代言人形象如何影響高涉入消費者之產品態度

Abstract

在現今的行銷廣告中，使用名人代言已成為一種極為普遍的廣告手法。然而，透過日常觀察，我們時常發現有些廣告的代言人形象與品牌形象或產品形象存在明顯的落差，引起了消費者對於「為何選擇這位代言人呢？」的疑問，所以可知代言人形象與產品特質或品牌形象的差異是會被消費者敏感地辨識出來。而且學生觀察到服飾品牌Oneboy在2022年選擇的代言人朴敏英，其形象與Oneboy的產品形象和品牌形象也有不一致的情況發生。Oneboy以高性價比、實用的形象深植消費者心中，然而，代言人朴敏英的形象卻傾向精緻優雅。再近一步訪談也發現有些消費者確實有察覺到Oneboy當時的代言人朴敏英與其產品形象和品牌形象不一致的情況。因此本研究就此實務現象觀察為背景，並以推敲可能性模型(Elaboration Likelihood Model, ELM)為理論基礎，探討當消費者在高涉入的情況下，且代言人形象為其所認為重要的評量因素(true merit)時，若代言人形象與其所認為重要的評量因素一致或不一致，會對消費者的產品態度產生正向或負向的影響。本研究也會以消費者的角度出發，將理想自我(ideal self)和內團體(in-group)所認同的形象等與消費者內在狀態相關的變數加入研究，並將自我監控程度(self-monitoring)作為調節變數，進一步去探討同時擁有高涉入和高自我監控程度的消費者是否會更加仔細處理與代言人形象相關的來源訊息。名人代言是一把雙面刃，因此希望可以藉此研究提供給品牌未來在代言人選擇上的方向，尤其對於非常需要倚賴名人代言人的新品牌而言，可以選擇出更適合自己品牌形象發展並影響消費者產品態度的合適代言人，也能更加瞭解重視代言人形象的消費者的心理輪廓。Nowadays, the use of celebrity endorsement has become a common advertising technique in marketing advertisements. However, daily observations show a noticeable gap between the image of the endorser and the brand or product, leading consumers to question the celebrity choice. For example, Oneboy, a fashion brand known for its good value for money and practical image, chose Park Min-young as its endorser in 2022. Her sophisticated and elegant image created an inconsistency with the brand's image. Interviews revealed that consumers noticed this inconsistency. The study uses the Elaboration Likelihood Model (ELM) to explore how the attitude of high-involvement consumers is influenced when the image of endorsers aligns or misaligns with their valued product attributes (true merit). This study incorporates variables related to the consumer’s internal state, such as the ideal self and images identified by the in-group and uses self-monitoring as a moderating variable. It further explores whether consumers with both high involvement and high self-monitoring are more meticulous in processing information related to the endorser’s image. Celebrity endorsements are a double-edged sword. This study aims to provide insights for brands in selecting endorsers, especially new brands that are more affected by celebrity endorsers influencing their brand associations. Choosing an endorser aligned with the brand image and influencing consumer attitudes is crucial. The research also aims to understand the psychological profiles of consumers who prioritize the image of endorsers.