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題 名 | 名廚代言下購買意願之研究--以義廚寶鍋具為例=Demographics Effect on Joint Endorsement of Famous Chefs |
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作 者 | 吳岱儒; 邱金春; 蔡萬利; | 書刊名 | 中小企業發展季刊 |
卷 期 | 27 2013.03[民102.03] |
頁 次 | 頁25-56 |
專 輯 | 品牌經營與中小企業 |
分類號 | 496.34 |
關鍵詞 | 品牌認同; 購買意願; 義廚寶鍋具; Brand recognition; Purchase intention; Yi Tu-Bao kitche cookware; |
語 文 | 中文(Chinese) |
中文摘要 | 隨著市場激烈競爭,企業促銷方式已由傳統靜態轉為動態促銷方式,期望能透過現場示範與消費者現場互動,來增加消費者的購買意願,因此現場示範是一個未來趨勢。義廚寶品牌鍋具則是透過多位名廚現場示範代言,於全省各地週末各通路現場同時舉辦鍋友會,透過料理示範,搭配現場限時特惠組合,期望消費者提升購買意願並加強對該品牌的認知,達到促銷及廣告效益。本研究發現人口統計變項對名廚聯合代言效果,購買意願上男性消費者反應顯著高於女性,並在品牌認同度與購買意願上,名廚聯合代言效果呈現非常正面效益。此外本研究也另外透過深入訪談方式,了解名廚聯合代言,對名廚本身以及消費者實質的影響效果,並將研究結果提供管理上相關建議。 |
英文摘要 | As the market competition increases, corporate promotions style switch from traditional static to dynamic style, such as interacting with consumers on the spot to increase consumer purchase intention. Therefore on-site demonstration is the future trend. Yi Tu-Bao kitchen cookware is an example of such case through live on-site cooking demonstrations by famous chefs among Taiwan many channels simultaneously on weekend. Combined with limited-time promotional activities, it will enhance customer purchase intention and the brand recognition. The study shows that the impact of joint endorsement of famous chefs on purchase intention was significantly higher effect on male than female consumers. Besides, it brings about more positive effect on brand recognition and purchase intention. In addition, this study investigates the effect of joint endorsement on famous chefs and some customers through in-depth interviews, and it will reveals some management-related suggestion practically. |
本系統中英文摘要資訊取自各篇刊載內容。