A Study on Chien-Min Wang's Recommendation, Advertising Effect and Customers' Willingness of purchase.
李峻嘉、雷文谷
E-mail: [email protected]
ABSTRACT
The brilliant performance of Chien-Ming Wang in Major League Baseball(MLB) in recent years has earned him higher and higher exposure rate in the media, gradually making him an advertising spokesman ardently sought by many enterprises. However, do the advertisements endorsed by Chien-Ming Wang actually bring about the desired advertising benefits to enterprises or no? This is the focus of our study, which aims to explore the correlation between the credibility and the advertising effectiveness of advertisements endorsed by Chien-Ming Wang, and the purchasing desire inspired. The study is carried out on ordinary consumers in Taipei and Taichung, the two most densely populated metropolises in Taiwan, by means of a questionnaires survey in which data are collected with random convenient sampling technique and 380 valid copies of recovered questionnaires. The study results after statistical analysis are as follows: (1) There is a significant positive correlation between the endorsement of Chien-Ming Wang to a brand and consumers’ attitude towards the advertisement/product. (2) There is also a significant positive correlation between the
endorsement of Chien-Ming Wang to a brand and consumers’ purchasing desire. (3) There is no significant difference among consumers of different sex, age, marriage, status, educational background, and average monthly income with regard to their attitude towards the advertisement/product of brands endorsed by Chien-Ming Wang; however, there are significant differences among consumers of different professions in their attitude towards the advertisement/product of brands endorsed by Chien-Ming Wang. (4) There are also significant differences among consumers of different professions in their desire to purchase products endorsed by Chien-Ming Wang. In the end, the study results are analyzed and discussed, and concrete suggestions are proposed to relevant entities and follow-up researchers.
Keywords : advertising、Chien-Ming Wang、advertisement effect
Table of Contents
內容目錄 內容目錄 ．．．．．．．．．．．．．．．．．．．．． vii 表目錄 ．．．．．．．．．．．．．．．．
．．．．． ix 圖目錄 ．．．．．．．．．．．．．．．．．．．．． x 第一章 緒論．．．．．．．．．．．．．
．．．．．． 1 第一節 研究背景及動機．．．．．．．．．．．． 1 第二節 研究目的．．．．．．．．
．．．．．．． 4 第三節 研究問題．．．．．．．．．．．．．．． 4 第四節 名詞解釋．．．．．．．．．．．
．．．． 5 第五節 研究範圍．．．．．．．．．．．．．．． 6 第六節 研究限制．．．．．．．．．．．．
．．． 6 第二章 文獻探討．．．．．．．．．．．．．．．．． 8 第一節 推薦式廣告．．．．．．．．．．．．．
． 8 第二節 廣告效果．．．．．．．．．．．．．．． 21 第三節 購買意願．．．．．．．．．．．．．．． 26 第三章 研究方法．．．．．．．．．．．．．．．．． 28 第一節 研究架構．．．．．．．．．．．．．．．．
． 28 第二節 研究流程．．．．．．．．．．．．．．． 29 第三節 研究對象及取樣方式．．．．．．．．．．
30 第四節 研究過程．．．．．．．．．．．．．．． 30 第五節 研究工具．．．．．．．．．．．．．
．． 30 第六節 信效度分析．．．．．．．．．．．．．． 32 第七節 資料處理與統計分析方法．．．．．．．．
36 第四章 研究結果與分析．．．．．．．．．．．．．． 37 第一節 樣本背景分析．．．．．．．．．．．．． 37 第二 節 王建民推薦品牌與廣告效果之相關．．．． 40 第三節 王建民推薦品牌與消費者購買意願之相關． 41 第四節 不同人口 背景變項消費者在王建民代言廣 告效果與購買意願之差異．．．．．．．． 42 第五章 結論與建議．．．．．．．．．．
．．．．．． 52 第一節 結論．．．．．．．．．．．．．．．．．． 52 第二節 建議．．．．．．．．．．．．．．．
．．． 52 參考文獻 ．．．．．．．．．．．．．．．．．．．．． 54 附錄A 問卷．．．．．．．．．．．．．．．．．
．． 60 表目錄 表 2- 1 廣告定義表．．．．．．．．．．．．．．．．． 10 表 2- 2 來源可信度構面．．．．．．．．．
．．．．．． 19 表 2- 3 態度的定義．．．．．．．．．．．．．．．．． 22 表 3- 1 王建民推薦品牌效度分析表．．．．
．．．．．．． 33 表 3- 2 王建民推薦品牌信度分析表．．．．．．．．．．． 33 表 3- 3 廣告效果構面效度分析表．．．
．．．．．．．．． 34 表 3- 4 廣告效果構面信度分析表．．．．．．．．．．．． 34 表 3- 5 購買意願構面效度分析表．
．．．．．．．．．．． 35 表 3- 6 購買意願構面信度分析表．．．．．．．．．．．． 35 表 4- 1 樣本人口背景分析表．
．．．．．．．．．．．．． 39 表 4- 2 王建民推薦品牌與廣告效果相關分析表．．．．．． 41 表 4- 3 王建民推薦品牌與 消費者購買意願相關分析表．．． 42 表 4- 4 不同性別消費者在代言廣告效果之差異．．．．．． 43 表 4- 5 不同年齡消費
者在代言廣告效果之差異．．．．．． 44 表 4- 6 不同婚姻狀況消費者在代言廣告效果之差異．．．． 45 表 4- 7 不同教育 程度消費者在代言廣告效果之差異．．．． 46 表 4- 8 不同職業消費者在代言廣告效果之差異．．．．．． 47 表 4- 9 不同 平均月收入消費者在代言廣告效果之差異．．． 48 表 4-10 不同人口背景變項消費者在購買意願之差異．．．． 51 圖目 錄 圖 2- 1 行銷溝通系統．．．．．．．．．．．．．．．．．．．．． 9 圖 2- 2 平衡理論示意圖．．．．．．．．．．
．．．．．． 15 圖 2- 3 平衡與不平衡釋例．．．．．．．．．．．．．．． 15 圖 2- 4 平衡理論在推薦式廣告之運用．．
．．．．．．．． 16 圖 2- 5 可信度對購買意願．．．．．．．．．．．．．．． 18 圖 2- 6 態度三個組成要素．．．．．
．．．．．．．．．． 24 圖 2- 7 態度與購買行為之關係．．．．．．．．．．．．． 25 圖 3- 1 研究架構圖．．．．．．
．．．．．．．．．．．．．．． 28 圖 3- 2 研究流程圖．．．．．．．．．．．．．．．．．．．．． 29 REFERENCES
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