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研究生:林慈坪
研究生(外文):Ci-Ping, Lin
論文名稱:廣告代言人負面形象對消費者購買意願的影響之研究
論文名稱(外文):Examining negative publicity of celebrity endorsements on purchase intention and repurchase intention
指導教授:朱曉萍朱曉萍引用關係
指導教授(外文):Hsiao-Ping, Chu
口試委員:蔡明純張倉耀
口試委員(外文):TSAI,MING-CHUNCHANG,TSANG-YAO
口試日期:2017-07-05
學位類別:碩士
校院名稱:嶺東科技大學
系所名稱:企業管理系碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:66
中文關鍵詞:廣告代言人負面新聞購買意願再購買意願
外文關鍵詞:negative publicitycelebrity endorsementspurchase intentionrepurchase intention
相關次數:
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  • 評分評分:
  • 下載下載:186
  • 收藏至我的研究室書目清單書目收藏:1
本研究是探討當代言人發生負面行為時是否會影響消費者對代言產品的購買意願以及再購買意願。本研究採用實驗設計法,以大學生為研究對象,以代言人負面新聞對處理方式4 X 2([外遇、吸毒、家暴以及離婚]X[撤換代言人以及不撤換代言人])的八種假設,來探討消費者的購買意願與再購買意願。

本研究結果說明,當廣告代言人發生外遇與家暴的負面新聞,消費者的購買意願與再購買意願,不撤換代言人比撤換代言人要高。當代言人發生吸毒的負面新聞,消費者的購買意願,不撤換代言人比撤換代言人要低。但是當代言人發生離婚的負面新聞時,消費者的購買意願與再購買意願,不撤換代言人與撤換代言人並沒有顯著差異。本研究結果可以分析出不同的負面新聞廠商是否要換代言人對消費者購買意願與再購買意願的影響,此結果可以給有代言廣告的廠商,當代言人出現負面新聞時的策略與建議。

The purpose of this study is to investigate the relationship between negative publicity and purchase intention and repurchase intention, using endorser’s credibility as the mediator. We used a 4x2 between subject factorial design with four levels of negative publicity ( concubine, drug taking, domestic violence, divorce) and two kinds of replace endorser’s credibility (no replace, replace). We expect to collect 30 questionnaires in every group.

The empirical results show that the firm replace celebrity endorsements who has concubine and domestic violence, the purchase intention and repurchase intention doesn’t increase. On the contrary, the firm replace celebrity endorsements who take drug, the purchase intention and repurchase intention increase. The firm replaces celebrity endorsements who divorce the purchase intention and repurchase intention, doesn’t have significant change. This study provides important implications for the firm’s celebrity endorsements strategies and policies.

摘 要 i
ABSTRACT ii
誌 謝 iii
目 錄 iv
表 目 錄 v
圖 目 錄 vi
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第二章 文獻探討 6
第一節 廣告代言人 6
第二節 代言人負面新聞 16
第三節 購買意願 18
第四節 再購買意願 22
第三章 研究方法 24
第一節 研究架構 24
第二節 研究假設 25
第三節 變數的操作性定義與與問卷設計 26
第四節 研究設計與發放 29
第四章 實證結果與分析 34
第一節 實驗設計 34
第二節 信度與效度分析 35
第三節 假設檢定 36
第五章 結論與建議 44
第一節 研究結果 44
第二節 管理意涵 47
第三節 研究限制與建議 49
參考文獻 50
附錄-問卷 57

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