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代言人的特性對於公益廣告效果影響之研究－以 HPV疫苗廣告為例 = F...

國立高雄大學經營管理研究所

代言人的特性對於公益廣告效果影響之研究－以 HPV疫苗廣告為例 = Factors Predicting the Effectiveness of Endorsement Public Service Announcement －An Experiment of HPV Advertisement

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	Factors Predicting the Effectiveness of Endorsement Public Service Announcement －An Experiment of HPV Advertisement
作者:	王佳慧,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	民99[2010]
面頁冊數:	65面圖，表 : 30公分;
標題:	代言人
標題:	endorser
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/70431696272909759340
摘要註:	過去許多文獻，探討代言人與廣告效果之間的關係研究。然而，這些現有的文獻主要都是以商業廣告為研究對象，但是對於公益廣告性質的研究是相當缺乏的。關於這兩種不同目的之廣告，商業廣告主要是影響消費者對於商品的購買意願，而公益廣告所以提倡的目的是影響觀眾的認知。由於它們的目的也所不同，所以我們不能將商業廣告的假設研究，理所當然的套用在公益廣告研究。此外，我們建議加入代言人的社會形象，過去文獻中該特性都被忽略。因此本研究將影響代言人的因素(專業性、吸引力和社會形象)對觀眾的行為意圖，以公益廣告為範例。本研究以人類乳突病毒疫苗的公益廣告為例，探討廣告代言人的特性對於觀眾的行文意圖。該項研究的結果顯示，影響廣告代言人的因素(專業性和吸引力)與行為意圖呈現正相關。然而，社會形象該變數中，並沒有顯著對觀眾的行為意圖有所影響。 Prior studies had investigated the relationship between endorser and advertising effects. However, the existing literature mainly focuses on commercial advertising, but lacks for discussions of public service announcement. Regarding the different purposes of these two types of advertisements, the purpose of commercial advertising is to influence customer’s purchase intention, but the purpose of public service announcement is to influence audience’s perception about the public issues. Because of their purposes are different, so we cannot assume that theories applicable to commercial advertising is also applicable to public service announcement. In addition, we propose that social image of endorser neglected in the existing studies should also be investigated. Therefore, this study will explore the influences of endorser’s factors (expertness, attractiveness, and social image) on audience’s behavior intention in public service announcement.An experimental study related to human papillomavirus (HPV) advertisement is conducted to examine the influences of endorser’s factors (expertness, attractiveness, and social image) on audience’s behavior intention in public service announcement. The results of this study show that the influences of endorser’s factors (i.e. expertness and attractiveness) are positively related with audience’s behavior intention in public service announcement. However, social image did not show a significant influence on audience’s behavior intention in public service announcement. The implications of this study were discussed, too.

代言人的特性對於公益廣告效果影響之研究－以 HPV疫苗廣告為例 = Factors Predicting the Effectiveness of Endorsement Public Service Announcement －An Experiment of HPV Advertisement
王, 佳慧

代言人的特性對於公益廣告效果影響之研究－以 HPV疫苗廣告為例 = Factors Predicting the Effectiveness of Endorsement Public Service Announcement －An Experiment of HPV Advertisement / 王佳慧撰 - [高雄市] : 撰者, 民99[2010]. - 65面 ; 圖，表 ; 30公分.
參考書目：面.
代言人endorser

代言人的特性對於公益廣告效果影響之研究－以 HPV疫苗廣告為例 = Factors Predicting the Effectiveness of Endorsement Public Service Announcement －An Experiment of HPV Advertisement
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330 $a 過去許多文獻，探討代言人與廣告效果之間的關係研究。然而，這些現有的文獻主要都是以商業廣告為研究對象，但是對於公益廣告性質的研究是相當缺乏的。關於這兩種不同目的之廣告，商業廣告主要是影響消費者對於商品的購買意願，而公益廣告所以提倡的目的是影響觀眾的認知。由於它們的目的也所不同，所以我們不能將商業廣告的假設研究，理所當然的套用在公益廣告研究。此外，我們建議加入代言人的社會形象，過去文獻中該特性都被忽略。因此本研究將影響代言人的因素(專業性、吸引力和社會形象)對觀眾的行為意圖，以公益廣告為範例。本研究以人類乳突病毒疫苗的公益廣告為例，探討廣告代言人的特性對於觀眾的行文意圖。該項研究的結果顯示，影響廣告代言人的因素(專業性和吸引力)與行為意圖呈現正相關。然而，社會形象該變數中，並沒有顯著對觀眾的行為意圖有所影響。 Prior studies had investigated the relationship between endorser and advertising effects. However, the existing literature mainly focuses on commercial advertising, but lacks for discussions of public service announcement. Regarding the different purposes of these two types of advertisements, the purpose of commercial advertising is to influence customer’s purchase intention, but the purpose of public service announcement is to influence audience’s perception about the public issues. Because of their purposes are different, so we cannot assume that theories applicable to commercial advertising is also applicable to public service announcement. In addition, we propose that social image of endorser neglected in the existing studies should also be investigated. Therefore, this study will explore the influences of endorser’s factors (expertness, attractiveness, and social image) on audience’s behavior intention in public service announcement.An experimental study related to human papillomavirus (HPV) advertisement is conducted to examine the influences of endorser’s factors (expertness, attractiveness, and social image) on audience’s behavior intention in public service announcement. The results of this study show that the influences of endorser’s factors (i.e. expertness and attractiveness) are positively related with audience’s behavior intention in public service announcement. However, social image did not show a significant influence on audience’s behavior intention in public service announcement. The implications of this study were discussed, too.
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