研究結果顯示，在適合度與廣告態度上，文化創意產業類型對代言人有交互作用影響。但在參觀意願、現代感、態度等構面皆無顯著影響。本文建議文化創意產業欲採取行銷廣告策略，在搜尋代言人時，應注重該代言人形象是否與文化創意產業形象相符，或職業上有高度相關的偶像或名人。除此之外，應致力去追求令觀賞族群對其文化創意產業留下深刻美好的印象，並能以自身經驗為傳播與宣傳，才能夠有助於對文化創意產業的永續經營。 With the improvement of life style, culture plays a more important role. Cultural creativity industry is viewed as the symbol to recognize the differences existing on the countries.Culture is an intangible asset and the authority should find out an influential spokesman to promote cultural industry successfully. Cultural creativity industry should select the most suitable spokesman to represent culture creativity industry in Taiwan and move towards international scene.
This study explores the relationships between spokesman and Culture Creative Industry. In the study, Culture Creative Industry is the moderate variable used to analyze whether or not advertisement has effects (fitness, visit willingness, modernity, advertisement attitude, attitudes) on this industry. The respondents who are graduates and undergraduate students recruited from department of business in Tamkang University. The study takes scenario techniques as one variable that is categorized into four levels in categorization of Celebrity. That is, 12 scenarios (4X3) are conducted in the experimental design.
The study concludes that the differences between the types of spokesman and Culture Creative Industry significantly influence fitness and advertisement attitude, but do not on visit willingness, modernity, attitudes. The study suggests that Culture Creative Industry should take marketing strategy to examine whether or not the spokesman’s image is suitable with industry image and the highly related Celebrity should be considered further. Besides, Culture related industry should devote to the deep impression for visitors, and people should promote their self-experience on advertisement. It is helpful for long-term improvement on Culture Creative Industry.