一位恰當的廣告代言人，常是品牌認知的「靈魂密碼」。目前全球奢侈品市場萎
縮，只有中國逆勢成長，來自歐洲的奢侈品紛紛想搶攻中國的消費市場，奢侈品也大舉邀請華人女模特兒成為品牌廣告代言人，這造成華人女模特兒在西方時尚界迅速竄紅的現象。國內外許多學者已證實，東西方有明顯的認知差異，來至西方的奢侈品如何挑選消費者心中最適當的華人女性名模代言人，成為影響時尚奢侈品在中國市場銷售量的重要關鍵之一。本研究目的為:探討東西方消費者對於不同產品屬性的奢侈品，理想的華人女性名模代言人與代言人特質關鍵差異。本研究以上海、巴黎地區奢侈品消費者為研究樣本，應用多元尺度分析作為量化衡量工具，搭配質化的東西方專家深度訪談法。研究結果顯示: 1.透過多元尺度法呈現容易理解的知覺圖2.不同產品屬性改變消費者對相同代言人的特質認知與需求3.不同產品屬性東西方消費者對於代言人產生不同的偏好差異4.東西方消費者最重視的代言人特質為：具個人魅力、符合商品時尚外型。華人女模特兒風格認知形態多元且複雜。本研究重要貢獻：研究結果有助於奢侈品牌公司計劃進入或擴大在中國的業務，協助奢侈品公司準確掌握不同產品屬性東西方消費者的理想代言人，並實際運用代言人不同的關鍵特質。提供實踐和經驗的見解，有助於奢侈品牌公司、廣告行銷、模特兒產業等推動中國複雜的奢侈品消費市場。

The appropriate advertising spokesperson becomes the brand’s " Soul Code ". Most of the world’s luxury brand markets are in recession apart from China hence the European brands all want enter the Chinese Market. They have begun to invite Chinese female models for advertising. This has resulted in the rapid growth of popularity for Chinese female models in the Europe fashion world. Many researchers have confirmed that there is obvious difference in perception between the West and the East. How the Europeans choose the Chinese female models has become one of the key factors affecting sales of luxury goods in the Chinese market. The purpose of this study is to explore Eastern and Western consumers for different product attributes of luxury, the ideal spokesperson of Chinese female model and Spokesperson of the key attributes of dissimilarity. In this study, Shanghai, Paris luxury consumers as the study sample, Method: The study uses the multidimensional scaling as the quantifying tool on top of qualitative research using in-depth interviews from experts in the East and the West. Diagram is developed using the multidimensional scaling for easier understanding. Result: 1. Through multidimensional scaling present easy to understand diagrams. 2. Different types of products change consumers’ expectation on the same spokesperson. 3. Different types of products create different preferences of a spokesperson between Eastern and Western consumers. 4. Eastern and Western consumers think the most important attributes for a spokesperson are - personal attraction and the style and fashion should suit the products. Chinese female model style is full of variety and complexity. Contribution of this study: The research findings can help the luxury brand companies’ plan to enter or expand business in China. It provides accurate knowledge to assist the companies to choose the ideal Chinese female supermodel spokesperson and effectively use the different attributes of the spokesperson for the appropriate products. The study also provides insights to assist the luxury brand companies in advertising and marketing the modeling industry etc. to stimulate the luxury products market in China.

目錄

中文摘要....................................................I
Abstract..................................................II
目 錄......................................................Ⅳ
圖目錄.....................................................VI
表目錄.....................................................Ⅶ

第一章 緒論.................................................1
第一節 研究背景..............................................1
第二節 研究動機..............................................3
第三節 研究目的..............................................7
第四節 研究範圍與限制.........................................8
第五節 研究流程.............................................10

第二章 文獻探討.............................................11
第一節 時尚奢侈品產業在中國崛起的概況...........................11
第二節 時尚奢侈品之探討......................................21
第三節 華人女性名模廣告代言人之相關研究.........................25
第四節 東西方消費者對廣告代言人認知失調之探討....................36

第三章 研究方法.............................................42
第一節 研究架構.............................................42
第二節 界定變數之定義與操作性.................................43
第三節 華人女性名模風格分析方法................................46
第四節 廣告代言人特質評估準則分析方法...........................49
第五節 比較上海、巴黎消費者理想華人女性名模差異之方法.............53
第六節 專家訪談質性研究方法...................................65

第四章 研究結果與討論........................................68
第一節 華人女性名模風格分析結果................................68
第二節 廣告代言人特質評估準則結果..............................71
第三節 同質性檢定結果........................................72
第四節 消費者心中特質相似代言人................................77
第五節 華人女性名模代言人風格特質評估結果.......................83
第六節 不同產品屬性消費者理想的華人女性名模代言人.................92
第七節 上海、巴黎消費者理想華人女性名模代言人差異分析.............99
第八節 不同產品屬性代言人的特質關鍵因素評估.....................109
第九節 不同產品屬性理想的代言人標竿...........................112
第十節 專家訪談質性分析結果..................................114

第五章 結論與建議..........................................122
第一節 研究結論............................................122
第二節 研究建議............................................129
第三節 研究貢獻............................................135
第四節 研究限制與未來研究發展建議.............................137

參考文獻..................................................138

附錄1中國地區問卷表.........................................151
附錄2法國地區問卷表.........................................154
附錄3專家質性訪談照片.......................................157
附錄4上海、巴黎地區問卷照片..................................158

圖目錄

圖 1研究流程圖..............................................10
圖 2奢侈品廣告代言產品.......................................23
圖 3三庭五眼的比例..........................................30
圖 4研究架構...............................................42
圖 5雙三角模糊數圖..........................................53
圖 6代言人相似特質知覺圖.....................................60
圖 7代言人與特質聯合空間圖....................................61
圖 8偏好理想點聯合空間知覺圖..................................63
圖 9東西方消費者偏好理想點差異................................64
圖10代言人知覺定位圖（服裝類）................................79
圖11代言人知覺定位圖（珠寶類）................................80
圖12代言人知覺定位圖（彩妝保養品類）...........................80
圖13代言人知覺定位圖（皮件鞋包類）.............................81
圖14代言人與特質聯合空間圖（服裝類）...........................85
圖15代言人與特質聯合空間圖（珠寶類）...........................86
圖16代言人與特質聯合空間圖（彩妝保養品類）......................87
圖17代言人與特質聯合空間圖（皮件鞋包類）........................89
圖18全體消費者偏好理想點(服裝類)..............................94
圖19全體消費者偏好理想點(珠寶類)..............................95
圖20全體消費者偏好理想點(彩妝保養品類).........................96
圖21全體消費者偏好理想點(皮件鞋包類) ..........................97
圖22東西方消費者偏好理想點差異(服裝類)........................100
圖23東西方消費者偏好理想點差異(珠寶類)........................102
圖24東西方消費者偏好理想點差異(彩妝保養品類)...................103
圖25東西方消費者偏好理想點差異(皮件鞋包類) ....................104

表目錄

表 1中國奢侈品市場及消費力經濟成長預測..........................13
表 2全球奢侈品富豪榜.........................................15
表 3國際奢侈品牌之華人女性名模代言人...........................33
表 4德菲時尚專家名單.........................................47
表 5Kruskal 壓力係數適合程度解釋.............................59
表 6質性訪談專家群..........................................66
表 7第三次德菲法問卷華人女性名模樣本分析結果.....................69
表 8第四次德菲法問卷華人女性名模樣本分析結果.....................70
表 9雙三角模糊數檢定結果.....................................71
表10上海、巴黎樣本同質性檢定..................................73
表11人口統計資料............................................76
表12四大類商品代言人二維壓力係數及配適程度表.....................77
表13四大類商品代言人二維空間配適程度...........................78
表14四大類商品代言人知覺座標..................................78
表15四大類商品代言人與特質屬性二維空間配適程度...................84
表16不同代言人特質屬性空間表（服裝類）..........................85
表17不同代言人特質屬性空間表（珠寶類）..........................86
表18不同代言人特質屬性空間表（彩妝保養品類）.....................88
表19不同代言人特質屬性空間表（皮件鞋包類）......................89
表20四大類商品全體受測者偏好理想點聯合空間座標...................93
表21四大類商品東西方受測者偏好理想點聯合空間座標.................99
表22全體與東、西方消費者偏好理想點總表.........................106
表23全體與東、西方消費者針對四大類商品代言人特質偏好排序..........108
表24代言人關鍵因素評估......................................110
表25四大類商品代言人標竿分析.................................113
表26質性分析結果類別模型一覽表...............................115

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