我不瘦，但我也想變瘦：模特兒尺寸與產品類型對廣告效果之影響

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/38213

Title:	我不瘦，但我也想變瘦：模特兒尺寸與產品類型對廣告效果之影響 Impact of Model Size and Product Types on Advertising Effectiveness
Authors:	錢力宇
Contributors:	行銷碩士學位學程碩士班
Keywords:	大尺碼模特兒尺寸自我概念產品顯眼性 plus-size model size self-concept product conspicuousness
Date:	2017
Issue Date:	2017-09-27 12:21:50 (UTC+8)
Abstract:	在服飾產業中，模特兒是一個非常重要的角色，除了展示商品外，觀眾也會因為模特兒的外表吸引力而影響對其產品態度、品牌態度。在大尺碼服飾產業中，有些業者使用大尺寸的模特兒來展示商品，也有業者選擇使用纖細的模特兒，本研究目的在探討大尺碼服飾產業中，模特兒尺寸對於產品與品牌態度的影響，並且納入商品的顯眼性與非顯眼性為調節變數進入探討。執行實驗設計，操弄模特兒尺寸與產品顯眼性，實驗中募集123位受試者，結果發現使用纖細的模特兒較使用大尺寸的模特兒有著顯著為高的品牌及產品態度；但不同的產品顯眼性並不會影響模特兒尺寸與產品/品牌態度間的關係。 Model is an important role in the apparel industry, not only to display the product, the audience will also influenced their attitude toward product and brand by their physical attractiveness. In the plus-size apparel industry, some of the vendors use the plus-size model to display the product, some of them use the slim model. This research proposes that the effectiveness of the attitude toward the brand and product of the model size in the plus-size apparel industry, also include the moderator variable of conspicuous and inconspicuous product to discuss. This study conducted an experiment design, manipulating the model size and the product conspicuousness, and recruited 123 volunteers. Results reveal that using the slim model will lead higher attitude toward both product and brand than using the plus-size model. However, neither the conspicuous product nor inconspicuous product will not affect the relation between model size and attitude toward product and brand.
Appears in Collections:	[Master of Science in marketing ] Thesis

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