此報告的研究樣本的抽樣來自於為淡江大學研究所與大學部的在學生，共152名學生。受訪者被要求填寫ㄧ份有關購買意願，廣告可信度與廣告態度的調查問卷。受訪者被要求填寫基本資料，其中包含性別，教育程度與年齡。研究資料以SPSS量化研究軟體進行分析。統計分析的技術使用包括了: 信度量表(reliability scale)，T-檢定(t-test)，多因子變異數分析(factor analysis)和雙因子變異數分析(2-way ANOVA)。
In today''s open society, freedom of speech has been used and abused. Advertisers do not hesitate to take advantage of this freedom to promote products regardless of the long-term effect on consumers as a whole. Many of these information or claims are exaggerated and some are even deliberately distorted.
This study is an effort to seek an alternate path to attracting consumers through advertisement, which though unconventional as it might seem, dwells within the boundaries of ethical practice. Here, a two-sided advertisement, which is a bit more transparent as it provides positive as well as negative information on the product, is used alongside with one-sided advertisement that only use positive information. The use of spokesperson is also taken into consideration as a lot of corporations use them on their advertisements and they are known to have a positive impact on purchase intention, credibility of ad and attitude toward ad of consumers. Hence a combination of advertisements having one-sided or two-sided messages that includes and excludes a celebrity endorser is prepared and their effects on purchase intention, credibility of advertisement, and attitude towards advertisement studied.
Data was gathered from Tamkang University and the participants included undergraduate and graduate students. A total of 152 samples were collected. Participants were asked to complete an instrument that included purchase intention, credibility of ad and attitude toward ad.
They also filled in demographic data that included gender, education level, and age. The data was then analyzed using SPSS. Statistical techniques used include reliability scale, t-tests, factor analysis, and 2-way ANOVA.
While the result failed to indicate any significant difference on purchase intention, credibility of ad and attitude toward ad for sidedness, the endorsement of celebrity did result in a significant difference on purchase intention and attitude toward ad. There wasn’t any statistical significance on credibility toward ad for either sidedness or celebrity endorsement.
Also, within audience demographics for one-sided advertisement without celebrity endorsement, gender played a significant role in influencing purchasing intention, credibility of ad and attitude toward ad. Females seemed to have a higher purchase intention, accept the advertisement as more credible and had a more positive attitude toward advertisement than men.