教育广告代言人外表吸引力及性别对广告态度之影响-CMR行销研究.PDF

教育廣告代言人外表吸引力及性別 對廣告態度之影響 Advertising spokesperson appearance attractiveness and gender Influence on advertising attitude 賴裕翔 Yu-Hsiang Lai 中國文化大學行銷碩士學位學程研究生 李銘尉 Ming-Wei Li 致理科技大學行銷與流通管理系助理教授 摘要 近年來網路普及化 ，台灣網路人口使用數突破1,993萬人 ，可見現代人對於網路的需求非 常大。而許多社群媒體也逐漸展露頭角，其中以臉書（ FACEBOOK ）為社群媒體之首，具臉 書（ 2017 ）數據公布，台灣每月活躍用戶數達到 1,800萬人。教育相關企業為了獲取更多學生 前來報名，也開始在臉書投放廣告。本研究目的為探討在臉書的情境下，教育專家代言人的 性別與外表吸引力對廣告態度之影響。本研究方法採用實驗設計，操弄專家代言人外表與性 別，讓受試者觀看實驗設計情境進後填答問卷 ，實驗招募250位受試者。研究預期結果為 ，高 外表吸引力專家代言人相對低外表吸引力專家代言人會產生更好的廣告態度；女性代言人則 是比男性代言人 產生更好的廣告態度。 關鍵字 :專家代言人外表吸引力、社群媒體、代言人性別、教育產業、廣告態度。 Abstract In recent years, the popularity of the Internet has led to an increase in the number of Internet users in Taiwan that has exceeded 19.93 million. This shows that modern people have a large demand for the Internet. Many social media also gradually showed their prominence. Among them, FACEBOOK was the leader of social media, and Facebook (2017) data was released. The number of active users per month in Taiwan reached 18 million. Education-related companies also started advertising on Facebook in order to get more students to sign up. The purpose of this study was to explore the influence of education expert spokespersons gender, appearance attractiveness and subject product knowledge on advertising attitudes. This research method uses experimental design to manipulate the spokespersons appearance and gender, allowing the participants to view the experimental design situation and fill in the questionnaire, and recruit 240 subjects. The expected result of the study was that the high profile female spoke