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。 本研究以飲料（便利品）、球鞋（選購品）與手機（特殊品）為研究產品，對淡江大學日間部學生進行問卷調查，採用之抽樣方法為『分層隨機比例配置法』。回收資料採獨立樣本T檢定與Bonferroni多重比較法進行分析，且以廣告態度、產品態度及購買意願三個構面來衡量廣告溝通效果。 本研究結論： 1.搭配便利品與選購品時，明星代言有較佳的廣告態度、產品態度及購買意願；搭配特殊品時，明星代言有較佳的購買意願。 2.搭配便利品時：男性有較佳的購買意願；20歲以下受測者有較佳的廣告態度及產品態度；外語學院之廣告態度較商學院為佳。 3.搭配選購品時：男性有較佳的購買意願；商學院之產品態度較工學院及外語學院為佳；四年級的受測者有較佳的廣告態度。 4.搭配特殊品時：男性有較佳的廣告態度及購買意願；20歲以下受測者有較佳的廣告態度、產品態度及購買意願，一年級受測者有較佳的廣告態度、產品態度及購買意願。 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.
