第五章 結論與建議
第三節 研究限制與後續研究方向
內容行銷廣告的媒體通路並非僅限於 Facebook，但為了聚焦研究 範圍，本研究只針對 Facebook 的粉絲專頁廣告進行分析，後續研究 人員可以研究內容行銷廣告在其他媒體通路對消費者的影響，抑或是 針對內容行銷廣告與電子商務消費者行為進行討論。
二、 研究品牌與產業限制
本研究鎖定快速消費品產業中的個人清潔用品類，但在本研究進 行當中，發現越來越多品類，例如：飲料、食品、家庭清潔用品等，
也開始採用內容行銷的廣告手法，因此，後續研究也可以討論內容行 銷廣告在不同的品類，甚至是不同產業，對於產品或品牌態度、顧客 忠誠度、購買意圖是否會產生一樣的結果。
此外，本研究選定的品牌是大家常見且都認識的海倫仙度絲與巴 黎萊雅，但如果針對品牌認知程度(Brand Awareness)比較低的品牌，
是否會有一樣的效果?未來研究可以將品牌認知列為控制變項進行後 續研究。
三、 量化研究樣本限制
經問卷回收分析，本研究之樣本以學生及剛步入社會之新鮮人 (21 至 30 歲)為主，一般化能力較弱，難以推論至其他年齡、職業之 消費客群，後續研究可針對不同年齡層全面性討論。
四、 簡化模型，忽略變數交互效果
本研究假設內容訊息特質、代言人特質共五項自變數之間彼此獨 立，但實務上變數之間可能會有交互效果，未來研究可以以 2x3 的實 驗的方式分析內容訊息特質與代言人之間的交互效果。
五、 簡化模型，忽略跨國文化的外部效度
品牌國際化發展情形相當普遍，本次研究聚焦台灣市場，但在企 業國際化的發展下，常見各國分公司會有共享行銷資源的狀況，例如：
大中華區的廣告是統一由一個國家拍攝，並翻譯成不同語言，因此，
未來研究也可以探討不同國家的內容行銷效果是否有差異。
參考文獻
一、 中文書目
數位時代(2013.9.2)< 數位行銷怎麼做？企業該知道 的重要統計數 據>(原文：Joe Pulizzi(2013.6.15)。<Create Content Perfection With These 5 Essential Ingredients>
取自
http://www.bnext.com.tw/article/view/id/29051
蘋果日報(2013 年 8 月)。<台灣瘋臉書 全球第一>，取自http://www.appledaily.com.tw/appledaily/article/headline/20130821/
35235891/
新媒體世代(民 104 年 5 月<「衛報實驗室」：《衛報》如何透過內容行 銷，拓展數位廣告市場>摘錄自動腦雜誌(2015.5.21)【數位】《衛 報》如何透過內容行銷，拓展數位廣告市場。取自
http://www.brain.com.tw/News/RealNewsContent.aspx?ID=21788#i xzz3qrxGjXz4
黃貝玲(譯)(民 98)。內容行銷塞爆你的購物車(原作者：Joe Pulizzi,Newt Barrett)。台北市：美商麥格羅希爾國際股份有限公司
黃營杉審閱(2001)，行銷學，Michael J. Etzel, Bruce J. Walker and William J.Stanton 著，台北：美商麥格羅．希爾國際股份有限公 司台灣分公司。
李青芬(譯)(民 104)。內容的力量(原作者：宗像淳)。台北市：台灣廣 廈有聲圖書有限公司。
榮泰生(民 89)。網路行銷：電子商務實務(133~138 頁)。台北市：五 勢。數位時代。取自 http://www.bnext.com.tw/article/view/id/34118 顏理謙(民 104 年 7 月)。銀兩不夠沒關係，「社群」就是窮人的原子
浩騰媒體(2009)。淺談社群媒體行銷 Social Media Marketing，SMM。
浩騰媒體 9 月號。上網日期 2009 年 9 月 10 日，取自
http://www.slideshare.net/yesonline/200909-2183789
取自
http://yahoo-emarketing.tumblr.com/post/120516538421/mobiletr end
中國清華大學學生職業發展協會研究部(2011)。快速消費品調研報告。
取自
http://doc.mbalib.com/view/7e200c6fd3b3efcc32aa635bf12eb82b.
html
祝鳳岡(民 87 年 1 月)。廣告策略之探研-系統建構觀點 。廣告學研究，
第十集，41。
李姿慧、余尚恩、張亦騏、陳柏丞、陳震武。以統計初探消費者對品 牌代言形象與購買意願之關係。68 頁。
吳統雄(民 74)。態度與行為研究的信度與效度－理論、反應、反省。
民意學術專刊，夏季號，47-66。
洪一中、劉芳怡(2004 年 5 月)。網路廣告價值與態度之關聯性研究。
2004 科技整合管理國際研討會。
江秋君(民 96 年)。 擁擠知覺與促銷活動對衝動性購買之影響研究—
以享樂性購物價值為中介變數(未出版之碩士論文)。國立交通大 學，新竹市。
朱怡璇（民 94 年） 。 從個體的享樂與實用消費價值，探討廣告訴 求呈現、產品功能屬性對廣告說服效果的影響－以科技產品為例 (未出版之碩士論文) 。國立政治大學，台北市。
王敏玲(民 100 年)。部落格廣告對消費者的產品態度之影響(未出版之 碩士論文)。國立高雄應用科技大學，高雄市。
吳國豪(民 88 年)。網際網路虛擬社群象徵互動之探索-以 icr.hinet.net 為例(未出版之碩士論文)。淡江大學，新北市。
王之佑(民 101 年)。故事衝突的程度對於品牌態度與信任的影響-產品 種類的干擾效果(碩士論文)。取自
http://thesis.lib.nccu.edu.tw/cgi-bin/gs32/gsweb.cgi/ccd=kl4WtX/rec ord?r1=1andh1=2
林俊賢()。問卷設計典範之探索(未出版之博士論文)。長榮大學，台 南市。
謝家琳(民 97 年)。實際研究中的問卷調查法，《組織與管理研究的實 證方法》，陳曉萍、徐淑英、樊景立、鄭伯壎編著，臺北：華泰 文化，179-198 頁。
吳淑芳（民 95 年）。國外量表之兩階段翻譯及信、效度測試。護理雜 誌，53（1），65-71 頁。
姚虹(民 103 年)。閃光有理，性感無罪!性訴求廣告模特兒性別組合、
產品類型對於消費願景與廣告效果之影響(碩士論文)。取自
http://thesis.lib.nccu.edu.tw/cgi-bin/gs32/gsweb.cgi/ccd=kl4WtX/rec ord?r1=1andh1=3
莊旻潔(民 91 年)。群體規範、認知、認同對產品態度與忠誠度的影 響--以青少年之偶像崇拜行為為例(碩士論文)。取自
http://thesis.lib.nccu.edu.tw/cgi-bin/gs32/gsweb.cgi/ccd=kl4WtX/rec
之影響(碩士論文)。取自
http://thesis.lib.nccu.edu.tw/cgi-bin/gs32/gsweb.cgi/ccd=kl4WtX/rec ord?r1=1andh1=12
張新銳，張志喬(2004)。快速消費品的營銷渠道管理。河北科技大學 經管學院，取自
http://www.cqvip.com/read/read.aspx?id=10214512
群策整合行銷顧問公司(2014)。內容行銷如何做?取自http://www.slideshare.net/TeamPlan/ss-38480116
二、 英文書目
Aaker, A.D. Kumar, V., and Day, G. (1995). Marketing research. 5th edn ( New York : John Wiley and Sons)
Adamson A.(2009),No Contest: Twitter and Facebook Can Both Play a Role in Branding,www.forbes.com
Agrawal, Jagdish and Wagner A. Kamakura (1995), “The Economic Worth of Celebrity Endorsers: An Event Study Analysis,” Journal of Marketing, 59 (July), pp. 56-62.
Ajzen, I., and Fishbein, M. (1980). “Understanding attitudes and predicting social behavior”, Englewood Cliffs,NJ: PrenticeHall.
Alwitt,Linda F., and Paul R. P（1994）, “Identifying Who Dislikes Television Advertising: Not By Demographics Alone.” Journal of
Advertising Research, 34( 6), pp. 17-29.
Andrews,J. Craig, Syed H. Akhter ,Srinivas Durvasula,and Darrel Muehling(1992), “The Effects of Advertising Distinctiveness and Message Content Involvement on Cognitive and Affective
Responses to Advertising”, Journal of Current Issues and Research in Marketing,14(Spring), pp.45-48
Ang, L. and Dubelaar,C. (2006), “Explaining Celebrity Match-Up:
Co-Activation Theory of Dominant Support”, Advances in Consumer Research—Asia-Pacific Conference Proceedings,7, pp.378-384.
Arnold MJ, Reynolds K.E.(2003), “ Hedonic shopping motivations”, Journal of Retail ,79(2), pp.77–95.
Amos, C., Holmes, G.and Strutton, D. (2008) , “Exploring the relationship between celebrity endorser effects and advertising effectiveness”, International Journal of Advertising, 27(2), pp.209-234
Babin, B.J., Darden, W.R., and Griffin, M.(1994), “Work and/or fun:
measuring hedonic and utilitarian shopping value”, Journal of Consumer Research, 20(4), pp.644–656 .
Baker, M. and Churchhill, G.A. (1977), “ The impact of physically
attractive models on advertising evaluations”, Journal of Marketing Research, 14(4), pp. 538–555.
Bardia, Y.H., Abed, A. and Majid, N.Z. (2011), “ Investigate the impact of celebrity endorsement on brand image”, European Journal of
Scientific Research, 58(1), 116-132.
Batra, R. and Olli T. Ahtola (1991), “Measuring the He-donic and Utilitarian Sources of Consumer Attitudes”, Marketing Letters, 2 (April), pp.159-170.
-and Michael L. Ray (1986), "Affective Responses
Mediating Acceptance of Advertising," Journal o f Consultier Research, 13 , pp. 234-49.
Bazerman, Max H., Ann E. Tenbrunsel, and Kimberly Wade-Ben-zoni (1998), “Negotiating with Yourself and Losing: Understanding and Managing Conflicting Internal Preferences,” Academy of
Management Review, 23, 225–41.
Beerli, A. and Josefa D. Martin Santana(1999), “Design and Validation of an Instrument for Measuring Advertising Effectiveness in the Printed Media”, Journal of Current Issues and Research in
Advertising ,21(2), pp.11-30
Belch, G.E., and Belch, M.A.(2001), “Advertising and Promotion: An
Boston: Irwin/MaGraw- Hill
Biehal, G., Stephens, D., and Curlo, E. (1992), “ Attitude toward the Ad and brand choice”, Journal of Advertising, 11(3), pp. 19-36.
Blackshaw, P., and Nazzaro, M. (2004), “ Consumer-Generated Media (CGM)101: Word-of-mouth in the age of the Web fortified
consumer”, Retrieved Jun10, 2013, from
http://www.nielsenbuzzmetrics.com/whitepapers
Bloch, P.H. and Grady D. B. (1984), “Product Involvement as Leisure Behavior”, in Advances in Consumer Research, 11, ed. Thomas C.
Kinnear, Ann Arbor, MI: Association for Consumer Research, pp.197-202.
Bogart, L.(1985), “War of the Words: Advertising in the Year 2010”
Across the Board, January, pp.21-28
Brian D.T. and Busler M.(2000), “The Match-Up Hypothesis: Physical Attractiveness,Expertise, and the Role of Fit on Brand
Attitude,Purchase Intent and Brand Beliefs”,Journal of Advertising,29(3), pp.1-13
-and Michael Busler, (1998), “Matching products with endorsers:
attractiveness versus expertise”, Journal of Consumer Marketing, 15(6), pp. 576 – 586
Brislin, Richard W.(1970), “Back-Translation For CrossCultural
Research”, Journal of Cross-Cultural Psychology, 1(3), pp. 185-216.
Burnkrant, R. E., and Cousineau, A.( 1975), “Informational and Normative Social Influence in Buyer Behavior”, Journal of Consumer Research, 2(3), pp. 206-215.
Caballero, M.J., Lumpkin, J.R., and Madden, C.S. (1989), “Using
Physical Attractiveness as an Advertising Tool: An Empirical Test of the Attraction Phenomenon”, Journal of Advertising Research, 29 (August/September), pp.16-22.
Callcoat, M.F. and Philips, B.J., (1996), “Observations: Elves make Good Cookies”, Journal of Advertising Research, 36(September/October), pp. 73-79.
Chaiken, S. (1987), “The Heuristic Model of Persuasion” in Social Influence: The Ontario Symposium, 5, ed. Mark P. Zanna et al., Hillsdale, NJ: Erlbaum, pp.3-39.
Chan, K., Ng, Y.L. and Luk, E.K. (2013), “Impact of celebrity endorsement in advertising on brand image among Chinese adolescents”, Young Consumers, 14(2), pp.167-179.
Chaniotakis, I.E.,Lymperopoulos, C., and Soureli, M., (2010).
products”, Journal of product and Brand Management,19(5), pp.327-334.
Chao, P., Wuhrer, G. and Werani, T. (2005), “Celebrity and foreign brand name as moderators of country-of-origin effects”, International Journal of Advertising, 24(2), pp.173–192.
Churchill, Gilbert A., Jr. (1987), Marketing Research: Methodological Foundations, 4th ed., Chicago, IL: The Dryden Press.
Cronbach, L(1951), “Coefficient alpha and the internal structure of tests”, Psychometrika, 16(3), pp.297-334.
Crowley, A.E. , Spangenberg, E.R. and Hughes, K.R. (1992), “Measuring the Hedonic and Utilitarian Dimensions of Attitudes Toward Product Categories”, Marketing Letters , 3(3), pp. 239-249
DeSarbo, W. S., Harshman, R. A. (1985), “Celebrity-brand congruence analysis. In Leigh, J.H., and Martin, Jr. C. R. (Eds.)”, Current issues and research in advertising , pp.17-52.
Deshpandé, R. and D. M. Stayman (1994). “A Tale of Two Cities:
Distinctiveness Theory and Advertising Effectiveness”, Journal of Marketing Research , 31(1), pp. 57-64.
Dhar, R.(2000), “Consumer Choice Between Hedonic and Utilitarian Goods”, Journal of Marketing Research, 17, pp.60–71
Engel, James F., Roger D. Blackwell, and Paul W. Miniard(1993), Consumer Behavior, Chicago: Dryden.
Erdogan, B.Z. (1999) , “Celebrity endorsement: a literature review”, Journal of Marketing Management, 15(3), pp. 291–314.
Erdogan, B.Z., Baker, M.J. and Tagg, S.(2001) , “Selecting celebrity endorsers: the practitioner’s perspective”, Journal of Advertising Research, 41(3), pp. 39–49.
Fishbein, M., and Ajzen, I. (1975), “Belief, attitude, intention and behavior: An introduction to theory and research”, Reading, MA:
AddisonWesley
Flynn, L.R., Eastman, J.K., and Goldsmith, R. E.(1996), “Opinion leaders and opinion seekers: Two new measurement scales”, Journal of the Academy of Marketing Science , 24(2), pp.137-147
Friedman, Hershey H. and Friedman L.(1979), “Endorser Effectiveness by Product Type,”Journal of Advertising Research, 19 (5), pp.63-71.
Giner-Sorolla, Roger (1999), “Affect in Attitude: Immediate and
Psychology, Shelley Chaiken and Yaacov Trope, eds., The Guilford Press: New York, pp.441-61.
Goldberg, M., and Hartwick, J. (1990), “The Effects of Advertiser Repution and Extremity of Advertising Claim on Advertising Effectiveness”, Journal of Consumer Research, 17(2), pp.172-179
Goldsmith, R., Lafferty, B. and Newell, S. (2000), “The impact of
corporate credibility and celebrity credibility on consumer reaction to advertisements and brands”, Journal of Advertising, 29(3), pp.43–
54
-and Newell, S. J. (2001), “The development of a scale to measure perceived corporate credibility”, Journal of Business Research, 52(3), pp.235-247
-and Lafferty, B. A., and Newell, S. J. (2002), “The Dual Credibility Model: The Influnce of Corportae and Endorser Credibility on Attitudes and Purchase Intentions”, Journal of Marketing Theory and Practice, 10(3), pp.1-12.
Gresham, L. G., and Shimp, T. A. (1985), “Attitude toward the advertisement and brand attitudes: a classical conditioning perspective”, Journal of Advertising, 14 (1), pp.10-18.
Haghirian, P., and Dickinger, A. (2004), “Identifying success factors of mobile marketing”, ACR Asia-Pacific 2004, Association of
Consumer Research, pp.28-29.
Hennig-Thurau, Thorsten, Edward C. Malthouse, Christian Friege, SonjaGensler, Lara Lobschat, Arvind Rangaswamy, and Bernd Skiera (2010),“The Impact of New Media on Customer
Relationships”, Journal of ServiceResearch, 13(3), pp.311–330.
Herzberg ,F., Mausner, B., Snydermann, B.B.(1959), The motivation to work. New York:Wiley
Holbrook and Elizabeth C. Hirschman (1982), “The Experiential Aspects of Consumption: Consumer Fantasies, Feelings,and Fun”, Journal of Consumer Research, 9(2), pp.132-140.
Hoyer,W. D., and MacInnis, D. J. (1997). Consumer Behaviour.
Houghton Mifflin(Boston), U.S.A.
Hovland, C. I.﹐Irving L. Janis﹐and Harold H. K.(1953), “Communication and Persuasion：Psychological Studies of Obvious Change”﹐New Haven﹐CT: Yale University Press
Howard, D. R. and S. V. Lankford (1994), “Developing A Tourism Impact Attitude Scale.” Annuals of Tourism Research, 21(3), pp.121-139.
James M. Munch, Gregory W. Boller, and John L. Swasy(1993), “The
Attitude Formation”, Journal of Consumer Researh, 20(2), pp.294-302
Jarvala, K. (1998), “Kuluttajian Kasitykset Lihasta Ja
Liha-Alsta-Laadullinen Tutkimus”, The National Consumer Research Center Publications, 14. pp. 123. Helsinki.
Kahle, L.R. and Homer, P. (1985), “Physical attractiveness of the celebrity endorser: a social adaptation perspective”, Journal of Consumer Research, 11(4), pp. 954–961.
Kaikati, Jack G. (1987), “Celebrity Advertising: A Review and Synthesis”, International Journal of Advertising, 6(2), pp.93-105.
Kamins, Michael A.(1990), “An Investigation into the 'Match-Up' Hypothesis in Celebrity Advertising: When Beauty May Be OnlySkin Deep”, Journal of Advertising, 19 (1), 4-13.
Kaplan, A.M. and Haenlein, M.(2010) , “Users of the World,Unite!The Challenges and Opportunities of Social Media”, Business
Horizons,53(1), pp.59-68
Kelman, Herbert C. (1961),”Processes of Opinion Change”, Public Opinion Quarterly, 25(Spring), pp57-78.
Kim , M.S., John E.Hunter, “Relationships among attitudes,behavioral
Intentions,and behaviors.”,Comminication Research, 20(3), pp.331-364
King, G.W.(1975), “An analysis of attitudinal and normative variables as predictors of intentions and behavior”, Speech of Monographs,42, pp.237-244
Lon Safko and David K. Brake(2009), “The Social Media Bible: Tactics, Tools, and Strategies for Business Success”, USA,Wiley
Lutz, R. J., Mackenzie, S. B., and Belch, G. E. (1983). “Attitude toward the ad as a mediator of advertising effectiveness: determinants and consequences”, Advances in consumer research, Association for Consumer Research, 10(1), pp.532-539
Mackenzie, S.B., Lutz,R.J.,and Belch, G.E..(1986), “The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness;A Test of Competing Explanation”, Journal of Marketing Research,23(2), pp.130-143
Mackenzie, S. B., and Lutz, R. J. (1989), “An empirical examination of the structural antecedents of attitude toward the Ad in an advertising pretesting context”, Journal of Marketing, 53(2), pp.48-65
Maddux, J.E. and Ronald W. R.(1980), “Effects of Source Expertness,
Case of Brains Over Beauty”, Journal of Personality and Social Psychology, 39 (2), 235-244.
Mano, H., and Oliver, R.L. (1993), “Assessing the Dimen- sionality and Structure of the Consumption Experience: Evalua- tion, Feeling, and Satisfaction,” Journal of Consumer Research, 20 (December),
pp.451–66.
Manstead,A.,Proffitt,C.,and Smart,J.L.(1983), “Predicting and understanding mothers' infant feeding intentions and behavior : Testing the theory of seasoned action.”, Journal of Personality and Social Psychology,44, pp.657-671.
McGuire, W. J. (1985), “Attitudes and attitude change”, In G. Lindzey and E. Aronson (Eds.), Handbook of social psychology (3rd ed.), Volume II: Special fields and applications. New York: Random House.
Michael A. J., Arnold, M.J., and Reynolds, K.E. , (2006), “Hedonic and utilitarian shopping value: Investigating differential effects on retail outcomes”, Journal of Business Research , 59, pp.974–981
Miller, G.P., and Basehart, J.(1969), “Source Trustworthiness, Opinionated Statements, and Response to Persuasive Communication”, Speech Monographs, 36 (1), pp.1-7.
Mills, J. and Aronson, E. (1965), “Opinion Change as a Function of Communicator's Attractiveness and Desire to Influence”, Journal of Personality and Social Psychology,1 (2), pp.173-177.
Mitchell and Jerry C. Olson (1981), “Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude”, Journal of Marketing Research,18(August), pp.318-332.
Moore, D., Mowen, J. and Reardon, R. (1994), “Multiple sources in advertising appeals:when product endorsers are paid by the
advertising sponsor”, Journal of the Academy of Marketing Science, 22(3), pp. 234–243.
Morgan, R.M. and Hunt, S. (1994) , “The commitment–trust theory of relationship marketing”, Journal of Marketing, 58(3), pp. 20–38.
Muhammad, F.S., Haslinda, H, Raja N., Raja ,Y. (2014), “Endorser Credibility and Its Influence on the Attitude Toward Social Media Advertisement in Malaysia”, Review of Integrative Business and Economics , 4(1)
Ohanian, R. (1990) , “Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness”, Journal of Advertising, 19(3), pp. 39–52.
York:McGraw-Hill; 1997.
Pamela, M. H., and Lynn, R. K. (1990), “Source Expertise, Time of
Source Identification, and Involvement in Persuasion:An Elaborative Processing Perspective”, Journal of Advertising , 19(1), pp. 30-39.
Pandey, V. K. (2011), “Impact of Celebrity Endorsement on Young
Generation through TV Advertisement”, VSRD International Journal of Business and Management Research ,1, pp.226-231.
Parsons, A.G.,(2002), “ Non-functional motives for online shoppers: why we click”, Journal of Consumer Marketing , 19(5), pp.380–392.
Parsons, A.G.,(2002), “ Non-functional motives for online shoppers: why we click”, Journal of Consumer Marketing , 19(5), pp.380–392.