代言人可信度與品牌聯想對購買意願影響之研究—以知覺風險為中介變數

The effect of Endorser Credibility and Brand Association on Purchase Intention—The Mediating Effect of Perceived Risk

蕭毓婷(Yu-Ting Hsiao)

指導教授 ： 曾忠蕙

淡江大學/商管學院/國際企業學系碩士班/碩士(2015年)

https://doi.org/10.6846/TKU.2015.00049

摘要

彩妝保養品已經成為生活中不可或缺之必需品，近幾年受到韓流的影響，韓國美妝品牌在台灣蔚為盛行，各家品牌都有其獨特色彩與個性，並且皆以明星代言作為行銷策略，吸引消費者的注意。據統計韓國化妝品製品進口值在2013年大幅成長，由此可知韓國的美妝產品在台灣市場仍具有發展潛力與影響力。據此本研究以韓系美妝品牌Innisfree為例，目的在探討代言人可信度、品牌聯想對消費者購買意願之影響效果，以及知覺風險之中介效果為何。

經假說驗證分析後，結果發現在整體樣本中，Innisfree代言人可信度中的吸引力、信賴感、專業性、攸關性因素與品牌聯想中的知覺價值、品牌個性、組織聯想因素，會正向影響消費者的購買意願，並且皆可有效地透過降低消費者的知覺風險程度，提高購買意願，知覺風險皆存在中介效果。而針對不曾購買過的樣本以及知道品牌代言人的樣本分別進行迴歸分析後，兩者皆顯示相同的結果，除了攸關性因素外，知覺風險皆有中介效果。

關鍵字

代言人可信度 ； 品牌聯想 ； 知覺風險 ； 購買意願

並列摘要

Facial care products have become the important necessities of life. In recent years, Korean's facial care brand is prevalent in Taiwan because of the trend of “Korea Wave”. Each brand has its own unique color, character, and using celebrity endorsements as its marketing strategies to attract consumers' attention. According to the research report from Industry and Technology Intelligence Service, in 2013 Korean cosmetic products have significant growth in import, it can be seen that Korean's facial care products in Taiwan market have still growth potentially and influenced. In this study will use Innisfree, Korean facial care brand, as an example brand. The purpose of this study is to investigate the effect of endorser credibility and brand association on purchase intention, as well as, whether perceived risk is playing an intermediary role or not.

After examining hypothesis, the results show that for the overall samples endorser credibility (attractiveness, trustworthiness, expertise, relevance) and brand association (consciousness value, brand personality, organizational association) have positively influenced on consumers' purchase intention and effectively increased purchase intention by reducing consumers' perceives risk. Namely, perceived risk has significant mediation effect. As for the participant who never bought samples and participant who knows the brand endorser samples, both are showing the same results. In addition to the relevance factor, perceived risk has played a mediation role.

並列關鍵字

Endorser Credibility ； Brand Association ； Perceived Risk ； Purchase Intention

參考文獻

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