名人代言、善因行銷與消費者認同度 對消費者再訪意願之研究：以 水牛書店複合式餐廳為例

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题名:	名人代言、善因行銷與消費者認同度對消費者再訪意願之研究：以水牛書店複合式餐廳為例 The Impact of Celebrity Endorsement, Cause-Related Marketing, and Consumer Recognition on Revisit Intention: A Case Study on Buffalo Bookstore Compound Restaurant
作者:	夏志宇
贡献者:	觀光事業學系
关键词:	名人代言消費者再訪意願善因行銷消費者認同度 Celebrity Endorsement Customer Revisit Intention Cause-Related Marketing Customer Recognition Water Buffalo Fusion Restaurant
日期:	2020
上传时间:	2020-08-18 13:46:42 (UTC+8)
摘要:	近來隨著企業社會責任議題的興起，企業是否扮演好對社會承擔的責任，日漸受到關注與重視。在此趨勢之下，善因行銷成為快速興起的行銷手法，透過善因行銷可創造企業、非營利組織與消費者三贏的局面，因此，善因行銷可說是企業在負起社會責任與企業營利之間所做的雙贏的方法，既可以幫助弱勢，也可以藉此行銷來提升公司企業形象。再者名人代言之行銷策略的手法也隨之普及，透過名人代言的顯著性和獨特性，使企業品牌能見度更加提升。因此本研究目的旨在探討名人代言與善因行銷對消費者認同度對消費者再訪意願之影響為主要探討內容。本研究以水牛書店複合式餐廳為研究對象，採線上問卷調查，收集問卷。統計方法為敘述性統計、獨立樣本t檢定、單因子變異數分析以及迴歸分析。研究結果指出名人代言與消費者認同度有顯著影響；善因行銷對消費者認同度有顯著影響。因此本研究建議業者應發揮自身影響力多參與相關活動，並了解其產品進行推廣，將有助於提升消費者認同度。本研究並提供學術與實務上建議以供參考。 As awareness to Corporate Social Responsibility (CSR) emerged, the issue of whether cooperates are living up to the responsibilities they shouldered to the society has accumulated consciousness taking the issue into concern, Cause-Related Marketing (CRM) strategies were widely applied to achieve a trilateral win situation for corporates, non-profit organizations and consumers. Accordingly, CRM plays the role of attaining the win-win situation on social responsibility and profits for corporations, for it could not only benefit the disadvantaged, but also promote corporate images. Furthermore, celebrity endorsement related marketing strategies has followed increasingly popularity of CRM. Through the significance and distinctness of celebrity endorsement, brand awareness has also enhanced exceptionally. Therefore, the purpose of this study is to discuss the impact of celebrity endorsement, CRM and customer recognition on revisit intention of customers. The case of Water Buffalo Fusion Restaurant is the object of this study, with the methods of collecting online and physical questionnaires. Statistical approaches applied in the study are descriptive statistics, independent sample t-test, analysis of variance and regression analysis. Findings indicate celebrity endorsement and customer recognition both variables have noteworthy impact on customer recognition. Consequently, the study recommends merchants should exerts their influence, participate more in related activities and promote their products after understanding to increase customer recognition. This study provides the above mentioned academic and practical recommendations for reference.
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