名人/達人行銷之差異化以及對於消費者購買意願影響之研究

Abstract

當行銷趨勢漸漸地從大眾行銷 (mass marketing) 走向精準行銷 (precision marketing)的同時，企業在產品代言人的選擇上，於最為普遍的名人代言人之外，也紛紛開始採行「達人行銷」。例如：PayEasy請來牛爾和Kevin等美妝達人來為其站台，雄獅旅遊和旅遊達人聯手共同企劃旅遊行程並且由旅遊達人隨團跟玩。名人代言人和達人行銷不僅在行銷策略和執行上截然不同，影響消費者的認知和購買決策的方式也大不相同。 因此，本研究探討「達人行銷」和一般名人代言人相較之下，是否具備更高的可信度，以及對於消費者購買意願的影響。此外，本研究將產品涉入程度也列為討論變數之一，分析在不同涉入程度的產品類型之下，代言人之可信度以及和消費者購買意願之間的關聯，進一步討論達人行銷的適用度。透過討論與分析，發展出一套可行方法，以利做為企業的決策準則之一，讓企業在達人的策略應用上能更加精準並且獲得實質效益。 本研究採準實驗設計方式，以兩類代言人 (達人 / 名人)搭配兩種不同產品涉入程度之產品 (高產品涉入 / 低產品涉入)，設計出四種版本之問卷，最後回收338份有效問卷，並以ANOVA和複迴歸分析進行分析和假說檢定，得出以下結論： 在低產品涉入情況下，名人的吸引力和整體可信度都較達人高，而代言人吸引力越高時，消費者購買低涉入產品的意願也越高。所以，當廣告產品為低涉入產品時，則建議使用一般名人做為代言人。在高產品涉入之下，達人不僅在專業性高於名人，更因為產品涉入程度和代言人類型的交互作用使得整體之可信度也較名人高；再者，專業性為顯著影響消費者購買高涉入產品的意願之因素。因此，當企業採行達人行銷之手法時，搭配高涉入產品會有較好的效果。

When the trend of marketing is changing from mass marketing to precision marketing, many companies turns to “Tatsujin marketing” besides traditional endorsers. For example, PayEasy invited Niuer and Kevin to promote for its Website and products; Lion Travel cooperated with “Traveling Tatsujin” to jointly plan for traveling packages. Therefore, this study wants to figure out whether “Tatsujin” possesses higher credibility, and its influence on consumers’ purchase intention. Moreover, this study will explore the relation between credibility of endorsers and consumers’ purchase intention with different degrees of product involvements. According to all the discussions and analyses, developing the principle which may provide enterprises a meaning and sense of management in their decision making process is the most critical part in the study. The experimental design method is employed in this study, and 338 effective samples are collected. By ANOVA and Regression Analysis, the following conclusions are derived: In the low product involvement situation, the celebrity’s attraction and credibility are both higher than Tatsujin, and the purchase intention is stronger when endorsers possesses higher attraction. So celebrities will be more appropriate when consumers’ involvement with products is lower. On the other hand, with high product involvement, Tatsujin’s expertise is higher than celebrity’s, and the credibility of Tatsujin is also higher due to the interaction between product involvements and endorses. Furthermore, expertise is the factor which has significant impacts on consumers’ purchase intention when they are buying high involvement products. Therefore, if enterprises are considering the adoption of “Tatsujin marketing,” it will be more effective if the products are high involvement products for consumers.