代言人類型、世代與認知形象對旅遊意願之影響

The Effect of Endorser Types, Generations and Perceived Image on Travel Intention

唐月美(Yueh-Mei Tang)

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(2021年)

https://doi.org/10.6840/cycu202100308

摘要

近年來，科技進步造就網路媒體的發達，生活習慣的改變，活動於社群平台上的網路紅人日益增多，擁有的影響力也不容忽視，網紅行銷更成為一項新趨勢，因此研究網路紅人也成為備受關注的主題之一。本研究目的旨在探討旅遊廣告在代言人類型（網路紅人/旅遊專家）的差異下是否會影響到消費者的旅遊意願，再加入消費者自身的年齡世代（Z世代/Y世代）及對代言人的認知形象（吸引力/信賴感）分組觀察，最後加入態度，檢驗其與代言人類型及消費者的旅遊意願間的關係。利用模擬之海報廣告為情境模擬，本研究使用實驗設計法，共回收520份有效樣本進行實驗，採ANOVA進行統計分析，結果表明：旅遊廣告以網路紅人比旅遊專家所代言之廣告更能提升消費者的旅遊意願。此外，Z世代（相較Y世代）偏好網路紅人代言的旅遊廣告，且不同代言人的類型擁有不同的認知形象，以及代言人類型會影響態度，與態度會影響消費者的旅遊意願。本研究結果可提供給觀光旅遊產業不同的行銷選擇，旅遊廣告可依目標客群、旅遊景點的性質邀請不同類型的廣告代言人，提升宣傳效果，進而增加在旅遊市場的競爭力。

關鍵字

代言人類型 ； 旅遊意願 ； 世代 ； 認知形象 ； 態度

並列摘要

In recent years, technological advancement has brought about the development of Internet media, the change of living habits, and the number of Internet celebrities who are active on social platforms has also increased. Therefore, the study of Internet celebrities has also become one of the topics that has attracted much attention. The purpose of this study is to explore whether the difference in the types of endorsers (Internet celebrities/Experts) in travel advertising will affect consumers' travel intention, then adding consumers' generation (Generation Z/Generation Y) and the perceived image of the endorser (attractiveness/believability) as separated group. Attitude was observed the relationship between the types of endorsers and consumers' travel intention. Using a simulated poster advertisement as a scenario simulation, the questionnaire is used to complete the discussion on the influence of the endorser type on travel intention. This study uses an experimental design and collects a total of 520 valid samples for experimentation. ANOVA is used for statistical analysis. The results show that: (1) Travel advertising with Internet celebrities can increase consumers’ travel intention more than those endorsed by travel experts. (2) Compared to Generation Y, Generation Z prefers travel advertisements endorsed by Internet celebrities. (3) Different types of endorsers have different perceived images. (4) Attitude is the mediating role of the endorser type and consumers' travel intention. The results of this study can provide different marketing options for the tourism industry. Tourism advertisements can invite different types of advertising endorsers according to the target audiences and tourist attractions to enhance the effect of publicity and increase competitiveness in the tourism market.

並列關鍵字

Endorser Type ； Travel Intention ； Generation ； Perceived Image ； Attitude

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