廣告代言人形象對消費者購買意願之研究-品牌形象之中介效果

The Effects of Advertising Spokesperson Image on Toward Consumers Purchase Intention-The Mediating Effects of Brand Image

楊富笙(Fu-Sheng Yang)

指導教授 ： 楊立人

淡江大學/商管學院/企業管理學系碩士在職專班/碩士(2017年)

https://doi.org/10.6846/TKU.2017.00880

摘要

在電子媒體發展進步的今日，「廣告行銷」是最能快速將商品資訊傳達到廣大消費者的一種手段，其廣告代言人亦為廣告業主重要決策之重要項目。名人代言(celebrity endorsement)策略亦為企業經常使用的行銷工具之一，業已證實其效益所在。參考學者們之研究訊息，消費者會因為這些名人本身所具有的吸引力與其個人特質進而影響消費者的購買意圖與行為。
目前有關「廣告代言人」之研究，多局限於廣告代言人的類型、特性、行為表現，或與產品品牌形象之關聯性等方面研究。故本研究將以過去學者研究為根基，延伸研究之範圍，以探討不同類型廣告代言人及品牌形象對於消費者購買意願之影響關係為主要目的。本研究以Michael Jordan and Nike為實證對象，採用問卷調查方式蒐集資料，共回收 318 份問卷，扣除無效問卷 22 份，獲得有效問卷共 296 份，有效問卷率達 93.8%。並以SPSS(Statistical Package for the Social Sciences)進行實證，結果顯示同類型的廣告代言人，若採取不同的廣告吸引方式，對品牌形象及消費者購買意願，均具有不同程度之的影響，故建議業者宜採取適當的廣告行銷策略，以獲取最大之廣告效益。
本研究結果發現：(1)廣告代言人對消費者購買意願有顯著的正向影響。 (2)品牌形象對消費者購買意願有顯著的正向影響。 (3)品牌形象在廣告代言人對消費者購買意願，具有中介效果。

關鍵字

廣告代言人 ； 品牌形象 ； 消費者購買意願

並列摘要

In the fast development of the electronic media today, advertising is the best way to transmit product information to consumers everywhere. Celebrity endorsement is one of powerful marketing tools in a company, and it’s confirmed to be effective in communicating with consumers. Many researchers found that consumers will change their purchase intention and buying behavior because of celebrity figure is perceived as charming and physical attractive.
At present, most researchers of advertising spokesperson limit their studies on the type, characteristics, behavior of the spokesperson and/or product Brand Image related topics. Such elements surely has a fixed level of influence toward the decision making process of consumers. Thus, this study used the past studies as foundation and expanded the scope. The purpose of this study is to investigate the effects of the different types of advertising spokesperson and brand image toward consumer purchase intention. Michael Jordan and Nike were used as subjects. The study employ the questionnaire survey, totally delivers 318 copies of questionnaires, excluding invalid questionnaires 22, This study collected 296 valid questionnaires the effective response rate was 93.8% applied (SPSS) method. The results showed that different type of advertising spokesperson using different type of advertising attractive points has different levels of influence toward brand image and consumers purchasing intention. This study suggests entrepreneurs to adopt the most suitable advertising strategy to obtain the best advertising results.
The major findings of this study are summarized as follows: (1) Advertising spokesperson has a significant positive effect on consumers purchase intention. (2)Brand image has a significant positive effect on consumers purchase intention. (3)Brand image has mediation effect between advertising spokesperson and consumers purchase intention.

並列關鍵字

Advertising Spokesperson ； Brand Image ； Consumers Purchase Intention

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