近年產品問題風波不斷，許多業者仰賴專家型代言人為產品背書，以增加消費者信任，尤其以「醫師」最受業者愛用。本文結合語言強度理論、來源可信度模式、適配性假說、說服知識模型等理論觀點，探討醫師代言人的代言風格、多重來源代言對廣告效果的影響，並檢視產品類型的干擾。

本研究採實驗設計法，以兩個實驗驗證七個假說。實驗一探討2(代言風格：明確 vs.隱含）x2(角色呈現：單純醫師 vs.凸顯消費者角色) x2產品類型(享樂性 vs.功能性)三因子受測者間實驗設計，欲檢驗代言風格、角色呈現的個別效果、互動效果和產品類型的干擾作用，實驗二探討代言風格和代言人數量形式的互動關係，2 (代言風格：明確vs.隱含）x3(醫師代言人數量形式：單一男vs.單一女vs.多位)，為二因子受測者間實驗設計。兩個實驗的研究結果發現：(1)使用明確(vs.隱含)代言風格可產生較高的購買意願；(2)多角色呈現(vs.單一角色呈現)有較佳的產品態度；(3)產品類型具重要干擾，功能性產品下，單純以醫師角色呈現且搭配明確代言，或是凸顯消費者角色且搭配隱含代言效果較佳；在享樂性產品下，凸顯消費者角色可提升廣告和產品態度；(4)多位(vs.單一)專家型代言人有較佳的廣告效果，且代言人數量形式不會干擾代言風格的效果。研究結果對於專家代言具理論和實務貢獻。

In recent years, quite a few scandals related to the food and supply industry have gained publicity in Taiwan’s market. Many businesses rely on expert spokespersons to endorse products so that consumer trust is increased; doctors are a popular choice for such expert endorsement. This paper combines the theoretical perspectives of language strength, the source credibility model, match-up hypothesis, and the persuasion knowledge model to examine how the endorsement style of doctors and multiple source endorsements affect advertising effectiveness. The paper also examines the moderating effect of product type.

This study uses the experimental design method to verify the seven hypotheses with two experiments. Experiment 1 explores the individual impact and interaction of endorsement style (explicit vs. implicit) and the role presentation of a doctor spokesperson (only the doctor role vs. the doctor’s consumer role being highlighted), and whether product type (hedonic vs. utilitarian) can result in moderating effects. Experiment 2 discusses the interaction between endorsement style (explicit vs. implicit) and the number of doctor spokespersons (single male vs. single female vs. multiple) on affecting advertising effectiveness. The results of the two experiments revealed the following: (1) an explicit (vs. implicit) endorsement style can generate higher consumer purchase intention; (2) multi-role presentation (vs. single role presentation) leads to better product attitudes; (3) product type can play an important role as a moderator. For utilitarian products, advertising effects are better in two scenarios: in an explicit endorsement when only the doctor role is presented and in an implicit endorsement when the consumer role of the doctor is also highlighted. For hedonic products, highlighting the doctor’s consumer role can improve attitudes toward the advertisement and the product; (4) multiple (vs. single) endorsers acting as doctors yield better advertising effectiveness, and the number of such spokespersons does not moderate the effect of the endorsement style. The research results have theoretical and practical implications in expert endorsement.

第一章 緒論 1
第一節 研究背景 1
第三節 研究問題 7
第四節 研究目的 7
第五節 研究範圍 8
第二章 文獻探討 9
第一節 醫師代言市場現況 9
第二節 專家型代言人 13
第三節 代言風格 16
第四節 廣告代言人多重角色呈現 18
第五節 適配性假說 19
第六節 產品類型 21
第七節 多位代言人 23
第三章 研究架構與假說推論 26
第一節 研究架構 26
第二節 研究假說 27
第四章 實驗一 35
第一節、研究方法 36
一、樣本與實驗設計 36
二、實驗刺激與前測 36
三、實驗程序 43
四、變數衡量 43
第二節、分析結果 46
一、研究樣本組成 46
二、變數平均值、標準差及量表信度分析 48
三、研究變數之操弄性檢定和作用機制檢測 49
四、假說驗證 58
第三節 討論 70
第五章 實驗二 73
第一節 研究方法 73
一、樣本與實驗設計 73
二、實驗刺激與前測 74
三、實驗程序 78
第二節 分析結果 79
一、研究樣本組成 79
二、變數平均值、標準差及量表信度分析 81
三、研究變數之操弄性檢定和作用機制檢測 81
四、假說驗證 89
第三節 討論 93
第六章 結論與建議 95
第一節、主要研究發現 95
第二節、理論意涵 98
第三節、實務建議 102
第四節、研究限制與未來研究方向 103
參考文獻 105
附錄一、前測問卷 117
附錄二、實驗問卷 150

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