藝人價值指標與代言費用估算

Abstract

在日常生活中，我們可以發現許多使用廣告代言人的廣告，特別是以名人（Celebrity）代言的例子更是不勝枚舉，舉凡飲料、化妝品、家電、汽車…等商品均大量使用名人代言。因為名人代言能夠有效為代言品牌帶來效益，因此不論國內外，廠商使用名人代言的比例均逐年上升，也佔了行銷費用上相當大的比例，動輒斥資上千萬邀請知名藝人為產品代言，以期獲得良好的效果。但過去的廣告代言人相關研究多在於不同代言人型態的廣告效果，或是代言人與品牌、產品形象搭配之廣告效果差異，未曾有人探討名人價值與合理估計其代言費用之方式，供廠商在選擇代言人及評估成本效益時作為參考，因此本研究希望找出能評估藝人代言人價值之方法，並根據其他影響因素推估合理的代言費用。 本研究以台灣近年來當紅的65位演員及歌手作為樣本，根據過去廣告代言人的相關文獻和業界藝人競爭力評估指標設定變數：知名度、專業度和網路人氣度，並蒐集資料，運用統計方法和主成份分析來計算藝人的價值指標。再以專家評估的藝人和代言產業的契合度，及蒐集實際上代言產業的給付水準相關資料做調整，估計藝人代言合理的代言費用。 最後，將彙整分析結果，並探究其背後的原因，提出策略意涵，說明本研究的限制及未來研究方向。

In our daily lives, we can find that many companies use celebrities as endorsers in advertisements. Companies in many industries such as food, cosmetics, electrical appliances, and automobile industries all use celebrities as an appeal. Celebrity endorsements can bring many kinds of benefits to brands, so the use of celebrity endorsements is increasing significantly. Companies intend to hire the celebrity by paying millions of dollars to receive excellent results. It is an important issue to find a method to evaluate the value of celebrity and to set reasonable endorsement fees. However, these questions have received limited attention in the literature to date. The vast majority of research on celebrity endorsement has focused on the performance of different kinds of endorsers, and the fitness between endorser, product, and brands. This article uses 65 celebrities in Taiwan as samples to examines the factors influencing the value of celebrities: publicity, expertise, and web rank. By using principal components analysis to generate the value index of celebrities, this article combines the value index of celebrity, the market size of the industry, the market share of the brand, and the fitness between product and endorser to provide a formula to calculate the fees for endorsers. The main contribution of this article is to find a method to evaluate the value of celebrities, and to calculate a reasonable endorsement fee.