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

林建彣

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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 , Masters　　Advisor：蔡顯童　　

繁體中文

性別；自我監控程度；訊息來源模式理論；代言人；產品類型； Gender ； Self-monitoring ； Source model theory ； Endorser ； Product category

Abstract │ Reference (158) │ Altmetrics

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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.

Reference ( 158 ) 〈TOP〉

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。
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Ai-li, S. C., & Freedman, M. (Eds.). (1970). Family and kinship in Chinese society. CA: Stanford University Press.
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Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
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Ajzen, I., & Fishbein, M. (2000). Attitudes and the attitude-behavior relation: Reasoned and automatic processes. European Review of Social Psychology, 11(1), 1-33.
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Ajzen, I. (2001). Nature and operation of attitudes. Annual Review of Psychology, 52(1), 27-58.
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