廣告代言人數量與特質的廣告效果分析

名人代言的相關研究中，多以單一代言人探討代言人與產品之間，或代言人與消費者間的配適度的廣告效果。然而，廣告實務上也常使用雙代言人目標消費族群溝通，但僅有少數研究針對廣告中的多代言人效果進行驗證，因此本研究將探討代言人數量對廣告效果的影響，以及代言人之間特質配適度對廣告效果的影響。本研究共設計了5個實驗廣告，共238份有效樣本。結果發現，相較於單一代言人，在廣告中使用雙代言人僅能部分提升品牌態度，而名人特質配適度對於廣告態度、品牌態度、及購買意願也無顯著差異。

A review of studies on celebrity endorsement revealed that most studies investigated the relationships between spokespersons and products, and the relationships between spokespersons and consumers on advertising effectiveness from single celebrity perspective. In practice, however, two celebrities are often shown in advertisments to communicate with targeted consumers, and only a few studies examined the effectiveness of multiple celebrities. Thus, this study will explore the impact of the number of spokespersons on advertising effectiveness, and the impact of the number of spokespersons on advertising effectiveness. Therefore, this study explores the advertising effectiveness of the number of spokespersons and of celebrity endorsers' characteristics in an advertisement. This developed five experimental advertisements, and had 238 valid reponses. The results found that the advertisements with two spokespersons in an advertisement can only enhance brand attitudes compared to those with single spokesperson. In addition, there is no significant difference in advertising attitude, brand attitude, and purchase intention between advertisments with high characteristic-matching spokespersons and low characteristic-matching spokespersons.