連鎖零售店的商品策略行銷差異之研究-以“全聯”與“愛買”為例

至目前為止關於台灣大型連鎖零售店在於同業競爭上，尤其是商品代言的廣告效果於實際的執行上，存在著不同的考量與差異的現象。尤其是採取商品代言人的選擇差異上，企圖影響消費者對廣告本身的態度感覺，但是業者在行銷策略上的邏輯面與實際執行面並不一致。因而，對於此差異的現象與原因產生出高度的興趣，但在進行相關領域的探究時，卻發現目前為止尚少有類似的文獻或研究可供相關的參考，此為本研究的研究動機之所在。本研究發現，當消費者在面對代言為名人或是素人的差異行銷策略時，消費者雖然受到名人代言人的知名度影響程度較高，較能提高廣告的溝通效果，最終消費的原因還是取決於產品的質量及品牌形象。素人代言的產品在於態度選項上對於消費者購買意願有較高程度的影響，因是近年來一般素人出現個人特質的原因產生出若干程度上的關連性，因而利用素人來製造話題性及新鮮感等特性，有著某種程度上可以吸引消費者的注目，對於業者是可考慮的一個另類的選擇。業者可利用素人魅力的話題及新鮮感等特性來規劃新產品的推廣行銷活動，再搭配產品的特色與品牌形象，加強消費者的品牌信心與消費意願。

關鍵字

廣告；態度；代言人

並列摘要

The chain retail stores on advertising relations in endorsement of choose strategy, there is no similar reference related research for the motivation of article. Survey found that when subjects in the face of celebrity endorsement and advertising effectiveness factors were attractive, it will be the celebrity endorser effects to enhance communications and advertising, but the real reason decided to buy the products and brand values, regardless of the purchase decision is high or low involvement products, consumers will consider the actual demand, will make a purchase behavior. Therefore, use of celebrity endorsers and vendors who advocate the brand can focus the attention of consumers, enhance communications and advertising effectiveness, but when conducting promotional activities, still demands the product and brand into one in order to truly enhance the consumer's purchase will. The study found that the attitude factor for people purchasing the product, will have an impact could be fame in recent years, peoples in power have an impact factor, use the non-celebrity charm of conversations, might be a nice choices for the vendors that to makes attract the attentions of consumers. Business owners may consider that this factor to attract people's curiosity further of product marketing, coupled with good business reputations and the images of brand, strengthen the consumers for the nice images of minds and purchase behaviors.