代言人對品牌評價之研究─以日戴型拋棄式隱形眼鏡產品為例

Abstract

自政府法令開放日戴型拋棄式隱形眼鏡產品可於電視媒體打廣告後，各家隱形眼鏡產品業者相繼使用名人代言的方式行銷其產品。本研究以日戴型拋棄式隱形眼鏡產品為例，探討產品代言人如何透過品牌形象與知覺品質兩項變數，去影響消費者對整體品牌評價之看法。

本研究採便利抽樣的方式，以網路問卷形式發放問卷調查，於電子佈告欄BBS站台─批踢踢實業坊（簡稱PTT）Contacts隱形眼鏡版為主要研究範圍，針對日戴型拋棄式隱形眼鏡產品之消費族群進行問卷發放調查。回收有效問卷共達500份，後續利用結構方程模式進行研究分 析。

根據結構方程模式分析驗證本研究之各項假設，結果顯示各項假設均為成立：1. 代言人正向影響品牌形象、2. 代言人正向影響知覺品質、3. 品牌形象正向影響品牌評價、4. 知覺品質正向影響品牌評價。本研究期望提供隱形眼鏡業者在行銷產品時，有許多策略上之參考用途。

Since the government allowed the advertisement for daily disposable contact lenses on television media, the contact lens firms have started to use celebrities to endorse their products as a marketing strategy. The main purpose of this study is to find how endorsers have impact on overall brand evaluation through brand image and perceived quality from consumers’ point of view on daily disposable contact lenses. This study uses convenience sampling by the Internet questionnaire survey distributed on bulletin board system, and the board named PTT Contact is the prime research domain for this study. The population of this study is mainly composed by daily disposable contact lenses users. After questionnaire survey, this study collected 500 effective samples. In order to test the hypotheses, a structural equation model is used in this study. The following results were found: 1. Endorser has significant and positive effects on brand image; 2. Endorser has significant and positive effects on perceived quality; 3. Brand image has significant and positive effects on brand evaluation; 4. Perceived quality has significant and positive effects on brand evaluation. Finally, this study attempts to provide some marketing strategies with contact lens firms when they market their products.