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題名 品牌運用名人之行銷與口碑效果-以戴資穎代言運動品牌為例
The effect on word of mouth and marketing of utilizing celebrities for brands-A case of Tai Tzu Ying
作者 賀鈺婷
Ho, Yu-Ting
貢獻者 陳建維
Chen, Chien-Wei
賀鈺婷
Ho, Yu-Ting
關鍵詞 電子口碑
溝通效果
名人代言
日期 2021
上傳時間 4-Aug-2021 14:25:05 (UTC+8)
摘要 網際網路及社群的蓬勃發展為品牌帶來了更多元的行銷溝通管道，而運用名人替品牌與產品做宣傳也是目前常見的行銷方式。而社群上的電子口碑也對消費者的購買決策有很大的影響，因此如何善用代言人的各種特性以及電子口碑的各種屬性來達到良好的行銷溝通效果，對於品牌來說是很重要的。另一方面，代言人如何利用自身特質以及在社群上題供口碑來增進消費者對自己好的觀感，對代言人同時也是值得努力的問題。
對於不同類型代言人特質的研究甚多，基於近期國內羽球選手在國際上有良好的成績表現，女子單打選手戴資穎更躍升國際排名第一，使得其成為品牌間炙手可熱的代言人，而羽球運動亦成為民間熱門的運動項目。本研究便以戴資穎選手與其代言之羽球品牌勝利體育品牌(VICTOR)為例，探討代言人的特性與其在社群網站上提供的電子口碑屬性分別對品牌及代言人溝通效果的影響，並進而探討兩者對品牌溝通效果之影響是否會因接收者有獨特性需求或粉絲群體的特性而有所不同。
本研究以網路問卷之調查方式，針對在社群網路論壇上知曉並有關注範例之代言人與品牌者進行隨機抽樣調查。研究結果顯示，電子口碑的客觀性與一致性皆會影響品牌的溝通效果，而代言人的專業性與可靠性則會影響其本身溝通效果。其中，電子口碑的客觀性更是影響品牌忠誠度的最重要因素。另一方面，雖然接收者的特性及粉絲形成的群體特性不會顯著對上述效果造成影響，但代言人吸引力與獨特性需求的交互作用卻會弱化代言人特性對品牌態度及購買意願的影響，而電子口碑的一致性與群體喜歡同質性的交互作用則會強化電子口碑特性對品牌忠誠度的影響。
參考文獻 李威龍, & 留淑芳. (2005). 網路口耳相傳訊息數量, 訊息方肉暨性別對訊息說服效果之影響. 行銷科學學報.
胡光夏. (2001). 流行文化「名人」推薦廣告之研究－解析「電視廣告就是媒介內容」的類型與意義建構過程. 廣播與電視(17), 95-117.
祝鳳岡. (1996). 整合行銷傳播之應用: 觀念與問題. 傳播研究簡訊(6), 6-8.
郭英峰, & 侯建任. (2015). 從社會認同理論與情緒之觀點探討線上品牌社群之對立品牌忠誠: 以智慧型手機論壇為例. 電子商務學報, 17(4), d1-23.
陳敏郎. (2001). 廣告代言人對推薦品牌廣告效果影響之研究 國立交通大學]. 新竹市.
黃子潔, & 賴建都. (2008). 部落格廣告以代言人表現模式之溝通效果研究. 廣告學研究(30), 1-33.
黃靖中. (2010). 運動代言人形象與消費者購買意願之影響-以品牌形象為調節變項 國立高雄師範大學]. 高雄市.
劉瞻. (2014). 運動名人代言與企業適配度之探討－以中國企業為例. 休閒與社會研究(9), 91-104.
練乃華. (1990). 推薦式廣告之溝通效果硏究 National Taiwan University Graduate Institute of Business Administration].
賴建都. (1993). <電視廣告表現形式之比較研究.pdf>. 廣告學研究, 199301 (1期).

英文文獻
Abrams, D., & Hogg, M. A. (1988). Comments on the motivational status of self‐esteem in social identity and intergroup discrimination. European journal of social psychology, 18(4), 317-334.
Arndt, J. (1967). Role of product-related conversations in the diffusion of a new product. Journal of Marketing research, 4(3), 291-295.
Batra, R., & Keller, K. L. (2016). Integrating marketing communications: New findings, new lessons, and new ideas. Journal of Marketing, 80(6), 122-145.
Bickart, B., & Schindler, R. M. (2001). Internet forums as influential sources of consumer information. Journal of interactive marketing, 15(3), 31-40.
Bone, P. F. (1995). Word-of-mouth effects on short-term and long-term product judgments. Journal of business research, 32(3), 213-223.
Buttle, F. A. (1998). Word of mouth: understanding and managing referral marketing. Journal of strategic marketing, 6(3), 241-254.
Cheema, A., & Kaikati, A. M. (2010). The effect of need for uniqueness on word of mouth. Journal of Marketing research, 47(3), 553-563.
Chen, S.-C. (2011). Understanding the effects of technology readiness, satisfaction and electronic word-of-mouth on loyalty in 3C products. Australian Journal of Business and Management Research, 1(3).
Chun-Yao, H., & Ping-Yu, L. (2016). Electronic WOM and online review–a literature Review. Tai Da Guan Li Lun Cong, 26(3), 215.
Day, G. S. (1971). Attitude change, media and word of mouth. Journal of advertising research.
Derbaix, C., & Vanhamme, J. (2003). Inducing word-of-mouth by eliciting surprise–a pilot investigation. Journal of economic psychology, 24(1), 99-116.
Dholakia, U. M., Bagozzi, R. P., & Pearo, L. K. (2004). A social influence model of consumer participation in network-and small-group-based virtual communities. International journal of research in marketing, 21(3), 241-263.
Dichter, E. (1966). How Word-of-Mouth Advertising Works. Harvard Business Review, 44(6), 147.
Dyer, J. S., & Sarin, R. K. (1982). Relative risk aversion. Management Science, 28(8), 875-886.
Escalas, J. E., & Bettman, J. R. (2005). Self-construal, reference groups, and brand meaning. Journal of consumer research, 32(3), 378-389.
Fiske, S. T. (1980). Attention and weight in person perception: The impact of negative and extreme behavior. Journal of personality and Social Psychology, 38(6), 889.
Friedman, H. H., Santeramo, M. J., & Traina, A. (1978). Correlates of trustworthiness for celebrities. Journal of the Academy of Marketing Science, 6(4), 291-299.
Hogg, M. A., & Terry, D. J. (2000). Social Identity and Self-Categorization Processes in Organizational Contexts. The Academy of Management Review, 25(1), 121-140.
Hogg, M. A., & Turner, J. C. (1985). Interpersonal attraction, social identification and psychological group formation. European journal of social psychology, 15(1), 51-66.
Jeong, H.-J., & Koo, D.-M. (2015). Combined effects of valence and attributes of e-WOM on consumer judgment for message and product: The moderating effect of brand community type. Internet Research.
Katz, E., & Lazarsfeld, P. F. (1955). Personal Influence. The Part Played by People in the Flow of Mass Communication. New York.
Korgaonkar, P. K., & Wolin, L. D. (1999). A multivariate analysis of web usage. Journal of advertising research, 39(2), 53-53.
Lavidge, R. J., & Steiner, G. A. (1961). A model for predictive measurements of advertising effectiveness. Journal of Marketing, 25(6), 59-62.
Maheswaran, D., & Meyers-Levy, J. (1990). The influence of message framing and issue involvement. Journal of Marketing research, 27(3), 361-367.
Maltby, J., Day, L., McCutcheon, L. E., Houran, J., & Ashe, D. (2006). Extreme celebrity worship, fantasy proneness and dissociation: Developing the measurement and understanding of celebrity worship within a clinical personality context. Personality and individual differences, 40(2), 273-283.
McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of consumer research, 16(3), 310-321.
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描述 碩士
國立政治大學
國際經營與貿易學系
108351001
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108351001
資料類型 thesis
dc.contributor.advisor 陳建維zh_TW
dc.contributor.advisor Chen, Chien-Weien_US
dc.contributor.author (Authors) 賀鈺婷zh_TW
dc.contributor.author (Authors) Ho, Yu-Tingen_US
dc.creator (作者) 賀鈺婷zh_TW
dc.creator (作者) Ho, Yu-Tingen_US
dc.date (日期) 2021en_US
dc.date.accessioned 4-Aug-2021 14:25:05 (UTC+8)-
dc.date.available 4-Aug-2021 14:25:05 (UTC+8)-
dc.date.issued (上傳時間) 4-Aug-2021 14:25:05 (UTC+8)-
dc.identifier (Other Identifiers) G0108351001en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/136270-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易學系zh_TW
dc.description (描述) 108351001zh_TW
dc.description.abstract (摘要) 網際網路及社群的蓬勃發展為品牌帶來了更多元的行銷溝通管道，而運用名人替品牌與產品做宣傳也是目前常見的行銷方式。而社群上的電子口碑也對消費者的購買決策有很大的影響，因此如何善用代言人的各種特性以及電子口碑的各種屬性來達到良好的行銷溝通效果，對於品牌來說是很重要的。另一方面，代言人如何利用自身特質以及在社群上題供口碑來增進消費者對自己好的觀感，對代言人同時也是值得努力的問題。
對於不同類型代言人特質的研究甚多，基於近期國內羽球選手在國際上有良好的成績表現，女子單打選手戴資穎更躍升國際排名第一，使得其成為品牌間炙手可熱的代言人，而羽球運動亦成為民間熱門的運動項目。本研究便以戴資穎選手與其代言之羽球品牌勝利體育品牌(VICTOR)為例，探討代言人的特性與其在社群網站上提供的電子口碑屬性分別對品牌及代言人溝通效果的影響，並進而探討兩者對品牌溝通效果之影響是否會因接收者有獨特性需求或粉絲群體的特性而有所不同。
本研究以網路問卷之調查方式，針對在社群網路論壇上知曉並有關注範例之代言人與品牌者進行隨機抽樣調查。研究結果顯示，電子口碑的客觀性與一致性皆會影響品牌的溝通效果，而代言人的專業性與可靠性則會影響其本身溝通效果。其中，電子口碑的客觀性更是影響品牌忠誠度的最重要因素。另一方面，雖然接收者的特性及粉絲形成的群體特性不會顯著對上述效果造成影響，但代言人吸引力與獨特性需求的交互作用卻會弱化代言人特性對品牌態度及購買意願的影響，而電子口碑的一致性與群體喜歡同質性的交互作用則會強化電子口碑特性對品牌忠誠度的影響。		zh_TW
dc.description.tableofcontents 第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 2
第三節 研究流程 3
第二章 文獻探討 4
第一節 群體行為之發展 4
第二節 運動名人代言之定義與相關探討 7
第三節 電子口碑之定義與發展 11
第四節 溝通效果之定義、相關理論與應用 15
第三章 研究方法 19
第一節 研究架構 19
第二節 研究假設 21
第三節 變數操作型定義與衡量工具 27
第四節 問卷設計 33
第五節 資料蒐集與分析方法 34
第四章 資料分析 35
第一節 敘述性統計分析 35
第二節 因素分析 37
第三節 信度分析 53
第四節 假設檢定分析 54
第五節 調節效果檢定分析 59
第五章 結論 69
第一節 研究結果 69
第二節 行銷意涵 75
第三節 研究限制與未來研究建議 76
參考文獻 78
附錄 84		zh_TW
dc.format.extent 3384247 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108351001en_US
dc.subject (關鍵詞) 電子口碑zh_TW
dc.subject (關鍵詞) 溝通效果zh_TW
dc.subject (關鍵詞) 名人代言zh_TW
dc.title (題名) 品牌運用名人之行銷與口碑效果-以戴資穎代言運動品牌為例zh_TW
dc.title (題名) The effect on word of mouth and marketing of utilizing celebrities for brands-A case of Tai Tzu Yingen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 李威龍, & 留淑芳. (2005). 網路口耳相傳訊息數量, 訊息方肉暨性別對訊息說服效果之影響. 行銷科學學報.
胡光夏. (2001). 流行文化「名人」推薦廣告之研究－解析「電視廣告就是媒介內容」的類型與意義建構過程. 廣播與電視(17), 95-117.
祝鳳岡. (1996). 整合行銷傳播之應用: 觀念與問題. 傳播研究簡訊(6), 6-8.
郭英峰, & 侯建任. (2015). 從社會認同理論與情緒之觀點探討線上品牌社群之對立品牌忠誠: 以智慧型手機論壇為例. 電子商務學報, 17(4), d1-23.
陳敏郎. (2001). 廣告代言人對推薦品牌廣告效果影響之研究 國立交通大學]. 新竹市.
黃子潔, & 賴建都. (2008). 部落格廣告以代言人表現模式之溝通效果研究. 廣告學研究(30), 1-33.
黃靖中. (2010). 運動代言人形象與消費者購買意願之影響-以品牌形象為調節變項 國立高雄師範大學]. 高雄市.
劉瞻. (2014). 運動名人代言與企業適配度之探討－以中國企業為例. 休閒與社會研究(9), 91-104.
練乃華. (1990). 推薦式廣告之溝通效果硏究 National Taiwan University Graduate Institute of Business Administration].
賴建都. (1993). <電視廣告表現形式之比較研究.pdf>. 廣告學研究, 199301 (1期).

英文文獻
Abrams, D., & Hogg, M. A. (1988). Comments on the motivational status of self‐esteem in social identity and intergroup discrimination. European journal of social psychology, 18(4), 317-334.
Arndt, J. (1967). Role of product-related conversations in the diffusion of a new product. Journal of Marketing research, 4(3), 291-295.
Batra, R., & Keller, K. L. (2016). Integrating marketing communications: New findings, new lessons, and new ideas. Journal of Marketing, 80(6), 122-145.
Bickart, B., & Schindler, R. M. (2001). Internet forums as influential sources of consumer information. Journal of interactive marketing, 15(3), 31-40.
Bone, P. F. (1995). Word-of-mouth effects on short-term and long-term product judgments. Journal of business research, 32(3), 213-223.
Buttle, F. A. (1998). Word of mouth: understanding and managing referral marketing. Journal of strategic marketing, 6(3), 241-254.
Cheema, A., & Kaikati, A. M. (2010). The effect of need for uniqueness on word of mouth. Journal of Marketing research, 47(3), 553-563.
Chen, S.-C. (2011). Understanding the effects of technology readiness, satisfaction and electronic word-of-mouth on loyalty in 3C products. Australian Journal of Business and Management Research, 1(3).
Chun-Yao, H., & Ping-Yu, L. (2016). Electronic WOM and online review–a literature Review. Tai Da Guan Li Lun Cong, 26(3), 215.
Day, G. S. (1971). Attitude change, media and word of mouth. Journal of advertising research.
Derbaix, C., & Vanhamme, J. (2003). Inducing word-of-mouth by eliciting surprise–a pilot investigation. Journal of economic psychology, 24(1), 99-116.
Dholakia, U. M., Bagozzi, R. P., & Pearo, L. K. (2004). A social influence model of consumer participation in network-and small-group-based virtual communities. International journal of research in marketing, 21(3), 241-263.
Dichter, E. (1966). How Word-of-Mouth Advertising Works. Harvard Business Review, 44(6), 147.
Dyer, J. S., & Sarin, R. K. (1982). Relative risk aversion. Management Science, 28(8), 875-886.
Escalas, J. E., & Bettman, J. R. (2005). Self-construal, reference groups, and brand meaning. Journal of consumer research, 32(3), 378-389.
Fiske, S. T. (1980). Attention and weight in person perception: The impact of negative and extreme behavior. Journal of personality and Social Psychology, 38(6), 889.
Friedman, H. H., Santeramo, M. J., & Traina, A. (1978). Correlates of trustworthiness for celebrities. Journal of the Academy of Marketing Science, 6(4), 291-299.
Hogg, M. A., & Terry, D. J. (2000). Social Identity and Self-Categorization Processes in Organizational Contexts. The Academy of Management Review, 25(1), 121-140.
Hogg, M. A., & Turner, J. C. (1985). Interpersonal attraction, social identification and psychological group formation. European journal of social psychology, 15(1), 51-66.
Jeong, H.-J., & Koo, D.-M. (2015). Combined effects of valence and attributes of e-WOM on consumer judgment for message and product: The moderating effect of brand community type. Internet Research.
Katz, E., & Lazarsfeld, P. F. (1955). Personal Influence. The Part Played by People in the Flow of Mass Communication. New York.
Korgaonkar, P. K., & Wolin, L. D. (1999). A multivariate analysis of web usage. Journal of advertising research, 39(2), 53-53.
Lavidge, R. J., & Steiner, G. A. (1961). A model for predictive measurements of advertising effectiveness. Journal of Marketing, 25(6), 59-62.
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dc.identifier.doi (DOI) 10.6814/NCCU202100636en_US