碩士 / 國立臺灣藝術大學 / 視覺傳達設計學系 / 104 / In Taiwan, the sales volume of the female cosmetics market has been increasing year by year. In order to meet consumers’ demands for beauty treatment and skin care, major brands have put in a lot of efforts in their promotions. One very common method is to include female images as elements in posters for marketing. This study aimed to explore the influence of images of spokesperson on cosmetics posters on brand image and examined their relationship with consumers’ “purchase priorities”, in hopes of offering cosmetics businesses a reference regarding designs for marketing and advertising and choices of spokespersons.
This study adopted the questionnaire survey method. First, 285 female cosmetics posters were collected. The posters were then selected according to the spokespersons on them (focusing on Chinese spokespersons). The sample included posters from 9 brands with 10 different spokespersons. Secondly, this study chose 3 factors (9 constructs), spokespersons’ image, dressing effect of the image, and poster design, as the indicators which might influence the image of the cosmetics brands. The subjects of the survey were female consumers who had purchased or used cosmetics (with 141 questionnaires retrieved being valid). The findings based on the results of the statistical analyses are summarized below:
(1) The influences of images of spokespersons on female cosmetics posters on brand image were different with different samples or factors. The influence of the first factor (spokespersons’ image) was the strongest (average = 3.71), followed by the second factor (dressing effect of the image). And the influences of the second factor on consumers’ purchase intention (purchase priorities) was stronger (3.15), followed by the first factor.
(2) The influence of images on cosmetics posters on brand image was stronger (overall average = 3.64), and that on consumers’ purchase intention was weaker (overall average = 3.10). The difference was significant based on the t-test result.
(3) Images on posters were “correlated” to both brand image and consumers’ purchase intention. The correlations were both “moderate (.4)” or above.
(4) The influences of the samples (spokespersons) on brand image and consumers’ purchase intention were different in intensity. The differences between the preceding samples and the following ones were significant.
| Identifer | oai:union.ndltd.org:TW/104NTUA0634003 |
| Date | January 2016 |
| Creators | CHUANG, TING-TING, 莊婷婷 |
| Contributors | Yang, Ching-Tien, Su, Pei-Hsuan, 楊清田, 蘇佩萱 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 111 |
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