儘管企業越來越頻繁的使用在社群媒體上具影響力的人(Influencer)去進行行銷活動，但與傳統媒體名人(Celebrity)代言相比，社群媒體影響者代言的效果尚未明確。先前的文獻已經探討了傳統名人代言的不同來源特徵是如何影響消費者。但是，資訊和傳播渠道的迅速變化使得研究人員須持續更新並研究當前的傳播形式如何改變品牌的行銷策略。
本研究著重探討影響購買意願的三個關鍵屬性（吸引力，可信度和相似度）。本文採用了量化研究的方式進行以下兩個問題的探討：（1）代言人的感知特徵是否對顧客的購買意願產生顯著的正向影響？ （2）消費者是否更有可能購買受到社群媒體影響者(Influencer)或傳統媒體名人(Celebrity)代言的產品？
本研究針對越南市場上354名三星智慧型手機用戶的反應採用因素分析和多元迴歸分析。總體而言，我們的結果表明，就傳統媒體名人的吸引力，可信度和相似度而言，傳統媒體名人代言顯著的提高了客戶的購買意願。同時也發現了社群媒體影響人的可信度和相似度對購買意願也具有顯著影響。此外，調查結果證實，針對越南智慧型手機行業而言，社群媒體影響者比起傳統媒體名人對增加消費者購買該品牌的意願產生了更大的影響。

Although using social media influencers in marketing activities are becoming more and more popular recently, their performance in comparison with celebrity endorsement is not well studied in the literature. Previous literature has addressed many different source characteristics of celebrity endorsers and their effect on customers’ behavior. However, rapid change in information and communication channels requires researchers to update and examine how current forms of communication transform brand’s marketing strategies.
This dissertation focuses on exploring three key attributes (attractiveness, credibility, and similarity) that determine the impact of endorsements on purchase intention. Two research questions were used to orientate the quantitative research in this dissertation: (1) Does endorsers’ perceived characteristics have a significantly positive impact on customers’ purchase intention? (2) Are customers more likely to purchase products endorsed by social media influencer or traditional celebrity endorsers?
Factor analysis and multiple regression modelling were used to analyze the responses of 354 users of Samsung smartphones in Vietnam market. Overall, our results show that celebrity endorsements in terms of his/her attractiveness, credibility, and similarity significantly increase customers’ purchase intention. Influencer endorsers’ credibility and similarity were also revealed to have positive impacts. Furthermore, the findings confirm that social media influencers generate greater impacts on increasing customers’ purchase intention towards the brand than celebrities do in Vietnamese smartphone industry.

論文審定書.................................................................... i
摘 要.......................................................................... ii
Abstract.................................................................... iii
Chapter I. Introduction................................................... 1
1.1 Research Rationale.................................................. 1
1.2. Research Background............................................. 4
1.3. Research Question.................................................. 5
1.4. Structure of the Dissertation................................... 6
Chapter II: Literature Review.......................................... 8
2.1. Endorser’s Source of Characteristic....................... 8
2.1.1. Source Credibility.................................................. 8
2.1.2. Source Attractiveness.......................................... 10
2.1.3. Source Similarity.................................................. 12
2.2. Purchase Intention.................................................. 14
2.3. Endorsement in Advertising................................... 15
2.3.1. Celebrity Endorsement......................................... 15
2.3.2. Social Media Influencer........................................ 19
2.4. Hypotheses Development....................................... 23
Chapter III: Research Methodology............................... 26
3.1. Research Design.................................................. 26
3.2. Data Collection Strategy......................................... 26
3.2.1. Pilot test................................................... 26
3.2.2. Respondent recruitment..................................... 27
3.2.3. Questionnaire Design.......................................... 27
3.2.4. Operational Variables and Measures................. 29
3.3. Data Analysis Strategy............................................ 35
Chapter IV: Research Finding......................................... 36
4.1. Construct Validity and Reliability............................ 36
4.2. Descriptive Statistic................................................ 39
4.3 Testing the Hypotheses........................................... 42
Chapter V: Discussion and Conclusion......................... 46
5.1. Theoretical and Managerial Implications.............. 46
5.1.1. Theoretical Implication........................................ 46
5.1.2. Managerial Implication...................................... 47
5.2. Limitation and Future Research Directions......... 50
References.................................................................... 53
Appendix 1: Survey Questions in English.................... 59
Appendix 2: Survey Questions in Vietnamese............ 63

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