卓峯志，魏久峰(2010)，如何選擇廣告代言名人？評估以「使用預期」做為新指標的可行性，第十八屆中華民國廣告暨公共關係國際學術與實務研討會，國立政治大學傳播學院。
卓峯志，魏久峰(2010)，台灣地區N世代媒介使用現況及其意涵，2010年媒介與環境國際學術研討會，輔仁大學傳播學院。
魏久峰(2010)，名人代言多重品牌對廣告效果影響之研究：以訊息來源可信度與使用預期作為分析架構，輔仁大學大眾傳播學研究所碩士在職專班碩士論文。
程予誠，魏久峰(2010)，台灣電影市場規模與潛在觀眾數之釋疑-以2009東方消費者行銷資料庫為據，2010年庶位傳播論壇-賽博光廊與庶民傳播學術研討會，國立台灣藝術大學廣播電視學系應用媒體藝術研究所。
蕭富峰，魏久峰(2010)，台灣戰後嬰兒潮世代網路使用行為之研究，2010海峽兩岸公關廣告創新發展學術研討會－數位年代的傳播策略與溝通，世新大學公共關係暨廣告學系。
蕭富峰，張佩娟，魏久峰(2009)，品牌重定位之研究，台灣行銷科學學會2009年第六屆學術研討會，台大管理學院。
2010年9月14日 星期二
A study on advertising effects of multiple brand endorsements by single celebrity：A framework of source credibility and expectancy-to-use
So far, domestic and foreign scholars for "Celebrity multiple effect of brand advertising," the subject to conduct related research is very limited. Although some research results indicate that celebrity endorsements of multiple brands, advertising effectiveness will be incremental as the number of brand endorsements diminishes. However, they do not care industry experts, practical discourse, continues to marketing, advertising, public relations and other areas of substantial manipulation of celebrity endorsements. This unusual phenomenon, indicating substantive issues in this industry and academia is a cognitive difference, to be further explored.
Celebrity endorsement of a multi-brand no effect? Seems to imply some other factors exist. The thesis that the message source credibility, celebrity endorsements in the process of multi-brand advertising plays a key role of influence. However, the credibility of past scholars and experts will be used in the celebrity endorsement empirical research on advertising effects are still present divergent views, the differences are not consistent phenomenon. Mainly to individual claims of various scholars to define the reliability of local-oriented, may not truly represent the confidence to identify the key explanatory variables.
Therefore, this thesis "Expectancy-to-use" (believe it or not really use his celebrity endorsement of products) the new variables, to explore multiple brand celebrity endorsements, whether the effects of their advertising will decrease? And reliability of traditional voice comparison.
Ordering the small sample of the study are different from traditional experimental research methods, through the Orient Express (the most representative national network of professional market research company) member database and the platform to conduct "network experiment." Ministry of the Interior in accordance with demographic data on gender, age two variables to further examine the quota limit, a total of 900 valid samples (covering 20 to 64 years in Taiwan consumers), divided into Wu, Patty Hou and Luo three groups (each group the 300), subjects in each group were randomly watched eight of the group of celebrity endorsement has been a low involvement product advertisement. The subject of the questionnaire are greater than .875 for half reliability, internal consistency of a very high credibility, the findings of the academic community and practitioners should have the reference value.
This study found that: (1) Celebrity multiple brand advertising effectiveness, not necessarily decreases with the phenomenon, this result and most of the past, the academic and practical discussion of different sectors. (2) the credibility of the traditional spokesmen explain factors can not explain the multiple celebrity endorsements brand advertising effectiveness. (3) the use of expectations (the credibility of a key new variables) can explain the multiple celebrity endorsements brand advertising effectiveness. (4) is not expected to use the credibility and advertising effectiveness of traditional voice full intervening variables.
This paper summarized the literature discusses the results of this second network, the message source credibility developed the conceptual framework of the "use the expected" This new variable to the multiple celebrity endorsements to explain the brand's advertising effect may explain the ability to make up for lack of credibility of spokespersons, but academic research is like peeling an onion, still need to have the correction of advanced verification and follow-up researchers.
FROM WEI, CHIOU-FONG
Celebrity endorsement of a multi-brand no effect? Seems to imply some other factors exist. The thesis that the message source credibility, celebrity endorsements in the process of multi-brand advertising plays a key role of influence. However, the credibility of past scholars and experts will be used in the celebrity endorsement empirical research on advertising effects are still present divergent views, the differences are not consistent phenomenon. Mainly to individual claims of various scholars to define the reliability of local-oriented, may not truly represent the confidence to identify the key explanatory variables.
Therefore, this thesis "Expectancy-to-use" (believe it or not really use his celebrity endorsement of products) the new variables, to explore multiple brand celebrity endorsements, whether the effects of their advertising will decrease? And reliability of traditional voice comparison.
Ordering the small sample of the study are different from traditional experimental research methods, through the Orient Express (the most representative national network of professional market research company) member database and the platform to conduct "network experiment." Ministry of the Interior in accordance with demographic data on gender, age two variables to further examine the quota limit, a total of 900 valid samples (covering 20 to 64 years in Taiwan consumers), divided into Wu, Patty Hou and Luo three groups (each group the 300), subjects in each group were randomly watched eight of the group of celebrity endorsement has been a low involvement product advertisement. The subject of the questionnaire are greater than .875 for half reliability, internal consistency of a very high credibility, the findings of the academic community and practitioners should have the reference value.
This study found that: (1) Celebrity multiple brand advertising effectiveness, not necessarily decreases with the phenomenon, this result and most of the past, the academic and practical discussion of different sectors. (2) the credibility of the traditional spokesmen explain factors can not explain the multiple celebrity endorsements brand advertising effectiveness. (3) the use of expectations (the credibility of a key new variables) can explain the multiple celebrity endorsements brand advertising effectiveness. (4) is not expected to use the credibility and advertising effectiveness of traditional voice full intervening variables.
This paper summarized the literature discusses the results of this second network, the message source credibility developed the conceptual framework of the "use the expected" This new variable to the multiple celebrity endorsements to explain the brand's advertising effect may explain the ability to make up for lack of credibility of spokespersons, but academic research is like peeling an onion, still need to have the correction of advanced verification and follow-up researchers.
FROM WEI, CHIOU-FONG
名人代言多重品牌對廣告效果影響之研究：以訊息來源可信度與使用預期作為分析架構
截至目前為止，國內外學界針對「名人代言多重品牌對廣告效果的影響」這個議題進行相關的研究非常有限。雖然有部分研究結果指出，名人代言多重品牌，廣告效果會隨著代言品牌數量的漸增而遞減。可是，實務業界卻不在意專家們的論述，持續在行銷、廣告、公關等領域大量操弄名人代言。這種不尋常的現象，顯示實務業界與學術界在這個議題的認知上是有差異的，值得進一步深入探討。
一個名人代言多重品牌有沒有效果？似乎隱含著有另外一些影響因素存在。本論文認為訊息來源可信度，在名人代言多重品牌廣告過程中扮演著關鍵性的影響角色。但是，過去學者專家將可信度運用在名人代言廣告效果的實證研究上，仍然呈現眾說紛紜、結果並不一致的分歧現象。主要是各個學者以個別主張的局部面向來界定可信度，或許沒有找出真正代表可信度的關鍵性解釋因子。
所以本論文以「使用預期」(Expectancy-to-use，相不相信名人真的會使用他所代言的產品)這個新變項，來探究名人代言多重品牌，其廣告效果是否一定會遞減？並與傳統的代言人可信度進行比較。
夲次研究有別於傳統小樣本實驗研究方式，經由東方快線（國內最具代表性的專業網路市調公司）會員資料庫與平台進行「網路實驗」。依內政部人口統計資料對性別、年齡二個變項進行樣本配額限定，有效樣本共計900份（涵蓋台灣地區20~64歲消費者），分成吳念真、侯佩岑與羅志祥三組（每組各300位），各組受試者分別隨機收看8支該組名人曾代言過的低涉入產品廣告影片。各項問卷題目的折半信度都大於.875，在內部一致性上具有相當高的可信度，研究結果對學術界和實務界應具有參考價值。
研究發現：(1)名人代言多重品牌的廣告效果，不一定呈現遞減現象，這種結果和以往大部份學術與實務界的論述不同。(2) 傳統代言人可信度解釋因子無法完全解釋名人代言多重品牌的廣告效果。(3)使用預期（可信度關鍵性新變項）可以解釋名人代言多重品牌的廣告效果。(4)使用預期並不是傳統代言人可信度與廣告效果的完全中介變數。
本論文歸納相關文獻論述與本次網路實驗結果，由訊息來源可信度（Source Credibility）的概念框架發展出來的「使用預期」這個全新變項，以之來詮釋名人代言多重品牌的廣告效果，或許可以彌補代言人可信度解釋力的不足，但是學術研究就像剝洋蔥，仍然需要先進們的指正與後續研究者的驗證。
轉引自魏久峰繼續閱讀
一個名人代言多重品牌有沒有效果？似乎隱含著有另外一些影響因素存在。本論文認為訊息來源可信度，在名人代言多重品牌廣告過程中扮演著關鍵性的影響角色。但是，過去學者專家將可信度運用在名人代言廣告效果的實證研究上，仍然呈現眾說紛紜、結果並不一致的分歧現象。主要是各個學者以個別主張的局部面向來界定可信度，或許沒有找出真正代表可信度的關鍵性解釋因子。
所以本論文以「使用預期」(Expectancy-to-use，相不相信名人真的會使用他所代言的產品)這個新變項，來探究名人代言多重品牌，其廣告效果是否一定會遞減？並與傳統的代言人可信度進行比較。
夲次研究有別於傳統小樣本實驗研究方式，經由東方快線（國內最具代表性的專業網路市調公司）會員資料庫與平台進行「網路實驗」。依內政部人口統計資料對性別、年齡二個變項進行樣本配額限定，有效樣本共計900份（涵蓋台灣地區20~64歲消費者），分成吳念真、侯佩岑與羅志祥三組（每組各300位），各組受試者分別隨機收看8支該組名人曾代言過的低涉入產品廣告影片。各項問卷題目的折半信度都大於.875，在內部一致性上具有相當高的可信度，研究結果對學術界和實務界應具有參考價值。
研究發現：(1)名人代言多重品牌的廣告效果，不一定呈現遞減現象，這種結果和以往大部份學術與實務界的論述不同。(2) 傳統代言人可信度解釋因子無法完全解釋名人代言多重品牌的廣告效果。(3)使用預期（可信度關鍵性新變項）可以解釋名人代言多重品牌的廣告效果。(4)使用預期並不是傳統代言人可信度與廣告效果的完全中介變數。
本論文歸納相關文獻論述與本次網路實驗結果，由訊息來源可信度（Source Credibility）的概念框架發展出來的「使用預期」這個全新變項，以之來詮釋名人代言多重品牌的廣告效果，或許可以彌補代言人可信度解釋力的不足，但是學術研究就像剝洋蔥，仍然需要先進們的指正與後續研究者的驗證。
轉引自魏久峰繼續閱讀
2010年5月5日 星期三
2010年4月30日 星期五
2010年4月9日 星期五
維大力螞蟻到底真相是什麼?
從lan的網站發現版主po上一件聳人聽聞的事件，就是他買的罐裝維大力汽水內竟然有螞蟻，文章上有手機拍攝的圖片為證。
這個事件經華視與東森新聞台報導後，網路上一時引起網友熱烈討論，經搜尋google共有1,630,000個網頁及10,700個網誌呈現這個訊息。同時版主也在後續的文章說廠商態度惡劣，要網友給與公評!
我一直認為替消費者爭權益並打抱不平，是天經地義，大家應該做也必須做的事。如果lan所說的是事實，那大家應該群起對廠商發出不平的聲音。但是如果他說的不是事實、是謠言或是造假的，那我們這群熱心、路見不平、有惻隱之心的網友不是很廉價的被利用嗎？
維大力我喝了近20年，"維大力螞蟻"事件我頭一次聽到，真相到底是什麼？又電視新聞台的報導是否善盡求證的責任？大家實有必要進一步扮演"柯南"的角色。為了讓網路的民意保有更純真與揚善貶惡的空間，我會繼續追蹤事實的真相，也期盼大家一起共襄盛舉!
這個事件經華視與東森新聞台報導後，網路上一時引起網友熱烈討論，經搜尋google共有1,630,000個網頁及10,700個網誌呈現這個訊息。同時版主也在後續的文章說廠商態度惡劣，要網友給與公評!
我一直認為替消費者爭權益並打抱不平，是天經地義，大家應該做也必須做的事。如果lan所說的是事實，那大家應該群起對廠商發出不平的聲音。但是如果他說的不是事實、是謠言或是造假的，那我們這群熱心、路見不平、有惻隱之心的網友不是很廉價的被利用嗎？
維大力我喝了近20年，"維大力螞蟻"事件我頭一次聽到，真相到底是什麼？又電視新聞台的報導是否善盡求證的責任？大家實有必要進一步扮演"柯南"的角色。為了讓網路的民意保有更純真與揚善貶惡的空間，我會繼續追蹤事實的真相，也期盼大家一起共襄盛舉!
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