廣告代言人對於消費者購買意願之關連性探討－以全聯福利中心為例

The Relationship between Endorsers and Consumer Purchase Intentions –The Example of PX Mart

賴麗香(Li-Hsiang Lai)；余永讚(Yung-Chan Yu)；陳仕杰(Shi-Jie Chen)；黃珮溶(Pei-Rong Huang)；鄭皓予(Hao-Yu Zheng)

廣告代言人 ； 企業形象 ； 知覺品質 ； 知覺價值 ； 購買意願 ； Endorsers ； Corporate Image ； Perceived Quality ； Perceived Value ； Purchase Intention

嶺東學報

39期（2016 / 06 / 01）

49 - 74

繁體中文

本研究旨在於探討全聯福利中心廣告代言人對企業形象、知覺品質、知覺價值及購買行為之關連。本研究以台灣中部地區的消費者為對象，採用問卷調查法，蒐集500 份有效樣本，進行影響性分析。本研究獲得以下結論：（1）全聯福利中心廣告代言人對於企業形象、知覺品質及知覺價值皆有顯著的正面影響效果；（2）企業形象對於知覺品質有顯著的正面影響效果；（3）知覺品質對於知覺價值有顯著的正面影響效果；（四）知覺價值對於購買意願的影響高於廣告代言人與知覺品質，但企業形象對於購買意願的影響不顯著。企業運用成功的代言人可以提高商品的知覺價值並提升經營績效，建議全聯福利中心應用代言人多舉辦活動，提升消費者對全聯福利中心商品的價值認同感，提高消費者的購買意願。

The main purpose of this paper is to examine the effect of Endorsers on Corporate Image, Perceived Quality, Perceived Value, and purchase Intention. Using a survey of the consumers in Central Taiwan, our empirical results can be summarized as follows: (1) endorsers of PX Mart have a positive and significant effect on Corporate Image, Perceived Quality, and Perceived Value ; (2) Corporate Image have a positive and significant effect on Perceived Quality; (3) Perceived Quality have a positive and significant effect on Perceived Value; (4) Perceived Value have an effect on Purchase Intention is more significant than endorsers and perceived quality. Celebrity endorsers are regularly used to promote perceived value and operational efficiency.

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1. 劉智淇,林鴻洲(2021)。食品廣告中健康宣稱的訊息框架對高齡者購買意願之影響。行銷評論，18(2)，179-202。