從奢侈品屬性與華人女性名模風格的關係探討選擇廣告代言人之研究

一位恰當的廣告代言人，常是品牌認知的「靈魂密碼」。目前全球奢侈品市場萎縮，只有中國逆勢成長，來自歐洲的奢侈品紛紛想搶攻中國的消費市場，奢侈品也大舉邀請華人女模特兒成為品牌廣告代言人，這造成華人女模特兒在西方時尚界迅速竄紅的現象。國內外許多學者已證實，東西方有明顯的認知差異，來至西方的奢侈品如何挑選消費者心中最適當的華人女性名模代言人，成為影響時尚奢侈品在中國市場銷售量的重要關鍵之一。本研究目的為:探討東西方消費者對於不同產品屬性的奢侈品，理想的華人女性名模代言人與代言人特質關鍵差異。本研究以上海、巴黎地區奢侈品消費者為研究樣本，應用多元尺度分析作為量化衡量工具，搭配質化的東西方專家深度訪談法。研究結果顯示: 1.透過多元尺度法呈現容易理解的知覺圖2.不同產品屬性改變消費者對相同代言人的特質認知與需求3.不同產品屬性東西方消費者對於代言人產生不同的偏好差異4.東西方消費者最重視的代言人特質為：具個人魅力、符合商品時尚外型。華人女模特兒風格認知形態多元且複雜。本研究重要貢獻：研究結果有助於奢侈品牌公司計劃進入或擴大在中國的業務，協助奢侈品公司準確掌握不同產品屬性東西方消費者的理想代言人，並實際運用代言人不同的關鍵特質。提供實踐和經驗的見解，有助於奢侈品牌公司、廣告行銷、模特兒產業等推動中國複雜的奢侈品消費市場。

關鍵字

廣告代言人,奢侈品,華人女性名模,多元尺度

並列摘要

The appropriate advertising spokesperson becomes the brand’s " Soul Code ". Most of the world’s luxury brand markets are in recession apart from China hence the European brands all want enter the Chinese Market. They have begun to invite Chinese female models for advertising. This has resulted in the rapid growth of popularity for Chinese female models in the Europe fashion world. Many researchers have confirmed that there is obvious difference in perception between the West and the East. How the Europeans choose the Chinese female models has become one of the key factors affecting sales of luxury goods in the Chinese market. The purpose of this study is to explore Eastern and Western consumers for different product attributes of luxury, the ideal spokesperson of Chinese female model and Spokesperson of the key attributes of dissimilarity. In this study, Shanghai, Paris luxury consumers as the study sample, Method: The study uses the multidimensional scaling as the quantifying tool on top of qualitative research using in-depth interviews from experts in the East and the West. Diagram is developed using the multidimensional scaling for easier understanding. Result: 1. Through multidimensional scaling present easy to understand diagrams. 2. Different types of products change consumers’ expectation on the same spokesperson. 3. Different types of products create different preferences of a spokesperson between Eastern and Western consumers. 4. Eastern and Western consumers think the most important attributes for a spokesperson are - personal attraction and the style and fashion should suit the products. Chinese female model style is full of variety and complexity. Contribution of this study: The research findings can help the luxury brand companies’ plan to enter or expand business in China. It provides accurate knowledge to assist the companies to choose the ideal Chinese female supermodel spokesperson and effectively use the different attributes of the spokesperson for the appropriate products. The study also provides insights to assist the luxury brand companies in advertising and marketing the modeling industry etc. to stimulate the luxury products market in China.