名人代言對消費者購買意願影響之研究

Study on the Influence of Celebrity Endorsement on Consumers' Purchase Intentions

近年來，美妝保養品市場品牌眾多，為提高自家商品曝光率與知名度，其中最常見的行銷手法就是利用「偶像代言」，惟過往研究卻甚少探討偶像崇拜與代言人可信度之關係及對消費者購買意願之影響性，故本研究旨在探討偶像崇拜、代言人可信度與購買意願之間的關聯性，藉以瞭解消費者對偶像代言及購買意願。本研究以蕭敬騰代言保養品牌「雅聞倍優」為例，採用網路問卷調查表，針對曾經購買此品牌商品的消費者進行研究。研究結果顯示：1.偶像崇拜「認知性認同」對代言人可信度「專業性」、「可靠性」及「吸引力」三個構面均具有正向影響關係；偶像崇拜「情感性認同」對代言人可信度「專業性」及「吸引力」具有正向影響關係；偶像崇拜「行為性認同」對於代言人可信度「專業性」、「可靠性」及「吸引力」三個構面亦具有正向影響關係；2.代言人可信度對消費者購買意願具有部分顯著影響，其中以「專業性」之影響最為顯著。 In recent years, there are many brands in beauty care products market, to increase the exposure rate and visibility of their own products, one of the most common marketing techniques is to use ''Idol endorsement.'' But previous researches have rarely explored the effect of idol worship and endorser's credibility, the relationship between idol worship and endorsement product purchase intention.Therefore, this study aims to explore the correlation between idol worship, endorser's credibility, and purchase intention. In order to understand the purchase intention for idol endorsement. Take Jam Hsiao endorse ARWIN/BIOCHEM as example. In this study we used online questionnaire survey for consumers who purchased this product. The followings are the results: 1.Cognitive identification of idol worship has a positive influence on professional, reliability and attractiveness of endorser's credibility. 2.Endorser's credibility has a significant impact on consumers' purchase intentions, of which “professional” is the most significant.