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研究生: 蔡沛珊
Tsai, Pei-Shan
論文名稱: 代言人形象如何影響高涉入消費者之產品態度
How the Image of Endorsers Influences the Product Attitude of High-involvement Consumers
指導教授: 蕭中強
Hsiao, Chung-Chiang
口試委員: 蕭中強
Hsiao, Chung-Chiang
簡怡雯
Chien, Yi-Wen
林嘉薇
Lin, Chia-Wei
口試日期: 2024/07/17
學位類別: 碩士
Master
系所名稱: 管理研究所
Graduate Institute of Management
論文出版年: 2024
畢業學年度: 112
語文別: 中文
論文頁數: 91
中文關鍵詞: 代言人形象消費者所認為重要的評量因素理想自我內團體所認同的形象自我監控程度
英文關鍵詞: endorsement image, true merit, ideal self, images identified by the in-group, self-monitoring
研究方法: 實驗設計法
DOI URL: http://doi.org/10.6345/NTNU202401483
論文種類: 學術論文
相關次數: 點閱:86下載:14
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  • 在現今的行銷廣告中,使用名人代言已成為一種極為普遍的廣告手法。然而,透過日常觀察,我們時常發現有些廣告的代言人形象與品牌形象或產品形象存在明顯的落差,引起了消費者對於「為何選擇這位代言人呢?」的疑問,所以可知代言人形象與產品特質或品牌形象的差異是會被消費者敏感地辨識出來。而且學生觀察到服飾品牌Oneboy在2022年選擇的代言人朴敏英,其形象與Oneboy的產品形象和品牌形象也有不一致的情況發生。Oneboy以高性價比、實用的形象深植消費者心中,然而,代言人朴敏英的形象卻傾向精緻優雅。再近一步訪談也發現有些消費者確實有察覺到Oneboy當時的代言人朴敏英與其產品形象和品牌形象不一致的情況。因此本研究就此實務現象觀察為背景,並以推敲可能性模型(Elaboration Likelihood Model, ELM)為理論基礎,探討當消費者在高涉入的情況下,且代言人形象為其所認為重要的評量因素(true merit)時,若代言人形象與其所認為重要的評量因素一致或不一致,會對消費者的產品態度產生正向或負向的影響。本研究也會以消費者的角度出發,將理想自我(ideal self)和內團體(in-group)所認同的形象等與消費者內在狀態相關的變數加入研究,並將自我監控程度(self-monitoring)作為調節變數,進一步去探討同時擁有高涉入和高自我監控程度的消費者是否會更加仔細處理與代言人形象相關的來源訊息。名人代言是一把雙面刃,因此希望可以藉此研究提供給品牌未來在代言人選擇上的方向,尤其對於非常需要倚賴名人代言人的新品牌而言,可以選擇出更適合自己品牌形象發展並影響消費者產品態度的合適代言人,也能更加瞭解重視代言人形象的消費者的心理輪廓。

    Nowadays, the use of celebrity endorsement has become a common advertising technique in marketing advertisements. However, daily observations show a noticeable gap between the image of the endorser and the brand or product, leading consumers to question the celebrity choice. For example, Oneboy, a fashion brand known for its good value for money and practical image, chose Park Min-young as its endorser in 2022. Her sophisticated and elegant image created an inconsistency with the brand's image. Interviews revealed that consumers noticed this inconsistency. The study uses the Elaboration Likelihood Model (ELM) to explore how the attitude of high-involvement consumers is influenced when the image of endorsers aligns or misaligns with their valued product attributes (true merit). This study incorporates variables related to the consumer’s internal state, such as the ideal self and images identified by the in-group and uses self-monitoring as a moderating variable. It further explores whether consumers with both high involvement and high self-monitoring are more meticulous in processing information related to the endorser’s image. Celebrity endorsements are a double-edged sword. This study aims to provide insights for brands in selecting endorsers, especially new brands that are more affected by celebrity endorsers influencing their brand associations. Choosing an endorser aligned with the brand image and influencing consumer attitudes is crucial. The research also aims to understand the psychological profiles of consumers who prioritize the image of endorsers.

    第壹章 緒論 1 第一節 研究背景 1 第二節 研究動機與目的 2 第貳章 文獻探討 3 第一節 推敲可能性模型(Elaboration Likelihood Model, ELM)與涉入程度 3 第二節 代言人形象 4 第三節 理想自我(ideal self) 4 第四節 內團體(in-group)所認同的形象 5 第五節 自我監控程度(self-monitoring) 6 第參章 研究架構與假設 8 第一節 研究架構 8 第二節 研究假設 10 第肆章 研究方法 16 第一節 研究設計 16 第二節 研究流程 17 第三節 變數衡量說明 20 第伍章 研究結果 23 第一節 有效樣本篩選 23 第二節 操弄檢視 24 第三節 假設一驗證 41 第四節 假設二驗證 43 第五節 假設三驗證 46 第六節 假設四驗證 49 第七節 其他研究發現 55 第陸章 研究結論與建議 87 第一節 研究結論 87 第二節 管理與實務意涵之貢獻 87 第三節 研究限制與未來研究建議 88 參考文獻 90

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