- 學位論文
廣告代言人對購買意願影響之研究 – 以機車產業為例
A Study of Influence on Celebrity Endorser and Purchase intention – With the Motorcycle Industry
摘要
廣告幾乎在每個地方都看的到，不論是在報章雜誌、電視、網路等各通訊媒介，都充斥著各式樣的產品，其中最吸引消費者注意的就是有無代言人的加持，透過代言人的詮釋，讓消費者產生移情作用，進一步刺激其購買意願。機車產業的代言人十分多樣，諸如名人型、專家型、高階經理型、及消費者型等，何種類型的廣告代言人，在機車產業中會對消費者的購買意願，有較高的影響力？ 本研究以有購買過機車的消費者為調查對象，探討目的為廣告代言人可信度(包含吸引力、可靠性、專業性及曝光知名度)及代言人特徵(如性別、年齡、婚姻及國籍)對消費者的購買意願之影響關係並以個人屬性為干擾變項。本研究得出以下四個結論： (1)代言人可信度越高，消費者的購買意願越高。 (2)消費者購買意願會因為代言人的性別、年齡及國籍等特徵不同而有顯著差異。 (3)消費者個人屬性在不同教育程度及平均月收入會干擾其購買意願。 (4)代言人可信度及特徵對購買意願的影響之重要性有顯著差異。
並列摘要
We can see the Advertisements everywhere, such as newspapers, magazines, television, Internet or other Medias. If the company hire spokesmen to endorse their products, it would be excited our interest by the advertisements, and further stimulate our purchase intention. There are many types of endorsers in Motorcycle Industry, such as celebrity, expert, CEO, typical consumer and spokes-character, etc. Which type of endorser will affect consumers’ purchase intention the most in the motorcycle industry? In this study, one survey instrument was used to collect data from customers who have rode motorcycle. This study intended to examine the impact among endorser credibility (such as, attractiveness, trustworthiness, expertise, exposure effect and awareness), endorser characteristics (such as, gender, age, marriage and nationality) personal characteristics and consumer purchase intentions. The finding are as follows：(1) The celebrity credibility rate to consumers’ purchasing intentions. (2) The endorser characteristics rate to consumers’ purchasing intentions. (3) The main hypothesis stated that creative animated endorsers’ influence advertising celebrity credibility and purchasing intention is moderated by educational level and monthly income. (4) The important factors of Celebrity credibility and endorser characteristics are significant to consumers’ purchasing intentions.