名人認同、代言人可信度、品牌評價與消費者購買意願關係之研究-以王建民代言為例

The Relationship among Celebrity Identity , Endorse Credibility , Brand Evaluation and Consumers Purchase Intention— The Example of Chien-Ming Wang Endorsement

洪秀慈(Siou-Chi Hong)

指導教授 ： 張君如

朝陽科技大學/管理學院/休閒事業管理系/碩士(2009年)

摘要

本研究以王建民代言Acer品牌電腦為例，探討名人認同、代言人可信度、品牌評價與消費者購買意願之關係。採立意抽樣選取在全國形象商圈聯盟所公告的信義、東區、逢甲、美術綠園道、新堀江、三多等6個商圈進行問卷發放。發放時間為2009年4月4日至4月19日，共發出450份，回收446份問卷，扣除26份填答不完整的問卷後，有效問卷共計420份，回收率為94.17%。SPSS 12.0及AMOS 7.0為本研究運用的統計軟體，統計分析方法則包括信效度分析、描述性統計分析、結構方程模式(SEM)等。
研究結果得知，名人認同對於代言人可信度(γ11=0.457，p<0.001)、品牌評價(γ21=0.655，p<0.001)皆為正向影響，故研究假設1與2成立。同時，代言人可信度(β31 =0.102，p<0.001)、品牌評價(β32=0.849，p<0.001)對購買意願皆為正向影響，故研究假設3與4成立。另外，名人認同對購買意願之影響有兩條間接效果，其中在名人認同透過代言人可信度(γ11β31)對購買意願的間接效果為0.0467；名人認同透過品牌評價(γ21β32)效果對購買意願的間接效果為0.556。由此可知，在間接效果中以名人認同透過品牌評價影響購買意願的效果較大。本研究建議業者若要提升消費者購買意願，應致力於品牌評價。

關鍵字

代言人可信度 ； 名人認同 ； 購買意願 ； 王建民 ； 品牌評價

並列摘要

The purpose of this study was explored the relationships among celebrity identity, endorse credibility, brand evaluation, and purchase intention, taking Chien-Ming Wang as the endorser of the Acer computers. Purposive sampling was conducted to select Xinyi Shopping Area, East Shopping Area, Fengjia Shopping Area, Art Gallery Green Parkway Shopping Area, New Jyuejiang Shopping Area, and Sanduo Shopping Area for the questionnaire surveys. The duration of the survey was from 2009/4/4 to 2009/4/19. A total of 450 questionnaires had been distributed, of which 446 had been retrieved. After removing 26 uncompleted questionnaires, there were collected 420 valid samples, and the response rate was 94.17%. SPSS 12.0 and AMOS 7.0 software were used for this study. The data were analyzed mainly by reliability and validity, descriptive statistics, and SEM.
The results were found that celebrity identity had a significant positive influence on endorse credibility( =0.457，p<0.001) and brand evaluation ( =0.655，p<0.001) as well. Therefore, the hypotheses 3 and 4 were proved. In addition, there were two indirect influences on purchase intention. Celebrity identity had a significant influence on endorse credibility, and then endorse credibility had a significant influence on purchase intention as well, with the effect of 0.0467. Celebrity identity had a significant influence on brand evaluation, and then brand evaluation had a significant influence on purchase intention as well, with the effect of 0.556. Therefore, the latter one had a higher indirect effect.
The suggestion of this study was that in order to raise consumers’ purchase intention, the efforts should be made in brand evaluation.

並列關鍵字

brand evaluation ； endorse credibility ； Chien-Ming Wang ； celebrity identity ； purchase intention

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