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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/105148

    Title: 代言人可信度與品牌聯想對購買意願影響之研究 : 以知覺風險為中介變數
    Other Titles: The effect of endorser credibility and brand association on purchase intention the mediating effect of perceived risk
    Authors: 蕭毓婷;Hsiao, Yu-Ting
    Contributors: 淡江大學國際企業學系碩士班
    Keywords: 代言人可信度;品牌聯想;知覺風險;購買意願;Endorser Credibility;Brand Association;perceived risk;Purchase Intention
    Date: 2015
    Issue Date: 2016-01-22 14:48:57 (UTC+8)
    Abstract: 彩妝保養品已經成為生活中不可或缺之必需品,近幾年受到韓流的影響,韓國美妝品牌在台灣蔚為盛行,各家品牌都有其獨特色彩與個性,並且皆以明星代言作為行銷策略,吸引消費者的注意。據統計韓國化妝品製品進口值在2013年大幅成長,由此可知韓國的美妝產品在台灣市場仍具有發展潛力與影響力。據此本研究以韓系美妝品牌Innisfree為例,目的在探討代言人可信度、品牌聯想對消費者購買意願之影響效果,以及知覺風險之中介效果為何。

    Facial care products have become the important necessities of life. In recent years, Korean''s facial care brand is prevalent in Taiwan because of the trend of “Korea Wave”. Each brand has its own unique color, character, and using celebrity endorsements as its marketing strategies to attract consumers'' attention. According to the research report from Industry and Technology Intelligence Service, in 2013 Korean cosmetic products have significant growth in import, it can be seen that Korean''s facial care products in Taiwan market have still growth potentially and influenced. In this study will use Innisfree, Korean facial care brand, as an example brand. The purpose of this study is to investigate the effect of endorser credibility and brand association on purchase intention, as well as, whether perceived risk is playing an intermediary role or not.

    After examining hypothesis, the results show that for the overall samples endorser credibility (attractiveness, trustworthiness, expertise, relevance) and brand association (consciousness value, brand personality, organizational association) have positively influenced on consumers'' purchase intention and effectively increased purchase intention by reducing consumers'' perceives risk. Namely, perceived risk has significant mediation effect. As for the participant who never bought samples and participant who knows the brand endorser samples, both are showing the same results. In addition to the relevance factor, perceived risk has played a mediation role.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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