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研究生:黃齡慧
研究生(外文):HUANG,LING-HUI
論文名稱:品牌知名度對專家代言人與產品知覺品質間關係之干擾效果探討
論文名稱(外文):A Study of the Relationship between Expert Endorser and Perceived Quality-The Moderating Effect of Brand Awareness
指導教授:蔡秀芬蔡秀芬引用關係
指導教授(外文):TSAI, HSIU-FEN
口試委員:陳冠年趙雨潔
口試委員(外文):CHEN, KUAN-NIENCHAO, YU-CHIEH
口試日期:2023-07-21
學位類別:碩士
校院名稱:高雄醫學大學
系所名稱:香粧品學系碩士班
學門:醫藥衛生學門
學類:藥學學類
論文種類:學術論文
論文出版年:2023
畢業學年度:111
語文別:中文
論文頁數:85
中文關鍵詞:專家代言人知覺品質品牌知名度保養品
外文關鍵詞:Expert EndorserPerceived QualityBrand AwarenessSkincare Product
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選擇適合的廣告代言人是廣告行銷之重要課題,國內外已有許多學者對廣告代言人進行相關研究。常見的廣告代言人類型分別為「名人」、「專家」、「公司高階經理人」、「典型消費者」等等。近年來保養品市場蓬勃發展,品牌百家爭鳴,不同的代言人類型在品牌的成長過程中扮演著不同的角色。保養品品牌可以藉由使用專家代言人提高消費者對於品牌的信任度與產品可信度。但反觀一線的大品牌使用名人代言的情形似乎更為常見,因此本研究鎖定臺灣保養品市場,透過網路問卷調查之方式,以品牌知名度為干擾變項,探討專家代言人與產品知覺品質之間的關係。

本研究問卷發放對象限符合居住於臺灣之居民且曾使用過臉部保養品者,有效問卷為422份。研究結果指出(1)專家代言人可信度對知覺品質有正向影響,(2)品牌知名度對知覺品質有正向影響,(3)在保養品市場中,品牌知名度會負向干擾專家代言人與知覺品質間的關係,亦即知名度愈高,專家代言人對知覺品質的影響愈弱,反之亦然。期望能提供保養品業者選擇代言人之參考,並作為後續學者進行相關研究之參考依據。
The selection of advertisement endorser is a crucial topic in advertising marketing. Advertising endorsers are often divided into four categories: celebrity, expert, chief executive officer, and typical consumer. Different types of advertisement endorsers play distinct roles in brand development. For brands of skincare products, expert endorsers can enhance the credibility of the brands and the products. However, top-tier brands of skincare products seem to prefer celebrity endorsers over expert endorsers. Hence, this study focused on Taiwan’s market of skincare products and conducted an online questionnaire survey, in which brand awareness was used as a moderating variable to explore the relationship between expert endorsers and the perceived quality of products.

The survey for this study was limited to those who lived in Taiwan and have used facial skincare products. There were 422 valid questionnaires collected. The research results point out that (1) the credibility of an expert endorser has a positive impact on perceived quality, (2) brand awareness has a positive impact on perceived quality, (3) in the skincare product market, brand awareness produces a negative influence on the relationship between expert endorser and perceived quality. This implies that as brand awareness increases, the influence of expert endorsers on perceived quality weakens, and vice versa. The study aims to provide suggestions to skincare product marketers while choosing an endorser and to serve as a reference for future researchers.

目錄
致謝辭 i
中文摘要 ii
Abstract iii
目錄 v
圖目錄 vii
表目錄 viii
第壹章、 緒論 1
第一節、研究背景與動機 1
第二節、研究目的 6
第三節、研究方法與限制 6
第四節、研究流程與架構 7
第貳章、 文獻探討 10
第一節、廣告代言人(Advertisement Endorser) 10
第二節、知覺品質(Perceived Quality) 15
第三節、品牌知名度(Brand Awareness) 18
第參章、 研究設計 20
第一節、研究假設 20
第二節、自變項與依變項的操作性定義與衡量方式 25
第肆章、 實證分析 29
第一節、問卷設計 29
第二節、資料分析 40
第三節、實證結果討論 58
第伍章、 結論與建議 60
第一節、研究結果與討論 60
第二節、研究限制與建議 63
參考文獻 66
附錄 73
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網路參考資料
L’Oréal年度報告(2022)。取自以下網址:
https://www.loreal-finance.com/en/annual-report-2022/beauty-market/#null
DR.WU品牌故事。取自以下網址:https://www.drwu.com/pages/about-brand
臺灣化粧品衛生安全管理法。取自以下網址:https://law.moj.gov.tw/LawClass/LawAll.aspx?pcode=L0030013
李昱緯(2023年06月15日)。產業經濟統計簡訊《429》。經濟
部統計處。
https://www.moea.gov.tw/Mns/dos/bulletin/Bulletin.aspx?kind=9&html=1&menu_id=18808&bull_id=12448

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