5.3 Future Research and Limitation
¾ Research Limitation
This study has some limitations that need further efforts. In case studies for HPV and the samples of both pretest and experiment consist of female, thus it's unable to know that whether the results for males are the same or not. We could not use this study to evaluate other, it might not as representative as people from different positions. In addition, because of budget constraint, the samples for both pretest and experiment are small.
Public service announcement are divided into egocentric and altruistic . This study takes egocentric advertisement for an example, so it's debatable to the influence of characteristic of endorser on these two kinds of advertisements.
¾ Future Research
In this study, we used print advertisement to test. In the future, we can use other media, for example: TV advertisement or internet advertisement. The difference in ways maybe has the difference in conclusion.
To different healthy subject, maybe different conclusions and advertising effectiveness not like. For example: anti-smoking, No Drunk-driving.
We can added “match-up”, examined this factor to influence with advertising effectiveness. The endorser match-up, also called the “fit”, can define as the harmony of the match between the endorser and purpose. Friedman & Friedman (1979) concluded that the better the endorser/ purpose fit, as perceived by audiences, the higher the level of advertising effectiveness.
In study three, we added social image of endorser and used the endorser who is not actually exist. Those participator may have imagination about endorser. We suggest that we used the celebrity endorser in the future.
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Appendix A: Items of the Questionnaire in English
Expertness
1. I feel this endorser is an expert of HPV.
2. I feel this endorse is familiar with HPV.
3. I feel this endorser has knowledge of HPV.
4. I feel this endorser has intelligent of HPV.
5. I feel this endorser has experienced in HPV.
Attractiveness
1. I feel this endorse is attractive 2. I feel this endorse is classy.
3. I feel this endorse is beautiful 4. I feel this endorse is glamorous.
5. I feel this endorse is charming.
Endorser of social image
1. I feel this endorser’s image is positive 2. I agree this endorser’s behavior.
Behavioral intention 1. I would do the HPV.
2. I would introduce my friends or belongings to the HPV 3. I would willing to receive about HPV information
4. I would willing to ask doctor and search about HPV information
Appendix B: Questionnaire (Expertness)
3. 我覺得這位廣告代言人對 HPV 疫苗方面 □ □ □ □ □ □ □
【第四部分】個人基本資料
1. 請問您的年齡： □19 歲以下 □20～24 歲 □25～29 歲 □30～34 歲
□35～39 歲 □40～44 歲 □45～49 歲 □50～54 歲 □55～59 歲
□60 歲以上
2. 您的教育程度：□國中(含)以下 □高中(職) □專科 □大學 □研究所以上 3. 您的婚姻狀況：□單身(含未婚、離婚、鰥寡) □已婚
4. 您的職業：□軍公教人員 □商 □工 □自由業 □學生 □家管 □其他 5. 您個人平均月收入：□20000 元以下 □20001～30000 元 □30001～40000 元
□40001～50000 元 □50001～60000 元 □60001 元以上
＊感謝你對本研究的貢獻，謝謝！！＊
Appendix C :( Non-Expertness)
3. 我覺得這位廣告代言人對 HPV 疫苗方面 □ □ □ □ □ □ □
【第四部分】個人基本資料
1. 請問您的年齡： □19 歲以下 □20～24 歲 □25～29 歲 □30～34 歲
□35～39 歲 □40～44 歲 □45～49 歲 □50～54 歲 □55～59 歲
□60 歲以上
2. 您的教育程度：□國中(含)以下 □高中(職) □專科 □大學 □研究所以上 3. 您的婚姻狀況：□單身(含未婚、離婚、鰥寡) □已婚
4. 您的職業：□軍公教人員 □商 □工 □自由業 □學生 □家管 □其他 5. 您個人平均月收入：□20000 元以下 □20001～30000 元 □30001～40000
元 □40001～50000 元 □50001～60000 元 □60001 元以上
＊感謝你對本研究的貢獻，謝謝！！＊
Appendix D: (Attractiveness 1)
【第三部分】這個部分是關於行為意圖，請您先看過後頁廣告，並依照個人觀感， 5. 您個人平均月收入：□20000 元以下 □20001～30000 元□30001～40000 元
□40001～50000 元 □50001～60000 元 □60001 元以上
＊感謝你對本研究的貢獻，謝謝！！＊
Appendix E: (Attractiveness 2)
【第三部分】這個部分是關於行為意圖，請您先看過後頁廣告，並依照個人觀感， 5. 您個人平均月收入：□20000 元以下 □20001～30000 元□30001～40000 元
□40001～50000 元 □50001～60000 元 □60001 元以上
＊感謝你對本研究的貢獻，謝謝！！＊
Appendix F: (Attractiveness 3)
【第三部分】這個部分是關於行為意圖，請您先看過後頁廣告，並依照個人觀感， 9. 您個人平均月收入：□20000 元以下 □20001～30000 元□30001～40000 元
□40001～50000 元 □50001～60000 元 □60001 元以上
＊感謝你對本研究的貢獻，謝謝！！＊
Appendix G: (Endorser of social image- Positive)
各位先進您好：
這是一份學術性的問卷，目的在探討代言人影響一般女性對施打 HPV 疫苗意願方面的議題，想請您撥空填寫此問卷，您的回答對本研究 有重大幫助。本問卷採不記名方式填答，資料絕對保密。本問卷答案無 所謂對錯，請依照您個人真實感受填寫，請不要忘記每一題都必須作 答。謝謝您抽空填寫此問卷，感謝您的參與，僅此獻上最高敬意。
敬祝
身體健康，萬事如意
國立高雄大學經營管理研究所 指導教授：吳毓麒 博士 研 究 生：王佳慧 謹致
【第一部分】
1. 請問您是否曾聽過 HPV 疫苗？ □ 是 □ 否 2. 請問您是否了解 HPV 疫苗？ □ 是 □ 否
【第二部分】這個部分是關於廣告代言人的社會形象，
請您先看過以下對該代 言人的背景描 述以及後頁廣告
，並依照個人觀感， 在下列各項問 題中勾選答案，每個問題均為單選題。代言人背景
她是一位知名的歌手兼創作家。已婚，並育有一子一女。社會大眾對於她 的形象評價為稱職的家庭主婦並且擁有和樂的家庭。曾經擔任過反菸大 使、偏遠山區學童募書活動代言人以及世界展望會代言人。
【第四部分】個人基本資料
1. 請問您的年齡： □19 歲以下 □20～24 歲 □25～29 歲 □30～34 歲
□35～39 歲 □40～44 歲 □45～49 歲 □50～54 歲 □55～59 歲
□60 歲以上
2. 您的教育程度：□國中(含)以下 □高中(職) □專科 □大學 □研究所以上 3. 您的婚姻狀況：□單身(含未婚、離婚、鰥寡) □已婚
4. 您的職業：□軍公教人員 □商 □工 □自由業 □學生 □家管 □其他 5. 您個人平均月收入：□20000 元以下 □20001～30000 元 □30001～4000 元
□40001～50000 元 □50001～60000 元 □60001 元以上
＊感謝你對本研究的貢獻，謝謝！！＊
Appendix H: (Endorser of social image- Negative)
各位先進您好：
這是一份學術性的問卷，目的在探討代言人影響一般女性對施打 HPV 疫苗意願方面的議題，想請您撥空填寫此問卷，您的回答對本研究 有重大幫助。本問卷採不記名方式填答，資料絕對保密。本問卷答案無 所謂對錯，請依照您個人真實感受填寫，請不要忘記每一題都必須作 答。謝謝您抽空填寫此問卷，感謝您的參與，僅此獻上最高敬意。
敬祝
身體健康，萬事如意
國立高雄大學經營管理研究所 指導教授：吳毓麒 博士 研 究 生：王佳慧 謹致
【第一部分】
1. 請問您是否曾聽過 HPV 疫苗？ □ 是 □ 否 2. 請問您是否了解 HPV 疫苗？ □ 是 □ 否
【第二部分】這個部分是關於廣告代言人的社會形象，
請您先看過以下
對該代言人的背景描 述以及後頁廣告
，並依照個人觀感， 在下列 各項問題中勾選答案，每個問題均為單選題。代言人背景
她是一位知名的歌手兼創作家。已婚，並育有一子一女。社會大眾對於 她的形象評價為稱職的家庭主婦並且擁有和樂的家庭。曾經擔任過反菸大 使、偏遠山區學童募書活動代言人以及世界展望會代言人。
最近，被狗仔隊拍到與一名年輕男子在飯店約會，傳出婚外情。
【第四部分】個人基本資料
1. 請問您的年齡： □19 歲以下 □20～24 歲 □25～29 歲 □30～34 歲
□35～39 歲 □40～44 歲 □45～49 歲 □50～54 歲 □55～59 歲
□60 歲以上
2. 您的教育程度：□國中(含)以下 □高中(職) □專科 □大學 □研究所以上 3. 您的婚姻狀況：□單身(含未婚、離婚、鰥寡) □已婚
4. 您的職業：□軍公教人員 □商 □工 □自由業 □學生 □家管 □其他 5. 您個人平均月收入：□20000 元以下 □20001～30000 元 □30001～4000 元
□40001～50000 元 □50001～60000 元 □60001 元以上