廣告模特兒吸引力與消費者風險認知關係之研究 李宜倩、蘇奉信
E-mail: [email protected]
摘 要
本研究問題是探討消費者對廣告模特兒吸引力、自我監控程度與風險認知之關係，在廣告模特兒吸引力上又分為國內模特 兒與國外模特兒探討是否具顯著關係。 雖然廣告模特兒與消費者心態至今受到許多研究的探討，了解消費者風險認知的前 因更是重要的。於是，本研究主要以廣告模特兒吸引力、自我監控程度和性別探討消費者風險認知高低。本研究主要以台 灣地區消費者為研究對象，共回收319份有效問卷，並以多元?歸分析檢定假說。 主要研究結果發現：(1) 廣告模特兒與風 險認知有呈現顯著影響；(2)廣告模特兒吸引力與自我監控呈現顯著影響； (3)自我監控與風險認知呈顯著影響。最後，本研 究亦提出研究意涵和未來研究發展。
關鍵詞 : 廣告模特兒吸引力 ; 自我監控 ; 風險認知
目錄
內容目錄 中文摘要 ．．．．．．．．．．．．．．．．．．．．． iii 英文摘要 ．．．．．．．．．．．．．．．．
．．．．． iv 誌謝辭 ．．．．．．．．．．．．．．．．．．．．． v 內容目錄 ．．．．．．．．．．．．．．．
．．．．．． vi 表目錄 ．．．．．．．．．．．．．．．．．．．．． viii 圖目錄 ．．．．．．．．．．．．．
．．．．．．．． ix 第一章 緒論．．．．．．．．．．．．．．．．．．． 1 第一節 研究動機．．．．．．
．．．．．．．．． 1 第二節 研究目的．．．．．．．．．．．．．．． 2 第二章 文獻探討．．．．．．．
．．．．．．．．．． 4 第一節 廣告模特兒吸引力．．．．．．．．．．． 4 第二節 社會比較理論．．
．．．．．．．．．．． 5 第三節 自我監控理論．．．．．．．．．．．．． 7 第四節 風險 認知．．．．．．．．．．．．．．． 9 第五節 購買者行為理論．．．．．．．．．．．． 10 第三章 研究 方法．．．．．．．．．．．．．．．．． 15 第一節 研究架構．．．．．．．．．．．．．．． 15 第二節 研究假說．．．．．．．．．．．．．．． 15 第三節 變數操作型定義及衡量．．．．．．．．． 19 第 四節 研究方法．．．．．．．．．．．．．．． 20 第四章 結果分析．．．．．．．．．．．．．．．．． 21 第一節 樣本結構．．．．．．．．．．．．．．． 21 第二節 資料分析．．．．．．．．．．．．．．．
22 第三節 實證結果．．．．．．．．．．．．．．． 30 第五章 結論與討論．．．．．．．．．．．．．．
．． 33 第一節 研究結論．．．．．．．．．．．．．．． 33 第二節 研究意涵．．．．．．．．．．．
．．．． 34 第三節 研究限制．．．．．．．．．．．．．．． 35 第四節 後續研究與建議．．．．．．
．．．．．． 35 參考文獻．．．．．．．．．．．．．．．．．．．．．． 36 附錄 研究問卷．．．．．．．．．．
．．．．．．．． 47 表目錄 表 2- 1 吸引力、可靠性及專業性構面．．．．．．．．．． 5 表 2-2 自我監控與消費者行為 相關研究．．．．．．．．． 8 表 4-1 性別比例．．．．．．．．．．．．．．．．．．． 21 表 4-2 年紀分佈比例．．．
．．．．．．．．．．．．．． 22 表 4-3 教育程度分佈比例．．．．．．．．．．．．．．． 22 表 4-4 可支配金額分佈 比例．．．．．．．．．．．．．． 22 表 4-5 敘述性統計．．．．．．．．．．．．．．．．．． 23 表 4-6 信度分析．
．．．．．．．．．．．．．．．．．． 23 表 4-7 因素分析．．．．．．．．．．．．．．．．．．． 24 表 4-8 整體模 特兒相關分析．．．．．．．．．．．．．． 24 表 4-9 國內模特兒相關分析．．．．．．．．．．．．．． 25 表 4-10 國 外模特兒相關分析．．．．．．．．．．．．．． 25 表 4-11 整體模特兒迴歸分析－變異數分析．．．．．．． 26 表 4-12 整體模特兒迴歸分析－相關係數分析．．．．．． 26 表 4-13 國內模特兒迴歸分析－變異數分析．．．．．．． 27 表 4-14 國內模特兒迴歸分析－相關係數分析．．．．．． 27 表 4-15 國外模特兒迴歸分析－變異數分析．．．．．．．
27 表 4-16 國外模特兒迴歸分析－相關係數分析．．．．．． 28 表 4-17 整體模特兒ANOVA分析 ．．．．．．．．．．．
28 表 4-18 國內模特兒ANOVA分析 ．．．．．．．．．．． 29 表 4-19 國外模特兒ANOVA分析 ．．．．．．．．．．．
． 29 表 5-1 假說驗證結果．．．．．．．．．．．．．．．． 34 圖目錄 圖 2-1 1960前消費者行為未分類型模式．．．．
．．．．． 11 圖 2-2 消費者行為片面型模式．．．．．．．．．．．．． 12 圖 2-3 購買行為模式．．．．．．．．．．
．．．．．．． 13 圖 2-4 購買過程五階段模式．．．．．．．．．．．．．． 13 圖 2-5 消費者行為模式．．．．．．．
．．．．．．．．． 14 圖 3-1 研究架構圖．．．．．．．．．．．．．．．．．． 15 參考文獻
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