現代行銷環境競爭日趨激烈,故產品要得到消費者認同,品牌形象是主要因素之一。廣告代言人是能夠快速塑造品牌形象的方式,但在塑造品牌形象的同時,亦需注意到消費者對產品的涉入程度、資訊蒐集方式亦有所不同。因此,本研究主要探討代言人來源可信度對代言品牌的形象與購買意願之影響,並以產品涉入程度為干擾變數,以期釐清代言人對品牌形象與消費者的影響。 本研究以藝人蔡依林代言之YAMAHA機車與百事可樂為主要的研究對象,透過問卷調查方式蒐集資料,共取得有效問卷232份,有效問卷回收率84.98%。主要的分析方法為t檢定、迴歸分析、變異數分析。 研究結果顯示,代言人來源可信度對品牌形象具有正向影響,品牌形象對購買意願亦具有正向影響,而產品涉入程度在代言人來源可信度與品牌形象之間具有部分干擾效應。本研究結果可作為消費者選用產品及企業挑選代言人之參考依據。
Brand image is one of the main factors for products in the competitive environment. Endorser is the fastest way to build up brand images for companies. Companies have to pay attention to product involvement for consumers when they use endorsers to build up brand image. This study attempts to examine the relationships between source credibility, brand image and purchase intention; it also considers product involvement as a moderator of source credibility and brand image. This study use Jolin Tsai as endorser the brands of the motorcycles of YAMAHA and Pepsi Cola. As a total of 232 questionnaires are collected. Hypotheses are tested by t-test, regression analysis and ANOVA. The results show that the positive relationship for the source credibility of endorsers and the brand image, and positive relationship between brand image and purchase intention. The source credibility of endorsers and brand image is partially moderated by product involvement.