代言人的特性對於公益廣告效果影響之研究－以 HPV疫苗廣告為例

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(1)國立高雄大學經營管理研究所碩士論文. Factors Predicting the Effectiveness of Endorsement Public Service Announcement － An Experiment of HPV Advertisement 代言人的特性對於公益廣告效果影響之研究－以 HPV 疫苗廣告為例. 研究生：王佳慧撰指導教授：吳毓麒博士. 中華民國九十九年七月.

(2) Acknowledgement 隨著碩士論文付梓，畫下我在高雄大學求學歲月的句點。我在此度過人生不同歷練的學習階段，這兩年來，讓我學習到非常多新知以及對很多事情的看法和思維。論文的完成，首先我要感謝我的指導教授-吳毓麒老師。從題目主題的確定、架構流程的擬訂、實驗設計到最後定稿，吳老師總是細心和不厭其煩指導，常常讓我在挫折中看到一線曙光。老師的處事睿智以及對學生的親切態度，更是學生的學習榜樣。感謝蔡進士老師和李揚老師在口試過程中，給予我的指正與珍貴的建議，讓我的論文內容得以去蕪存菁，更加嚴謹，也讓內容方向更多發展性，在此致上由衷敬意。感謝一同奮鬥的佳伶、佳芸和秉儒，在論文上給予我很多的幫助以及打氣，以及平時帶給我很多的歡笑。在美國論文發表中，陪著我們的叔叔、阿姨和 Dolly，如果沒有你們大家，我也不會有這一段難忘又美好的回憶。謝謝欣潔，常常陪著我留在研究室趕工，陪我一起吃飯，一起偷偷去嬉戲。最後我要感謝我的家人，常常給予身在異鄉求學的我，無時無刻的關懷和鼓勵。謝謝 Yuei 的 62400 公里陪伴，在工作辛勞之餘，還要每天給我 morning call，平時必須體恤我的身體不好，對我生活上無怨無悔的付出，都讓我感動在心中。還有最疼愛我的阿嬤，在您生病時候，我無法時時刻刻陪在您身邊，而您來不及參加我的畢業典禮，都是我心中遺憾，希望您在天國可以感受到我想和您分享的這份榮耀與喜悅。將此論文獻給一路陪伴我、提攜我、照顧我的師長、家人、同儕和朋友。王佳慧謹誌於高雄大學經營管理研究所 2010/07.

(3) Factors Predicting the Effectiveness of Endorsement Public Service Announcement －An Experiment of HPV Advertisement Advisor：Dr. Yu-Chi Wu Institute of Business and Management National University of Kaohsiung. Student：Chia-Hui Wang Institute of Business and Management National University of Kaohsiung ABSTRACT Prior studies had investigated the relationship between endorser and advertising effects. However, the existing literature mainly focuses on commercial advertising, but lacks for discussions of public service announcement. Regarding the different purposes of these two types of advertisements, the purpose of commercial advertising is to influence customer’s purchase intention, but the purpose of public service announcement is to influence audience’s perception about the public issues. Because of their purposes are different, so we cannot assume that theories applicable to commercial advertising is also applicable to public service announcement. In addition, we propose that social image of endorser neglected in the existing studies should also be investigated. Therefore, this study will explore the influences of endorser’s factors (expertness, attractiveness, and social image) on audience’s behavior intention in public service announcement.. I.

(4) An experimental study related to human papillomavirus (HPV) advertisement is conducted to examine the influences of endorser’s factors (expertness, attractiveness, and social image) on audience’s behavior intention in public service announcement. The results of this study show that the influences of endorser’s factors (i.e. expertness and attractiveness) are positively related with audience’s behavior intention in public service announcement. However, social image did not show a significant influence on audience’s behavior intention in public service announcement. The implications of this study were discussed, too.. Keywords: endorser, public service announcement, social image..

(5) 代言人的特性對於公益廣告效果影響之研究－以 HPV 疫苗廣告為例指導教授：吳毓麒博士國立高雄大學經營管理研究所學生：王佳慧國立高雄大學經營管理研究所摘要. 過去許多文獻，探討代言人與廣告效果之間的關係研究。然而，這些現有的文獻主要都是以商業廣告為研究對象，但是對於公益廣告性質的研究是相當缺乏的。關於這兩種不同目的之廣告，商業廣告主要是影響消費者對於商品的購買意願，而公益廣告所以提倡的目的是影響觀眾的認知。由於它們的目的也所不同，所以我們不能將商業廣告的假設研究，理所當然的套用在公益廣告研究。此外，我們建議加入代言人的社會形象，過去文獻中該特性都被忽略。因此本研究將影響代言人的因素(專業性、吸引力和社會形象)對觀眾的行為意圖，以公益廣告為範例。本研究以人類乳突病毒疫苗的公益廣告為例，探討廣告代言人的特性對於觀眾的行文意圖。該項研究的結果顯示，影響廣告代言人的因素(專業性和吸引力)與行為意圖呈現正相關。然而，社會形象該變數中，並沒有顯著對觀眾的行為意圖有所影響。關鍵字：代言人、公益廣告、社會形象.

(6) Contents. Acknowledgement ................................................................................................................................... I Contents ................................................................................................................................................. IV List of Figure.......................................................................................................................................... VI List of Tables ......................................................................................................................................... VII Chapter One Introduction ....................................................................................................................... 1 1.1 Research Background and Motivation ........................................................................................ 1 1.2 Research Purposes and Questions .............................................................................................. 3 Chapter Two Literature Review .............................................................................................................. 4 2.1 Public Service Announcement ..................................................................................................... 4 2.2 Type of Endorser .......................................................................................................................... 4 2.3 The Influence of Endorser on Advertising Effectiveness ............................................................ 5 2.4 The Source Credibility Model ....................................................................................................... 6 2.5 The Source Attractiveness Model ................................................................................................ 8 2.6 Social Image of Endorser .............................................................................................................. 9 Chapter Three Research Methodology ................................................................................................. 10 3.1 Research Framework and Variables .......................................................................................... 10 3.2 Research Hypotheses ................................................................................................................. 10 3.3 Experiment Design and Procedure ............................................................................................ 12 Chapter Four Empirical Results ........................................................................................................... 15 4.1Data Collection ............................................................................................................................ 15 4.2Reliability Analysis and Validity .................................................................................................. 15 4.3 Study One ................................................................................................................................... 16 4.4 Study Two ................................................................................................................................... 18 .

(7) 4.5 Study Three ................................................................................................................................. 20 4.6 Hypotheses Testing .................................................................................................................... 22 Chapter Five Conclusion ...................................................................................................................... 25 5.1 Discussion ................................................................................................................................... 25 5.2 Contribution Implications .......................................................................................................... 25 5.3 Future Research and Limitation ................................................................................................. 26 Reference .............................................................................................................................................. 28 Appendix A: Items of the Questionnaire in English .............................................................................. 31 Appendix B: Questionnaire (Expertness) .............................................................................................. 32 Appendix C :( Non-Expertness) ............................................................................................................ 36 Appendix D: (Attractiveness 1) ............................................................................................................. 40 Appendix E: (Attractiveness 2) ............................................................................................................. 43 Appendix F: (Attractiveness 3) ............................................................................................................. 46 Appendix G: (Endorser of social image- Positive) ............................................................................... 49 Appendix H: (Endorser of social image- Negative) .............................................................................. 53 .

(8) List of Figure Figure 1 The conceptual framework ........................................................................................ 10 .

(9) List of Tables Table 1 Source Credibility Scale................................................................................................ 7 Table 2 Expertness of Questionnaires and Response Rates ..................................................... 15 Table 3 Attractiveness of Questionnaires and Response Rates ................................................ 15 Table 4 Social Image of Questionnaires and Response Rates ................................................. 15 Table 5 The Tests of Reliability of Expertness ........................................................................ 16 Table 6 The Test of Reliability of Attractiveness ..................................................................... 16 Table 7 The Tests of Reliability of social image ...................................................................... 16 Table 8 The Description of the Respondent Age Range .......................................................... 17 Table 9 The Description of the Respondent Educational Level............................................... 17 Table 10 The Description of the Respondent Marriage ........................................................... 18 Table 11 The Description of the Respondent Group ................................................................ 18 Table 12 The Description of the Respondent Age Range ........................................................ 19 Table 13 The Description of the Respondent Educational Level............................................. 19 Table 14 The Description of the Respondent Marriage ........................................................... 20 Table 15 The Description of the Respondent Group................................................................ 20 Table 16 The Description of the Respondent Age Range ........................................................ 21 Table 17 The Description of the Respondent Educational Level............................................. 21 Table 18 The Description of the Respondent Marriage ........................................................... 22 Table 19 The Description of the Respondent Group................................................................ 22 Table 20 t- test – Endorser Type on Expertise and Dependent Measure ................................. 23 Table 21 Pearson correlation coefficient – ............................................................................... 23 Table 22 t-test – Endorser Type on social image and Dependent Measure ............................. 24 .

(10) Chapter One Introduction 1.1 Research Background and Motivation Endorsers have become prevalent in advertisements (Agrawal & Kamakura 1995). In addition to the intuitive arguments that rationalize the practice, academic researchers have mounted empirical evidence to demonstrate the benefits of product endorsements. Atkin and Block (1983) found that endorsers produced a more positive attitude towards advertising and greater purchase intentions than a non-celebrity endorser. The use of endorsers in marketing communications (marcoms) is not a recent phenomenon (Kaikati 1987). Endorsers have been endorsing products since the late nineteenth century. In helping create positive effects in the minds of consumers, the use of endorsers is a widely used marcoms strategy (Erdogan 1999). The reason behind the popularity of celebrity advertising is the advertisers’ belief that messages delivered by well-known personalities achieve a high degree of attention and recall for consumers (Ohanian 1991). Classified advertising can be divided into commercial and non-commercial. The difference between commercial advertising and public service advertising is that the main purpose of public advertising is to use social responsibility and public interest as the starting point of the campaign carried out; while "commercial advertising" uses content about the company's products and services that are not directly related, but are the main enterprises for advertising, with the corporate aim of promoting the businesses, products and services, knowledge, understanding, and thus generating goodwill advertising (Shen-Syun Huang, 1997). Previous research examining the effectiveness of celebrity endorsements has focused primarily on the personal attributes of celebrities that enhance their persuasiveness (see Erdogan, 1999, for review). Past research documents have shown that the character factors that influence advertising effectiveness contain more datum in commercial advertising, but.

(11) relatively few regarding public welfare advertising. Many studies have investigated the impact of endorsers on consumers' behavior. The use of endorsers is a popular executional device, but it is not without risk. Some studies generalize characteristics of the endorser. These characteristics contain attractiveness, expertise and trustworthiness (Ohanian, 1991; D.Till & Busler). Freiden (1984) concluded that celebrities are particularly effective celebrity endorsers because they are viewed as highly trustworthy, believable, persuasive, and likeable. Other research suggests that celebrity endorsements might vary in effectiveness depending on other factors like the "fit" between the celebrity and the advertised product (Till & Shimp, 1998). The past research has shown when endorsers are widely used in commercial advertises, the advertising’s use is mainly to change customer purchase intentions.. Evans (1978). stressed that public service announcements can affect behavioral intention with respect to changes in subjective norms and that “when designing message content, it would be propitious to stress subjective norms.”. Atkin, Garramone, and Anderson (1986) noted that. such public service announcements have used a variety of topics such as encouraging drivers to drink less, encouraging drivers to avoid driving, or communicating the importance of interpersonal relationships. This study will add four scales for measuring celebrity endorsers’ expertise, attractiveness and social image, in order to explore the relationship between three independent variables and behavioral intention in public service announcements..

(12) 1.2 Research Purposes and Questions In recent years, endorsers have been extensively used in advertising. Many studies prove that the endorser improves advertising effect. In past studies, that main purpose was commercial advertising to influence consumer’s purchase intention. However, a public service announcement’s main purpose is non-commercial advertising to change audience’s behavior intention. In past studies, the endorser’s influence on advertising effect focused on commercial advertising, therefore public service announcement as a subject is rare. Because the purpose of commercial advertisements is different from public service advertisements, the theories about endorsers’ influence on consumers of the commercial advertisement are not considered applicable in public service advertisements. This study will explore these factors of endorsers’ influence on the audience in public service announcements (audience is substituted for consumer, because it is not appropriate for public service advertisements.) This study uses HPV as an example. A fictional endorser is designed, and added for the general concept of commercial advertising Therefore, there are some research questions to be addressed in this part: (1) Based on prior studies, this study would explore the influences of expertness and attractiveness on behavioral intention in public service announcements. (2) To fill the gap in the literature, this study would investigate the influence of social image of endorser on behavioral intention in public service announcements..

(13) Chapter Two Literature Review 2.1 Public Service Announcement Public service announcements are promotional material that problems assumed to be of general concern to citizens at large. Public service announcements typically attempts to increase public awareness of such problems and their possible solutions, and in many instances also try to influence public beliefs, attitudes, and behaviors concerning them. Most public service announcements emanate from non-for-profit or governmental organizations and receive gratis placement in broadcast and print media (O’Keefe, 1990). Public service announcements are a type of advertising, sponsored byeither government agencies, business or other organizations, to promote causes and activities generally considered socially desirable (Garbett, 1981).Public service announcements are a tool in generating awareness for critical issues while dispensing important information for many non-profit organizations (Lang & Goodwill).Public service announcement is designed to give unbiased information on some public problem and is in the public interest (Evans 1978). Public service announcements conjunction with inform the public issues such as drunk driving, drug abuse, anti-violence and AIDS prevention. Public service announcement are broadcasted by media outlets in the public interest at no cost to nonprofit organizations. It helps to educate, inform, and motivate various publics on a variety of topic and issues.. 2.2 Type of Endorser Friden (1984) pointed out that there are four types of endorser: Celebrity, Expert, Typical consumer, and CEO. These are widely used in advertising today..

(14) (1) Celebrity The endorser is an individual who is known to the public (e.g., actor, singer, entertainer, etc.) The manufacturer hopes to attract the attention of customers about its product and stimulate consumption via the awareness or charm of this figure. (2) Expert The endorser has obtained superior knowledge as a result of experience, study, or training, and can make the customer believe that purchasing this brand is the right choice. (3) Typical consumer The endorser is an ordinary person who is expected to have no special knowledge of the product class endorsed except that acquired by normal use of the product. This kind of endorser is similar to the common customer and can make customers feel close, and the advice based on his experience can make customers believe in him/her and thus increase the willingness to make a purchase. (4) CEO The endorser is a top corporate official such as president or chief executive officer, who can master the market artery and understand the internal operation of enterprise.. The. manufacturer hopes this kind of endorser can increase the reliability of the brand and the willingness of the customer to make a purchase.. 2.3 The Influence of Endorser on Advertising Effectiveness The advertising message comes from endorser.. According to Kelman (1961), the. endorser has three processes of social influence. (1) Compliance When an individual accepts influence from another person or from a group because he hopes to achieve a favorable reaction from the other. He may be interested in attaining certain specific rewards or in avoiding certain specific punishments that the influencing endorser.

(15) controls. (2) Identification When an individual adopts behavior derived from another person or a group because this behavior is associated with a satisfying self-defining relationship to this person or group. By a self-defining relationship to this behavior is associated with a satisfying self- defining relationship that forms a part of the person’s self-image. Accepting influence through identification, then, is a way of establishing or maintaining the desired relationship to the other, and the self-definition that is anchored in this relationship. To the extent that the endorser’s power is based on his attractiveness or likeable, influence will tend to take the form of identification. The endorser is attractive when the individual is able to drive satisfaction from a self- definition with reference to him. (3) Internalization When an individual accepts influence because the induced behavior is congruent with his value system. It is the content of the induced behavior that is intrinsically rewarding here. To the extent that the endorser’s power is based on his credibility, influence will tend to take the form of internalization. The endorser may be perceived as possessing credibility because he is likely to know the truth, or because he is likely to tell the truth.. 2.4 The Source Credibility Model The popularity of celebrity advertising is the advertisers’ belief that messages delivered by well-known personalities achieve a high degree of attention and recall for consumers. Source credibility has shown that in most situations a highly credible source is more effective than a less credible source (Sternthal, Philips & Dholakia, 1978). Highly credible sources have also been found to produce more positive attitude changes toward the product advocated and to induce more behavioral changes than less credible sources (Craig & McCroskey, 1987; Woodside& Davenport, 1974)..

(16) Source credibility is a term commonly used to imply a communicator’s positive characteristics that affect the receiver’s acceptance of a message. The model contends that the effectiveness of a message depends on the perceived level of expertise and trustworthiness in a celebrity endorser (Dholakia & Sternthal, 1977; Hovland, 1953; Hovland & Weiss 1951; Ohanian, 1991; Solomon, 1996). Information from a credible source can influence belief, opinions, attitudes, and/or behavior through a process called internalization, which occurs when receivers accept a source influence in terms of their personal attitude and value structures. Expertise is the second dimension of source credibility as defined by Hovland, Janis, and Kelley (1953).The importance of this perceived expertise lies in the fact that it can affect consumer’s perceptions of celebrity endorser trust. It refers to the product of the endorser, experience or skills possessed by celebrity endorser.. Table 1 Source Credibility Scale Author(s). Year. Dimensions Measured. McCroskey. 1966. Authoritativeness, Character. Bowers&Philips. 1967. Trustworthiness, Competence. Whitehead. 1968. Trustworthiness, Competence, Dynamism, Objectivity. Kelman & Hovland. 1970. Trustworthiness, Expertness, Likeability. Applbaum & Anatol. 1972. Trustworthiness, Expertness, Dynamism, Objectivity. Dholakia &Sternthal. 1977. Trustworthiness, Expertness. Maddux&Rogers. 1980. Trustworthiness, Attractiveness, Support argument. Kahle & Homer. 1985. Trustworthiness, Expertness, Likeability, Attractiveness. Wynn. 1987. Trustworthiness, Dynamism, Believability, Sociability. Ohanian. 1990. Trustworthiness, Expertness, Attractiveness.

(17) 2.5 The Source Attractiveness Model Advertisers have chosen celebrity endorsers on the basis of their attractiveness to gain from the dual effect of celebrity status and physical appeal (Singer, 1983).The source attractiveness model contends that the effectiveness of the message depends on similarity, familiarity and likeability for a celebrity endorser (McGuire, 1985). Similarity refers to the perceived resemblance between the endorser and the receiver of the audience. Within the broader context of celebrity endorsement, endorser attractiveness is certainly a relevant contruct. Familiarity has been defined as ‘knowledge of the source through exposure’. Likability is defined as ‘affection for the endorser based on physical appearance, behaviour’ or other personal traits (Belch & Belch, 2007). A generalised application to advertising has been suggested that the ‘physical attractiveness’ of a communicator determines the effectiveness of persuasive communication through a process called identification. It defined both in terms of facial and physical attractiveness (Baker & Churchill, 1977; Caballero & Solomon, 1984; Patzer, 1977; Kahle & Homer, 1980), with physical attractiveness operationalized in terms of model attractiveness (attractive- unattractiveness) (Baker & Churchill, 1977; Kahle & Homer, 1980), chicness (Mill & Aronson, 1965),sexiness (Steadman, 1969)or sexualness and likeability (Maddux & Rogers, 1980). Joseph (1982) concluded that attractive (versus unattractive)communicators are consistently liked more and have a more positive impact on products with which they are associated, increasing the communicator’s attractiveness and enhancing positive attitude change. The well-known quotation from Aristotle (Ohanian, 1991) “Beauty is a greater recommendation than any letter of introduction.” is suitable in this context for the sake of appreciating the effectiveness of attractiveness, since most Western societies place a high premium on physical attractiveness..

(18) 2.6 Social Image of Endorser Practitioners hope their target audience’s positive feelings toward a chosen celebrity will transfer to the endorsed brand or will otherwise enhance the brand’s standing. The value of the endorser comes through the building of an associative link between a brand and aa endorser. However, the establishment of such a link is not without risk (Till & Shimp, 1995). Negative social image about the endorser activates the celebrity node, which then activates the brand node to some degree and allows reduced evaluation of the endorser to transfer to the brand. With a sufficiently strong associative link between the endorser and the brand, negative social image about the celebrity will lower brand evaluation (Till & Shimp, 1998). Consider the possibility of negative publicity regarding an endorser. If the brand is strongly associated with the endorser then the occurrence of the negative social image about the endorser will also activate the memory of the endorsed brand, to some degree. This joint activation of brand and endorser provides a path over which one's diminished evaluation of the endorser has an opportunity to transfer to the brand. The key to this process is the simultaneous activation of the brand and celebrity nodes. Negative social images about the endorser activates the endorser node, which then activates the brand node to some degree, which allows for the transfer of the reduced evaluation of the endorser to the brand (Till, 1996)..

(19) Chapter Three Research Methodology The main examination conducted for this thesis was an experimental study in the advertising effect of public service announcement. The purpose was to explore the relationship between factors in commercial advertising and behavioral intention in public service announcements.. 3.1 Research Framework and Variables H1. Expertness. H2. Attractiveness. Audience’s behavioral intention H3. Social image of endorser. Figure 1 The conceptual framework. ¾. Independent variables: Expertness, Attractiveness, Social image of endorser. ¾. Dependent variables: Audience’s behavioral intention. 3.2 Research Hypotheses Previous research examining the effectiveness of endorsers has focused primarily on personal attributes of the endorser that enhance his or her persuasiveness (see Erdogan, 1999,.

(20) for a review). Audiences are more likely to pay attention to a public service announcement that features an endorser; however this may not translate into a more effective message. Previous research suggests that endorsers who are perceived as attractive, or who have some expertise with the product or issue that is being promoted are perceived as more credible, and presumably are more effective. Source credibility can be defined as “ a communicators’ positive characteristics that affect the receiver”.. Subjects exposed to a source perceived to be of high expertise exhibit. more agreement with the source’s recommendation than those exposed to a source with low expertise. Till & Busler (1998 and 2000) , an endorser was most effective in increasing the attitude toward the advertisings. Research shows that the dimensions of source credibility make independent contribution to source effectiveness (Weiner & Mowen, 1985) .Thus, the following hypothesis is proposed: Hypothesis 1 ： Audiences perceiving high expertise of endorser have higher behavioral intention to accept public service announcement than those perceiving low expertise of endorser do.. Many literatures have indicated that attractiveness is an important indicator of effectiveness; however, the attractiveness construct is multi-dimensional in nature. Till & Busler (2000) suggest that physically attractive endorsers are a predicator of advertising effectiveness Some researchers have emphasized the importance of source attractiveness in determining likeability for the endorser and thereby increasing endorsement effectiveness (e.g. Friedman and Friedman, 1979), to the extent that attractiveness is an important determinant of endorsement effectiveness (Kahle and Homer, 1985; Till and Busler, 1985). Thus, the following hypothesis is proposed:.

(21) Hypothesis 2： There is a positive relationship between attractiveness of endorser and audience’s behavioral intention to accept public service announcement.. Public service announcements often use celebrity endorsement, but the endorser can suddenly become known for infamous events, which harm the public service announcement’s public trust, and presents a negative message. Public service announcements using an endorser must have a more positive image and highly reliable characteristics of responsibility, so when choosing "celebrity endorsement" , particular attention must be paid to his/her image when assessing personality. Thus, the following hypothesis is proposed: Hypothesis 3: Audiences perceiving high social image of endorser have higher behavioral intention to accept public service announcement than those perceived low social image of endorser do.. 3.3 Experiment Design and Procedure 3.3.1 Participant We use human papillomavirus (HPV) as an example. Cervical cancer is the second leading cancer in women worldwide. It has been considered that HPV was a marked factor of cervical cancer. The government encourages females injection HPV. Therefore, we select the females.. 3.3.2 Experimental Procedure 3.3.2.1 Independent Variable ¾. Expertness We. selected. two. different. endorser. categories,. expert. endorser. (a. gynecologist-obstetrician) and non-expert endorser (housewife). They were endorse the HPV. Two full pages, full color poster type advertisements were created as the stimulus material in experiment. Participants were asked to rate the endorsers in terms of their expertise for endorsing HPV. Scale items for expertise were taken from the Ohanian (1990).

(22) scale. The classification seven-point Likert-type items, (1= strongly disagree, 7= strongly agree).. ¾. Attractiveness We select the high, moderate and the low attractive endorsers in the FHM magazine. published 2009 top 100 Sexiest females in Taiwan. In this experiment design, they were endorse the HPV. Two full pages, full color poster type advertisements were created as the stimulus material in experiment. Participants were also asked to rate the endorsers in terms of their attractive for endorsing HPV. Scale items for attractive were taken from the Ohanian (1990) scale. The classification seven-point Likert-type items, (1= strongly disagree, 7= strongly agree).. ¾. Social image of endorser We selected two different endorser categories, endorser of positive social image and. endorser of negative social image. They were endorse the HPV. Two full pages, full color poster type advertisements were created as the stimulus material in experiment. Two pictures are the same and added to background. The positive social image’s background is “Well-known singer and songwriter. Have a son and a daughter. Her social images gave the competent homemaker and the happy family for the general public .She was an endorser for the Anti-Smoking Activist Program and for the book had raised children in remote mountainous areas and for the World Vision.” The negative social image’s background is “Well-known singer and songwriter. Have a son and a daughter. Her social images gave the competent homemaker and the happy family for the general public .She was an endorser for the Anti-Smoking Activist Program and for the book had raised children in remote mountainous areas and for the World Vision. Recently, she has a.

(23) date with a young man in hotel and photographed by paparazzi.” Participants were also asked to rate the endorsers in terms of their social image for endorsing. The classification seven-point Likert-type items, (1= strongly disagree, 7= strongly agree).. 3.3.2.2 Dependent Variable ¾. Behavioral intention Advertising evaluation, in terms of audience behavior, this means that the audience. will search、evaluate and change behavior after they see the picture. In this study, scale items for behavior intention were taken from Szczepanski (2006) scale. Subjects indicate how well each item describes them on a seven-point Likert scale (1= strongly unlike to do,7= strongly like to do )..

(24) Chapter Four Empirical Results 4.1Data Collection Six hundred and seventy-seven females took part in this study. A total of 677 questionnaires were returned and response rate 90.27%, 76 individuals were unusable in this study because they have listened and understood HPV or missing data. The data collection was undertaken from April to May 2010. Due to expertness、attractiveness and social image of endorser，total of three factors.. Table 2 Expertness of Questionnaires and Response Rates Expertness. Total. Expert Non- Expert. 150(100%) 150(100%) 300(100%). Return 135(90%) 139(92.67%) 274(91.33%). Valid. Unusable. 115(76.67%) 131(87.33%). 20(13.33%) 8 (5.33%). 246(90.15%). 28(18.66%). Table 3 Attractiveness of Questionnaires and Response Rates Attractiveness. Total. Return. Valid. Unusable. Attractive. 150 (100%). 132 (88%). 116 (77.33%). 16 (10.67%). Table 4 Social Image of Questionnaires and Response Rates Social Image. Total. Return. Valid. Unusable. Positive Negative. 150 (100%) 150 (100%). 133 (88.67%) 138 (92%). 118 (78.67%) 121 (80.67%). 15 (10%) 17 (11.33%). 300 (100%). 271 (90.33%). 239 (9.67%). 32 (10.67%). 4.2Reliability Analysis and Validity Reliability implies stability and consistency. According to Joseph, Rolph and Ronald (1097),if Cronbach’s α is higher than 0.7, then Cronbach’s α has a high reliability; however, if Cronbach’s α is lower than 0.35, internal consistency is seriously comprised..

(25) This study uses“SPSS 12.0 for Window”to calculate all reliabilities of the constructs. In study1, the reliability for expertness of the 5-item expertness scale as measured by Cronbach’s α is 0.961, which indicates a high degree of internal consistency (Table 5), The Cronbach’s α of attractiveness is 0.948 (Table 6) and the Cronbach’s α of social image is 0.922, indicating that these independent variable possess high reliability (Table 7). Subject were asked to rate those dependent variable of the endorser using a seven point scale. The four items was found to be internally reliable over all ( 0.952, 0.982 and 0.919).. Table 5 The Tests of Reliability of Expertness Measure Expertness Behavioral Intention. No. of items. Cronbach’s α. 5 4. 0.961 0.952. Table 6 The Test of Reliability of Attractiveness Measure Attractiveness Behavioral Intention. No. of items. Cronbach’s α. 3 4. 0.948 0.982. Table 7 The Tests of Reliability of social image Measure Social Image Behavioral Intention. No. of items. Cronbach’s α. 2 4. 0.922 0.919. 4.3 Study One ¾. AGE The valid ample of expert questionnaire, the most frequency is aged 20 to 29, includes. 57 people (49.5%).Age 30-39 includes 24 participators (20.9%). Age 40-49 includes 23 participators (20%). The less frequency is under 19 years old, includes 11 people (9.6%). The valid sample of non-expert questionnaire, the age of 20 – 29 years old is more than.

(26) other ages, includes 51 people (39%). Age 30-39 includes 18 participators (13.7%). Age 40-49 includes 43 participators (32.8%). The less frequency is under 19 years old, includes 19 participators (14.5%).. Table 8 The Description of the Respondent Age Range Age. Frequency Expert. Non- Expert. Under 19 years old. 11 (9.6%). 19 (14.5%). 20 to29 years old. 57 (49.5%). 51 (39 %). 30 to39 years old. 24 (20.9%). 18 (13.7%). 40 to49 years old. 23 (20%). 43 (32.8%). 115. 131. Total. ¾. Educational level The valid ample of expert questionnaire and non-expert questionnaire, the most. frequency both are university (63% and 41%). The less frequency both are above master (4.3% and 2.3%).. Table 9 The Description of the Respondent Educational Level. Educational level Expert. Non- Expert. Below Senior high school. 20 (17.4%). 31 (23.7%). Junior college. 27 (23.5%). 43 (32.8%). University. 63 (54.8%). 54 (41.2%). 5 (4.3%). 3 (2.3%). 115. 131. Above Master Total. ¾. Frequency. Marriage For the result of Table 10, we acquire marriage are most frequency single (80.9% and. 78.5%) in study one..

(27) Table 10 The Description of the Respondent Marriage Marriage. Frequency Expert. Non- Expert. Single. 93 (80.9%). 78 (59.5%). Married. 22 (19.1%). 53 (40.5%). 115. 131. Total. ¾. Group For the result of Table 11, we acquire groups are most frequency non-student (63.5%. and 67.9%) in study one.. Table 11 The Description of the Respondent Group Group. Frequency Expert. Non- Expert. Student. 42 (36.5%). 42(32.1%). Non-student. 73 (63.5%). 89 (67.9%). 115. 131. Total. 4.4 Study Two ¾. Age The valid ample of attract questionnaire, the most frequency is aged 20 to 29, includes. 54 participators (46.6%). Under 19 years old includes 50 participators (43.1%). Age 30-39 includes 5 participators (4.3%). Age 40-49 includes 4 participators (3.4%). The less frequency is over 50 years old, includes 3 people (2.6%)..

(28) Table 12 The Description of the Respondent Age Range Age. Frequency. Under 19 years old. 50 (43.1%). 20 to29 years old 30 to39 years old. 54 (46.6%) 5 (4.3%). 40 to49 years old. 4 (3.4%). Over 50 years old. 3 (2.6%). Total. ¾. 116. Educational level The valid ample of attractive questionnaire, the most frequency is below senior high. school includes 57 participators (49.1%). University includes 42 participators (36.2%). above master includes 13 participators (11.2%).The less frequency is Junior college, includes 4 people (3.5%).. Table 13 The Description of the Respondent Educational Level Educational level. Frequency. Below Senior high school. 57 (49.1%). Junior college. (3.5%). University. 42 (36.2%). Above Master. 13 (11.2%). Total. ¾. 4. 116. Marriage The valid ample of attractive questionnaire, we acquire marriage are most frequency. single includes 107 participators (92.2%)..

(29) Table 14 The Description of the Respondent Marriage Marriage Single. 107 (92.2%). Married Total. ¾. Frequency 9 ( 7.8%) 116. Group For the result of Table 15, we acquire group are most frequency student includes 82. participators (70.7%).. Table 15 The Description of the Respondent Group Marriage. Frequency. Student. 82 (70.7%). Non-student. 34 (29.3%). Total. 116. 4.5 Study Three ¾. Age The valid ample of positive social image questionnaire, under 19 years old is more than. other ages, includes 42 participators (31.6%). Age 20-29 includes 36 participators (30.5%). Age 30-39 includes 16 participators (13.5%). Age 40-49 and over 50 years old are includes 12 participators (10.2%). The valid sample of negative social image questionnaire, age of 10-19 years old is more than other ages, includes 67 participators (55.4%). Age 20-29 includes 38 participators (31.4%). Age 30-39 includes 11 participators (9.1%). Age over 50 years old are includes 5 participators (4.1%). Age 40-49 is no one..

(30) Table 16 The Description of the Respondent Age Range Age. Frequency Positive. Negative. Under 19 years old. 42 (31.6%). 67 (55.4%). 20 to29 years old. 36 (30.5%). 38 (31.4%). 30 to39 years old. 16 (13.5%). 11 (9.1%). 40 to49 years old. 12 (10.2%). 0 (0%). Over 50 years old. 12 (10.2%). 5 (4.1%). 118. 121. Total. ¾. Educational level The valid ample of positive social image questionnaire and negative social image. questionnaire, the most frequency both are below senior high school (46.6% and 59.5%). To positive social image, the less frequency is above master, includes 12 participators (10.2%). To negative social image, the less frequency is junior college, includes 3 participators (2.5%).. Table 17 The Description of the Respondent Educational Level Educational level. Frequency Positive. Negative. Below Senior high school. 55 (46.6%). 72 (59.5%). Junior college. 16 (13.6%). 3. University. 35 (29.6%). 26 (21.5%). 12 (10.2%). 20 (16.5%). 118. 121. Above Master Total. ¾. (2.5%). Marriage For the result of Table18, we acquire marriage are most frequency single (76.3% and. 94.2%) in study three..

(31) Table 18 The Description of the Respondent Marriage Marriage. Frequency Positive. Negative. Single. 90 (76.3%). 114 (94.2%). Married. 28 (23.7%). 7 (5.8%). 118. 121. Total. ¾. Group For the result of Table 19, student and non-student are 50% both and we acquire groups. is most frequency student, includes 39 participators (32.3%) in negative social image questionnaire.. Table 19 The Description of the Respondent Group. Group. Frequency Positive. Negative. Student. 59 (50%). 82 (67.3%). Non-student. 59 (50%). 39 (32.3%). 118. 121. Total. 4.6 Hypotheses Testing To test Hypotheses 1, t-test was done to compare the effects of the endorser type (expert endorser v.s. non-expert endorser). Results revealed that Participants were able to differentiate between expert endorser (M=5.62) and non-expert endorser (M=2.88; t=19.754, P＜0.001).. We sure manipulate variable for endorser of expert was success, so check of. mean value. However, expert endorser’s mean was high than non-expert endorser’s mean. For Table 20 show, significant main effects for endorser type on only one of the dependent measure, behavioral intention was observed. We used t-test were done do to compare the effects two types on behavioral intention. Specifically, individuals who saw the expert endorser showed a significantly more change their behavioral (M=5.731) than those who view the ad with the non-expert endorser (M=3.12; t=16.607, supporting Hypotheses 1.. p ＜ 0.000),. thus.

(32) Table 20 t- test – Endorser Type on Expertise and Dependent Measure Factor Expertness Expert Non-expert Behavioral Expert intention. Non-expert. Mean 5.62 2.88 5.73. t 19.753 16.607. df 244 244. p 0.001 0.000. 3.12. -. -. -. Hypotheses 2 state that examine the positive relationship between attractive and behavioral intention. Table 21 presents the Pearson correlation coefficient results and indication a significant main effect of attractive factor and behavioral intention, thus supporting Hypotheses 2. Table 21 Pearson correlation coefficient – Endorser Type on s attractive and Dependent Measure Variable Attractive. Attractive -. Behavioral intention 0.293** (0.001). Behavioral intention. 0.293**. -. (0.001) **Correlation is significant at the 0.01 level (2-tailed). Hypotheses 3 state that positive influence on dependent measure for the positive social image. To test Hypotheses 3 predicted a significant endorser type by behavioral intention. ttest results are given Table 22. First, we need to check of mean value and sure manipulate variable for endorser of expert was success (positive social image of endorser v.s. negative social image of endorser). Results revealed that Participants were able to differentiate between positive social image of endorser (M=5.38) and negative social image of endorser (M=3.25; t=19.754, P＜0.001). Second, the t-test results with social image as the independent variable and behavioral intention as the dependent measure. Specifically, a significant positive relationship emerged between social image and behavioral intention. For this test, Hypotheses 3 was non-significant (t=3.039, df=237; p＜0.125). Thus Hypotheses 3 was not supporting.

(33) Table 22 t-test – Endorser Type on social image and Dependent Measure Factor Mean t df p Social image Behavioral. Positive Negative Positive. 5.38 3.25 5.39. 12.411 3.039. 237 237. 0.007 0.125. intention. Negative. 4.93. -. -. -.

(34) Chapter Five Conclusion 5.1 Discussion Study one result provided support for the expert hypothesis. Thus using a gynecologist -obstetrician (expert) to endorse the HPV is preferred to using a non-expert endorser for endorsing the HPV. Expert endorser has the greatest impact Participants’ reactions to advertisement effectiveness (Ohanian,1991). Expertness of the endorser have an significant impact on behavioral intention. These concur with Ohanian’s (1991) study where perceived expertise of the endorser was significant factor in explaining the Participants’ behavioral intention. Moreover, we found the expert endorser has greater effects of dependent variable more non-expert endorser. The research results revealed that audience hold more behavioral intention toward more attractive endorser. Previous research evidence which attests to the positive consequences of employing attractive endorser based on the principle that receivers make more effectiveness evaluations of the advertisement (Joseph, 1982; Kahle & Homer, 1985; Ohanian, 1991). Study two showed significant endorser by Pearson correlation coefficient. The endorser type had main effect on the advertisement effectiveness. In past research, social image of endorser was not explored. Study three, we used this factors in this study. However, the positive social image of endorser did not significantly more behavioral intention. Till and Shimp (1995), if the advertisement is strongly associated with the endorser then the occurrence of the negative information about the endorser will also activate in memory. However, this study did not same result. Behavior intention was not higher among individual who saw the positive social image of endorser than those who were show the negative social image of endorser.. 5.2 Contribution Implications The results of this study provide support for contribution expertness of public advertisement announcement endorsement. However, the expert endorser offers audience e distinct contributions. We found that social image of endorser effect of public service announcement have not same with commercial advertisement. We assumed that audiences will not care of endorser’s social image in public service.

(35) announcement. For example: Clinton, he cheated his wife but many citizens still support this politician. Because of they thought he was a competent president even if he was not a good husband. The endorser’s social image may be not decrease the advertising effectiveness in public service announcement. This study show, factors of endorser (expertness and attractiveness) on commercial advertising will applicable to public service announcement, although their purposes are different. In practice, more expertness of endorser and more attractiveness of endorser can endorsement on public service announcement. However, he will lose contracts with many companies if his social image is negative. This study show, social image of endorser is negative and cannot decrease the effectiveness of public service announcement.. 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..

(36) 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..

(37) Reference Agrawal, J., & Kamakura, W. A. (1995). The economic worth of celebrity endorsers: An event study analysis. Journal of Marketing, 59(3), 56-62. Atkin, C., & Block, M., (1983). Effectiveness of celebrity endorsers. Journal of Advertising Research, 23(1), 57-61 Baker, M. J., & Churchill, G. A., Jr. (1977). The impact of physically attractive models on advertising evaluation. Journal of Marketing Research, 14, 538-555. Caballero, Marjorie, James R. Lumpkin, & Charles S. Madden (1989). Using Physical Attractiveness as an Advertising Tool: An Empirical Test of the Attraction Phenomenon. Journal of Advertising Research; Vol. 29 Issue August, p16-22 Clinton Amos , Gary Holmes & David Strutton (2008). Exploring the relationship between celebrity endorser effects and advertising effectiveness: a quantitative synthesis of effect size. International Journal of Advertising, 27(2), pp. 209–234 Carlson, L., Jensen. T.D., & Tripp. C., (1994). The effects of multiple product endorsements by celebrities on consumers' attitudes and intentions. Journal of Consumer Research Dholakia, R., & Sternthal, B., (1977), Highly Credible Sources: Persuasive Facilitators or Persuasive Liabilities? Journal of Consumer Research (3),, pp. 223-232. Erdogan, B.Z., Baker, M.J., & Tagg, S., (2001). Selecting celebrity endorsers: The practitioner's perspective. Journal of Advertising Research, 41, 39-48. Friedman, Hershey H. ＆ Linda Friedman（1979）. Endorser effectiveness by product type .Journal of Advertising Research , 19(5), 63-71 Freiden, J. B., (1984). Advertising spokesperson effects: Examination of endorser type and gender on two audiences. Journal of Advertising Research, 24(5), 33Garrett, J., O’Keefe & Kathaleen Reid., (1990). The use and effect of public service advertising. Public relations research annual. HC Kelman (1961). Processes of opinion change. American Association for Public Opinion Research Hovland, C. I., Janis, Irving L., & Kelley, Harold H., (1953). Communication and Persuasion: Psychological Studies of Obvious Change, New Haven, CT: Yale University Press. Hovland, C.I. & Weiss, W. (1951), The Influence of Source Credibility of Communication Effectiveness. Public Opinion Quarterly, 15, 635-650 Joseph, Benoy W.,(1982). The credibility of physically attractive communicator: A review. Journal of Advertising,11(3):pp15-24 Joseph, F., Rolph, E Ronald,L., (1987). Multivariate Data and Analysis with readings. New York: Macmillan.

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(40) Appendix A: Items of the Questionnaire in English 1. 2. 3. 4. 5.. Expertness I feel this endorser is an expert of HPV. I feel this endorse is familiar with HPV. I feel this endorser has knowledge of HPV. I feel this endorser has intelligent of HPV. I feel this endorser has experienced in HPV.. 1. 2. 3. 4. 5.. Attractiveness I feel this endorse is attractive I feel this endorse is classy. I feel this endorse is beautiful I feel this endorse is glamorous. I feel this endorse is charming.. 1. 2.. Endorser of social image. 1. 2. 3. 4.. Behavioral intention I would do the HPV. I would introduce my friends or belongings to the HPV I would willing to receive about HPV information I would willing to ask doctor and search about HPV information. I feel this endorser’s image is positive I agree this endorser’s behavior..

(41) Appendix B: Questionnaire (Expertness) 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 2. 請問您是否了解 HPV 疫苗？ □ 是. □ 否 □ 否. 【第二部分】這個部分是關於廣告代言人的吸引力，請您先看過後頁廣告，並. 常同. 很熟悉. □ □ □ □ □ □ □. 意. 意. □ □ □ □ □ □ □. 是具有專業性 2. 我覺得這位廣告代言人對 HPV 疫苗方面. 非. 點同. 見. 意. 有. 意. 同. 沒. 有點不同意. 意. 我覺得這位廣告代言人在 HPV 疫苗方面. 同. 1.. 不. 非常不同意. 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。.

(42) 意. 見. 非常同意. 同. 意. 有點同意. 沒. 意. 有點不同意. 同. 我覺得這位廣告代言人對 HPV 疫苗方面. 不. 非常不同意. 3.. □ □ □ □ □ □ □. 很了解 4.. 我覺得這位廣告代言人具備 HPV 疫苗方面. □ □ □ □ □ □ □. 的知識 5.. 我覺得這位廣告代言人具備 HPV 疫苗方面. □ □ □ □ □ □ □. 的相關經驗. 【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，同. 非常同. 意. 意. 見. 意. 意. 意. 有點同. 沒. 同. 有點不同意. 不. 非常不同意. 在下列各項問題中勾選答案，每個問題均為單選題。. 1. 我將願意施打 HPV 疫苗. □ □ □ □ □ □ □. 2. 我將願意介紹親朋好友施打 HPV 疫苗. □ □ □ □ □ □ □. 3. 我將願意接受更多有關 HPV 疫苗相關訊息. □ □ □ □ □ □ □. 4. 我願意主動詢問醫生或搜尋更多與 HPV 疫苗相關的訊息. □ □ □ □ □ □ □.

(43) 【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！！＊.

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(45) Appendix C :( Non-Expertness) 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 2. 請問您是否了解 HPV 疫苗？ □ 是. □ 否 □ 否. 【第二部分】這個部分是關於廣告代言人的吸引力，請您先看過後頁廣告，並. 常同. 很熟悉. □ □ □ □ □ □ □. 意. 意. □ □ □ □ □ □ □. 是具有專業性 2. 我覺得這位廣告代言人對 HPV 疫苗方面. 非. 點同. 見. 意. 有. 意. 同. 沒. 有點不同意. 意. 我覺得這位廣告代言人在 HPV 疫苗方面. 同. 1.. 不. 非常不同意. 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。.

(46) 意. 見. 非常同意. 同. 意. 有點同意. 沒. 意. 有點不同意. 同. 我覺得這位廣告代言人對 HPV 疫苗方面. 不. 非常不同意. 3.. □ □ □ □ □ □ □. 很了解 4.. 我覺得這位廣告代言人具備 HPV 疫苗方面. □ □ □ □ □ □ □. 的知識 5.. 我覺得這位廣告代言人具備 HPV 疫苗方面. □ □ □ □ □ □ □. 的相關經驗. 【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，. 意. 見. 非常同意. 同. 意. 意. 有點同意. 沒. 同. 有點不同意. 不. 非常不同意. 在下列各項問題中勾選答案，每個問題均為單選題。. 1. 我將願意施打 HPV 疫苗. □ □ □ □ □ □ □. 2. 我將願意介紹親朋好友施打 HPV 疫苗. □ □ □ □ □ □ □. 3. 我將願意接受更多有關 HPV 疫苗相關訊息. □ □ □ □ □ □ □. 4. 我願意主動詢問醫生或搜尋更多與 HPV 疫苗相關的訊息. □ □ □ □ □ □ □.

(47) 【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！！＊.

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(49) Appendix D: (Attractiveness 1) 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 2. 請問您是否了解 HPV 疫苗？ □ 是. □ 否 □ 否. 【第二部分】這個部分是關於廣告代言人的吸引力，請您先看過後頁廣告，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。常同意. 意. 非. 點同. 見. 意. 有. 意. 同. 沒. 我覺得這位廣告代言人很迷人. 有點不同意. 3.. 意. 2. 我覺得這位廣告代言人很有魅力. 同. 我我覺得這位廣告代言人很有吸引力. 不. 非常不同意. 1.. □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □.

(50) 【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，在下列各項問題中勾選答案，每個問題均為單選題。. 意. 見. □ □ □ □ □ □ □. 2. 我將願意介紹親朋好友施打 HPV 疫苗. □ □ □ □ □ □ □. 3. 我將願意接受更多有關 HPV 疫苗相關訊息. □ □ □ □ □ □ □. 4. 我願意主動詢問醫生或搜尋更多與 HPV 疫. □ □ □ □ □ □ □. 非常同意. 同. 意. 意. 有點同意. 沒. 同. 有點不同意. 不. 非常不同意. 1. 我將願意施打 HPV 疫苗. 苗相關的訊息. 【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！！＊.

(51)

(52) Appendix E: (Attractiveness 2) 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 2. 請問您是否了解 HPV 疫苗？ □ 是. □ 否 □ 否. 【第二部分】這個部分是關於廣告代言人的吸引力，請您先看過後頁廣告，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。常同意. 意. 非. 點同. 見. 意. 有. 意. 同. 沒. 我覺得這位廣告代言人很迷人. 有點不同意. 3.. 意. 2. 我覺得這位廣告代言人很有魅力. 同. 我我覺得這位廣告代言人很有吸引力. 不. 非常不同意. 1.. □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □.


(54)

(55) Appendix F: (Attractiveness 3) 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 2. 請問您是否了解 HPV 疫苗？ □ 是. □ 否 □ 否. 【第二部分】這個部分是關於廣告代言人的吸引力，請您先看過後頁廣告，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。常同意. 意. 非. 點同. 見. 意. 有. 意. 同. 沒. 我覺得這位廣告代言人很迷人. 有點不同意. 3.. 意. 2. 我覺得這位廣告代言人很有魅力. 同. 我我覺得這位廣告代言人很有吸引力. 不. 非常不同意. 1.. □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □.


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(58) 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 2. 請問您是否了解 HPV 疫苗？ □ 是. □ 否 □ 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。.

代言人的特性對於公益廣告效果影響之研究－ 以 HPV疫苗廣告為例

代言人的特性對於公益廣告效果影響之研究－以 HPV疫苗廣告為例