共品牌契合度與代言人可信度對消費者購買意願之影響

Abstract

在競爭激烈的全球市場上，許多企業透過共品牌方式，推出兩品牌合作產品，並利用廣告代言人爲共品牌產品背書代言，希望引起更多消費者的關注，進而提升雙方品牌企業自身的商業利益，建立長久的競爭優勢。本研究結合共品牌契合度和代言人可信度，探討不同契合度的品牌組合以及不同可信度的代言人如何去影響消費者對共品牌產品的購買意願。 本研究以實驗設計方法進行，共品牌契合度(高、中、低)、代言人可信度(高、低)兩項自變數，為 3x2 二因子設計，透過共品牌服飾的代言人廣告，建立六種不同的實驗情境，觀察消費者在不同情境下對共品牌產品所展現的購買意願。 研究結果指出消費者對於共品牌契合度高和中的產品的購買意願，會高於共品牌契合度低的產品；此外消費者對於代言人可信度度高和中的產品的購買意願，會高於代言人可信度低的產品；而在共品牌契合度與代言人可信度交互作用下，首先在代言人可信度低的情況下，共品牌契合度與消費者購買意願呈線性關係；而在代言人可信度高的情況下，會提升消費者對於共品牌契合度中度產品的購買意願。

In the highly competitive global market, many enterprises used co-branding strategy to sell their new co-branded product. And using spokesperson advertisement is the way to enhance consumers’ interest on co-branded product which can bring profits and sustainable competitive advantages to cooperated brand partners. Based on these findings, this study explores how the credibility of spokesperson affect consumers’ purchase intention on co-branded product through different levels of co-brand fit. The present study employs an experimental design to investigate the effects of co-brand fit (high vs. moderate vs. low), the credibility of spokesperson (high vs. low) on consumers’ purchase intention of co-branded product. A 3x2 factorial design is conducted. Six different scenarios are established through co-branded fashion apparel and spokesperson advertisement, to figure out which scenario will lead to higher purchase intention for consumers. The results indicated that co-brand fit is positively related to customer purchase intention. On the other hand the credibility of spokesperson is also positively related to customer purchase intention. When the credibility of spokesperson is in a low status, there is a linear relationship between co-brand fit and consumer purchase intention . However, when the credibility of spokesperson is in a high status, the aforementioned relationship becomes weaker, moderate co-brand fit would lead to higher purchase intention for consumers.