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題名 名人代言與網紅代言之訊息可信度對消費者決策行為之影響
Message Credibility of Celebrity vs. Influencer Endorsements in the Consumer Decision-Making Process作者 陳盈穎
Chen, Ying-Yin貢獻者 白佩玉
Pai, Pei-Yu
陳盈穎
Chen, Ying-Yin關鍵詞 名人代言
網紅代言
訊息可信度
消費者體驗路徑
消費者決策流程
Celebrity endorsement
Influencer endorsement
Message credibility
Customer experience journey
Consumer decision-making process日期 2020 上傳時間 2-Sep-2020 13:17:13 (UTC+8) 摘要 名人代言是品牌藉由代言者的正面形象轉移效果，激起消費者購買品牌、產品及服務的行銷手法；然而近年來網紅經濟席捲全球，越來越多品牌在選擇代言人時，不再只依循過去的做法、尋找傳統的電視紅人、明星、歌手、演員等洽談合作，而是更去尋求網路上曝光的機會，並透過網紅所經營的內容特性與長期培養之下的粉絲群眾，使品牌可以更直接地與目標客群對話。此外，不少品牌開始同時利用名人及網紅進行宣傳，因此本論文針對此一現象進行研究，希望了解名人及網紅在傳遞訊息之可信度對於消費者在購買決策上的影響。本研究選擇了一真實品牌案例，共進行了8場一對一深度訪談，受訪者需瀏覽特定品牌分別在明星名人代言、受贊助網紅代言、及非受贊助網紅的三則影片，研究者則針對這三種不同情境分析消費者對於訊息可信度的差異。研究結果發現：(1)比起明星名人推薦，網紅代言商品更具有訊息可信度；(2) 網紅已經幾乎涉入整個消費者購買歷程，甚至影響著最後購買決策；(3)名人代言對於品牌僅為知曉作用，並僅能稍微提升消費者興趣；(4)只要平常有建立形象良好，即使網紅是受贊助，消費者仍然願意相信；(5)沒有商業利益關係的訊息可信度最高。根據研究結果，本研究提出實務建議以提供企業作為未來選擇名人或網紅行銷方式之參考依據。
Celebrity endorsement is a marketing method that a brand uses the positive image of the endorsers to affect the consumers to purchase brands, products and services. In recent years, the influencers came to the world and caused a huge impact to the advertising industry. While choosing an endorser, more and more brands not only follow the past practices, cooperating with traditional TV celebrities, stars, singers, actors, etc., but also turning to look for the exposure opportunity with influencers online. By releasing self-generated contents, influencers can acquire the fans who are interested in the specific topics and also maintain the long-term relationship. To cooperate with them, brands can be more easily and directly to speak to the target audiences. Many brands started to use celebrity and influencer as endorser at the same time recently. This study aims to understand the message credibility of celebrity and influencer endorsement in the consumer decision-making process.In this study, a brand was chosen to be the case for 8 depth-interviews. The interviewees were requested to watch 3 endorsement videos which are celebrity-endorsed, influencer-endorsed with and without sponsorship. The research aims to analyze the consumer-perceived message credibility in the three different situations. According to the result, this study suggests: (1) The extent to message credibility of influencers are higher than celebrities. (2) Influencers are highly involved in the consumer decision-making process which can even affect the buying decision. (3) The effect of the celebrity endorsement only works on the aware stage and can only increase a little interest to consumers. (4) Even though an influencer was sponsored, as long as with a good personal image, consumers will still opt in believing them and buy the endorsed product. (5) The message with no commercial intent will be most credible. It is hoped that the conclusions are useful for the companies to choose the endorsers in the future.參考文獻 一、 中文文獻1. CMRI美妝行銷總研，2020年2月21日，2019，【趨勢報告】美妝產業2019年度報告-上，取自：https://cmri.itrue.com.tw/2020/02/21/【趨勢報告】美妝產業2019年度報告-上/2. dPlus運嘉國際有限公司（2016），「剖析『網紅經濟』： 粉絲影響力所帶來的巨大價值與變現能力」，取自：http://www.dplus.tw/trend_detail.aspx?tid=243. Freeplus，https://freeplus-shop.tw/pages/introduction4. Google/Ipsos（2018），YouTube User Profiling Study，擷取自：https://www.ipsos.com/sites/default/files/ct/publication/documents/2019-10/n108_bht_taiwanese_turn_to_youtube_for_online_video_content.pdf5. 吳元熙，數位時代2019年11月6日，轉換率海放傳統廣告！企業行銷主流玩法出爐：聯手網紅「打團戰」，取自：https://www.bnext.com.tw/article/55347/internet-celebrity-marketing-new-strategy6. 吳毓容，2005，美麗的產業-化妝品消費者需求與商機之研究，國立高雄應用科技大學國際企業系碩士在職專班7. 王菀菱，2008，名人代言人的品牌權益之相關影響因素探討，政治大學企業管理研究所學位論文8. 經濟部統計處，2019年1月15日，藥品、醫療及化妝品零售業銷售穩健，取自：https://www.moea.gov.tw/Mns/dos/bulletin/Bulletin.aspx?kind=9&html=1&menu_id=18808&bull_id=5661#9. 洪菱鞠，ET today新聞雲2018年7月11日，台灣化妝品千億市場規模 「美」力激出隱形冠軍，取自：https://www.ettoday.net/news/20180711/1210688.htm10. 艾瑞諮詢集團與新浪微博數據中心（2016），「2016網紅生態白皮書」，取自：http://img1.zczj.com/images/20160616/20160616152135.pdf11. 張玉琦，經理人2017年12月5日，行銷走到 4.0，你腦袋升級了嗎？科特勒「5A 架構」，分析你的顧客為何溜走了，取自：https://www.managertoday.com.tw/books/view/5540312. 萬文隆（2004），深度訪談在質性研究中的應用，生活科技教育月刊，三十七卷第四期，頁17-23。13. 余如婕，Buzz Orange 2017年8月18日，【世大運門票狂賣好讚】售票率 87% 歷年最高！柯文哲用了啥魔法讓售票起死回生？，擷取自：https://buzzorange.com/2017/08/18/taipei-unniversade-ticket/14. 經理人xSK-II，經理人 2019年5月2日，了解消費者語言，用她聽得懂的方式對話！ 解析SK-II 爆紅影集 #BareSkinChat的行銷方程式，經理人雜誌，擷取自：https://www.managertoday.com.tw/articles/view/57614二、 英文文獻1. Atkin, C., and Block, M. (1983) Effectiveness of celebrity endorsers. Journal of Advertising Research 23, 57–61.2. Braunsberger, K. (1996) The effects of source and product characteristics on persuasion, Dissertation Abstracts International: Humanities and Social Science, 57 (6-A), 2575.3. Djafarova, E., and Rushworth, C. (2017) Exploring the credibility of online celebrities’instagram profiles in influencing the purchase decision of young female users. Computers in Human Behavior, 68, 1-7.4. Erdogan, B.Z. (1999) Celebrity endorsement: A literature review. Journal of Marketing Management, 15 (4), 291-314.5. Freiden, J. B. (1984) Advertising spokesperson effects: An examination of endorser type and gender on two audience. Journal of Advertising Research, 24, 33-41.6. Friedman, H. H. and Friedman, L. (1979) Endorser effectiveness by product type. Journal of Advertising Research, 19 (5), 63-71.7. Goldsmith, R.E., Lafferty, B.A., and Newell, S.J., (2000) The impact of corporate credibility and celebrity credibility on consumer reaction to advertisement and brands. Journal of Advertising, 29 (3), 43-54.8. Gottfried, J., and Shearer, E. (2016)“News Use across Social Media Platforms 2016”, Pew Research Center, May 26, http://www.journalism.org/2016/05/26/news-use-across-social-media-platforms-2016/9. Gupta, S. (2009) How do consumers judge celebrities’irresponsible behavior? An attribution theory perspective`, Journal of Applied Business and Economics, 10(3), 1-14.10. Hwang, K., and Zhang, Q. (2018) Influence of Parasocial Relationship Between Digital Celebrities and Their Followers On Followers’ Purchase and Electronic Word-of-mouth Intentions and Persuasion Knowledge. Computers in Human Behavior, 87, 155-173.11. Hovland, C., and Weiss, W. (1951) The influence of source credibility on communication effectiveness. Public Opinion Quarterly, 15, 635-650.12. Hsieh, J.-K. and Li, Y.-L. (2020) Will you ever trust the review website again? the importance of source credibility. International Journal of Electronic Commerce, 24 (2) 255-275.13. Khamis, S., Ang, L. and Welling, R. (2017) Self-branding,‘micro-celebrity’and the rise of social media influencers. Celebrity Studies 8(2), 191–208.14. Kelman, H.G. (1958) Compliance, identification, and internalization: Three process of attitude change. Journal of conflict resolution, 2(1), 51-60.15. Kotler, P., Kartajaya, H., and Setiawan, I. (2017) Marketing 4.0: Moving from Traditional to Digital.16. Karp, K. (2016)“New Research: The Value of Influencer on Twitter,”Twitter, May 10, https://blog.twitter.com/2016/new-research-the-value-of-influencers-on-twitter.17. L. Bergkvist and K. Q, Zhou (2016) Celebrity endorsements: a literature review and research agenda, 642-66318. Mills, C. W. (1956) The power elite, New York: Oxford University Press.19. McCracken, G. (1989) Who is the celebrity endorser? Cultural foundations of the endorsement process, Journal of Consumer research, 16(3), 310-321.20. MarketWatch (2006) “A‐list celebrity endorsements are failing to dazzle consumers”, MarketWatch: Global Round‐Up, 5(9), 29‐30.21. McGinnies, E., and Ward, C (1980) Better liked than right: Truthworthiness and expertise as factors in credibility. Personality and Social Psychology Bulleting, 6, 467-472.22. Marwick, A.E. (2015) Instafame: Luxury selfies in the attention economy. Public Culture 27(175), 137–160.23. Ohanian, R. (1991) The impact of celebrity spokesperson’s perceived image on consumer’s intention to purchase. 19 (3), 39-52.24. Pornpitakpan, C. (2003) Validation of the celebrity endorsers` credibility scale: Evidence from Asians. Journal of Marketing Management, 19(1–2), 179-195.25. Ritchie, J., and Lewis, J. (2013) Qualitative Research Practice: A Guide for Social Science Students and Researchers, https://books.google.com.tw/books?id=EQSIAwAAQBAJ&dq=in+depth+interview+method&hl=zh-TW&lr=26. Schlecht, C. (2003) Celebrities impact on branding, Center on Global Brand Leadership, Columbia: Columbia Business School.27. Till, B.D., Stanley, S.M. and Priluck, R. (2008) Classical conditioning and celebrity endorsers: An examination of belongingness and resistance to extinction, Psychology and Marketing, 25(2), 173‐176.28. Whitler, K. (2014). "Why word of mouth marketing is the most important social media.", Forbes. Forbes Magazine, 17 July. Web. http://www.forbes.com/sites/ kimberlywhitler/2014/07/17/why-word-of-mouth-marketing-is-the-most-important- social-media/#18575cf87a7729. Woods, S. (2016) The emergence of influencer marketing, University of Tennessee Honors Thesis Projects 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
107363082資料來源 http://thesis.lib.nccu.edu.tw/record/#G0107363082 資料類型 thesis dc.contributor.advisor 白佩玉 zh_TW dc.contributor.advisor Pai, Pei-Yu en_US dc.contributor.author (Authors) 陳盈穎 zh_TW dc.contributor.author (Authors) Chen, Ying-Yin en_US dc.creator (作者) 陳盈穎 zh_TW dc.creator (作者) Chen, Ying-Yin en_US dc.date (日期) 2020 en_US dc.date.accessioned 2-Sep-2020 13:17:13 (UTC+8) - dc.date.available 2-Sep-2020 13:17:13 (UTC+8) - dc.date.issued (上傳時間) 2-Sep-2020 13:17:13 (UTC+8) - dc.identifier (Other Identifiers) G0107363082 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/131947 - 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) 107363082 zh_TW dc.description.abstract (摘要) 名人代言是品牌藉由代言者的正面形象轉移效果，激起消費者購買品牌、產品及服務的行銷手法；然而近年來網紅經濟席捲全球，越來越多品牌在選擇代言人時，不再只依循過去的做法、尋找傳統的電視紅人、明星、歌手、演員等洽談合作，而是更去尋求網路上曝光的機會，並透過網紅所經營的內容特性與長期培養之下的粉絲群眾，使品牌可以更直接地與目標客群對話。此外，不少品牌開始同時利用名人及網紅進行宣傳，因此本論文針對此一現象進行研究，希望了解名人及網紅在傳遞訊息之可信度對於消費者在購買決策上的影響。本研究選擇了一真實品牌案例，共進行了8場一對一深度訪談，受訪者需瀏覽特定品牌分別在明星名人代言、受贊助網紅代言、及非受贊助網紅的三則影片，研究者則針對這三種不同情境分析消費者對於訊息可信度的差異。研究結果發現：(1)比起明星名人推薦，網紅代言商品更具有訊息可信度；(2) 網紅已經幾乎涉入整個消費者購買歷程，甚至影響著最後購買決策；(3)名人代言對於品牌僅為知曉作用，並僅能稍微提升消費者興趣；(4)只要平常有建立形象良好，即使網紅是受贊助，消費者仍然願意相信；(5)沒有商業利益關係的訊息可信度最高。根據研究結果，本研究提出實務建議以提供企業作為未來選擇名人或網紅行銷方式之參考依據。 zh_TW dc.description.abstract (摘要) Celebrity endorsement is a marketing method that a brand uses the positive image of the endorsers to affect the consumers to purchase brands, products and services. In recent years, the influencers came to the world and caused a huge impact to the advertising industry. While choosing an endorser, more and more brands not only follow the past practices, cooperating with traditional TV celebrities, stars, singers, actors, etc., but also turning to look for the exposure opportunity with influencers online. By releasing self-generated contents, influencers can acquire the fans who are interested in the specific topics and also maintain the long-term relationship. To cooperate with them, brands can be more easily and directly to speak to the target audiences. Many brands started to use celebrity and influencer as endorser at the same time recently. This study aims to understand the message credibility of celebrity and influencer endorsement in the consumer decision-making process.In this study, a brand was chosen to be the case for 8 depth-interviews. The interviewees were requested to watch 3 endorsement videos which are celebrity-endorsed, influencer-endorsed with and without sponsorship. The research aims to analyze the consumer-perceived message credibility in the three different situations. According to the result, this study suggests: (1) The extent to message credibility of influencers are higher than celebrities. (2) Influencers are highly involved in the consumer decision-making process which can even affect the buying decision. (3) The effect of the celebrity endorsement only works on the aware stage and can only increase a little interest to consumers. (4) Even though an influencer was sponsored, as long as with a good personal image, consumers will still opt in believing them and buy the endorsed product. (5) The message with no commercial intent will be most credible. It is hoped that the conclusions are useful for the companies to choose the endorsers in the future. en_US dc.description.tableofcontents 第一章 緒論 9第一節 研究背景與動機 9第二節 研究目的與問題 12第三節 研究流程 13第二章 文獻探討 14第一節 名人代言 14第二節 網紅代言 15第三節 名人及網紅的比較 17第四節 消費者體驗路徑 18第五節 訊息可信度 23第三章 研究方法 26第一節 深度訪談法 26第二節 研究情境 27第三節 訪談對象 35第四節 研究設計與訪談大綱 37第四章 研究分析與討論 45第一節 影響挑選保養產品因素及流程 45第二節 不限定品牌情境下之名人代言影響力 51第三節 不特定品牌情境下之網紅代言影響力 55第四節 特定品牌情境下之名人代言影響力 61第五節 特定品牌情境下之網紅代言影響力 64第五章 結論與建議 73第一節 研究結論 73第二節 實務建議 76第三節 研究限制與後續研究建議 78參考資料 80 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0107363082 en_US dc.subject (關鍵詞) 名人代言 zh_TW dc.subject (關鍵詞) 網紅代言 zh_TW dc.subject (關鍵詞) 訊息可信度 zh_TW dc.subject (關鍵詞) 消費者體驗路徑 zh_TW dc.subject (關鍵詞) 消費者決策流程 zh_TW dc.subject (關鍵詞) Celebrity endorsement en_US dc.subject (關鍵詞) Influencer endorsement en_US dc.subject (關鍵詞) Message credibility en_US dc.subject (關鍵詞) Customer experience journey en_US dc.subject (關鍵詞) Consumer decision-making process en_US dc.title (題名) 名人代言與網紅代言之訊息可信度對消費者決策行為之影響 zh_TW dc.title (題名) Message Credibility of Celebrity vs. Influencer Endorsements in the Consumer Decision-Making Process en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、 中文文獻1. CMRI美妝行銷總研，2020年2月21日，2019，【趨勢報告】美妝產業2019年度報告-上，取自：https://cmri.itrue.com.tw/2020/02/21/【趨勢報告】美妝產業2019年度報告-上/2. dPlus運嘉國際有限公司（2016），「剖析『網紅經濟』： 粉絲影響力所帶來的巨大價值與變現能力」，取自：http://www.dplus.tw/trend_detail.aspx?tid=243. Freeplus，https://freeplus-shop.tw/pages/introduction4. Google/Ipsos（2018），YouTube User Profiling Study，擷取自：https://www.ipsos.com/sites/default/files/ct/publication/documents/2019-10/n108_bht_taiwanese_turn_to_youtube_for_online_video_content.pdf5. 吳元熙，數位時代2019年11月6日，轉換率海放傳統廣告！企業行銷主流玩法出爐：聯手網紅「打團戰」，取自：https://www.bnext.com.tw/article/55347/internet-celebrity-marketing-new-strategy6. 吳毓容，2005，美麗的產業-化妝品消費者需求與商機之研究，國立高雄應用科技大學國際企業系碩士在職專班7. 王菀菱，2008，名人代言人的品牌權益之相關影響因素探討，政治大學企業管理研究所學位論文8. 經濟部統計處，2019年1月15日，藥品、醫療及化妝品零售業銷售穩健，取自：https://www.moea.gov.tw/Mns/dos/bulletin/Bulletin.aspx?kind=9&html=1&menu_id=18808&bull_id=5661#9. 洪菱鞠，ET today新聞雲2018年7月11日，台灣化妝品千億市場規模 「美」力激出隱形冠軍，取自：https://www.ettoday.net/news/20180711/1210688.htm10. 艾瑞諮詢集團與新浪微博數據中心（2016），「2016網紅生態白皮書」，取自：http://img1.zczj.com/images/20160616/20160616152135.pdf11. 張玉琦，經理人2017年12月5日，行銷走到 4.0，你腦袋升級了嗎？科特勒「5A 架構」，分析你的顧客為何溜走了，取自：https://www.managertoday.com.tw/books/view/5540312. 萬文隆（2004），深度訪談在質性研究中的應用，生活科技教育月刊，三十七卷第四期，頁17-23。13. 余如婕，Buzz Orange 2017年8月18日，【世大運門票狂賣好讚】售票率 87% 歷年最高！柯文哲用了啥魔法讓售票起死回生？，擷取自：https://buzzorange.com/2017/08/18/taipei-unniversade-ticket/14. 經理人xSK-II，經理人 2019年5月2日，了解消費者語言，用她聽得懂的方式對話！ 解析SK-II 爆紅影集 #BareSkinChat的行銷方程式，經理人雜誌，擷取自：https://www.managertoday.com.tw/articles/view/57614二、 英文文獻1. 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