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來源資料
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題名 | 虛擬代言人對廣告效果之影響:以產品類別、自我參照為干擾變數=The Advertising Effect of Animated Spokes-Character: Product Types and Self-Referencing as Moderators |
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作者 | 李鴻文; 蔡進發; 賴柏諺; | 書刊名 | 行銷評論 |
卷期 | 14:4 2017.冬[民106.冬] |
頁次 | 頁335-366 |
分類號 | 497 |
關鍵詞 | 虛擬代言人; 廣告效果; 產品類別; 自我參照; Animated spokes-characters; Advertising effectiveness; Product types; Self-referencing; |
語文 | 中文(Chinese) |
中文摘要 | 本研究以虛擬代言人對廣告效果的影響作為探討核心,根據Holzwarth等人1所提出的虛擬代言人分類方式作為理論基礎,將虛擬代言人分為「專家型」、「吸引型」兩類,並以「產品類別」(功利性、享樂性)與「自我參照」(敘事型、分析型)作為干擾變數,分別建立三個不同的研究架構,檢驗消費者對於不同類別虛擬代言人廣告的廣告態度、品牌態度以及購買意願。本研究透過實驗設計的方式,發放實體問卷,回收有效樣本440份。研究之結果顯示:(1)廣告中運用虛擬代言人確實可以提升廣告效果。(2)功利性產品適合搭配專家型虛擬代言人、享樂性產品適合搭配吸引型虛擬代言人。(3)專家型虛擬代言人適合搭配分析型自我參照廣告,吸引型虛擬代言人適合搭配敘事型自我參照廣告。 |
英文摘要 | This study mainly focuses on the advertising effectiveness of animated spokes character. This study divides animated spokes character into "expert" and "attractive" on the basis of the classification of animated spokes character proposed by Holzwarth et al. 1 Three research frameworks are built to examine the effect of different types of animated spokes characters' advertisement on the costumers' advertising attitude, brand attitude and purchase intention, taking product types (utilitarian goods vs. hedonic goods) and self-referencing (narrative self-referencing vs. analytical self-referencing) as moderators. This study adopts experimental designs and questionnaire surveys to collect data, and then to examine the associated hypotheses. 440 valid samples are collected. The results of statistical analyses show: (1) Advertisement which uses animated spokes character really enhances the advertising effectiveness. (2) Utilitarian goods should go with expert animated spokes character, and hedonic goods should go with attractive animated spokes character in order to achieve better advertising effect. (3) Expert animated spokes character should go with analytical self-referencing advertisement, and attractive animated spokes character should go with narrative self-referencing in order to lead to better advertising effect. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。