對消費者而言，在接觸一個新產品或服務時，廣告是最常接觸、獲得資訊的媒介，而廣告中常使用的代言人更是消費者決定訊息可信度的主要來源。
一位稱職的代言人，正如同產品的外包裝設計，不僅傳達了產品訊息給消費者，更可以提升消費者對於產品的信任程度，進而提升其購買意願；因此，企業在為自家產品挑選廣告代言人時，往往不惜投入大量資金，重金禮聘，選角的過程中也十分謹慎。
過去關於廣告代言人的研究中，在名人的吸引力及專家的信度上著墨較多。企業為了拉近與消費者之間的距離，也會以企業本身的成功故事為背景或以名氣響亮的高階主管來做為廣告代言人。採用這種企業經理人現身說法的策略，容易勾起消費者對於這個品牌的親切感；因此，本研究欲針對廣告代言人四種類型之一的高階經理人(CEO)代言人做深入了解，探討其人格特質及可信度對於產品的廣告效果，同時也將廣告中的其他元素，例如廣告訴求及產品渉入度納入考量。
本研究以鴻海集團CEO郭台銘董事長及旗下手機廣告作為研究案例，以網路問卷發放進行研究，採便利抽樣方式，有效問卷為270份，並以IBM SPSS Statistic 19版進行資料統計分析及驗證。本研究實證結果如下：
一.CEO代言人人格特質對於廣告效果有正向關係
二.CEO代言人可信度對於廣告效果有正向關係
三.產品涉入程度對於CEO代言人人格特質及可信度與廣告效果具有調節效果
四.廣告訴求對於CEO代言人人格特質及可信度與廣告效果之間具有部分調節效果

Using the endorsement is a common form of advertising, and CEO of the enterprise is one kind of the endorsers. In this research, we will focus on the advertising effectiveness while considering the CEO endorser’s personality, credibility, consumers’ product involvement and advertising appeals.
Using the endorsement is a common form of advertising, and CEO of the enterprise is one kind of the endorsers. In this research, we will focus on the advertising effectiveness while considering the CEO endorser’s personality, credibility, consumers’ product involvement and advertising appeals.
This research adopts the Questionnaire Survey using convenience sampling to do with internet questionnaire on the internet; the result was analysis by SPSS. At the result, the research findings are as follows: the personality and credibility of CEO endorser is very effective in the advertising. In addition, the product involvement and rational advertising appeals play significant moderating effects on the relationship between CEO endorser’s personality, credibility and advertising effects.

Agrawal, J., & Kamakura, W. A. (1995). The economic worth of celebrity endorsers: An event study analysis. The Journal of Marketing, 56-62.
Bearden, W. O., & Etzel, M. J. (1982). Reference group influence on product and brand purchase decisions. Journal of Consumer Research, 183-194.
Belch, G. E., & Belch, M. A. (2003). Advertising and Promotion: An Integrated Marketing Communications Perspective: The McGraw− Hill.
Chao, P., Wührer, G., & Werani, T. (2005). Celebrity and foreign brand name as moderators of country-of-origin effects. International Journal of Advertising, 24(2), 173-192.
Cohen, J. B. (1983). Involvement and You-1000 great ideas. Advances in Consumer Research, 10, 325-328.
Daneshvary, R., & Schwer, R. K. (2000). The association endorsement and consumers' intention to purchase. Journal of Consumer Marketing, 17(3), 203-213.
Day, D. V., & Silverman, S. B. (1989). Personality and job performance: Evidence of incremental validity. Personnel Psychology, 42(1), 25-36.
Drucker, P. F. (2007). Management Challenges for the 21st Century: Routledge.
Fleck, N., Michel, G., & Zeitoun, V. (2014). Brand personification through the use of spokespeople: An exploratory study of ordinary employees, CEOs, and celebrities featured in advertising. Psychology & Marketing, 31(1), 84-92.
Freiden, J. B. (1984). Advertising spokesperson effects-An examination of endorser type and gender on 2 audiences. Journal of Advertising Research, 24(5), 33-41.
Golden, L. L., & Johnson, K. A. (1983). The impact of sensory preference and thinking versus feeling Appeals on advertising effectiveness. Advances in Consumer Research, 10(1).
Greco, A. J. (1988). THE ELDERLY AS COMMUNICATORS-PERCEPTIONS OF ADVERTISING PRACTITIONERS. Journal of Advertising Research, 28(3), 39-46.
Guilford, J. P. (1959). Three faces of intellect. American Psychologist, 14(8), 469.
Hass, R. G. (1981). Effects of source characteristics on cognitive responses and persuasion. Cognitive Responses in Persuasion, 2.
Heider, F. (1958). The psychology of interpersonal relations. New York: Wiley.
Honaker, J., King, G., & Blackwell, M. (2011). Amelia II: A program for missing data. Journal of Statistical Software, 45(7), 1-47.
House, R. J. 1977. A 1976 Theory of Charismatic Leadership. In J.G. Hunt & L.L. Larson (Eds.), Leadership：The Cutting Edge. Carbondale, IL：Southern Illinois University Press. pp.189-207
Houston, M. J., & Rothschild, M. L. (1978). Conceptual and methodological perspectives on involvement. Research Frontiers in Marketing: Dialogues and directions, 184(187), 262-270.
Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion; psychological studies of opinion change.
Kahle, L. R., & Homer, P. M. (1985). Physical attractiveness of the celebrity endorser: A social adaptation perspective. Journal of Consumer Research, 954-961.
Kaikati, J. G. (1987). Celebrity advertising: a review and synthesis. International Journal of Advertising, 6(2), 93-105.
Kaplan, J. M., & Warren, A. C. (2009). Patterns of Entrepreneurship Management: John Wiley & Sons.
Kaplan, S. N., Klebanov, M. M., & Sorensen, M. (2012). Which CEO characteristics and abilities matter? The Journal of Finance, 67(3), 973-1007.
Keller, K. L., Heckler, S. E., & Houston, M. J. (1998). The effects of brand name suggestiveness on advertising recall. The Journal of Marketing, 48-57.
Keller, K. L., Parameswaran, M., & Jacob, I. (2011). Strategic Brand Management: Building, Measuring, and Managing Brand Equity: Pearson Education India.
Kelman, H. C. (1958). Compliance, identification, and internalization: Three processes of attitude change. Journal of Conflict Resolution, 51-60.
Knox, S., & Walker, D. (2003). Empirical developments in the measurement of involvement, brand loyalty and their relationship in grocery markets. Journal of Strategic Marketing, 11(4), 271-286.
Kolter, P. (2000). Marketing management. Perntice-Hall, new Jersey.
Kotler, P. (2000). Marketing Management: The Millennium Edition: Prentice-Hall Upper Saddle River, NJ.
Lafferty, B. A., & Goldsmith, R. E. (1999). Corporate credibility’s role in consumers’ attitudes and purchase intentions when a high versus a low credibility endorser is used in the ad. Journal of Business Research, 44(2), 109-116.
Lavidge, R. J., & Steiner, G. A. (2000). A model for predictive measurements of advertising effectiveness. Advertising & Society Review, 1(1).
Liu, M.T., Huang, Y.Y. and Minghua, F. (2007), ‘Relations among attractiveness of endorsers, match-up, and purchase intention in sport marketing in China.’ Journal of Consumer Marketing, Vol. 24, No. 6, pp. 358-365.
McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 310-321.
McCrae, R. R., Costa, P. T., & Busch, C. M. (1986). Evaluating comprehensiveness in personality systems: The California Q‐Set and the five‐factor model. Journal of Personality, 54(2), 430-446.
Mowen, J. C., & Brown, S. W. (1981). On explaining and predicting the effectiveness of celebrity endorsers. Advances in Consumer Research, 8(1), 437-441.
Ohanian, R. (1991). The impact of celebrity spokespersons' perceived image on consumers' intention to purchase. Journal of Advertising Research.
Till, B. D., & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of Advertising, 29(3), 1-13.
Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 341-352.
Zaichkowsky, J. L. (1986). Conceptualizing involvement. Journal of Advertising, 15(2), 4-34.
余淑吟(2004)，非真人角色運用於電視廣告之內容初探. 設計學研究, 7(1), 65-84.
吳秉恩(1986)，組織行為學: 華泰.
祝鳳岡(1995)， [廣告感性訴求策略] 之策略分析.
陳心怡(1996)，推薦式廣告對不同涉入產品之廣告效果，交通大學管理科學研究所碩士論文。
陳敏郎(2000)，廣告代言人對推薦品牌廣告效果影響之研究，交通大學經營管理研究所碩士論文。
黃玉雯(2014)，金控公司之品牌代言人可信度與品牌行銷契合度對品牌態度與購買意願之影響，銘傳大學財務金融學系碩士在職專班碩士論文。
李佑剛(2009)，代言人可信度、代言商品認知與消費者購買意願之相關研究-以王建民為例，高雄師範大學體育學系碩士論文。
資策會(2014)。2014臺灣消費者行動裝置暨APP使用行為研究調查報告。
ePrice比價王(2014)，「2014年前20大熱門點閱手機廠牌分布圖」，取自：http://www.eprice.com.tw/mobile/talk/102/4923628/1/