Study of Spokes-Character's Interactive effect of brand endorsements.

• Main Authors: YuChun Liu, 劉昱君
• Other Authors: Su-Houn Liu
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/mgupy2

碩士 === 中原大學 === 資訊管理研究所 === 97 === As the Internet's development in recent years, variety of industries use network resources to do variety of marketing, regardless of the past and present spokesmen is one of the tools used often, but we also found that both of spokesmen and spokes-character just provide a few seconds of advertising, In the age which is striding toward a digital century, "interaction" is the implicit essence of digital media. In this study, we use online interactive media as an intermediary for consumers to interact with the spokes-character, and observed which different with used by businesses staff or business executives? The study found women in this experiment with spokes-character are prone to feel the atmosphere of the given situation, in most dimensions slightly higher level of agreement than men, so when the product's target market locked in women, they can Strengthening spokes-character on marketing use. The study found that interactive virtual environment spokes-character effect more than to use the businesses staff or business executives way, the dimensions are obvious differences between, but the spokes-character trust can’t explanatory the brand attitude, and we adjustment the research structure and found, in an interactive virtual environment spokes-character trust has not in the original structure, the factors into direct influences the brand attitude, because in an interactive environment consumers to consider spokes-character trust is the brand's part. We choose the beverage industry to design an experiment, the characteristics of each industry are not similar, in the future can be in more area to do the experiment.