1. NCCU Academic Hub
  2. Publications
  3. College of Commerce
  4. Theses
  5. Item

Publications-Theses

Article View/Open

Publication Export

Google ScholarTM

NCCU Library

Citation Infomation

Related Publications in TAIR

題名 代言人道德問題與產品適配度對購買意願之影響
The effects of moral issues and product fit of endorser on purchase intention
作者 高煒哲
Kao, Wei Che
貢獻者 樓永堅
高煒哲
Kao, Wei Che
關鍵詞 適配度
購買意願
道德強度
道德問題
代言人可信度
Product fit
Purchase intention
Moral intensity
Moral issue
Endorser credibility
日期 2017
上傳時間 31-Jul-2017 11:33:22 (UTC+8)
摘要 本研究主要目的為探討代言人與產品適配度不同時，其發生不同類型的道德問題，對購買意願之影響。當代言人與產品適配度不同，代言人與產品間之連結程度就會不同，因此，當代言人發生不同類型的道德問題時，就會對購買意願產生不同的影響。故本次研究採用兩個自變數：代言人與產品適配度(高/低)及道德問題類型(違情/違法)，來檢驗是否會影響消費者對產品之購買意願，並以受試者之主觀道德程度(高/低)以及客觀道德程度(高/低)作為調節變數，利用實驗設計的方法，進行一個2×2之組間實驗，並以虛擬的代言人作為實驗對象，取得有效樣本126份。本次研究利用獨立樣本t檢定、雙因子變異數分析以及三因子變異數分析檢驗所得之結果，並獲得以下之結論：

1.當代言人與產品適配度較高時，消費者購買意願會較高。
2.道德問題類型對購買意願有顯著影響，相較於代言人發生違情的道德問題，當代言人發生違法的道德問題時，消費者購買意願會較低。
3.代言人與產品適配度與道德問題類型無交互作用，不論代言人代言何種類型的產品，相較於代言人發生違情的道德問題，當代言人發生違法的道德問題會有較低的購買意願。
4.受試者的道德程度與道德問題類型無交互作用，不論受試者之道德程度高低，相較於代言人發生違情的道德問題，當代言人發生違法的道德問題，消費者會有較低的購買意願。
5.道德問題類型對代言人可信度有顯著影響，相較於代言人發生違情的道德問題，當代言人發生違法的道德問題時，代言人可信度較低。
6.不論代言人發生違情或違法的道德問題，受試者皆認為廠商需與代言人暫停合作關係，然又以發生違法的道德問題時，更應與代言人暫停合作。
The purpose of this research is to understand the effects on purchase intention when product fit and moral issue of endorsers are in different level. When product fit is different, the connection between product and endorser will be in different degree. Therefore, endorser have different types of moral issues which will have impact on purchase intention. There are two independent variables: Product fit (High vs. Low), Moral issue (illegal vs. unfaithful) and two moderator variables (subjective moral level vs. objective moral level) and we conduct a 2x2 factorial research to test whether they will have influence on purchase intention. There are 126 effective questionnaires and the following is the results:
1.Different type of moral issues will affect purchase intention. When endorser has illegal moral issue, customers will have lower purchase intention.
2.There is no interaction effect between product fit and type of moral issue. No matter how product fit is, when endorser has illegal moral issue, customers will have lower purchase intention.
3.There is no interaction effect between moral level and type of moral issue. No matter how moral level is, when endorser has illegal moral issue, customers will have lower purchase intention.
4.Different type of moral issues will affect endorser credibility. When endorser has illegal moral issue, he or she will have lower credibility.
5.No matter what kinds of moral issues, customers think companies should stop cooperation with endorsers. When endorser has illegal moral issue, customers think companies should stop cooperation with endorsers much seriously.
參考文獻 一、中文文獻
方寧. (2013). 折扣呈現型式與促銷深度對於消費者購買行為之影響. 國立政治大學企業管理研究所學位論文.
朱利夫. (2011). 代言配適度, 廣告態度, 品牌態度與代言人態度關係之研究-以王建民代言為例. 台北市立體育學院休閒與運動管理學碩士論文.
呂維理, 林文瑛, 翁開誠, 張鳳燕, & 單文經. (2004). 道德發展: 研究與理 論之進展. 台北市: 心理.
呂文豪. (2015). 促銷型式對消費者購買行為的影響：賭博式與固定折扣之比較. 國立政治大學企業管理研究所學位論文
林邦傑, 翁淑緣. (1986). 大專人格測驗的修訂. 教育與心理研究. 1-26
范忠信, 鄭定, & 詹學農. (1992). 情理法與中國人: 中國傳統法律文化探微. 中國人民大學出版社.
陳維謙. (2015). 原生廣告位置及內容一致性對廣告效果之影響-以產品及內容涉入程度為干擾變數. 國立政治大學企業管理研究所學位論文.
張少卿, 趙明. (2016). 代言明星負面行為對品牌態度的影響研究—— 基於感知道德評價的視角. 北京社會科學. 91-98.
黃靜, 王新剛, 張司飛, & 周南. (2010). 企業家違情與違法行為對品牌形象 的影響. 管理世界, (5), 96-107.
傅豐玲, & 顏小娟. (2002). 資訊服務廠商行銷道德決策過程研究. 資管評論, (11), 31-56.
單文經, & Kohlberg, L. (1986). 道德發展的哲學. 台北: 黎明文化.
潘菲. (1994). 道德判斷測驗 (DIT) 之發展與應用. 共同學科期刊，第三期， 149-165
劉錦勳. (2002). 台商外派大陸人員人格特質、工作價值觀與生涯發展傾向間的關係. 國立中山大學人力資源管理研究所碩士論文
黃保慧. (2017年5月2日). 周董西進捲8億，台星搶錢No.1 檢自；
http://www.chinatimes.com/newspapers/20170607000602-260112
黎建忠. (2010年1月15日). 誹聞爆不停，免費停車飛了 檢自； http://www.appledaily.com.tw/appledaily/article/sports/20100115/32234789/

二、英文文獻
Arnould, E. J., Price, L., & Zinkhan, G. M. (2002). Consumers: McGraw-Hill/Irwin.
Baker, M. J., & Churchill Jr, G. A. (1977). The impact of physically attractive models on advertising evaluations. Journal of Marketing Research, 538-555.
Callcott, M. F., & Lee, W.-N. (1995). Establishing the spokes-character in academic inquiry: historical overview and framework for definition. Advances in Consumer Research, 22(2), 44-151
Craig, C. S., & McCann, J. M. (1978). Assessing communication effects on energy conservation. Journal of Consumer Research, 5(2), 82-88.
Chang, T. Z., & Wildt, A. R. (1994). Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing science, 22(1), 16-27.
Friedman, H. H., & Friedman, L. (1979). Endorser effectiveness by product type. Journal of Advertising Research, 19(5), 63-71.
Freiden, J. B. (1984). Advertising spokesperson effects-An examination of endorser type and gender on 2 audiences. Journal of Advertising Research, 24(5), 33-41.
Frey, B. F. (2000). The impact of moral intensity on decision making in a business context. Journal of Business Ethics, 26(3), 181-195.
Holzwarth, M., Janiszewski, C., & Neumann, M. M. (2006). The influence of avatars on online consumer shopping behavior. Journal of Marketing, 70(4), 19-36.
Jones, T. M. (1991). Ethical decision making by individuals in organizations: An issue-contingent model. Academy of Management Review, 16(2), 366-395.
Kahle, L. R., & Homer, P. M. (1985). Physical attractiveness of the celebrity endorser: A social adaptation perspective. Journal of Consumer Research, 11(4), 954-961.
Kamins, M. A. (1990). An investigation into the “match-up” hypothesis in celebrity advertising: When beauty may be only skin deep. Journal of Advertising, 19(1), 4- 13.
Koernig, S. K., & Boyd, T. C. (2009). To catch a tiger or let him go: The match-up effect and athlete endorsers for sport and non-sport brands. Sport Marketing Quarterly, 18(1), 25.
Kohlberg, L. (1976). Moral stages and moralization: The cognitive-developmental approach. Moral development and behavior: Theory, Research, and Social Issues, 31-53.
Kotler, P., & Keller, K. L. (2006). Marketing Management 12e. New Jersey: Pearson Prentice Hall
Likert, R. (1932). A technique for the measurement of attitudes. Archives of Psychology. 22, 1-55
Lafferty, B. A., & Goldsmith, R. E. (1999). Corporate credibility’s role in consumers’ attitudes and purchase intentions when a high versus a low credibility endorser is used in the ad. Journal of Business Research, 44(2), 109-116.
Lynch, J., & Schuler, D. (1994). The matchup effect of spokesperson and product congruency: A schema theory interpretation. Psychology & Marketing, 11(5), 417-445.
Misra, S., & Beatty, S. E. (1990). Celebrity spokesperson and brand congruence: An assessment of recall and affect. Journal of Business Research, 21(2), 159-173.
McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310-321.
Mandler, G. (1982). The structure of value: Accounting for taste. Center for Human Information Processing Report, 101.
Maddux, J. E., & Rogers, R. W. (1980). Effects of source expertness, physical attractiveness, and supporting arguments on persuasion: A case of brains over beauty. Journal of Personality and Social Psychology, 39(2), 235.
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers` perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39-52.
Piaget, J.(1977).The development of thought: Equilibration of cognitive structures.New York: The Viking Press.
Rest, J.R. (1986). Moral development: advances in research and theory. New York, NY: Praeger.
Rawls, J. (1971). A theory of justice. Cambridge: Harvard University Press.
Rosenberg, M. J., & Hanland, J. C. (1960). Low-commitment consumer behavior. Journal of Abnormal and Social Psychology, 2(11), 367-372.
Sirohi, N., McLaughlin, E. W., & Wittink, D. R. (1998). A model of consumer perceptions and store loyalty intentions for a supermarket retailer. Journal of Retailing, 74(2), 223-245.
Sternthal, B., Dholakia, R., & Leavitt, C. (1978). The persuasive effect of source credibility: Tests of cognitive response. Journal of Consumer Research, 4(4), 252-260.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of Marketing, 52(3), 2-22.
描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
104363104
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0104363104
資料類型 thesis
dc.contributor.advisor 樓永堅zh_TW
dc.contributor.author (Authors) 高煒哲zh_TW
dc.contributor.author (Authors) Kao, Wei Cheen_US
dc.creator (作者) 高煒哲zh_TW
dc.creator (作者) Kao, Wei Cheen_US
dc.date (日期) 2017en_US
dc.date.accessioned 31-Jul-2017 11:33:22 (UTC+8)-
dc.date.available 31-Jul-2017 11:33:22 (UTC+8)-
dc.date.issued (上傳時間) 31-Jul-2017 11:33:22 (UTC+8)-
dc.identifier (Other Identifiers) G0104363104en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/111583-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所(MBA學位學程)zh_TW
dc.description (描述) 104363104zh_TW
dc.description.abstract (摘要) 本研究主要目的為探討代言人與產品適配度不同時，其發生不同類型的道德問題，對購買意願之影響。當代言人與產品適配度不同，代言人與產品間之連結程度就會不同，因此，當代言人發生不同類型的道德問題時，就會對購買意願產生不同的影響。故本次研究採用兩個自變數：代言人與產品適配度(高/低)及道德問題類型(違情/違法)，來檢驗是否會影響消費者對產品之購買意願，並以受試者之主觀道德程度(高/低)以及客觀道德程度(高/低)作為調節變數，利用實驗設計的方法，進行一個2×2之組間實驗，並以虛擬的代言人作為實驗對象，取得有效樣本126份。本次研究利用獨立樣本t檢定、雙因子變異數分析以及三因子變異數分析檢驗所得之結果，並獲得以下之結論：

1.當代言人與產品適配度較高時，消費者購買意願會較高。
2.道德問題類型對購買意願有顯著影響，相較於代言人發生違情的道德問題，當代言人發生違法的道德問題時，消費者購買意願會較低。
3.代言人與產品適配度與道德問題類型無交互作用，不論代言人代言何種類型的產品，相較於代言人發生違情的道德問題，當代言人發生違法的道德問題會有較低的購買意願。
4.受試者的道德程度與道德問題類型無交互作用，不論受試者之道德程度高低，相較於代言人發生違情的道德問題，當代言人發生違法的道德問題，消費者會有較低的購買意願。
5.道德問題類型對代言人可信度有顯著影響，相較於代言人發生違情的道德問題，當代言人發生違法的道德問題時，代言人可信度較低。
6.不論代言人發生違情或違法的道德問題，受試者皆認為廠商需與代言人暫停合作關係，然又以發生違法的道德問題時，更應與代言人暫停合作。		zh_TW
dc.description.abstract (摘要) The purpose of this research is to understand the effects on purchase intention when product fit and moral issue of endorsers are in different level. When product fit is different, the connection between product and endorser will be in different degree. Therefore, endorser have different types of moral issues which will have impact on purchase intention. There are two independent variables: Product fit (High vs. Low), Moral issue (illegal vs. unfaithful) and two moderator variables (subjective moral level vs. objective moral level) and we conduct a 2x2 factorial research to test whether they will have influence on purchase intention. There are 126 effective questionnaires and the following is the results:
1.Different type of moral issues will affect purchase intention. When endorser has illegal moral issue, customers will have lower purchase intention.
2.There is no interaction effect between product fit and type of moral issue. No matter how product fit is, when endorser has illegal moral issue, customers will have lower purchase intention.
3.There is no interaction effect between moral level and type of moral issue. No matter how moral level is, when endorser has illegal moral issue, customers will have lower purchase intention.
4.Different type of moral issues will affect endorser credibility. When endorser has illegal moral issue, he or she will have lower credibility.
5.No matter what kinds of moral issues, customers think companies should stop cooperation with endorsers. When endorser has illegal moral issue, customers think companies should stop cooperation with endorsers much seriously.		en_US
dc.description.tableofcontents 第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 3
第三節 研究流程 3
第二章 文獻探討 5
第一節、代言人類型與可信度 5
第二節、代言人與產品適配度 8
第三節、道德問題與道德強度 10
第四節、道德發展與判斷 14
第五節、消費者購買意願 21
第六節、各研究變數間之關係與假說推論 22
第三章 研究方法 26
第一節、研究架構 26
第二節、研究變數定義與操作說明 27
第三節、研究設計 34
第四節、資料蒐集與分析方法 36
第四章、研究結果與分析 39
第一節、樣本結構 39
第二節、信度分析 42
第三節、變數的操弄檢定 43
第四節、研究假設驗證 45
第五節、研究結果整理與假說不成立之原因討論 63
第五章、研究結論與建議 68
第一節、研究結論 68
第二節、管理意涵 69
第三節、研究限制與未來建議 71
參考文獻 73
附錄一、前測問卷 77
附錄二、正式問卷(高適配產品與違情問題-問卷A) 88
附錄三、正式問卷(低適配產品與違法問題-問卷D) 101		zh_TW
dc.format.extent 1904998 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0104363104en_US
dc.subject (關鍵詞) 適配度zh_TW
dc.subject (關鍵詞) 購買意願zh_TW
dc.subject (關鍵詞) 道德強度zh_TW
dc.subject (關鍵詞) 道德問題zh_TW
dc.subject (關鍵詞) 代言人可信度zh_TW
dc.subject (關鍵詞) Product fiten_US
dc.subject (關鍵詞) Purchase intentionen_US
dc.subject (關鍵詞) Moral intensityen_US
dc.subject (關鍵詞) Moral issueen_US
dc.subject (關鍵詞) Endorser credibilityen_US
dc.title (題名) 代言人道德問題與產品適配度對購買意願之影響zh_TW
dc.title (題名) The effects of moral issues and product fit of endorser on purchase intentionen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 一、中文文獻
方寧. (2013). 折扣呈現型式與促銷深度對於消費者購買行為之影響. 國立政治大學企業管理研究所學位論文.
朱利夫. (2011). 代言配適度, 廣告態度, 品牌態度與代言人態度關係之研究-以王建民代言為例. 台北市立體育學院休閒與運動管理學碩士論文.
呂維理, 林文瑛, 翁開誠, 張鳳燕, & 單文經. (2004). 道德發展: 研究與理 論之進展. 台北市: 心理.
呂文豪. (2015). 促銷型式對消費者購買行為的影響：賭博式與固定折扣之比較. 國立政治大學企業管理研究所學位論文
林邦傑, 翁淑緣. (1986). 大專人格測驗的修訂. 教育與心理研究. 1-26
范忠信, 鄭定, & 詹學農. (1992). 情理法與中國人: 中國傳統法律文化探微. 中國人民大學出版社.
陳維謙. (2015). 原生廣告位置及內容一致性對廣告效果之影響-以產品及內容涉入程度為干擾變數. 國立政治大學企業管理研究所學位論文.
張少卿, 趙明. (2016). 代言明星負面行為對品牌態度的影響研究—— 基於感知道德評價的視角. 北京社會科學. 91-98.
黃靜, 王新剛, 張司飛, & 周南. (2010). 企業家違情與違法行為對品牌形象 的影響. 管理世界, (5), 96-107.
傅豐玲, & 顏小娟. (2002). 資訊服務廠商行銷道德決策過程研究. 資管評論, (11), 31-56.
單文經, & Kohlberg, L. (1986). 道德發展的哲學. 台北: 黎明文化.
潘菲. (1994). 道德判斷測驗 (DIT) 之發展與應用. 共同學科期刊，第三期， 149-165
劉錦勳. (2002). 台商外派大陸人員人格特質、工作價值觀與生涯發展傾向間的關係. 國立中山大學人力資源管理研究所碩士論文
黃保慧. (2017年5月2日). 周董西進捲8億，台星搶錢No.1 檢自；
http://www.chinatimes.com/newspapers/20170607000602-260112
黎建忠. (2010年1月15日). 誹聞爆不停，免費停車飛了 檢自； http://www.appledaily.com.tw/appledaily/article/sports/20100115/32234789/

二、英文文獻
Arnould, E. J., Price, L., & Zinkhan, G. M. (2002). Consumers: McGraw-Hill/Irwin.
Baker, M. J., & Churchill Jr, G. A. (1977). The impact of physically attractive models on advertising evaluations. Journal of Marketing Research, 538-555.
Callcott, M. F., & Lee, W.-N. (1995). Establishing the spokes-character in academic inquiry: historical overview and framework for definition. Advances in Consumer Research, 22(2), 44-151
Craig, C. S., & McCann, J. M. (1978). Assessing communication effects on energy conservation. Journal of Consumer Research, 5(2), 82-88.
Chang, T. Z., & Wildt, A. R. (1994). Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing science, 22(1), 16-27.
Friedman, H. H., & Friedman, L. (1979). Endorser effectiveness by product type. Journal of Advertising Research, 19(5), 63-71.
Freiden, J. B. (1984). Advertising spokesperson effects-An examination of endorser type and gender on 2 audiences. Journal of Advertising Research, 24(5), 33-41.
Frey, B. F. (2000). The impact of moral intensity on decision making in a business context. Journal of Business Ethics, 26(3), 181-195.
Holzwarth, M., Janiszewski, C., & Neumann, M. M. (2006). The influence of avatars on online consumer shopping behavior. Journal of Marketing, 70(4), 19-36.
Jones, T. M. (1991). Ethical decision making by individuals in organizations: An issue-contingent model. Academy of Management Review, 16(2), 366-395.
Kahle, L. R., & Homer, P. M. (1985). Physical attractiveness of the celebrity endorser: A social adaptation perspective. Journal of Consumer Research, 11(4), 954-961.
Kamins, M. A. (1990). An investigation into the “match-up” hypothesis in celebrity advertising: When beauty may be only skin deep. Journal of Advertising, 19(1), 4- 13.
Koernig, S. K., & Boyd, T. C. (2009). To catch a tiger or let him go: The match-up effect and athlete endorsers for sport and non-sport brands. Sport Marketing Quarterly, 18(1), 25.
Kohlberg, L. (1976). Moral stages and moralization: The cognitive-developmental approach. Moral development and behavior: Theory, Research, and Social Issues, 31-53.
Kotler, P., & Keller, K. L. (2006). Marketing Management 12e. New Jersey: Pearson Prentice Hall
Likert, R. (1932). A technique for the measurement of attitudes. Archives of Psychology. 22, 1-55
Lafferty, B. A., & Goldsmith, R. E. (1999). Corporate credibility’s role in consumers’ attitudes and purchase intentions when a high versus a low credibility endorser is used in the ad. Journal of Business Research, 44(2), 109-116.
Lynch, J., & Schuler, D. (1994). The matchup effect of spokesperson and product congruency: A schema theory interpretation. Psychology & Marketing, 11(5), 417-445.
Misra, S., & Beatty, S. E. (1990). Celebrity spokesperson and brand congruence: An assessment of recall and affect. Journal of Business Research, 21(2), 159-173.
McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310-321.
Mandler, G. (1982). The structure of value: Accounting for taste. Center for Human Information Processing Report, 101.
Maddux, J. E., & Rogers, R. W. (1980). Effects of source expertness, physical attractiveness, and supporting arguments on persuasion: A case of brains over beauty. Journal of Personality and Social Psychology, 39(2), 235.
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers` perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39-52.
Piaget, J.(1977).The development of thought: Equilibration of cognitive structures.New York: The Viking Press.
Rest, J.R. (1986). Moral development: advances in research and theory. New York, NY: Praeger.
Rawls, J. (1971). A theory of justice. Cambridge: Harvard University Press.
Rosenberg, M. J., & Hanland, J. C. (1960). Low-commitment consumer behavior. Journal of Abnormal and Social Psychology, 2(11), 367-372.
Sirohi, N., McLaughlin, E. W., & Wittink, D. R. (1998). A model of consumer perceptions and store loyalty intentions for a supermarket retailer. Journal of Retailing, 74(2), 223-245.
Sternthal, B., Dholakia, R., & Leavitt, C. (1978). The persuasive effect of source credibility: Tests of cognitive response. Journal of Consumer Research, 4(4), 252-260.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of Marketing, 52(3), 2-22.		zh_TW