網路紅人代言對消費者品牌聯想之影響

The Influence of Internet Phenomenon`s Endorsement on Consumer Brand Association

許家祥(Chia-Hsiang Hsu)

指導教授 ： 陳筱琪

中原大學/商學院/企業管理研究所/碩士(2017年)

https://doi.org/10.6840/cycu201700729

摘要

隨著網際網路崛起，造就許多網路紅人的誕生，而「網路紅人」是一個新的詞彙。「網路紅人」具備有高人氣，而在於網際網路上曝光率高，使企業關注於該特色，故藉由網路紅人來代言品牌產品或服務，而消費者會因網路紅人的代言，而提升對該品牌的聯結嗎？因此本研究，欲探討網路紅人代言在行銷策略規劃中，選用較合宜的網路紅人代言，是否有效傳遞品牌相關資訊，進而提升消費者的品牌聯想。
本研究透過文獻回顧，歸納出代言人中專業型、吸引力型及可靠型三個構面，而影響至品牌聯想中的屬性聯想、利益聯想及態度聯想三個構面；由文獻回顧過程中將發現的子構面發展成問卷，並以隨機抽樣方式進行問卷調查，調查對象主要為曾觀看過網路紅人視頻為主，共回收有效問卷368份，並運用信度分析、相關分析及多元迴歸分析探討網路紅人代言對消費者品牌聯想之影響。

根據本研究得出以下二個結果，首先在網路紅人與代言人之特性有顯著正相關，發現網路紅人屬於吸引力型兼可靠型代言人的特質，具備有特殊的魅力、獨特的風格及可信任的其中之一特質。而在不同類型代言人對品牌聯想亦為顯著正相關，影響消費者程度最高為可靠型代言人，對於屬性聯想、利益聯想及態度聯想都具有高顯著相關，故企業如要提升消費者品牌聯想，可藉由可靠型網路紅人代言較具有效益。

關鍵字

網路紅人 ； 代言人 ； 品牌聯想 ； 素人

並列摘要

Along with the booming development of the internet, various “internet phenomena” come into place. The phrase “internet phenomenon” is a new one, representing high popularity on the internet. Sometimes their exposure rate is so high that enterprises are attracted to pay attention to those characteristics and even invite the “internet phenomenon” to endorse their products or services. But is there a solid association between the “internet phenomenon” and the brand product or service it represents for consumers? The purpose of this study is to discuss the effect of the marketing strategy for internet phenomenon endorsement, and to discover whether a suitable internet phenomenon trigger effective brand correlation and promote brand association for consumers.
Three kinds of spokesman were identified through literature review; the professional, the attractive and the reliable types respectively. Effects to the brand association were classified into three aspects, i.e. the attribute, the benefit and the attitude associations. Base on the research structure, there are made a random sampling questionnaire. The investigation objects were mainly those who frequently watched the internet phenomenon's videos. Three hundred and sixty-eight valid questionnaires were collected for reliability analysis, Pearson Correlation Analysis, regression analysis and Regression Analysis to discuss the internet phenomenon endorsement effect on the brand association for consumers.
In conclusion, the SPSS analysis shows the internet phenomenon and the spokesperson’s characteristics is positively correlated. The attractive and the reliable types own special charms and promote most trust. Besides, the SPSS analysis also shows that different types of spokesperson and the brand association is positively correlated. The reliable type of spokesperson influences the consumer's decisions the most, regarding all three attribute association, benefit association and attitude association. So if an enterprise wants to enhance consumer brand association, the reliable type of internet phenomenon is best for endorsement consideration.

並列關鍵字

Internet phenomenon ； spokesperson ； brand association ； amateur

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