廣告代言人與消費者購買意願之研究 －以推薦意願為干擾變數

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Title:	廣告代言人與消費者購買意願之研究－以推薦意願為干擾變數 Research on Advertising endorsement and Consumers' Purchase Intention-Using Recommendation Willingness as Moderator
Authors:	李諒成
Contributors:	國際企業管理學系碩士在職專班
Keywords:	廣告代言人購買意願推薦意願代言人可信度 advertisement endorsement purchase intention willingness to recommend credibility of advertisement endorsement
Date:	2021
Issue Date:	2023-03-23 09:50:04 (UTC+8)
Abstract:	在嬰幼兒奶粉產業中廣告代言人仍被廣泛的使用，而消費者的購買意願又常常受到他人推薦影響，本研究欲探討廣告代言人的可信度與購買意願之間的關係，而推薦意願是否會對其產生干擾，可供該產業研究消費者購買決策參考。本研究目的想要了解(1)廣告代言人的可信度與購買意願是否有相互影響關係。(2) 推薦意願在廣告代言人可信度與購買意願之間是否存在干擾效果。本研究參考相關文獻探討，設定出本研究架構與假設，根據研究架構圖，擬訂本研究之假設，採用Google問卷並透過 Line APP 發放，以便利抽樣方式共收集157份問卷，採用統計軟體 SPSS 作為分析工具，並依分析結果進行討論與建議。研究結果顯示(1) 廣告代言人可信度之吸引力、可靠性、知名度及曝光度這四個構面與購買意願有顯著正向影響。(2) 推薦意願對於廣告代言人的可信度對購買意願則產生干擾效果。 With the continuously declining in birth rate, the competition in the infant milk powder market is intense. Whether traditional advertisement endorsement in diverse marketing activities can effectively enhance the brand or product awareness and affect consumers’ purchase intention to effectively improve sales should be explored. Whether advertisement endorsement of infant milk powder are positively related to mothers’ purchase intention should be studied, so as to provide reference for the infant milk powder industry. This study, focusing on the celebrities in the advertisements mentioned in Freiden (1984), explored whether celebrity endorsement affects consumers’ purchase intention. Based on the literature review, the structure and hypotheses of this study were proposed. The hypotheses of this study were developed based on the research structure. Google questionnaire was adopted and distributed via Line APP, and data were collected by convenience sampling. According to the analysis results, the attraction, reliability, popularity and exposure of advertisement endorsement have significantly positive effects on the purchase intention. This study found that the willingness to recommend has a moderating effect between the credibility of advertisement endorsement and purchase intention.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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