黃恆獎Huang, Heng-Chiang臺灣大學:國際企業學研究所黃欣怡Huang, Shin-YiShin-YiHuang2010-05-112018-06-292010-05-112018-06-292008U0001-1901200916394100http://ntur.lib.ntu.edu.tw//handle/246246/182709台灣的電視購物市場已越來越成熟，消費者也逐漸接受此一新興之消費平台，雖與網路等之購物中心或拍賣均屬虛擬之店舖類型，但本質還是有一定之差異存在，其中主要差異在於，電視購物可透過電視頻道與消費者做即時之互動，在熱門之收視時段，也都採現場形式播出。電視購物節目雖名義上以販賣產品為主，但節目本身亦附帶廣告之功能，即透過電視節目之播放，接觸到廣大之現有或潛在之顧客群，促使他們注意到節目中之產品，並於隨後或是立即實現他們的購買決策。而貫穿整個電視購物節目之人物，除主持人外，亦包括名人、廠商代表及體驗過產品之消費者，藉由邀請他們至節目中陳述產品之使用心得或意見，來達到說服消費者購買產品之目的。 而本研究主要目的即在，研究受邀至電視購物節目中之代言人，對於電視購物節目之廣告效果為何？透過實際電視購物節目影片之播放，以問卷分析受測者對各代言人之觀感，並以結構分析模式研究廣告可信度、廣告態度、品牌態度及購買意願等廣告效果。而本研究主要結論可簡述如下：.代言人可信度若越高，則消費者所認定之廣告可信度也會越高，且以專家型代言人對廣告可信度之影響力較名人及典型消費者來得高。.代言人可信度若越高，則消費者對廣告態度會越趨正面，且以名人型代言人對廣告態度之影響力較專家及典型消費者來得高。.廣告整體之可信度越高，則消費者對品牌態度越佳；消費者對廣告態度越趨正面時，其對品牌之態度亦越佳。.當消費者對品牌之態度越趨於正面時，其對產品之購買意願也會相對提高。TV shopping market has been more and more mature these years. Consumers become more familiar with this newly-emerged shopping channel as well. Although TV shopping and online shopping both belong to virtual shops, they are different in some aspects. The main difference is that people in TV shopping programs can interact with consuners immediately. TV shopping programs not only sell products to consumers but also act as advertisement. People who watch the program may not buy the products right away, however, with the broadcasting of the program, those potential consumers know the product and will probibally buy it in the future. In a TV shopping program, there are usually a host or hostess, celebrities, typical consumers who share his or her experience of using the products to television viewers, and experts who knows the product well. These people will try to persuade TV viewers to buy the product. The main purpose of this study focuses on the advertising effects of the three types of spokepersons who are invited to the TV shopping programs. Structural equation modeling is used to analyze the advertising effects. The results can be summarized as follows:.Higher credibility of the spokespersons results in higher advertising credibility. Besides, exeprt spokesperson has more impact on advertising credibility among three types of spokespersons..Higher credibility of the spokespersons will make consumers have positive attitude toward the advertising. In addition, celebrity spokepersons have more influence on the attitude toward the advertising among three types of spokespersons..Higher advertising credibility will make consumers have positive attitude toward the brand. Also, there is positive relationship between attitude toward the advertising and attitude toward the brand..Positive attitude toward the brand results in higher purchase intention.目 錄 一章 緒論……………………………………………………………1一節 研究動機與景…………………………………………………1二節 研究目的………………………………………………………3 三節 研究流程………………………………………………………4二章 文獻探討………………………………………………………6一節 電視購物………………………………………………………6二節 廣告代言人……………………………………………………12三節 廣告……………………………………………………………22三章 研究方法………………………………………………………30一節 研究架構………………………………………………………30二節 研究假設………………………………………………………32三節 變數的操作性定義及衡量……………………………………35四節 研究設計………………………………………………………41五節 資料收集與分析方法…………………………………………44四章 資料分析………………………………………………………48一節 樣本分析………………………………………………………48二節 信度與效度分析………………………………………………54三節 結構關係模式分析……………………………………………60四節 假設檢定結果…………………………………………………69五章 結論與建議……………………………………………………73一節 研究結論………………………………………………………73二節 管理意涵………………………………………………………76三節 研究限制………………………………………………………79四節 後續研究建議…………………………………………………81考文獻………………………………………………………………83錄一 研究問卷………………………………………………………90錄二 電視購物影片之分鏡圖及說明………………………………95次 1-1 本研究流程圖…………………………………………………5 2-1 Heider平衡理論之延伸………………………………………13 2-2 意義移動及代言過程…………………………………………20 3-1 研究架構圖……………………………………………………31 4-1 本研究LISREL模型圖…………………………………………60 4-2 路徑分析結果…………………………………………………67次2-1 電視購物定義整理……………………………………………62-2 台灣電視購物頻道發展概況…………………………………112-3 代言人可信度構面整理………………………………………162-4 廣告定義一覽表………………………………………………222-5 反應層級模式…………………………………………………273-1 研究假說整理…………………………………………………343-2 衡量代言人可信度之構面及問項(以名人可信度部分問項為 例)…………………………………………………37 3-3 衡量廣告可信度之問項………………………………………383-4 購買意願之衡量問項…………………………………………404-1 問卷回收狀況…………………………………………………484-2 樣本年齡分佈…………………………………………………494-3 樣本教育程度分佈……………………………………………494-4 樣本職業分佈…………………………………………………504-5 樣本學院分佈(職業為學生者)………………………………514-6 樣本購物頻道觀看頻率分佈…………………………………514-7 樣本電視購物消費次數分佈…………………………………524-8 樣本可支配所得分佈…………………………………………524-9 名人可信度因素分析…………………………………………554-10 專家可信度因素分析…………………………………………564-11 典型消費者可信度因素分析…………………………………574-12 衡量模式標準化因素負荷量與Cronbach α係數……………584-13 模型潛在變數…………………………………………………614-14 模型觀察變數…………………………………………………624-15 模型適合度指標………………………………………………644-16 Lambda-X、Lambda-Y標準化估計值…………………………654-17 Gamma、Beta參數估計值……………………………………664-18 個別觀察變數及個別結構方程式之衡量表…………………684-19 假說驗證表……………………………………………………72application/pdf800862 bytesapplication/pdfen-US電視購物廣告代言人廣告可信度廣告態度品牌態度購買意願TV shoppingspokespersonadvertising credibilityattitude toward the advertisingattitude toward the brandpurchase intentionthesishttp://ntur.lib.ntu.edu.tw/bitstream/246246/182709/1/ntu-97-R95724063-1.pdf