卡通代言人對廣告態度、品牌態度與購買意圖影響之研究

以作者查詢圖書館館藏

、以作者查詢臺灣博碩士

、以作者查詢全國書目

、勘誤回報

、線上人數：42

、訪客IP：18.223.0.53

姓名

謝坤穎(Bernie Shieh) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

卡通代言人對廣告態度、品牌態度與購買意圖影響之研究

相關論文

★ 由組織層面探討軟體程序成熟度	★ 線上溝通平台融入概念圖合作學習之比較研究
★ 線上討論一定就會更好嗎？探討影響群體創造知識過程中知識分享與知識採用因素之研究	★ 群體決策支援系統對團隊績效之影響-以時間壓力為調節因素
★ 在文化差異下，探討創新協同合作工具針對不同任務性質之績效	★ Icon辨識與其設計屬性之關聯性探討
★ 創新協同合作工具之先導因素對績效的影響：強調工具特性與科技特性	★ 以物件導向塑模未來研究方法配適於前瞻研究之系統架構
★ 在匈牙利文化下，探討Icon之設計屬性、主觀熟悉及辨識對其吸引力之影響	★ Icon設計屬性吸引力與情感、支配性認知、意義性認知之影響探討以匈牙利樣本為例
★ 在中國大陸文化下，Icon辨識、主觀熟悉與設計屬性對下載意願之關聯性探討	★ 探討網路交友平台使用者之交友機制使用意圖─以Dcard為例
★ 捷運乘客舒適度調查分析以台北高運量板南-土城線為例	★ 時依性路段暨時窗限制下單一車輛路線問題之研究
★ 飛航組員及客艙組員影響溝通協調關鍵因素之研究	★ 廢棄機車回收廠區位選址之研究

檔案

[Endnote RIS 格式]

[Bibtex 格式]

[相關文章]

[文章引用]

[完整記錄]

[館藏目錄]

[檢視]

[下載]

本電子論文使用權限為同意立即開放。
已達開放權限電子全文僅授權使用者為學術研究之目的，進行個人非營利性質之檢索、閱讀、列印。
請遵守中華民國著作權法之相關規定，切勿任意重製、散佈、改作、轉貼、播送，以免觸法。

摘要(中)

近來台灣有許多產品名人代言風波，除了名人代言外，另有廠商使用卡通人物為產品代言。本研究主要是探討卡通代言人對於購買意圖的影響，亦即檢測消費者透過對卡通人物的回憶、喜愛度、專業度與產品的適合度等因素，經由對卡通人物的信任，對於廣告的態度、品牌的態度而對購買意圖產生影響。
由於消費者對於產品涉入程度的差異會影響卡通代言對購買意圖的影響結果，本研究因此經由測試挑選出四種涉入程度無差異產品與七個卡通代言人。本研究使用結構方程模式進行理論架構的驗證，發現卡通代言人的專業度透過對卡通人物的信任影響消費者對於廣告的態度、品牌態度以及購買意圖。卡通人物的喜愛度透過對卡通人物的信任對於品牌態度與購買意圖有影響。而對卡通人物的回憶與卡通人物的適合度對於廣告態度、品牌態度與購買意圖沒有影響。未來行銷人員於使用卡通人物進行行銷活動時，應注意卡通人專業度的建立與喜愛度的形成。後續的研究可就網路中卡通代言人與消費者的互動關係作進一步的探討。

摘要(英)

Recently, celebrity endorsement for products has been prevalent though somewhat controversial in Taiwan. Some companies may therefore use animation character for merchandise endorsement. The article focuses on exploring the relationships between expertise, likability, nostalgia and relevance of spokes-character and advertisement attitude, brand attitude and purchase intention, that were mediated by character-spokes trust.
Differential product-involvement will affect the research conclusion, hence we select four indifferential-involvement product and seven spokes-characters. This research uses structural equation modeling and suggests spokes-
character expertise influences advertisement attitude, brand attitude and purchase intention, that was mediated by character-spokes trust. And spokes-
character expertise influences brand attitude and purchase intention, that was mediated by character-spokes trust. When Marketer hold marketing event via spokes-characters, they should have effort on the establishment of spokes-character trust and the formation of spokes-character likability. The future research could focus on the interactive relationship between spokes-character and consumers on line.

關鍵字(中)

★ 卡通代言人
★ 結構方程模式

關鍵字(英)

★ LisRe
★ SEM
★ Spoke-character

論文目次

第壹章緒論-------------------------------------------------------------------------------------1
第一節研究背景與目的----------------------------------------------------------------------1
第二節研究流程-------------------------------------------------------------------------------1
第貳章文獻回顧-------------------------------------------------------------------------------3
第一節卡通代言人的定義-------------------------------------------------------------------3
第二節使用卡通代言人的目的與注意事項----------------------------------------------4
第三節代言人說服力的相關研究----------------------------------------------------------6
第四節廣告態度、品牌態度與購買意圖的關係----------------------------------------8
第五節產品涉入對代言效力的影響-------------------------------------------------------9
第參章研究方法------------------------------------------------------------------------------13
第一節研究架構------------------------------------------------------------------------------13
第二節研究假說------------------------------------------------------------------------------13
第三節變數操作性定義---------------------------------------------------------------------14
第四節研究設計------------------------------------------------------------------------------15
第肆章資料分析與結果---------------------------------------------------------------------17
第一節涉入問卷分析------------------------------------------------------------------------17
第二節樣本結構分析------------------------------------------------------------------------20
第三節單一構面分析、信度分析與效度分析------------------------------------------21
第四節結構方程模式分析------------------------------------------------------------------24
第伍章結論與建議---------------------------------------------------------------------------28
第一節研究結論------------------------------------------------------------------------------28
第二節管理意涵------------------------------------------------------------------------------30
第三節研究限制與後續研究之建議------------------------------------------------------31
參考文獻 ---------------------------------------------------------------------------------------32
附錄一涉入問卷 ---------------------------------------------------------------------------38
附錄二研究架構問卷 ---------------------------------------------------------------------45

參考文獻

tomer Trust in Salespersons in a Developing Country,” Journal of Internat-
ional Marketing, 4(4), 35-52.
Baker, Michael J. and M. A. Churchill (1977), “The impact of Physical Attractive Model on Advertising Evaluations,” Journal of Marketing Research, 14(4), 538-555.
Brierley, Sean (1995), The Advertising HandBook, London: Routledge.
Cabalero, Marjorie J., Lumpkin, James R., and Charles S.Madden (1989),”Using Physical Attractiveness as an Advetising Tool: An Empirical Test of Attraction Phenomenon,” Journal of Advertising, 19(3),16-22.
Callcott, Margaret F. and Patricia A. Alvey (1991), “Toons sell... and sometimes they don't: An advertising spokes-character typology and exploratory
study,” in Proceedings of the 1991 Conference of the American Academy of Advertising, Rebecca Holman, ed., New York: D’Arcy Masius Benton and Bowles, 43-52.
Callcott, Margaret F. and Wei-Na Lee (1995), “Establishing the Spokes-
Character in Academic Inquiry: Historical Overview and Frame work for Definition,” Advances in Consumer Research, 22(1), 144-151.
Callcott, Margaret F. and Barbara J. Philips (1996), “Observations: Elves Makes Good Cookie: Creating Likable Spokes-Character Advertising,” Journal of Advertising Research, 36(5), 73-79.
Chaiken, Shelly (1979), “Communicator Physical Attractiveness and Persuas-
on,” Journal of Personality and Social Psychology, 37(8), 1387-1397.
Chaiken, Shelly (1980), “Heuristic versus Systematic Information Processing and the Use of Source versus Message Cues in Persuasion,” Journal of Personality and Social Psychology, 39(5), 752-766.
Clarke, Keith and Russell W. Belk (1979), “The Effect of Product Involvement and Task Definition on Anticipated Consumer Effect,” Advances in Consumer Research, 6(1), 313-318.
Cohen, Joel B. and Marvin E. Goldberg (1970), “The Dissonance Model in Post-Decision Product Evaluation,” Journal of Marketing Research, 7(3), 315-321.
Cronbach, L. (1951), "Coefficient Alpha and the Internal Structure of Tests," Psychometrika, 16, 297-334.
Debevec, Kathleen and Jerome B. Kerman (1984), “More Edidence on the Effects of a Presenter’s Physical Attractiveness: Some Cognitive, Affective and behavioral Consequences,” In: Advances in Consumer Research, (ED.) Thomas C. Kinnear, Vol. 11, Provo, Uath: Association for Consumer Research, 127-132.
DeSarbo, Wayne S. and Richard A. Harshman (1985), “Celebrity and Brand Congruence Analysis,” In: Current Issues and Research in Advertising, (Eds.) J. H. Leigh, and C. R. Martin, Vol.4, MI: University of Michigan, 17-52.
Engel, James F. and Roger D. Blackwell (1982), Consumer Behavior(4th), New York: The Dryden Press.
Erdogan, B. Zafer (1999), “Celebrity Endorsement: A Literature Review,” Journal of Marketing Management, 15(4), 291-314.
Fornell C. & Larker D. (1981), “Evaluating structural equation models with unobserved variables and Measurement errors. Journal of Research Marketing,” 27(3), 445-466.
Forkan, J. (1980), “Product Matchup key to Effective Star Presentation,” Advertising Age, (51), 42.
Fowles, Jib (1996), Advertising and Popular, London: Sage Publication Ltd.
Friedman, Hershey H. and L. Friedman(1978), “Does the Endorser’s Image Spill Over the Product,” Journal of the Academy of Marketing Science, 6(3), 291-299.
Friedman, Hershey H., S. Termini, and R. Washington (1976), “The Effectiveness of Advertisement Utilizing Four Type of Endorsers,” Journal of Advertising, 6(2), 22-24.
Garretson, Judith A. and Ronald W. Niedrich (2004), “Spokes-character Creating Character Trust and Positive Brand Attitudes,” Journal of Advertising, 33 (2), 25-36.
Gerbing D. and Anderson J. (1988), “An update paradigm for scale development incorporating unidimensionality and its assessment,” Journal of Marketing Research, 25(2), 186-192.
Goodstein, Ronald C. (1993), "Category-Based Applications and Extensions in Advertising: Motivating More Extensive Ad Processing," Journal of Con-
sumer Research, 20 (1), 87-99
Hair, Joseph F., Rolph E. Anderson, Ronald L. Tatham,and William C. Black (1995). Multivariate Data Analysis with Readings.4th,Englewood Cliffs: Prentice-Hall International.
Heckler, Susan, and Terry L. Childers (1992), "The Role of Expectancy and Relevancy in Memory for Verbal and Visual Information: What Is Incongruency?" Journal of Consumer Research, 18 (4), 475-792.
Holmes-Smith P (2001), Introduction to Structural Equation Modelling using LISREAL.Perth: ACSPRI-Winter training Program.
Hovland, Carl I., L. Irving Janis and Harold H. Kelly (1953), “Communication and Persuasion, new Haven, CT: Tale University Press.
Hovland, Carl I., Walter Weiss (1951), “The Influence of Source Credibility on Communication Effectiveness,” Public Opinion Quarterly, 15(4), 635-650.
Hupfer, Nancy and David Gardner (1971), “Differential Involvement with Products and Issues: An Exploratory Study,” Proceedings: Association for Consumer Research, 262-269.
Kahle, L. R. and P. M. Homer(1985), “Physical Attractiveness of Celebrity Endorser: A Social Adaptation Perspective,” Journal of Consumer Research, 11(4), 954-961.
Kamin, Michael A. (1990), “An Investigation into the Match-UP-Hypothesis in Celebrity Advertising: When Beauty Be Only Skin Deep,” Journal of Advertising, 19(1), 4-13.
Kamin, Michael A. (1989), “Celebrity and Non-Celebrity Advertising in a Two-Sided Context,” Journal of Advertising Research, 29(3), 34-42.
Kapferer, J. N. and G. Laurent (1986), “Consumer involvement profiles: A new practical approach to consumer involvement,” Journal of Advertising Research, 25(6), 48-56.
Kirkpatrick, C. A. (1953),”Trade Characters In Promotion Program,” Journal of Marketing, 17(4), 317 - 366.
Lafferty, Barbara A. and Ronald E. Goldsmith (1999), “Corporate Credibility’s Role in Consumers’ attitudes and Purchase Intention When a High Versus a Low Credibility is Used in the Ad,” Journal of Business Research, 44(2), 109-116.
Laurent, Gilles and Jean-Noel Kapferer (1985), “measuring Consumer Involvement Profiles,” Journal of Marketing Research, 22(1), 41-53.
Lichtenstein, Donald R., Peter H. Block and William C. Black(1988), “Correlates of Price Acceptability,” Journal of Consumer Research, 15(2), 243-252.
Lutz, J. Richard (1985), “Affective and Cognitive Antecedents of Attitude Toward the Ad: A Conceptual Framework,” In Linda F. Alwitt and Andrew A. Mitchell, Psychological Processes and Advertising Effects, New York: Erlbaum, pp. 45-63.
MacKenzie, Scott B., Richard J. Lutz, and George E. Belch (1986), “The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations,” Journal of Marketing Research, 23(2), 130-143.
McGinnies, Elliott and Charles D.Ward(1980), “Better Liked Than Right: Trustwothoness and Expertise as Factor in Credibility,” Personality and Social Bulletin, 6(3), 467-472.
McCracken, Grant (1989), “Who is the Celebrity Endorser? Cultural Foundation of the Endorsement Process,” Journal of Consumer Research, 16(3), 310-321.
McGuire, Willian J. (1985), “Attitudes and Attitude Change,” In: HandBook of Social Psychology, (Eds.) Gardner Lindzey and Elliot Aronson, Vol. 2, NY: Random House, 233-246.
Miniard, Paul W., Sunil Bhatla, Kenneth R. Lord, Peter R. Dickson, and H. Rao Unnava (1991), “ Picture-Based Persuasion and the Moderating Role of Involvement,” Journal of Consumer Research,
Misra, Shekhar (1990), “Celebrity Spokesperson and Brand Congruence: An Assessment of Recall and Affect,” Journal of Business Research, 16(3), 310-321.
Morgan, Hal (1986), Symbols of America. New York: Viking.
Munsen, J. Michael and Edward F. McQuarrie (1987), “The Factorial and Predictive Validities of a Revised Measure of Zaichkowsky's Personal Involvement Inventory,” Educational and Psychological Measurement, 47(3), 773-782.
Nunnally J & Bernstein I (1994). Psychometric Theory. New York: Mcgraw-Hill.
Ohanian, Roobina (1991), “The Impact of Celebrity Spokesperson’s Perceived Image on Consumer’s Intention to Purchase,” Journal of Advertising Research, 31(1), 46-52.
Petroshius, Susan M. and Meg Schulman (1989), “An Empirical Analysis of Spokesperson Characteristics on Advertisement and Product Evaluation
,” Journal of Academy of Marketing Science, 17(3), 217-255.
Petty, Richard E.and John T. Cacioppo (1979), “Issue Involvement Can Increase or Decrease Persuasion by Enhancing Message-Relevant Cognitive Responses, ” Journal of Personality and Social Psychology, 37 (4), 1915–1926.
Petty, Richard E. and John T. Cacioppo (1981), Attitudes and persuasion: Classic and contemporary approaches. Dubuque, IA: William C. Brown.
Petty, Richard E. and John T. Cacioppo (1986), Communication and persuasion : central and peripheral routes to attitude change. New York : Springer-Verlag.
Petty, Richard E. and John T. Cacioppo (1996), Attitudes and persuasion: Classic and contemporary approaches. New York: Westview.
Petty, Richard E., John T. Cacioppo, and R. Goldman (1981), “Personal involvement as a determinant of argument based persuasion,” Journal of Personality and Social Psychology, 41, 847-855.
Petty, Richard E., John T. Cacioppo and Martin Heesacker (1981), “The Use of Rhetorical Questions in Persuasion: A Cognitive Response Analysis, ” Journal of Personality and Social Psychology, 40 (3). 432-440.
Petty, Richard E., John T. Cacioppo, and David Schuman (1983), “Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement,” Journal of Consumer Research, 10(3), 135-146.
Phillips, Barbara J. (1996), “Defining Trade Character and Their Role in American Popular Culture,” Journal of Popular Culture, 20(4), 143-158.
Phillips, Barbara and Wei-Na Lee (2005), “Interactive Animation:Exploring Spokes-Characters on the Internet,” Journal of Current Issues & Research in Advertising, 27 (1), 1-17.
Phillips, Barbara J. and Barbara Gyoerick (1999), “The Cow, The Cook, and The Quaker: Fifty Years of Spokes-Character Advertising,” Journalism of Mass Communication Quarterly, 76(4), 713-728.
Rajeev Batra, John G. Myers and David A. Aaker (1995), “Advertising Manage-
ment,” 5rd Edition, Englewood Cliffs, New Jersey: Prentice-Hall, Inc.
Rhine, Ramon and Laurence J. Severance (1970), “Ego-involvement, discrepancy, source credibility and attitude change,” Journal of Personality and Social Psychology, 16, 175-190.
Rothschild, Michael L. (1984), “Perspective on involvement: current problems and future direction,” Advances in consumer research, 11(1), 216-217.
Sengupta, Jaideep, Ronald C. Goodstein, and David S. Boninger (1997), "All Cues Are Not Created Equal: Obtaining Attitude Persistence Under Low-Involvement Conditions," Journal of Consumer Research, 23 (4), 351-361.
Sheth, Jagdith N. and M. Venkatesan (1968), “Risk Reduction Processes in Repetitive Consumer Behavior,” Journal of Marketing Research, 5(3), 307-310.
Shimp, T. E. (1997), Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communication, 4th Edition, Fort Worth, Texas: The Dryden Press.
Sureshchandar G, Rajendran C and Anantharaman R. (2001).A holistic model for total quality service. International Journal of Service Industry Management, 12(2), 378-412.
Till, B. D. and M. Busler (1998), “Matching Product with Endorsers: Attractiveness Versus Expertise,” Journal of Consumer Marketing, 15(6),576-586.
Traylor, Mark B. (1981), “Product Involvement and Brand Commitment,” Journal of Advertising, 21(3), 51-56.
Urde, Mats(1994), “Brand Orientation- A Strategy for Survival,” Journal of Consumer Marketing, 11(3), 18-32.
Walker, D. and T. M. Dubitsky (1994), “Why Liking Matters,” Journal of Advertising Research, 34(3), 9-18.
Wright, P. (1973), “The Cognitive Processes Mediating Acceptance of Advertising,” Journal of Marketing Research, 10(1), 53-62.
Yi, Yougae (1990), “Cognitive and Affective Priming Effects of the Context for Print Advertisements,” Journal of Advertising, (19), 40–48.
Zaichkowsky, Judith Lynne (1985), “Measuring the Involvement Construct,” Journal of Consumer Research, 12(3), 341-352.
Zaichkowsky, Judith Lynne (1986), “Conceptualizing Involvement,” Journal of Advertising 15(2), 4-15.
Zaichkowsky, Judith Lynne (1994), “The Personal Involvement Inventory: Reduction, Revision and Application to Adversting,” Journal of Advertising, 23(4), 59-70.

指導教授

謝浩明(How-Ming Shieh)

審核日期

2005-7-14

推文