代言人如何影響消費者購買決策？消費者特質及產品類型之干擾機制探討

How Do Endorsers Influence Consumers’ Decision-Making Process? An Investigation of Moderating Effects of Consumers’ Characteristics and Product Categories

林建彣(Chien-Wen Lin)

指導教授 ： 蔡顯童

國立臺北大學/商學院/企業管理學系/碩士(2015年)

摘要

有關代言人的研究一直是行銷領域中廣泛討論的議題，本研究主要探討代言人影響消費者之特質，及消費者特質與產品類型之干擾機制。
代言人有助於提升企業或是產品形象，因此過去有許多研究都在探討代言人為產品所帶來的效益。然而過去的研究往往僅聚焦於代言人之特質，卻忽略消費者的異質性；故本研究加入了消費者個人特質及產品類型的探討，欲了解這些特質對於消費者態度及行為間的干擾效果。本研究利用來源模式理論及人際溝通相關研究，提出代言人會透過可信性、專業性、善意性及吸引性正向影響消費者態度；且加入消費者自我監控程度、性別及產品類型作為干擾變數，探討其對於消費者態度及消費者行為間的正向關係之干擾效果。故本研究之目的有三：首先，透過訊息來源模型理論驗證代言人影響消費者態度之特質；第二，探討自我監控程度及性別兩項個人特質對於消費者態度及行為間一致性之干擾效果；最後，探討產品類型對於消費者態度及行為間一致性之干擾效果。
在模型實證部分，本研究透過網路問卷發放蒐集實證資料，接著再以PLS進行量化分析。本研究發現，代言人透過其可信性、專業性及吸引性會正向影響消費者態度；而消費者對於產品之態度進而會影響消費者行為；最後，消費者之自我監控程度對於態度及行為之轉換程度會有干擾效果，自我監控程度越高，轉換程度越低。本研究之管理意涵主要能夠提供廠商在選取代言人時需考量的特質，且在針對不同自我監控程度之消費者時，能夠選取適當的行銷策略。

關鍵字

性別 ； 自我監控程度 ； 訊息來源模式理論 ； 代言人 ； 產品類型

並列摘要

Researches about endorser have been widely discussed in marketing. Therefore, the main purpose of this study is to investigate how the characteristics of endorsers influence consumers and the moderate effect of consumers’ characteristics and product categories.
Endorsers can enhance the image of a company or product. Most of the existing studies focused on the benefits the endorser brought, few paid attention to consumers’ heterogeneity. How endorsers influence consumers will be verified in this study by using source model theory and researches about interpersonal communication. Through trustworthiness, expertise, goodwill and attractiveness, endorsers may positively influence consumers’ attitude about a product. By using dimensions of self-monitor, gender and product categories as moderators, we will discuss the moderating effect between consumers’ attitude and behavior. The purpose of this study is as follows: 1. By using source model theory, the study will affirm that the characteristics of endorsers will affect the attitude of customers. 2. Discuss the moderating effect of self-monitor and gender. 3. Investigate the moderating effect of product categories to the consistency between behavior and attitude.
To demonstrate this model, 411 samples have been collected and then analyzed by PLS. The findings of the study is as follows: 1. Endorsers may positively influence consumers’ attitude by its trustworthiness, expertise and attractiveness. 2. The attitude toward a certain product will affect the behavior of the customer. 3. The moderating effect of self-monitor exist between behavior and attitude. The managerial implications of this study are to provide a reference for corporations and help them choose the most appropriate endorser and marketing strategy for their products.

並列關鍵字

Gender ； Self-monitoring ； Source model theory ； Endorser ； Product category

參考文獻

陳琪婷，李劼翰 (2008)。餐廳消費者購買涉入程度與購買決策關係之研究。人類發展與家庭學報，10，1-29。

Friedman, H. H., Santeramo, M. J., & Traina, A. (1978). Correlates of trustworthiness for celebrities. Journal of the Academy of Marketing Science, 6(4), 291-299.

Ai-li, S. C., & Freedman, M. (Eds.). (1970). Family and kinship in Chinese society. CA: Stanford University Press.

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.

Ajzen, I., & Fishbein, M. (2000). Attitudes and the attitude-behavior relation: Reasoned and automatic processes. European Review of Social Psychology, 11(1), 1-33.