言人類型 ； 廣告代言人性別 ； 廣告效果 ； Airlines ； Advertising Spokesperson ； Advertising Spokesperson type ； Advertising Spokesperson gender ； Advertising effectiveness

運動與遊憩研究

8卷4期（2014 / 06 / 01）

53 - 69

繁體中文

「廣告代言人」在促進廣告效果中扮演重要的角色，廣告代言人的類型及性別，皆對接觸廣告的消費者有所影響。過去對廣告效果已有諸多探討，但少有針對航空公司廣告代言人類型與性別不同時對廣告效果進行研究。本研究利用不同代言人類型及性別，採3×2實驗設計，代言人類型×代言人性別。正式實驗參與者為大學生，共填寫有效反應問卷279份（有效問卷回收率93%）。經由相關分析及變異數分析探討廣告效果差異。研究結果發現：一、航空公司廣告代言人採名人類型代言時，其代言人態度、廣告態度、品牌態度、購買意願及整體廣告效果最佳；廣告代言人性別差異無顯著差異。二、在廣告代言人類型及性別搭配時，由女性名人擔任代言人，代言人態度、廣告態度、品牌態度、購買意願及整體廣告效果最佳。

＂Advertising spokesperson＂ in promoting the achievement of advertising effect plays an important role. The advertising spokesperson's type and gender will impact the consumers who exposures to the advertising, but the few studies have done the impact on advertising effectiveness in aviation industry. This purpose of this study is to compares the advertising effectiveness between different. University students (N=279) participated in 3×2 factorial design experiment. With the correlation analysis, ANOVA, and MANOVA test, we found that: 1. The celebrity to serve as advertising spokesperson, the spokesperson attitude, advertising attitude, brand attitude, purchase intention and advertising effect of advertising is the highest; and there is no significant difference for spokesperson gender on advertising effectiveness. 2. The female celebrity to serve as advertising spokesperson, its spokesperson attitude, advertising attitude, brand attitude, purchase intention and advertising effect of advertising is the best.

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