對代言人的屬性認知是否會透過過程轉移模型移轉至產品上:以戴資穎對大專院校學生代言手機為例

Abstract

本篇論文主要研究消費者購買產品時，不同的代言人屬性對產品代言帶來的影響，以及是否對代言人屬性的態度，會轉移到其對產品屬性的態度。 先透過前測問卷來取得大專院校學生認知中，手機產品來源國最佳以及最差的國家，以及購買時最注重的手機產品功能，並且找出受試者認為最具正面代言形象的代言人。並透過一個實驗，以代言人的屬性不同：一項為其出身來源地，另一項為其成就，並代言來自不同來源國以及產品功能不同的手機。 結果顯示，受試者在處於高涉入的情況下，第一，消費者不會因為代言人的來源地，即將其對代言人的屬性認知轉移到產品上，進而購買產品來源地較佳的產品。第二，消費者不會因為代言人的成就，即將其對代言人的屬性認知轉移到產品上，進而購買產品功能較佳的產品。 另外，我們也發現，對大專院校學生來說，一個與產品沒有專業連結的代言人，即使其形象是正面的，但不但沒達到代言效果，反而降低了消費者對於該產品的購買意願，這是與原先的認知較為不同的。

This study primarily investigates the influence of how a different characteristic of an endorser may have impacts on the purchasing choices of the consumers and that the attitude toward an endorser may be transferred to the product. We took a pretest to find the most/least favor origins of a cellphone and the most important function of a cellphone and find the most famous and suitable endorser. We conducted a experiment to find the results about how consumers change their purchase intentions under different endorser’s characteristics. The results showed that in high-involvement situations, firstly, consumers don’t transfer their attitude from the endorser to the product, that is, they won’t buy a product from a good origin based on the endorser’s origin. Secondly, they won’t buy a product with a good function based on the endorser’s achievement. Besides, for college student, we find that an endorser who is not related to the product may even decrease the purchasing intention even if she is famous.