廣告的目的為說服消費者接受產品。其中推薦式廣告就是一種極為常見的廣告型態，這種廣告方式是利用『廣告代言人』迅速建立產品形象，並藉由廣告代言人的高知名度，讓目標顧客對產品留下深刻的印象。選擇適當的廣告代言人十分重要，代言人最重要的不只是知名度，更重要是能夠吻合品牌或產品的個性、定位，因此如果產品與代言人一致性較高，將能夠產生相對有效的廣告效果。市面上產品數以萬計，各有不同用途及功能，導致於消費者對於不同產品存在不同「產品涉入程度」。因此本研究的主要目的為探討產品與代言人形象一致性及產品涉入高低是否會影響廣告效果。
本研究採兩階段實驗設計的方式，第一階段利用五位代言人與五種產品的配對，找出產品與代言人形象最一致及最不一致的組合；第二階段為利用第一階段問卷之結果，探討產品的代言人形象一致性及產品涉入程度是否會對廣告效果(產品形象、廣告態度)產生顯著影響。而形象一致性分為以下三種1.代言人與產品形象一致2.代言人與產品形象不一致3.無代言人；產品的涉入程度分為1.高涉入產品2.中涉入產品3.低涉入產品。採取3X3的實驗設計的方式。
本研究之研究結果有1.產品與代言人形象一致性對廣告效果(產品形象、廣告態度)有正向影響。2.消費者之產品涉入度會影響產品形象。3產品與代言人形象一致性及產品涉入度的交互作用會正向影響廣告效果(產品形象、廣告態度)。

The purpose of advertisements is to persuade consumers into adopting a product. And the most common type of advertisement is by recommendation. This kind of advertisement tends to build up product image rapidly by using a “spokesperson”, and make deep impressions on target consumers through the endorser’s popularity. Therefore, to choose a proper spokesperson is very important, not only is the endorser's popularity critical but also the congruence between the endorser and product personality as well as the product positioning. Hence, the more congruence between the product and endorser, the more the advertisement effectiveness. In addition, there are thousands of products in the market, and every product has its unique function. Thus, the levels of “Product Involvements” differ greatly for different products. Therefore, this study intends to examine the effects of the congruence between product and spokesperson image and, product involvement, on the effectiveness of advertisements (product image or attitude toward advertisement).
This study adopts a two-stage experimental design. In the first stage, this study employs five pairs of spokespersons and products, and tends to find the most congruent and incongruent pairs. Based on the results of the first stage, this study develops the second stage experimental design to assess whether the image congruence between the product and spokesperson and product involvement can influence advertisement effectiveness (product image or attitude toward advertisement) or not. Image congruence has three conditions: 1. Product and spokesperson image congruence. 2. Product and spokesperson image incongruence. 3. No Spokesperson. Product involvement has three types: 1.High involvement product. 2. Medium involvement product. 3. Low involvement product. Thus, this study employs a 3x3 experimental design.
The findings are: 1. Product and spokesperson image congruence has a positive impact on advertisement effectiveness. 2. Product involvement can influence product image. 3. The interaction between product and spokesperson image congruence and product involvement have a positive influence on advertisement effectiveness.

一、中文部份
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林家汶(2001)。廣告代言人人格研究。中央大學企業管理研究所碩士論文

張志遠(2006)。代言人類型之廣告效果研究。中央大學企業管理研究所碩士論文

曹以斌(2006)。王建民銷宏碁筆電狂賣。理財週刊。

劉育菁(2006)。向 Kitty小磁鐵團隊學習立戰功。Smart 智富。

劉明哲(2006)。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。文化大學國際企業研究所碩士論文

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