專家代言人近年來在廣告上出現的頻率越來越高,有種看似要取代藝人代言 人或是素人代言人的趨勢。專家代言人因為其本身具有􏰀項領域的專業知識或專 業能力,因此當為該領域的產品做代言時,比較具有說服力,讓消費者對產品的 信任感上升,進而增加他們的購買意願。而當專家代言人或藝人代言人跨領域同 時代言多項產品時,是否還能帶給消費者一樣的說服力和吸引力呢?本研究要探 討在這樣的情境下,代言人對消費者偏誤修正量產生的影響為何。
本研究主要是基於先前一份探討相關議題的論文來做修正,這篇論文取至台 灣師範大學管理研究所碩士生劉建貞於 2014 發表,論文題目為:「專家代言人與 一般代言人進行跨領域多重產品代言對消費者產生偏誤修正之影響---以運動領 域專家代言人為例」。因為先前的論文所做的實驗在高涉入的操作方面沒有達到 效果,因此本研究將著重於高涉入的操作,試看看運用不同的方法,是否能讓受 測者的涉入程度􏰁高。
研究結果顯示假設 H1 不成立,因為不論專家代言人還是藝人代言人在單項 代言與多項代言兩種情境下,對 iRunning 產品態度的平均值均無顯著差異,且 專家代言人與藝人代言人在多項代言的情況下偏誤修正的量並沒有預期的多,顯 著性也不大。假設 H2 不成立,專家代言人多項減單向的平均差異雖然高於藝人 代言人的平均差異,但是差異值為正值,且顯著性也不高。
本研究之研究結果雖無法如預期之成功,但可以歸納出失敗的原因,首先是 高涉入的操作還是不夠明顯,主實驗所使用的新方法還是無法讓受測者的涉入程 度增加。樣本數過低,且收集範圍太窄,造成結果不夠精確,尤其在尋找主實驗 代言人的部分。這些原因若能修正,相信本研究之假設還是有成立的機會。

中文文獻
劉明哲、李曄淳、何雍慶(民 95年)。消費者生活型態、消費者購買涉入程度與
廣告訴求對廣告效果影響之研究-以行動電話為例。遠通學報，23卷第1期：60-65。
劉建貞(民 103年)。專家代言人與一般代言人進行跨領域多重產品代言對消費
者產生偏誤修正之影響-以運動領域專家代言人為例。國立台灣師範大學管理研究所碩士論文。
蘇柏諺（民 103年）。專家代言人與藝人代言人進行同領域多重產品代言對消
費者產生偏誤修正之影響-以運動領域專家代言人為例。國立台灣師範大學管理研究所碩士論文。
黃文吟、張惠（民 89年）。教育大辭書-樸素理論，
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