雙可信度模型之探討 : 衡量代言人可信度與企業可信度對購買意願的影響 : 以中國行動通訊市場為例

淡江大學機構典藏 > 商管學院 > 國際企業學系暨研究所 > 學位論文 > Item 987654321/31934

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题名:	雙可信度模型之探討 : 衡量代言人可信度與企業可信度對購買意願的影響 : 以中國行動通訊市場為例
其它题名:	The dual credibility model : measuring the influence of spokeman and corporate credibility on purchase intent : an emprical study on the mobile telecom market in China
作者:	何志敏;He, Jhih-min
贡献者:	淡江大學國際貿易學系國際企業學碩士班劉燦樑;Liu, Tsann-liang
日期:	2005
上传时间:	2010-01-11 01:26:43 (UTC+8)
摘要:	本研究的目的在於實證Lafferty , Goldsmith , Newell (2002)所提出的「雙可信度模型」，探討代言人可信度和企業可信度對購買意願之影響。本研究是以中國大陸地區的行動通訊市場為分析對象。中國移動和中國聯通是唯一擁有中國行動通訊牌照的大規模企業，因此我們選擇中國移動和中國聯通和他們的代言人（周杰倫和姚明）作為研究的對象。受訪者分別勾選他們對這兩家企業可信度、代言人可信度、廣告態度、品牌態度、購買意願的感受。受訪者都是20-30歲的年輕族群，主要是選定中國大陸地區的大專在學學生（上海復旦與西南財經大學）及年輕上班族（南京市某公司）為主要調查樣本，以進行問卷填寫。研究結果顯示模型部分符合問卷資料。結果不支持的部分包括廣告態度對購買意願有直接影響，並且在中國移動的雙可信度模型中，公司可信度也無對購買意願有直接影響。除此之外，本文之結果與之前研究一致，這也表示代言人可信度和企業可信度對購買意願都有間接的影響，不論是任一代言人可信度和企業可信度對購買意願，或任一中國移動和中國聯通。由結論研究建議「雙可信度模型」可以部分解釋或預測廣告的效果。並且，企業可信度對購買意願的間接影響比代言人可信度對購買意願的間接影響來的大，這不僅強調企業可信度對消費者行為的重要性，對於公司的管理意含也相當有幫助。 The dual credibility model proposed by Lafferty, Goldsmith and Newell（2002）was adapted to explore the combined influence of corporate and spokesman credibility on purchase intent in China mobile telecom market. China Mobile and China Unicom are the only two remarkably huge telecom enterprises in china, so the two companies and their spokesmen（Jay Chow and Yao Ming）were selected for the research. Respondents assessed separately the credibility of the two companies and two spokesman as well as their attitudes toward the ads and brand, and their intent to purchase the advertised product. Participants are 20-30 years old including students in Fudan University and South Western University of Finance and Economy, and working people in Nanjing city. The results show that the model fit the data partially. The findings didn’t support neither the direct impact of ads attitude on purchase intent in both companies nor the direct impact of corporate credibility on purchase intent in the model of China Mobile. Except these, the study corroborated prior research indicating the both types of source credibility have an indirect influence on attitudes and purchase intentions albeit a differential one or company. The results suggest that the dual credibility model partially predicts and explains advertising effectiveness for these dual sources of credibility. Besides, the influence of corporate credibility on purchase intent is larger than the influence of spokesman credibility, which emphasized the importance of corporate credibility in consumer behavior and would be helpful to managerial activities.
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