A study on the Influence of Advertising Spokesperson and Advertising Appeal on Advertising Effects: The Moderating Effect of Self-Monitoring

[[abstract]]本研究將針對在消費者不同的自我監控程度下，不同的廣告代言人類型與不同的廣告訴求方式對廣告效果之影響。其中，廣告代言人類型分為名人與專家，廣告訴求方式分為理性訴求與感性訴求，消費者自我監控程度，則是區分為高、低自我監控，合而為一2x2x2之實驗設計，至於廣告效果，則包括了廣告態度、品牌態度及購買意願，在統計方法上使用多變量變異數分析、t檢定等來分析。 研究結果如下： (1)廣告代言人對廣告效果有顯著的正向影響。 (2)廣告訴求方式對廣告效果有顯著的正向影響。 (3)名人廣告代言人與感性廣告訴求方式的組合，比名人廣告代言人與理性廣告訴求方式的組合，對消費者的廣告態度有較顯著的正向影響。 (4)專家廣告代言人與理性廣告訴求方式的組合，比專家廣告代言人與感性廣告訴求方式的組合，對消費者的廣告態度有較顯著的正向影響。 (5)在不同的自我監控程度下，廣告代言人對廣告效果有不同顯著的正向影響。 (6)在不同的自我監控程度下，廣告訴求方式對廣告效果有不同顯著的正向影響。 (7)在不同的自我監控程度下，廣告代言人與廣告訴求方式的組合對廣告效果有不同顯著的正向影響。[[abstract]]The main objective of this research is to investigate the effectiveness of the "attitude toward advertising", " attitude toward brand" and "purchase intention" under different type of spokespersons (celebrity / expertise), different type of advertising appeals of the copy (rational / emotional), the varying level of subjects self -monitoring (high / low). This study uses 2x2x2 factorial experimental design. The major finding through empirical demonstration are: (1) The positive influence of spokespersons on advertising effects are significant. (2) The positive influence of advertising appeals on advertising effects are significant. (3) The positive influence of celebrity spokespersons and emotional advertising appeals on advertising attitude are more significant than celebrity spokespersons and rational advertising appeals. (4) The positive influence of expertise spokespersons and rational advertising appeals on advertising attitude are more significant than expertise spokespersons and emotional advertising appeals. (5) Under different self-monitoring level, spokespersons have different significant positive influence on advertising effects. (6) Under different self-monitoring level, advertising appeals have different significant positive influence on advertising effects. (7) Under different self-monitoring level, spokespersons and advertising appeals have different significant positive influence on advertising effects