廣告代言人,價格促銷對於品牌權益和購買意願之影響

The Influences of Price Promotion, and Celebrity Endorser on Brand Equity and Willingness to Purchase

詹凱捷(Kai-Chieh Chan)

指導教授 ： 李賢哲

大同大學/經營設計學院/事業經營學系所/碩士(2005年)

摘要

近年來因景氣低迷不振，再加上市場激烈的競爭下，行銷企劃人員期望能透過各種行銷手法來增加公司利潤，使其能夠在競爭的市場中脫穎而出。因為如此，也使得各式各樣的促銷活動蓬勃發展。尤其是價格促銷也經常被運用在新產品上市時或針對潛在消費者促銷。廣告代言人亦是廠商經常使用的策略，不論是價格促銷或是廣告代言人，都是希望藉此刺激消費者的購買意願。所以本研究希望能藉由研究結果看出廣告代言人與價格促銷對於MP3這樣的成熟性電子商品的影響，是否會增加消費者購買意願或是使消費者對於MP3的品牌有更高的評價。

本研究進行實證產品為MP3，抽樣對象為學生及上班族，採取便利抽樣法，且選定大台北地區的高中職、大專、研究所等在學學生及年輕上班族為主要調查樣本，以進行問卷填寫。本研究使用AMOS 4.0統計軟體，用最大概似法(Maximum Likelihood)求算出個別項目信度以及求算出各構念的參數。並應用結構方程模式（Structural Equation Modeling，SEM）分析驗證理論模式與觀察資料的適配程度。

本研究之結論如下：無論是廣告代言人或是價格促銷對於MP3的品牌評價都有正向的關係。而品牌評價也會影響消費者的購買意願。所以從本研究可以看出消費者在選擇購買MP3這樣的成熟性商品時，像是服務品質這樣的產品內在線索已經必要條件了，消費者反而比較會以產品的外在線索當作購買的判斷基礎。

關鍵字

品牌權益 ； 購買意願 ； 價格促銷、廣告代言人

並列摘要

Since the sluggish economic and heavy market competition in recent years,marketers expect to increase company profit by diverse marketing strategies in order to stand out in the competitive market.

Therefore, all kinds of promotion activities develop vividly; especially the price promotion is frequently used for new product launch or for attracting potential customers. The celebrity endorsement is also a common strategy used by a company. Both the price promotion and celebrity endorsement are with expectation to stimulate consumers’ willingness to purchase.

Accordingly, this research attempts to find out the influences of celebrity endorsement and price promotion on the sales for MP3 to see whether they will increase the willingness of consumers to purchase or raising the evaluation for brands of MP3 .

The object in this research is MP3. This study adopts convenient sampling to choose subjects including students and office workers to fill the questionnaire. This research uses AMOS 4.0 statistical software to calculate the reliabilities of individual items and parameters among all concepts. It also applies structural equation modeling, SEM, to analyze and verify the fitness between theoretical models and data observed.

Research finding are as follow: the five hypotheses we propose are all supported. It means that celebrity endorsement and price promotion have positive correlation with MP3 appreciation, and the brand appreciation will raise consumers’ willingness to purchase. Therefore, we suggest the firm to put more emphasis upon external clue such as celebrity endorsement.

並列關鍵字

Brand Equity ； Celebrity Endorser ； Price Promotion ； Willingness to Purchase

參考文獻

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