臺灣博碩士論文加值系統

歷來一向女性產品的代言人皆為女性，反之亦然。但是，近來利用性別反差行銷的手法逐漸增多。亞洲地區早在1996年因為日本男明星木村拓哉代言女性唇膏時，一炮大紅，導致許多女性消費產業經營者對於此行銷手法，趨之若鶩。相關研究顯示，利用反差性別代言女性消費產品，著實具有提升品牌知名度之效果，但是對於所有女性消費產業是否真都適用這項行銷手法是個問號。

由於之前探討重點皆是以廣告效果、廣告觀感或是廣告代言人之於女性消費者的影響作為研究主題，對於產業界為何會想採用此行銷手法的探討甚少。因此本研究想透過焦點團體和深度訪談等質性研究法，除了希望能更深層地了解女性消費者對於男性代言女性消費性產品的看法，也想了解企業經營者、公關行銷專家以及保養品專業顧問對於此行銷手法就非消費者層面的觀點。

研究所得之主要結論是男性代言人不適用於所有以女性消費者為主的產業，其中以美容產業以及私密性產品為最。希望此研究結果可以提供給女性消費產業經營者對於日後是否要採用此行銷手法來推銷自家產品。

Frankly speaking, the appropriate gender of spokesperson for feminine products is female, and vice versa. Recently, however, the use of gender contrasts marketing tactics gradually increased. Asia back in 1996 when the Japanese male star Takuya Kimura endorsed a female lipstick with unexpected success, causing many female consumer industry operators take advantage of this marketing technique, in droves. Related studies have shown that the use of contrast gender endorsements of female consumer products, indeed, have the effect of enhancing brand awareness, but is it really applicable to all female consumer industry by this marketing practices that remains us a question.

As previously research discussions are mainly based on advertising effectiveness, advertising impressions or male endorsement effects on women consumers, there is few argument of why the industry wants to employ this marketing technique. Therefore, this study would utilize qualitative research methods such as focus groups and in-depth interviews, to receive not only a deeper understanding from female consumers’ opinions on male endorsement on feminine products, but also like to comprehend the points of view on business operators, public relations specialist and experienced skin care consultant for this marketing technique.

The main conclusion is that the marketing technique, male endorsement of feminine products, does not apply to all the female consumer-based industries, in which the beauty industry as well as products for the most privacy. Hopefully the result can provide to the female consumer industrial operators for the future whether they want to apply this marketing approach to sell their products.

第一章 緒論 1
第二章 文獻探討 8
2.1 廣告代言人 8
2.1.1 廣告代言人的理論基礎 8
2.1.2 廣告代言人的可信度 11
2.1.3 代言人與品牌知名度 15
2.2 代言配適性(MATCH-UP HYPOTHESIS) 17
2.3 涉入理論 (INVOLVE THEORY) 19
2.3.1 涉入的定義 19
2.3.2 涉入的分類 21
2.3.3 產品涉入與品牌承諾 22
2.4 感覺行銷 24
2.5 品牌忠誠度 25
2.5.1 品牌知名度 26
2.5.2 產品品質 27
2.5.3 價格 27
2.5.4 設計 28
2.5.5 店面環境 28
2.5.6 促銷 29
2.6.7 服務品質 29
2.6 廣告效果 30
2.6.1 溝通說服理論 30
2.6.2 廣告溝通與說服 32
2.6.3 廣告效果的衡量 34
2.7 購買意圖 35
第三章 研究方法 37
3.1焦點團體法: 37
3.2 訪談方式 39
3.2.1訪談大綱 40
3.2.2 第一組 焦點團體訪談回顧 43
3.2.3 第二組 焦點團體訪談回顧 46
3.3 深度訪談法 (IN-DEPTH INTERVIEW) 55
3.3.1 訪談方式 55
3.3.2訪談對象 56
3.3.3 訪談原則 56
3.4 女性消費性產品公司專業經理人 57
3.5 保養品美容沙龍老闆 62
3.6 美容顧問 64
3.7 公關專家 67
第四章 研究結果 70
第五章 結論與建議 75
5.1 研究結論 75
5.2 研究限制 76
5.3 研究建議 76
參考文獻 81

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