部落格廣告以代言人表現模式之溝通效果研究

The Study on the Advertising Effects of Using Celebrity Endorsement on the Web Blog

隨著部落格成為網路世界的新寵兒，一種新型態的廣告模式─以「代言人在部落格中呈現的方式」也應運而生。本研究以「代言人類型」與「置入方式」兩變項，對此新類型的廣告溝通效果之三面向─「回憶效果」、「品牌態度」與「購買意願」做初步的探討，並設計了三種不同的代言人類型與兩種置入方式共六種實驗廣告，於實際網路中測試其溝通效果。研究結果發現：在「回憶效果」與「購買意願」兩應變項上，「不同類型代言人」與「不同型式置入」均會產生顯著影響，而在「品牌態度」應變項上，僅「不同類型代言人」對其產生顯著影響。同時，在溝通效果上，均呈現出「一般消費者代言人」效果最佳、「名人代言人」效果最差的情形；在「回憶效果」與「購買意願」上，則均呈現出「文章中置入」形式效果優於「文章外置入」形式的情形。

'Blog diaries written by product endorsers' is a new form of advertising promotion, as blog has become more popular on the Internet than ever. 'Endorser types' and 'product placement types' are the two independent variables in this study to investigate three aspects of advertising communication effects-'recall effects,' 'brand attitude,' and 'purchase intention'- which are the dependent variables in the study. The study posts six different experimental commercials, including three endorser types and two product placement types, on the Internet in order to verify the effects of advertising communication. The study finds that both the 'endorser types' and the 'product placement types' have significant influences on the aspects of 'recall effects' and 'purchase intention,' but only 'endorser types' will have significant influences on the 'brand attitude' aspect. Also, the 'typical consumer endorser' is the most effective type of the three ones, and the 'celebrity endorser' is the worst one on every aspect of advertising communication effects. The type of 'inside placement' has better effect than that of 'outside placement' on the 'recall effects' and the 'purchase intention' aspects.