品味創意聯名：YouTuber 與便利商店聯名商品適配度之研究

Abstract

聯名合作能借助雙方的知名度，擴大市場曝光，提高品牌形象。反之，可能因合作方形象或產品配適度不佳，導致品牌形象受損，進而產生負面效應。本研究旨在探討YouTuber與便利商店聯名商品適配度之研究。研究目的以揭示來源可信度對聯名品牌形象的影響、來源可信度對購買意圖的影響、聯名品牌形象對購買意圖的影響，以及YouTuber適配度在來源可信度與購買意圖之間是否具有干擾效果。本研究以曾購買過YouTuber與便利商店聯名商品的消費者為研究對象，並於網路上發放有效問卷，有效問卷為317份，回收率為84.7%。研究工具包括來源可信度量表、購買意圖量表、品牌聯名形象量表、適配度量表與個人基本資料，並將蒐集進行量化分析。研究結果為來源可信度對聯名品牌形象具有正向影響、來源可信度對購買意圖具有正向影響、聯名品牌形象對購買意圖有正向影響、YouTuber適配度在來源可信度與購買意圖之間具有干擾效果。因此，本研究建議未來研究方向可以加入不同種類的聯名商品，觀察其中的差異，以促進聯名領域的多元化發展。此外，建議對已購買產品的消費者進行深入訪談，了解他們對聯名商品的喜好、態度和期望，進一步探討影響消費者購買聯名商品的關鍵因素。

透過本研究結果，期望為未來聯名相關商業合作機會、產品策畫、行銷策略提供相關建議，以及對研究人員提供相關後續研究參考。The joint cooperation can leverage the visibility of both parties, expand market exposure, and enhance brand image. Conversely, inappropriate alignment with the cooperating partner's image or product may damage the brand image, resulting in negative effects. This study aims to investigate the compatibility between YouTubers and convenience store joint products. The research objectives include revealing the impact of source credibility on the joint brand image, the influence of source credibility on purchase intention, the effect of joint brand image on purchase intention, and whether the compatibility of YouTubers has an intervening effect between source credibility and purchase intention.This study targeted consumers who have previously purchased joint products from YouTubers and convenience stores. A total of 317 valid responses were collected through online surveys, resulting in a response rate of 84.7%. Research instruments included scales measuring source credibility, purchase intention, joint brand image, compatibility, and demographic information, which were quantitatively analyzed. The findings indicate that source credibility positively influences joint brand image andpurchase intention, while joint brand image positively impacts purchase intention. Therefore, this study suggests that future research directions could include different types of co-branded products to observe the differences and promote diversification in the field of co-branding. Additionally, it is recommended to conduct in-depth interviews with consumers who have purchased the products to understand their preferences, attitudes, and expectations toward co-branded products, further exploring the key factors influencing consumers' purchase of co-branded products.

The aim of this study is to provide recommendation for future joint business collaboration opportunities, product planning, and marketing strategies based on the research findings. Additionally, it aims to offer insights for researchers for further studies in this area.