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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/31920

    Title: 代言人對廣告溝通效果之研究
    Other Titles: A study of endorser to advertising communication effectiveness
    Authors: 尤世達;Yu, Shih-ta
    Contributors: 淡江大學國際貿易學系國際企業學碩士班
    黃志文;Huang, Chih-wen
    Date: 2005
    Issue Date: 2010-01-11 01:24:57 (UTC+8)
    Abstract: 過去幾年,已有許多學術研究探討何種情況之下,代言人與代言產品之間結合程度能提高。當代言人與代言產品之間搭配得宜時,廣告溝通效果將會更好,本研究嘗試瞭解當不同代言人搭配不同的產品分類時,何者會產生較佳的廣告溝通效果,同時,也將探討人口統計變數對廣告溝通效果之影響。
    Over the years, there have been a number of studies that have examined that under what conditions endorsers are appropriate for products. This study try to understand what types of endorser to match up different product classification will create better advertising communication effectiveness. Furthermore, this study is concentrated to discuss the influences of demographic variables on advertising effectiveness.
    Beverage, sneaker , and cell phone are chosen to serve as test products. The data collection has been carried out through the questionnaire done by Tamkang University students by using’’stratified random sampling and proportion allocation method.’’ The obtained data is analyzed by using Bonferroni and examines in three aspects:attitude-toward-the-ad, attitude-toward-the-product, and purchase intentions.
    The major findings of this study are as follows:
    1.There is a significant difference between star and cartoon’ endorsers. Furthermore, star has better attitude-toward-the-ad, attitude-toward-the-product, and purchase intentions than cartoons.
    2.Males have better purchase intentions. Freshman has better attitude-toward-the-ad, attitude-toward-the-product, and purchase.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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