印尼Instagram上名人代言之屬性評估對於消費者購買意願的影響

ASIA unversity > 管理學院 > 經營管理學系 > 博碩士論文 > Item 310904400/111849

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题名:	印尼Instagram上名人代言之屬性評估對於消費者購買意願的影響 Perception towards Indonesian Instagram Celebrity Endorsers Characteristics and their Influence on Consumers’ Purchase Intention
作者:	徐楒璘 SHIRA, SHALLYN APRILLIA
贡献者:	經營管理學系
关键词:	名人;名人支持;IG;品牌態度;品牌信用;購買意願;行銷 Celebrity;Celebrity Endorsement;Instagram;Brand Attitude;Brand Credibility;Purchase Intention;Marketing;Indonesia
日期:	2019
上传时间:	2019-05-23 02:46:10 (UTC+0)
出版者:	亞洲大學
摘要:	目的 – 這篇文章所敘述的是要審查因明星代言人的影響而讓印尼消費者消費的重要因素在Instagram 設計 / 方法 / 途徑 – 這份研究使用量化研究去測試400名印尼IG使用者在線調查問卷提出的假設。因果研究設計用於評估構念之間的因果關係。SEM和中介測試也在本研究中進行。研究 - 名人的吸引力,品牌的風格,品牌的可靠度在消費者購買的意願上有很大的重要性.成名的三個因素(吸引力, 專業和信用) 在品牌的風格上有很大的影響力. 名人的專業知識對品牌的信用有重要的影響. 名人的專業知識和信用之間的關係是由品牌的風格和品牌可靠度所決定的. 此外名人的吸引力的部分由品牌風格和品牌價值有所關係. 研究限制 - 這份研究僅限於印尼公民中有Instagram帳號的使用者。實際影響 - 這項研究的發現為營銷人員定義了幾個實用的方向，使用Instagram中名人代言的營銷方式。首先，通過明星代言的影響力，將有助於了解消費者在購買產品時是什麼因素成為基本考慮因素。其次，它也給出了每個變數對購買意願影響程度的解釋和證據。獨創性 / 價值 – 在印尼，關於通過名人的影響檢驗了Instagram購買意願的一般意象的研究格外有限。大部分的研究在不同國家以及消費者群組中進行。因此，這項研究提供了一個關於影響印尼消費者購買產品的關鍵因素的更好的理解－受Instagram中名人代言人的影響。 Purpose – The purpose of this paper is to examine key factors that influence Indonesian consumers’ to purchase products due to the influence of celebrity endorsers in Instagram Design/methodology/approach – This study uses a quantitative approach to test the proposed hypotheses. Causal research design is used in this research to identify causal relationship between construct. A survey of 309 respondents via online questionnaire is distributed to Indonesian Instagram users. Further, SEM and bootstrapping method are carried out to analyze the data in this study. Findings – Celebrity’s attractiveness, brand attitude, brand credibility have a significant influence on consumers’ purchase intention. Three of the celebrity’s factors (attractiveness, expertise and trustworthiness) have a significant influence on brand attitude. Celebrity’s expertise has a significant effect towards brand credibility. The relationship between celebrity’s expertise and trustworthiness are fully mediated by brand attitude and brand credibility. Moreover, the relationship between celebrity’s attractiveness are partially mediated by brand attitude and brand credibility Research Limitations - This research limits the respondents only in Indonesian Instagram users. Practical implications - The findings of this research suggest several practical directions for marketers to use one of marketing way that is celebrity endorsement in Instagram. First, it helps to know what factors became basic consideration for consumers in purchasing products by an influence of celebrity endorsement. Secondly, it gives explanation and evidence to what extent does each variable influence purchase intention. Originality/value – Limited studies have examined a general construct of purchase intention in Instagram. Studies conducted in different countries, with consumers group, and different social media are the used as the base for this study. Therefore, this study provides a better understanding about key factors that influence Indonesian consumers’ to purchase products by an influenced of celebrity endorsers in Instagram.
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