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    Title: 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
    Authors: 賀鈺婷
    Ho, Yu-Ting
    Contributors: 陳建維
    Chen, Chien-Wei
    賀鈺婷
    Ho, Yu-Ting
    Keywords: 電子口碑
    溝通效果
    名人代言
    Date: 2021
    Issue Date: 2021-08-04 14:25:05 (UTC+8)
    Abstract: 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。
    Reference: 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.
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    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.
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    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.
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    Description: 碩士
    國立政治大學
    國際經營與貿易學系
    108351001
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0108351001
    Data Type: thesis
    DOI: 10.6814/NCCU202100636
    Appears in Collections:[Department of International Business] Theses

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