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dc.contributor.author蔡佳靜en_US
dc.contributor.author卓家億en_US
dc.date.accessioned2016-12-27T06:27:45Z-
dc.date.available2016-12-27T06:27:45Z-
dc.date.issued2013en_US
dc.identifier.urihttp://hdl.handle.net/11536/132419-
dc.description.abstract本研究奠基於配適假說,以性別為配適因子,並運用因子設計探討代言人類型與產品類型搭配之廣告效果。主要發現代言人類型對廣告效果無顯著的影響,而產品類型對廣告效果則有顯著的影響,且功能性產品優於感官性產品,另外,代言人類型與產品類型對廣告效果有顯著的交互作用,且運動員與政治家代言功能性產品的廣告效果皆優於其代言感官性產品。此外,感官性產品由表演者代言的廣告效果最佳,功能性產品則由政治家代言的廣告效果最佳,但是表演者與企業家代言感官性產品與功能性產品的廣告效果皆無顯著差異。zh_TW
dc.description.abstractThis study uses gender as a match-up factor and applies factorial experimental design to examine the match-up of spokesperson and product types and the resultant ad effectiveness based on Match-up Hypothesis, and finds that product types have significant impact on ad effectiveness, while spokesperson types don't. The utilitarian product type causes better ad effectiveness than the hedonic one. The interactive effect of spokesperson and product types is also one of the main findings. In terms of ad effectiveness, an ad for the utilitarian product that uses an athlete and politician as its spokespersons is better than an ad for the hedonic product. Also, it is the most effective for the hedonic product to choose an actor as its endorser and for the utilitarian product to use a politician as a spokesperson, but there is not significant different ad effectiveness between a hedonic and a utilitarian product when an actor and an entrepreneur are used as an endorser.en_US
dc.language.isozh_TWzh_TW
dc.subject代言人類型zh_TW
dc.subject產品類型zh_TW
dc.subject性別zh_TW
dc.subject配適zh_TW
dc.subject廣告效果zh_TW
dc.subjectSpokesperson Typeszh_TW
dc.subjectProduct Typeszh_TW
dc.subjectGenderzh_TW
dc.subjectMatch-upzh_TW
dc.subjectAd Effectivenesszh_TW
dc.title代言人與產品配適之研究zh_TW
dc.identifier.journal管理與系統zh_TW
dc.identifier.journalJournal of Management and Systemsen_US
dc.citation.volume20en_US
dc.citation.issue4en_US
dc.citation.spage611en_US
dc.citation.epage635en_US
dc.contributor.departmentInstitute of Business and Managementen_US
dc.contributor.department經營管理研究所zh_TW
Appears in Collections:Journal of Management and System