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題名 | 不實薦證廣告揭露、薦證者類型與薦證者後悔傾向對消費者態度之影響=Effects of Misleading Testimonial and Endorsement Advertising Exposure, Type of Endorser and Regret Inclination of the Endorser on Consumer Attitudes |
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作者姓名(中文) | 林泉源; 余朝權; 李銘尉; 劉致緯; | 書刊名 | 公平交易季刊 |
卷期 | 16:1 2008.01[民97.01] |
頁次 | 頁1-34 |
分類號 | 497.4 |
關鍵詞 | 薦證廣告; 薦證者; 薦證者類型; 薦證者後悔傾向; Testimonial and endorsement advertisement; Endorser; Type of endorser; Regret inclination of endorser; |
語文 | 中文(Chinese) |
中文摘要 | 薦證廣告 (Testimonial) 透過廣告主以外之人,在廣告中進行薦證,通常以知名公眾人士、專業人士或一般社會大眾來進行代言,薦證廣告的廣告效果很好,但經常被部份事業主濫用,形成不實之薦證廣告,造成消費者對薦證廣告逐漸失去信心,公平交易委員會 (Fair Trade Commission) 因此訂有明確法規範薦證廣告。本研究以是否對不實薦證廣告進行揭露、薦證者類型與薦證者後悔傾向進行2×2×2之實驗設計,以美容產品的薦證廣告為例,研究結果發現,對於不實廣告揭露確實會降低消費者對該產品廣告的效果。而以專業人士為薦證者卻經揭露為不實廣告者,廣告效果遠比以知名公眾人物為薦證者卻經揭露為不實廣告者要差。最後,薦證者後悔傾向較高也會降低廣告效果,但一經揭露後,薦證者後悔傾向高或低則無顯著差異。 |
英文摘要 | Testimonial and endorsement advertising consists of the advertising that celebrities, as well as well-known, professional experts or public audiences other than the sponsoring advertiser use to endorse certain products. While the effects of testimonial and endorsement advertising are well known, advertisers very much prefer to use testimonial and endorsement advertising to send messages to public audiences. While fraudulent testimonial and endorsement advertising is inappropriate, the results cause the public audiences to lose confidence in testimonial and endorsement advertising as a whole. The Fair Trade Commission has declared the standard for testimonial and endorsement advertising. Using a 2x2x2 experimental design, this research studies the effects of testimonial and endorsement advertising exposure, the type of endorser and the regret inclination of the endorser on consumer attitudes. By taking the cosmetic products testimonial and endorsement advertising as our research example, the results show that misleading testimonial and endorsement advertising exposure reduces the effects of the advertising on consumers. If the testimonial and endorsement advertising that uses professional expertise experience and disclosures is misleading, the effect on customers will be far less significant than that if the testimonial advertising involves the use of celebrities. Finally, if the endorser’s regret inclination is significantly higher, then it will also reduce the commercial effect as well. However, if it is disclosed that the advertising is misleading, there is no significant difference. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。