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系統識別號 U0002-0207201502551800
中文論文名稱 代言人可信度與品牌聯想對購買意願影響之研究—以知覺風險為中介變數
英文論文名稱 The effect of Endorser Credibility and Brand Association on Purchase Intention—The Mediating Effect of Perceived Risk
校院名稱 淡江大學
系所名稱(中) 國際企業學系碩士班
系所名稱(英) Master's Program, Department Of International Business
學年度 103
學期 2
出版年 104
研究生中文姓名 蕭毓婷
研究生英文姓名 Yu-Ting Hsiao
學號 602550443
學位類別 碩士
語文別 中文
口試日期 2015-06-10
論文頁數 117頁
口試委員 指導教授-曾忠蕙
委員-黃哲盛
委員-劉怡媛
中文關鍵字 代言人可信度  品牌聯想  知覺風險  購買意願 
英文關鍵字 Endorser Credibility  Brand Association  Perceived Risk  Purchase Intention 
學科別分類
中文摘要 彩妝保養品已經成為生活中不可或缺之必需品,近幾年受到韓流的影響,韓國美妝品牌在台灣蔚為盛行,各家品牌都有其獨特色彩與個性,並且皆以明星代言作為行銷策略,吸引消費者的注意。據統計韓國化妝品製品進口值在2013年大幅成長,由此可知韓國的美妝產品在台灣市場仍具有發展潛力與影響力。據此本研究以韓系美妝品牌Innisfree為例,目的在探討代言人可信度、品牌聯想對消費者購買意願之影響效果,以及知覺風險之中介效果為何。

經假說驗證分析後,結果發現在整體樣本中,Innisfree代言人可信度中的吸引力、信賴感、專業性、攸關性因素與品牌聯想中的知覺價值、品牌個性、組織聯想因素,會正向影響消費者的購買意願,並且皆可有效地透過降低消費者的知覺風險程度,提高購買意願,知覺風險皆存在中介效果。而針對不曾購買過的樣本以及知道品牌代言人的樣本分別進行迴歸分析後,兩者皆顯示相同的結果,除了攸關性因素外,知覺風險皆有中介效果。
英文摘要 Facial care products have become the important necessities of life. In recent years, Korean's facial care brand is prevalent in Taiwan because of the trend of “Korea Wave”. Each brand has its own unique color, character, and using celebrity endorsements as its marketing strategies to attract consumers' attention. According to the research report from Industry and Technology Intelligence Service, in 2013 Korean cosmetic products have significant growth in import, it can be seen that Korean's facial care products in Taiwan market have still growth potentially and influenced. In this study will use Innisfree, Korean facial care brand, as an example brand. The purpose of this study is to investigate the effect of endorser credibility and brand association on purchase intention, as well as, whether perceived risk is playing an intermediary role or not.

After examining hypothesis, the results show that for the overall samples endorser credibility (attractiveness, trustworthiness, expertise, relevance) and brand association (consciousness value, brand personality, organizational association) have positively influenced on consumers' purchase intention and effectively increased purchase intention by reducing consumers' perceives risk. Namely, perceived risk has significant mediation effect. As for the participant who never bought samples and participant who knows the brand endorser samples, both are showing the same results. In addition to the relevance factor, perceived risk has played a mediation role.
論文目次 目錄

目錄I
圖目錄III
表目錄IV
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 INNISFREE簡介5
第四節 研究流程6
第二章 文獻探討7
第一節 代言人可信度7
第二節 品牌聯想15
第三節 知覺風險22
第四節 購買意願27
第三章 研究方法30
第一節 研究架構30
第二節 研究假說31
第三節 研究變數定義與衡量34
第四節 問卷設計與調查方法39
第四章 研究結果41
第一節 敘述性統計分析41
第二節 效度與信度分析47
第三節 模型分析50
第五章 研究結論與建議71
第一節 研究結論71
第二節 管理意涵75
第三節 研究限制與未來研究建議77
參考文獻78
附錄A【補充資料—The Body Shop】91
附錄B 正式問卷—Innisfree107
附錄C 正式問卷—The Body shop111
附錄D 題項內容與題項代碼對照115

圖目錄
圖1-1本研究流程圖6
圖2-1 Hieder的P-X-O模型8
圖2-2 品牌知識圖16
圖2-3 Aaker之品牌權益18
圖2-4 消費者購買決策流程圖28
圖3-1 本研究之研究架構圖31
圖5-1 研究結果彙整(Innisfree/整體樣本)71
圖5-2 研究結果彙整(Innisfree/不曾購買過之樣本)72
圖A-1 The Body Shop研究結果彙整106

表目錄
表1-1韓國美妝品牌代言人2
表2-1Ohanian廣告代言人的可信度來源構面12
表2-2代言人可信度構面彙整 13
表2-3Aaker品牌權益的衡量指標20
表2-4知覺風險定義之彙整表23
表2-5知覺風險之構面彙整26
表2-6購買意願定義之彙整表28
表3-1研究假說彙整表33
表3-2代言人可信度之衡量問項34
表3-3品牌聯想之衡量問項35
表3-4知覺風險之衡量問項36
表3-5購買意願之衡量問項38
表4-1問卷回收統計結果41
表4-2innisfree樣本統計結果42
表4-3各構面之描述性統計量44
表4-4各構面之信度與效度分析47
表4-5知覺風險對吸引力與購買意願之中介效果(整體樣本)50
表4-6知覺風險對信賴感與購買意願之中介效果(整體樣本)51
表4-7知覺風險對專業性與購買意願之中介效果(整體樣本)52
表4-8知覺風險對攸關性與購買意願之中介效果(整體樣本)53
表4-9知覺風險對知覺價值與購買意願之中介效果(整體樣本)54
表4-10知覺風險對品牌個性與購買意願之中介效果(整體樣本)55
表4-11知覺風險對組織聯想與購買意願之中介效果(整體樣本)56
表4-12知覺風險對吸引力與購買意願之中介效果(不曾購買之樣本)57
表4-13知覺風險對信賴感與購買意願之中介效果(不曾購買之樣本)58
表4-14知覺風險對專業性與購買意願之中介效果(不曾購買之樣本)59
表4-15知覺風險對攸關性與購買意願之中介效果(不曾購買之樣本)60
表4-16知覺風險對知覺價值與購買意願之中介效果(不曾購買之樣本)61
表4-17知覺風險對品牌個性與購買意願之中介效果(不曾購買之樣本)62
表4-18知覺風險對組織聯想與購買意願之中介效果(不曾購買之樣本)63
表4-19知覺風險對吸引力與購買意願之中介效果(知道代言人之樣本)64
表4-20知覺風險對信賴感與購買意願之中介效果(知道代言人之樣本)65
表4-21知覺風險對專業性與購買意願之中介效果(知道代言人之樣本)66
表4-22知覺風險對攸關性與購買意願之中介效果(知道代言人之樣本)67
表4-23知覺風險對知覺價值與購買意願之中介效果(知道代言人之樣本) 68
表4-24知覺風險對品牌個性與購買意願之中介效果(知道代言人之樣本) 69
表4-25知覺風險對組織聯想與購買意願之中介效果(知道代言人之樣本) 70
表5-1研究假說驗證結果74
表A-1The Body Shop問卷回收統計結果92
表A-2The Body Shop樣本統計結果93
表A-3The Body Shop描述性統計量94
表A-4The Body Shop各構面之信度與效度分析96
表A-5知覺風險對吸引力與購買意願之中介效果(The Body Shop)99
表A-6知覺風險對信賴感與購買意願之中介效果(The Body Shop)100
表A-7知覺風險對專業性與購買意願之中介效果(The Body Shop)101
表A-8知覺風險對攸關性與購買意願之中介效果(The Body Shop)102
表A-9知覺風險對知覺價值與購買意願之中介效果(The Body Shop)103
表A-10知覺風險對品牌個性與購買意願之中介效果(The Body Shop) 104
表A-11知覺風險對組織聯想與購買意願之中介效果(The Body Shop) 105

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三、 網站
Innisfree官網: http://www.innisfree.cn/Brand.do
The Body Shop: http://shop.thebodyshop.com.tw/index.php
ITIS智網: http://www2.itis.org.tw/Default.aspx


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