代言人類型及其可信度對消費者知覺風險影響之研究

The Influence of Endorser Type and its Credibility on Customer Perception Risk

楊于萱(Yu-Hsuan Yang)

指導教授 ： 謝錦堂

國立臺北大學/商學院/企業管理學系/碩士(2009年)

摘要

廣告代言人儼然已成為企業與消費者的溝通媒介之一，其目的在建立消費者對產品及品牌的信賴，進而降低消費者的不確定感，提升銷售機會。以往以真人代言偏多，但在成本及真人形象風險的考量下，近年來已有不少業者突破傳統的行銷手法，改採卡通人物作為代言，實務發現無論是透過現有卡通、漫畫人物的授權，抑或是依據產品特徵或企業形象，自行設計及開發的卡通人物，其代言效果皆不亞於真人代言。
過去較少探討不同品牌知名度下，不同類型代言人之效果，因此本研究目的旨在探討：(1)不同廣告代言人物的可信度。(2)產品代言人可信度對消費者知覺風險之影響。(3)品牌知名度對代言人類型與代言人可信度間之干擾效果。(4)品牌知名度對代言人可信度與消費者知覺風險間之干擾效果。
本研究採用準實驗設計方法，藉由問卷前測篩選出各類型代言人之人選，並以巧克力作為研究對象。以發放網路問卷及紙本問卷蒐集實證資料，結果有540份問卷用以分析，以LISREL估計結構方程模式(SEM) 及 ANOVA分析進行測量效度及研究假說檢定。
實證結果顯示：不同代言人類型之可信度有顯著不同，其中真人代言之可信度高於授權卡通之可信度，又高於自創卡通之可信度；代言人可信度對消費者知覺風險有顯著負相關；品牌知名度在代言人類型與代言人可信度間存在部份干擾效果；品牌知名度在代言人可信度與知覺風險間具有干擾效果。

關鍵字

代言人 ； 可信度 ； 知覺風險 ； 品牌知名度

並列摘要

The companies believe that endorser may give consumer's trust to products and brand, reduce the sense of consumers' uncertain, and improve the opportunity of sales. Therefore, the endorser has already become the communicative media between enterprise and consumer.
Companies almost employed real character to be the endorser in the past. In recent years many companies have changed to adopt the cartoon to be endorser, because of the real character could bring in the cost of negative image.
There is substantial research on the topic, found that the effectiveness of cartoon endorser more than real character. The studies on effectiveness of endorser have not taken brand awareness as a moderator. In this study, we will explore the moderate effectiveness of brand awareness. that is, we examine:
(1) the credibility of different endorser type.
(2) the influence of endorser credibility on consumer perceived risk.
(3) the moderate effects of brand awareness between endorser type and endorser credibility.
(4) the moderate effects of brand awareness between endorser type and consumer perceived risk.
The experimental design method is employed in this study to collection data, and the structure equation model with LISREL is applied to examine research hypotheses.
The research result prove that credibility of real character are better than cartoon endorser. There is a negative relation between endorser credibility and consumer perceived risk. Besides, brand awareness has partial moderate effects between endorser type and endorser credibility, but it has moderate effects between endorser type and consumer perceived risk.

並列關鍵字

Endorser ； Endorser Credibility ； Perception Risk ； Brand awareness

參考文獻

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