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| Title: | 網紅自創品牌與超商品牌聯名之消費者觀點探討
Consumer attitude toward co-branding strategy formed by influencer brand and convenience store |
| Authors: | 劉芳瑜
Liu, Fang-Yu |
| Contributors: | 張愛華
劉芳瑜
Liu, Fang-Yu |
| Keywords: | 品牌聯名
網紅
契合度
品牌態度
購買意願
Co-branding
Influencer
Fit
Brand attitude
Buying intention |
| Date: | 2023 |
| Issue Date: | 2023-08-02 13:30:21 (UTC+8) |
| Abstract: | 近年超商頻繁透過聯名吸引更多潛在消費者，其中全家超商在 2022 年跳脫以 往聯名形式，首開超商與網紅自創品牌推出聯名商品先例，並獲得銷售成長。
本研究以網紅自創品牌與超商聯名效益之影響因素為主軸，參考 Simonin et al.(1998)和 Helmig et al.(2007)之聯名研究、Torres et al.(2019)之網紅代言 研究，以全家為超商代表，選定有足夠知名度的 4 個網紅自創品牌為研究對象， 以網紅自創品牌與全家共創的聯名商品製作 4 種版本的宣傳貼文，以問卷調查驗 證模型之變數關係是否成立，共回收 360 份有效問卷，最後總結並給予建議。
藉由研究結果顯示，網紅吸引力、品牌形象契合度、產品-通路契合度和聯名前對網紅自創品牌的態度都會正面影響消費者對聯名商品的態度，但消費者在聯 名前對超商之品牌態度不顯著影響對其對聯名商品的態度。而對聯名商品的態度、消費者多樣化尋求傾向以及主觀規範會正面影響消費者購買聯名商品的意 願。此外，對聯名商品的態度也會對網紅自創品牌和超商品牌產生外溢效果，分別對聯名後之網紅自創品牌和超商品牌有正面回饋。本研究可同時提供超商業者和網紅在未來聯名之合作對象、品項、行銷方式的選擇參考。
Convenience stores have co-branded to attract consumers. In 2022, Family Mart started influencer brand and convenience store co-branding, resulted in sales increase.
The research focuses on factors influencing benefits of co-branding strategy formed by influencer brand and convenience store, referring to co-branding research conducted by Simonin et al. (1998) and Helmig et al. (2007), influencer endorsement research conducted by Torres et al. (2019). The research selects Family Mart as the convenience store and selects 4 influencer brands with sufficient familiarity, then verifies relationship between model factors by conducting surveys with 4 versions of promotional posts of products formed by Family Mart and influencer brands, collects 360 effective responses, finally concludes through results, and provides suggestions.
The research shows that attractiveness of influencer, brand image fit, product- channel fit and attitude towards influencer brand before co-branding will positively influence attitude towards co-branded product formed by influencer brand and convenience store, but attitude towards convenience store before co-branding won’t significantly influence attitude towards co-branded product. Attitude towards co- branded product, tendency of variety-seeking and subjective norm will positively influence buying intention of co-branding product. Also, attitude towards co-branded product will result in spillover effect, positively feedback to influencer brand and convenience store. Research provides choice reference for both convenience store and influencer on partner, product type, marketing method for co-branding collaboration. |
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搜尋日期:2022 年 9 月 17 日。 徐暘甯，2023。超商「聯名之王」是誰?老饕激推最頂 1 系列:幾乎沒有雷。
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| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
109363097 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0109363097 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
|
Files in This Item:
| File |
Description |
Size | Format | |
|---|
| 309701.pdf | | 7993Kb | Adobe PDF2 | 33 | View/Open |
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