| 摘要: | 當今廣告代言人廣泛被大眾企業使用於社群媒體行銷方面，但以往在尋找代言人時，網路上的服飾業普遍請身材較纖瘦的名人代言人試穿並拍照展示服裝，導致許多消費者購買後，自行試穿才發現並不適合自己身材的狀況，故本研究將從Facebook中挑出五間不同身型種類的女裝服飾品牌粉絲團，了解女性消費者在瀏覽或觀看服飾粉絲團時，是否會因為素人代言人的可信度、與自身條件的相似性，以及對粉絲團的信任與知覺有用性程度，進而增加對服飾的購買意願之研究探討。
透過蒐集與彙整過往的文獻資料並提出假說，針對台灣使用Facebook之女性消費者進行網路問卷調查，共計回收579份有效問卷。本研究結果顯示，素人代言人的可信度與相似性在消費者對粉絲團的信任、知覺有用性與購買意願中，各變數之間皆會產生顯著且正向的影響；而信任與知覺有用性確實會在素人代言人可信度與代言人相似性對購買意願中產生部分中介影響。最後，本研究將提出理論與實務之管理意涵，同時希望研究結果能提供學術界或服飾業實務之參考價值。
Currently, most of the corporations used the slim female models on their social media marketing. It caused that many consumers find that the clothes was not suitable for them. The study was selected five different figure types of fan page from female brand on Facebook. Understood that, when female consumers browse or watch costumes and fandoms. Whether they will increase their willingness to buy clothing because of the credibility of their spokespersons, their similarities with their own conditions, trust in the fan community, and perceived usefulness, it will increase the research and discussion on the willingness to purchase clothing.
Based on the research scope of Facebook users in Taiwan, a sampling method was adopted for sampling and a total of 579 valid questionnaires were collected. The results indicated, this study was indicated the credibility and similarity of the spokespersons of the spokespersons have a significant and positive effect on the trust, perceived usefulness, and purchase intention of the fans, and the trust and perception Usefulness does have some mediating effects on the credibility of the spokesperson and the similarity of the spokesperson. |
