名人代言广告效果的关键因素研究——以使用预期为新指标

What Drive the Advertising Effects of Celebrity Endorser——“Expectancy-to-use”as a New Indicator

名人代言是当代最广为使用的广告表现手法,应该要如何才能选出对的广告代言名人呢?传统学术研究致力于探讨代言名人的个人特质对广告代言效果的解释力,但是目前仍然呈现众说纷纭的状况。本研究旨在评估以"使用预期"作为选择广告代言名人新指标的可行性,主要探讨①传统的代言名人个人特质对广告效果的解释力有多大?②使用预期对广告效果的解释力又有多大?③使用预期与传统的代言名人个人特质之间的关系为何?研究结果显示:①代言名人的客观性与相似度对各广告效果指标解释力较佳,而代言名人的喜好度、信赖感与专业性对各项广告效果指标的解释力则普遍偏低;②代言名人的"使用预期"对广告效果具有极显著的正向影响力,应可作为选择广告代言名人的新指标;③传统代言名人的个人特质是使用预期对广告效果产生影响的中介变项。

Celebrity endorsers are the most commonly used forms of advertising in the modern era.How should we choose the right celebrity endorser to increase the ad effect?The traditional celebrity endorsers’credibility did not provide us with the right solution.The purpose of this study was to evaluate the feasibility of"expectancy-to-use"as a new indicator for celebrity endorser.Using snowball convenient sampling,this study collected 900 valid questionnaires from Guangzhou citizens in the age of 20-64.The results showed that celebrity endorsers’objectivity and similarity had better explanatory power for ad effect,while celebrity endorsers’likability,trustworthiness and expertness were generally low on the interpretation of ad effect.Second,celebrity endorsers’"expectancy to use"had a very significant positive impact on the ad effect,and should be used as a new indicator for selecting celebrity endorser.Third,the traditional celebrity endorsers’credibility was the mediation variables between"expectancy to use"and the ad effect.