Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/22949
標題: 名人發生負面事件後使用不同修復策略對其顧客信任與留存意願的影響之研究
Effects of different repair strategies on customer trust and retention after celebrity's negative publicity
作者: 蔡語耕
Tsai, Yu-Ken
關鍵字: 名人代言
負面事件
信任修復策略
信任
顧客留存
出版社: 行銷學系所
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摘要: The use of celebrity endorsers has become one of the most prevalent marketing tools in advertising. The current popularity of celebrity endorsements can be attributed to the numerous benefits companies have seen by utilizing this form of advertisement. For instance, celebrity endorsers have the ability to catch audiences' attention easily and result in a better memorability for the ads. While these benefits are appealing to all companies, it is not without risks. The potential risks of celebrity endorsement like negative publicity on celebrities could not only destroy the image of the celebrities, but also the endorsed brand. The research of positive information about a celebrity endorser has been widely explored, current literature abounds in studies that examine such celebrity-endorser characteristics as match up, congruency and effectiveness. Whereas little research has been devoted to the negative information of a celebrity endorser. This research investigates whether different repair strategies conducted by celebrity endorsers after negative publicity would rebuild customers' (company, fans and consumer) trust on the celebrity and gain customer retention. A scenario-based experiment was used to test the conceptual model. Author attempts to give a comprehensive practical implications, hence, company, fans and consumer are the three study objects in this research. The results of the first study (company) indicate that although celebrity endorser can successfully rebuild the trust on company after negative publicity, trust had no significant effect on retention. In the second study (fans), the results show that integrity is found to be the key factor determining whether fans will forgive him/her. The results of the third study (consumer) reveal that as long as consumer recognized that the negative publicity won't affect celebrities' competence, no matter what kind of repair strategy was conducted by the celebrity endorser, then trust will have significant effects on customer retention.
摘要 名人代言的策略逐漸成為企業主慣用的廣告手法之一,原因是名人代言能獲得一定的吸引力且帶給觀眾深刻的印象。然而,名人代言固有許多優勢,但名人本身的言行卻也同時是代言關係中潛藏的危機。 過去有關名人代言的文獻主要探討名人與代言品牌的一致性、有效性。卻很少有研究著墨於代言名人發生負面事件後的相關議題。 本研究欲探討當代言名人爆發負面事件後,名人面臨危機時所採用不同的信任修復策略,是否能重建消費名人形象的不同顧客(代言企業、名人粉絲與代言產品之消費者) 對名人的信任,以及進一步探討代言企業是否會與其維持合作關係、粉絲是否會持續支持該名人與代言產品消費者是否會繼續購買該名人所代言的商品。本研究以實驗設計法,模擬八種修復情境,來驗證本研究所提出之模型。為求研究的完整度,共進行了三個研究,研究對象分別為:企業主、名人粉絲與代言產品之消費者。嘗試從不同的研究對象切入,對此議題有全面性的探討。本研究採用最小平方法 (PLS, Partial Least Squares),為分析方法,對整體模型進行線性結構分析。研究結果發現,名人施展修復策略後,企業主雖然能再次信任名人,但在實際做留存決策時,信任與否並不會影響企業主的決策行為;對名人粉絲而言,研究結果顯示,名人的正直與否,是影響其粉絲是否將原諒該名人最關鍵的特質;對代言產品之消費者而言,不論名人施展何種修復策略,只要能讓消費者感受到此負面事件所造成的影響,並不會干擾名人在專業領域方面的表現,則信任與留存意願會有正向顯著的影響。
URI: http://hdl.handle.net/11455/22949
其他識別: U0005-0205201223292500
文章連結: http://www.airitilibrary.com/Publication/alDetailedMesh1?DocID=U0005-0205201223292500
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