代言人可信度對消費者品牌認同之影響

網路紅人可說是智慧型手機普及與網路盛行之產物，並成為近年兩岸最熱門的網路關鍵字之一，網路紅人很可能同時擁有多種代言人特質，原先是典型消費者(素人)使用產品，但藉著對產品的高度認知成為專家，最後利用網路平台或粉絲團與粉絲互動、進而累積大量粉絲人數，使自己成為網路紅人，當網路紅人代言產品時，網紅很可能俱備高度吸引力、專業性、可靠性，而使粉絲對該品牌產生正向的品牌認同。本研究以資生堂為例，將比較網路紅人、名人、典型消費者代言相同產品時，代言人可信度對消費者品牌認同之影響程度。本研究使用網路問卷及紙本問卷調查，測試代言人可信度對消費者品牌認同之間的關聯性，回收822份問卷，利用迴歸分析來探討代言人可信度對品牌認同之間的關聯性。實證結果顯示：代言人可信度與網路紅人可信度皆會正向影響消費者品牌認同；相較於台灣網路紅人，中國網紅可信度對品牌認同之影響力更顯著，本研究對此進行研究結果探討，並提出建議。

關鍵字

代言人可信度；代言人類型；品牌認同

並列摘要

Internet celebrity can be said that the popularity of smart phones and the prevalence of the Internet products, and become the most popular internet keywords in recent years. Internet celebrity are likely to have a variety of spokesperson, at the same time the characteristics of the original is a typical consumer that use of products but by a high degree awareness of the product to become experts. And finally the use of network platform or fan page with fans and then accumulate a large number of fans to make their own Internet celebrity. When the Internet celebrities endorsement products that is likely to be highly attractive, professional, reliability, leaving the fans of the brand to produce positive brand identity. In this study, Shiseido for example, Will compare the Internet celebrities, Celebrities, Typical consumers endorsement of the same product, the credibility of its spokesperson on the degree of consumer brand recognition. This study adopts online questionnaires and paper questionnaires regarding the relationship between spokesperson's credibility and customer's brand identity, 822 questionnaires were returned. We used regression analysis to study that how spokesperson's credibility and customer's brand identity. The result shows that credibility of the spokesperson and the Internet celebrities will positively affect the consumer brand identity, and Chinese's Internet celebrities is greater influence than Taiwan's Internet celebrities. After that will be discussion to the results of this study, and then make to suggestion.