不同類型之廣告代言人對旅遊意願之影響－人格特質為干擾變數

The Effects of Celebrities Endorsers on Travel Intention-Personali Traits as a Moderator

吳姿瑩(Zih-Ying Wu)

指導教授 ： 盧昱蓉

中原大學/商學院/國際經營與貿易研究所/碩士(2017年)

https://doi.org/10.6840/cycu201700221

摘要

觀光旅遊逐漸熱門，以行銷的角度來看，觀光景點可視為一項無形產品，無法在購買前觸摸品嚐或試用。因此，觀光景點的行銷策略格外重要。除了一般傳統的名人之外，近年來興起一個新的類型名人－網路紅人，網路紅人具有的特殊媒體特性，漸漸變成廣告代言人的選擇之一。鑒於網路紅人是近年來的新名詞，過去參考的文獻並不多，因此為本篇研究的核心。此外，本篇研究欲探討廣告態度和旅遊意願之間的關係，並以人格特質為干擾變數，以了解廣告代言人、廣告態度和旅遊意願之間互相的影響。

本研究正式問卷共回收了264份，以信度、效度、迴歸、階層迴歸等分析一一驗證。研究發現：一、不同類型廣告代言人對廣告態度有正向影響，二、不同類型廣告代言人之廣告態度對旅遊意願有正向影響，三、人格特質並無顯著的干擾效果。本研究結論，除了傳統名人之外，網路紅人亦能吸引到消費者的關注，其影響力甚至更勝於傳統名人。本研究結果可以提供觀光局和觀光產業未來行銷策略之依據。

關鍵字

廣告代言人、廣告態度、旅遊意願、人格特質

並列摘要

In the age of globalism and the Internet, tourism is becoming more and more popular. From a marketing perspective, sightseeing spots can be regarded as intangible products that can not be touched, tasted or tried before purchase. This creates a unique situation that requires a careful marketing strategy in order to convince potential customers to purchase an unknown “experience”. Except using traditional celebrities , there is a new type of celebrity--Internet celebrities. Internet celebrities have the special media features, and they also become one of the choices of advertising endorsers gradually. The core of this study is to analyze the rise of the Internet celebrity in today’s globalized world, focusing on how best to utilize this new position for strategic marketing. In addition, this study will explore the relationship between advertising attitude and travel intention, and use personality traits as moderating variables to understand the interaction among advertising endorsers, advertising attitude and travel intention.
A total of 264 respondents were collected in this study, with the results being analyzed by reliability, validity, regression and hierarchical regression. This study found that: 1） different types of advertising endorsers have a positive impact on advertising attitude; 2） different types of advertising endorsers have different advertising attitudes and they have their own positive impact on travel intention; 3） personality traits have no significant interference effect. This study concludes that, in addition to traditional celebrities, Internet celebrities can also attract the attention of consumers and their influence is even better than traditional celebrities. The results of this study can be provided as the basis for a future marketing strategy of the tourism authority, and the tourism industry.

並列關鍵字

Endorsers, Advertising Attitude, Travel Intention, Personality Traits

參考文獻

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