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研究生:李嘉曈
研究生(外文):Chia-Tung Li
論文名稱:影響消費者對公眾人物自創品牌購買意圖之因素探討-以五月天自創StayReal為例
論文名稱(外文):A Study on the Determinants of Purchase Intentions of Celebrity-Owned Brands, in the Case of Mayday's StayReal
指導教授:陳筱華陳筱華引用關係
指導教授(外文):Sheau-Hwa Chen
學位類別:碩士
校院名稱:國立東華大學
系所名稱:企業管理學系
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:2014
畢業學年度:102
論文頁數:99
中文關鍵詞:自創品牌品牌態度代言人代言人特質購買意圖配適度
外文關鍵詞:Celebrity-Owned BrandsBrand AttitudeEndorserCharacteristics of Brand EndorserPurchase IntentionFit
相關次數:
  • 被引用被引用:2
  • 點閱點閱:860
  • 評分評分:
  • 下載下載:80
  • 收藏至我的研究室書目清單書目收藏:2
隨市場環境快速變遷,消費需求瞬息萬變,許多產業加快步伐創新,使企業不斷創造獲利以鞏固市場地位,鑒於過去研究多以企業OEM轉OBM、通路商自創品牌為主,鮮少以公眾人物代言自創品牌探討此議題。近年來,許多藝人藉由高知名度、魅力與特質吸引消費者迴響,而轉投資開創副業,因此,本研究以藝人代言自創品牌之現象為主要研究議題,並將代言人與品牌間之配適度納入干擾變數。
本研究以問卷調查法進行資料蒐集,研究對象為知道五月天阿信-StayReal品牌的民眾,共回收930份問卷,有效問卷共795份,有效回收率為85.48%。實證結果顯示,代言人所具備的特質可直接影響購買意圖,也可透過品牌態度來影響購買意圖之中介效果,並發現代言人與品牌間之配適度,能強化代言人特質對購買意圖之因果關係。

Rapid changes in the market landscape, swiftly changing consumer demands and accelerated innovation paces in many industries have prompted companies to secure their market positions by continuously making profits. However, past studies mostly focused on the transformation of OEMs to OBMs and channel firms building their own brands and rarely explored the issue of celebrity own brands. In recent years, many celebrities have made reinvestment to start their own businesses in an attempt to attract consumers with their prominence, charismas and characteristics. For this reason, this study investigated the phenomenon of celebrities endorsing their own brands by including Fit between brand endorser and their endorsed brands as an intervening variable.
Data were collected by surveying those who knew the brand StayReal created by Ashin(阿信), the vocalist of Mayday. Of 930 returned questionnaires, 795 were valid, to reach a response rate of 85.48%. Empirical results show that characteristics of brand endorsers can directly affect purchase intention, of which the mediation effect may also be influenced by brand attitude. It is also found that the Fit between brand endorsers and their endorsed brands can enhance the casual effect of endorser characteristics on purchase intention.

第壹章 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 5
第四節 研究流程 6
第貳章 文獻探討 7
第一節 廣告代言人(Advertising Endorser) 7
第二節 品牌態度(Brand Attitude) 17
第三節 購買意圖(Purchase Intention) 23
第四節 配適度(Fit) 25
第五節 各研究變數之間的相關性 29
第參章 研究方法 35
第一節 研究架構 35
第二節 研究假說 36
第三節 研究變數之定義 40
第四節 研究變數之衡量 41
第五節 研究設計 45
第六節 資料分析方法 47
第肆章 資料分析 49
第一節 敘述性統計 49
第二節 信度與效度分析 53
第三節 整體結構方程式模式分析 64
第伍章 結論與建議 77
第一節 研究發現與討論 78
第二節 行銷管理實務意涵 84
第三節 研究限制與後續建議 86
參考文獻 87

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1. 朱國光, &李奇樺. (2008). 影響消費者對自有品牌態度與購買行為相關因素之研究. 臺灣企業績效學刊, 2(1), 93-117.
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11. 胡欣慧, &何玉珍. (2008). 消費者對量販店自有品牌食品購買意願之研究. 餐旅暨家政學刊, 5(3), 273-293.
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13. 張宏生, &曾建銘. (2008). 台灣旅館業品牌形象與品牌權益之因果關係研究.人類發展與家庭學報(10), 30-49.
14. 張宏生, &曾建銘. (2008). 台灣旅館業品牌形象與品牌權益之因果關係研究.人類發展與家庭學報(10), 30-49.
15. 陳成業, &徐玉榮. (2011). 不同性別運動員代言人對消費者可信度, 廣告效果及購買意圖影響之研究運動休閒管理學報, 8(2), 1-18.