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研究生：	孫素琴 Singhaudomchai, Orathai
論文名稱：	The Role of Product Type, Endorser Type, and Endorser Ethnicity on the Consumer’s Response toward the Advertisement: A Study of Taiwanese and Thai The Role of Product Type, Endorser Type, and Endorser Ethnicity on the Consumer’s Response toward the Advertisement: A Study of Taiwanese and Thai
指導教授：	吳萬益 Wu, Wann-Yih
學位類別：	碩士 Master
系所名稱：	管理學院 - 國際經營管理研究所碩士在職專班 Institute of International Management (IIMBA--Master)(on the job class)
論文出版年：	2007
畢業學年度：	95
語文別：	英文
論文頁數：	143
外文關鍵詞：	National identity score, Celebrity endorser, Thailand, Expert endorser, Advertising credibility, Endorser ethnicity, Taiwan
相關次數：	點閱：65 下載：2
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Designing the advertising across countries is one of the challenged jobs for all advertisers and marketers. A great deal of research in international advertising involves the decision on message, appeal, endorser, and language to be used. Among these areas, the decision on choice of endorser seems to obtain the increasing in interest. By extending the previous studies in endorser in international context, this study’s purposes are to investigate the difference effects of types of product, types of endorser and endorser ethnicity on consumer’s response toward the advertisement in term of credibility, feelings, attitude toward the advertisement, attitude toward the brand and behavioral intention toward the brand. Moreover, this study also attempts to figure the relationship among those research constructs.
Unlike other previous studies in international advertising, this study selects Taiwan and Thailand, due to their differences in term of national identity score based on Phau and Chan (Phau & Chan, 2003). The 2(types of endorser: expert and celebrity endorser) x 2(types of product: high and low involvement product) x 2(endorser ethnicity: similar and dissimilar) between-subject factorial design are conducted with undergraduate students in two countries as the subjects. The two mentioned products are notebook computer to represent high involvement and potato chip snack to represent low involvement. The results show that Taiwanese and Thai consumer’s response differently to different types of endorser with different endorser ethnicity under both high and low involvement product. Taiwanese consumers prefer endorser with different ethnicity rather than same ethnicity, opposite to Thai consumers which Thai endorsers are more prefer than endorser with different ethnicity. However, celebrity endorser works better than expert endorser in term of feelings, attitude toward the advertisement, attitude toward the brand and behavioral intention to toward the brand, but expert endorser only created more advertising credibility. As expected, consumer in both countries responses favorably on advertisement of high involvement product. Moreover, supported to ELM, advertising credibility is found to have relationship with feelings, attitude toward the advertisement, and attitude toward the brand. Feelings and attitude toward the advertisement also found to have relationship with attitude toward the brand. Finally, attitude toward the brand also found to have relationship with behavioral intention toward the brand.

TABLE OF CONTENTS
ACKNOWLEDGEMENT	I
ABSTRACT	II
TABLE OF CONTENTS	IV
LIST OF TABLES	X
LIST OF FIGURES	XII
CHAPTER ONE   INTRODUCTION	1
1 Research Background and Motivations	1
2 Research Contributions and Objectives	6
3  Research Project and Scope of the Study	7
4  Research Procedure	8
5 The Structure of this Study	9
CHAPTER TWO  LITERATURE REVIEWS	11
1  Types of Endorsers	11
1.1 Celebrity Endorser	12
1.2 Expert Endorser	13
2  Endorsement Meaning Transfer Model	13
3  Product Involvement	15
4  Endorsers Ethnicity	16
4.1  Source Similarity and Identification Theory	18
5 Characteristics of Consumers with Different Nationalities	18
5.1 Taiwan Consumers	18
5.2 Thailand Consumers	19
6 Ad Credibility	20
7  Evoked Feelings from the Ad	21
8 Attitude toward the Advertisement	22
9 Attitude toward the Brand	23
10 Behavioral Intention toward the Brand	23
11 Relationship among Research Constructs	25
11.1 Main Effects of Types of Endorser, Endorser Ethnicity and 
	Types of Product on Consumer’s Response toward the Advertisement.	25
11.2 Interaction Effects of Types of Endorser and Endorser Ethnicity  by Different Types of Product on Consumer’s Response toward the Advertisement.	28
11.3 Relationship between Ad Credibility and Evoked Feelings from the Ad	31
11.4 Relationship between Ad Credibility toward Attitude toward the Ad 
	and Attitude toward the Brand (Ab)	32
11.5 Relationship between Evoked Feelings from the Ad toward the 
	Attitude toward the Ad (Aad) and Attitude toward the Brand (Ab)	34
11.6 Relationship between Attitude toward the Ad (Aad) and 
	Attitude toward the Brand (Ab)	36
11.7 Relationship between Attitude toward the Brand (Ab) and 
	Behavior Intention toward the Brand	37
CHAPTER THREE  RESEARCH METHODOLOGY	38
1 Conceptual Framework of the Study	38
2 Research Design	38

3 Stimulus Development	40
3.1 Product Selection	41
3.2 Endorser Ethnicity and Endorser Selection	41
4 Measures of Independent Variables	42
4.1 Types of Endorsers	42
4.2 Product Involvement	43
4.3 Similarity and Dissimilarity of Endorser Ethnicity	44
5 Manipulation Checks	44
6 Sampling Plan	47
7 Main Study	48
8 Measures of Dependent Variables and Information of Respondents	49
8.1 Ad Credibility	49
8.2 Evoked Feelings from the Ad	49
8.3 Attitude toward the Advertisement	50
8.4 Attitude toward Brand	51
8.5  Behavioral Intention toward the Brand	52
8.6 The Information of Respondents	52
9 Data Analysis Procedure	53
9.1 Descriptive Statistic Analysis	53
9.2 Factor Analysis	53
9.3 Reliability Analysis	54
9.4 Independent Sample T-test	54
9.5 Multivariate Analysis of Variance (MANOVA)	55
9.6 One-way Analysis of Variance (ANOVA)	55
9.7 Linear Regression Analysis	56
9.8 Structure Equation Model.	56
CHAPTER FOUR  DESCRIPTIVE AND RELIABILITY ANALYSIS	57
1 Descriptive Analysis	57
1.1 Characteristics of Respondents	57
1.2 Measurement Results for Relevant Variables	58
2 Manipulation Check in Main Study	62
2.1 Manipulation Check on Types of Endorser, Endorser Ethnicity
	and Product Involvement for Taiwanese Consumers	62
2.2 Manipulation Check on Types of Endorser, Endorser Ethnicity 
	and Product Involvement for Thai Consumers	63
2.2 Manipulation Check on Comparativeness of Each Stimulus	65
3 Factor Analysis and Reliability Tests	66
3.1 Advertising Credibility	67
3.2 Feeling	68
3.3 Attitude toward the Advertisement	69
3.4 Attitude toward the Brand	70
3.5 Behavioral Intention toward the Brand	71
CHAPTER FIVE  RESEARCH ANALYSIS AND RESULTS	73
1 Differences between Factors of Research Construct	73
1.1 Differences of Research Variables under Different Types of Endorser	73
1.2 Difference of Research Variables under Different Ethnicity of Endorser	76
1.3 Difference of Research Variables under Different Types of Product	80
2 Differences of Research Variables under Different Types of Endorser and Endorser Ethnicity	82
2.1 High Product Involvement Condition	83
2.2 Low Product Involvement Condition	86
3 Relationship between Advertising Credibility and Feeling	88
4 Relationship between Advertising Credibility and 
	Attitude toward the Advertising	89
5 Relationship between Advertising Credibility and Attitude toward the Brand	90
6 Relationship between Feeling, Attitude toward the Advertisement 
	and Attitude toward the Brand	91
7 Empirical Validations of the Comprehensive Research Model	94
CHAPTER SIX  CONCLUSIONS AND SUGGESTIONS	98
1 Research Conclusion	98
2 Implications	103
2.1 Implications for Marketing Managers of MNCs 	103
2.2 Implications for Academic Researchers	104
2.3 Implications for the Understanding of Decision Making of Consumers from Different Countries.	105
3 Research Limitations and Future Research Suggestions	106
REFERENCES	109
APPENDICES	117
Appendix-1: Stimuli in the Experiment	117
Appendix-2: Questionnaire for Pre-test (Chinese)	119
Appendix-3: Questionnaire for Pre-test (English)	122
Appendix-4: Questionnaire for Experiment 
	(Celebrity Endorser-English Version)	126
Appendix-5: Questionnaire for Experiment 
	(Celebrity Endorser-Chinese Version)	131
Appendix-6: Questionnaire for Experiment (Expert Endorser-English Version)	135
Appendix-7: Questionnaire for Experiment 
	(Celebrity Endorser-Chinese Version)	140
                                    

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