- 學位論文
醫生代言人與產品知覺品質之研究
A Study on Perception Quality for the Doctor Spokesperson and its Related Products
摘要
本研究擇定以國內醫生代言臉部保養品之議題為研究對象。對於現今一窩蜂保養品企業請出醫生作代言的現象來說，業者是有否深入調查其代言效益，乃重要議題之一。目的: (1)探討醫生代言人來源可信度之關鍵因素。(2)探討醫生代言人與產品知覺品質之關係。此研究有助於保養品企業界在操作醫生代言策略及制定設計專案評估時參考。 本研究以「來源可信度」及「內化」觀點作為研究理論基礎，研究設計分為二個階段進行，首先利用接力型名義群體技術法並輔以語幹分析得出醫生來源關鍵影響因素，其次運用問卷調查探究來源可信度與知覺品質之關係，以滾雪球抽樣於目標族群發放問卷，回收276份有效問卷，資料分析方法為皮爾森相關分析。 研究結果與發現: (1)探討醫生代言人可信度需增加知名度因素作探討;(2)醫生代言會提高產品可信度;(3)醫生之專業性與可靠性為影響知覺品質之關鍵因素，而來源可信度會影響消費決策;(4)醫生代言人之來源可信度與知覺品質具正相關，即研究假設皆獲成立，依相關強弱比較，則消費者認為醫生代言人之「可靠性」>「專業性」>「知名度」>「吸引性」，業者則首重「專業性」。結論與建議:多位學者之理論皆獲具驗証，此外建議業者特別考量: (1)醫生的專業背景是否具有可信度;(2)醫生所代言之保養品之安全性是否經實驗証實;(3)醫生之醫術是否已有口碑;(4)醫生是否具有知名度。來作為代言人選用標準。
並列摘要
As a verity of skincare-product companies invited the doctor spokesperson to endorse their products, the investigation of the endorsement benefits is an important issue. The purposes of this study are: (1) exploring the key impact factors of the source reliability of the doctor spokesperson, and (2) investigating the relation between the doctor spokesperson and perception quality of products. Hence, this study is conducive to doctor spokesperson strategy and project plans for skincare-product companies This study is divided into two stages based on the theory of source reliability and internalization. First, the nominal group technique and thematic analysis were carried out to conjecture the impact factors. Second, this study explored the relation between source reliability and perception quality through the questionnaire survey. With snowball sampling method, a total of 276 questionnaires were returned, which were analyzed by Pearson correlation analysis. The findings of this study were following: (1) exploring doctor spokesperson reliability should include endorser's awareness factor, (2) endorsement enhanced the reliability, (3) expertise and trustworthiness were key impact factors of perception quality, and source reliability affected consumer decision-making, and (4) source reliability and perception quality were positive correlation. Customers regarded the influence of these impact factors were in an order of trustworthiness > expertise > endorser's awareness > attractiveness, and companies considered expertise first. Additionally, based on the research results, it was suggested that companies should consider: (1) the expertise of doctor spokesperson's professional background, (2) the safety of endorsed skincare-products confirmed by experiments, (3) doctor spokesperson’s reputation for medical skills, and (4) the endorser's awareness while selecting the spokesperson.