品牌形象、廣告代言人與消費者購買意願關係之研究

A Study on Relationship among Brand Image, Endorser’s Attractiveness and Consumer’s Purchase Intention

溫文佑(Wen-Yu Wen)

指導教授 ： 廖本哲

中原大學/商學院/企業管理研究所/碩士(2007年)

https://doi.org/10.6840/cycu200700076

摘要

摘要

廣告是企業與消費者之間一項重要的溝通工具，尤其在健康食品廣告中，品牌形象與代言人類型扮演不可忽略的角色。因此，本研究主要目的在探討品牌形象、廣告代言人類型與消費者購買意願之間的關係。

研究採2×2×2×2因子設計，以品牌形象與廣告代言人類型為自變數，消費者的知覺風險及產品知識為干擾變數，探討對消費者態度與購買意願之影響。

主要研究結果如下：
1.產品品牌形象對消費者產品態度有顯著影響（F=11.263，P＜0.01），廣告代言人類型對消費者產品態度有顯著影響（F=32.314，P＜0.01），且產品品牌形象與廣告代言人類型之間交互作用對消費者產品態度也有顯著影響（F=16.640，P<0.01）；進一步分析發現唯有在廣告產品屬於高品牌形象前提下，廣告代言人類型才能有效對消費者產品態度有顯著影響。
2.產品品牌形象或廣告代言人類型對消費者產品態度的影響，皆未顯著受到知覺風險干擾。
3.主觀或客觀產品知識皆未顯著干擾產品品牌形象對消費者產品態度的影響；但主觀或客觀產品知識皆顯著干擾代言人類型對消費者產品態度的影響。
4.消費者產品態度對購買意願有顯著正向影響關係。

關鍵字

品牌形象 ； 廣告代言人 ； 購買意願

並列摘要

Abstract

Advertisement is an important tool using for communication between enterprises and consumers. Especially, brand image and endorser’s attractiveness in the advertisement of health foods are playing very important roles and creating very powerful influence on consumers. So, the main purpose of this research is to study relationship among brand image, endorser’s attractiveness and consumer’s purchase intention.

A 2×2×2×2 factorial design experiment was adopted in this research. Brand image and endorser’s attractiveness are used as independent variables, and the perceived risk and product knowledge of the consumer are used as moderating variables in the experiment. By means of this experiment to deeply explore how the brand image and endorser’s attractiveness affect the consumer’s attitude and the purchase intention.

The main research results are as follows:
1.The brand image and endorser’s attractiveness both significantly affected the consumer’s attitude toward commodity (F=11.263, P＜0.01, and F=32.314, P＜0.01 respectively), meanwhile, the interaction of which both also significantly affected it(F=16.640, P<0.01). The further analysis presented the endorser’s attractiveness could only significantly affect the consumer’s attitude toward commodity with highly famous brand image.
2.The influence of brand image or endorser’s attractiveness to the consumer’s attitude toward commodity was not significantly moderated by perceived risk.
3.The subjective or objective product knowledge inside the consumer did not significantly moderate the influence of brand image to the consumer’s attitude toward commodity; however, it significantly moderated the influence of endorser’s attractiveness to the consumer’s attitude toward commodity.
4.The consumer’s attitude toward commodity had positive influence on purchase intention.

並列關鍵字

brand image ； endorser ； purchase intention

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