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许李斌
陳淑霞
國際旅遊與管理學院
國際款待與旅遊業管理碩士學位課程 (英文學制)
碩士
2019
Does Celebrity Endorsement Effect the Choices of Macao restaurant? A Case Study of Generation Y
Does Celebrity Endorsement Effect the Choices of Macao restaurant? A Case Study of Generation Y
名人代言 ; Y代 ; 澳門 ; 餐廳
Celebrity endorsement; Generation Y; Macao; Restaurant
澳門面臨的挑戰是確保其旅遊業的增長與多樣化的旅遊資產組合相匹配，而不僅僅是博彩業（Nadkarni＆Leong，2007）。在這方面，飲食業是非常重要的一環。飲食業對澳門旅遊市場的重要性不言而喻。但是，在以前的澳門旅遊研究中，很少有關於澳門餐飲業的文獻。
由於中國社交媒體的飛速發展，名人的影響力也在不斷增強。對於Y一代，他們在資訊時代成長，他們的消費和消費行為將受到媒體的極大影響。名人代言的產品將吸引這些人購買。因此，名人代言正日益成為許多行業（包括餐飲業）尋求擴大品牌影響力的重要途徑。但是，名人效應對餐飲業的影響很少被系統地研究。
這項研究對來自中國的25位Y世代進行了深入的採訪（從40分鐘到1個小時不等）。根據訪談和內容分析的結果，在原始模型的基礎上總結了一個新模型。這些新維度包括追求新鮮感，品牌契合度，溝通平臺和針對性別的差異化資訊。隨著研究的完成，這一新領域得以擴展。因此，對於餐飲經理來說，這項研究可以為他們的行銷提供有價值的建議。
由於中國社交媒體的飛速發展，名人的影響力也在不斷增強。對於Y一代，他們在資訊時代成長，他們的消費和消費行為將受到媒體的極大影響。名人代言的產品將吸引這些人購買。因此，名人代言正日益成為許多行業（包括餐飲業）尋求擴大品牌影響力的重要途徑。但是，名人效應對餐飲業的影響很少被系統地研究。
這項研究對來自中國的25位Y世代進行了深入的採訪（從40分鐘到1個小時不等）。根據訪談和內容分析的結果，在原始模型的基礎上總結了一個新模型。這些新維度包括追求新鮮感，品牌契合度，溝通平臺和針對性別的差異化資訊。隨著研究的完成，這一新領域得以擴展。因此，對於餐飲經理來說，這項研究可以為他們的行銷提供有價值的建議。
The challenge for Macao is to ensure that its tourism’s growth is matched with a diversified portfolio of tourism assets, and not solely gaming (Nadkarni & Leong, 2007). In this, the catering industry is a very important part.The importance of the catering industry to the Macao tourism market is self-evident. However, in the previous research on Macao tourism, very few documents were about the Macao restaurant industry.
Because of the rapid development of social media in China, the influence of celebrities is growing. For the generation Y, they grew up in the information age, and their consumption and consumption behavior will be greatly affected by the media. Products endorsed by celebrities will attract these people to make purchases.Therefore,celebrity endorsements are increasingly becoming an important way for many industries to seek to expand their brand influence, including the restaurant industry. However, the impact of the celebrity effect on the catering industry is rarely systematically studied.
This study conducted in-depth interviews (ranging from 40 minutes to 1 hour) with 25 Generation Y from China. Based on the results of the interview and content analysis, a new model was summarized based on the original model. These new dimension include pursue freshness, brand fit, communication platform and differentiation message for gender . This new dimension were extended upon the completion of the research. So for catering managers, this research can provide valuable advice for their marketing.
Because of the rapid development of social media in China, the influence of celebrities is growing. For the generation Y, they grew up in the information age, and their consumption and consumption behavior will be greatly affected by the media. Products endorsed by celebrities will attract these people to make purchases.Therefore,celebrity endorsements are increasingly becoming an important way for many industries to seek to expand their brand influence, including the restaurant industry. However, the impact of the celebrity effect on the catering industry is rarely systematically studied.
This study conducted in-depth interviews (ranging from 40 minutes to 1 hour) with 25 Generation Y from China. Based on the results of the interview and content analysis, a new model was summarized based on the original model. These new dimension include pursue freshness, brand fit, communication platform and differentiation message for gender . This new dimension were extended upon the completion of the research. So for catering managers, this research can provide valuable advice for their marketing.
2020
英文
210
Acknowledgement I
Abstract II
Content IV
List of Figures IIIV
List of Tables IX
Chapter One Introduction 1
1.1 Research Background 1
1.2 Celebrity endorsement 4
1.3 Generation Y consumers 6
1.4 Macao tourism and restaurant data 7
1.5 Problem statement 10
1.6 Study Rationale 11
1.7 Research Gap 12
1.8 Research objectives and key questions 14
1.9 Significance of the Study 15
1.10 Scope and Delimitation 16
Chapter Two Literature review 18
2.1 Introduction 18
2.2 The Power of Celebrity endorsement 20
2.2.1 Character of Celebrity Endorsements 20
2.2.2 Effect of celebrity endorsement on customers’ behaviour 22
2.2.3 Celebrity selection 23
2.3 Generation Y or Millennials 28
2.3.1 Feature of the generation Y 28
2.3.2 Use of social media 29
2.3.3 Population attributes and preferences in the restaurant industry 32
2.4 Attributes and recognition of celebrity endorsements 36
2.4.1 Influence of celebrity endorsement 36
2.4.2 Characteristics of endorsement 37
2.4.3 Celebrity attributes effect tourist choices 38
2.4.4 Theoretical model 40
2.5.1 Inherent symbolic attributes of celebrity 41
2.5.2 Celebrity endorsement in advertising 46
2.5.3 Effect of generation Y attitudes and behavior 48
2.6 Historical context 49
Chapter Three Methodology 55
3.1 Introduction 55
3.2.Research Design 57
3.2.1 Qualitative research 57
3.2.2 Comparison of qualitative and quantitative research 58
3.2.3 Research strategy 61
3.3 Research Process 63
3.3.1 Sampling 63
3.3.2 Snowball sampling 64
3.4 Key research questions 66
3.4.1 Respondent selection 66
3.4.2 Key research questions 66
3.5 Data collection 68
3.5.1 Primary data collection 70
3.5.2 Secondary data collection 72
3.5.3 Gaining access and ethical issues 72
3.6 Data analysis 75
3.6.1 Data analysis 76
3.6.2 Content analysis 78
3.7 Research credibility 80
3.7.1 Assessing reliability 81
3.7.2 Validity 82
Chapter Four Research Results 84
4.1 Profile of Interviewees 84
4.2 Research results 85
4.3 Data analysis 90
Chapter Five Findings 108
5.1 Authentication of the Research Question 108
5.2 Celebrity endorsements influence Generation Y tourists' spending choices in Macao restaurants 109
5.2.1 The impact of the connection between celebrities and restaurants. 110
5.2.2 Impact of publicity effect on consumption choices 110
5.3 Persuasive effects of celebrity endorsements and influential celebrity characteristics 111
5.3.1 Persuasive effects of celebrity endorsements 112
5.3.2 Characteristics of celebrities which influence endorsements 112
5.4 Celebrity endorsement influences patronage and consumption decisions of Generation Y 113
5.5 The recommendation to management on how to make use of celebrity endorsement in promoting restaurant brand. 114
5.5.1 Factors affecting consumer purchases 115
5.5.2 Suggestions for celebrity endorsements in the restaurant industry 116
Chapter Six Conclusions 119
6.1 Practitioners and academician implications 119
6.2 Limitations and conclusion 127
Bibliography 129
Curriculum Vitae 152
Appendix 154
Abstract II
Content IV
List of Figures IIIV
List of Tables IX
Chapter One Introduction 1
1.1 Research Background 1
1.2 Celebrity endorsement 4
1.3 Generation Y consumers 6
1.4 Macao tourism and restaurant data 7
1.5 Problem statement 10
1.6 Study Rationale 11
1.7 Research Gap 12
1.8 Research objectives and key questions 14
1.9 Significance of the Study 15
1.10 Scope and Delimitation 16
Chapter Two Literature review 18
2.1 Introduction 18
2.2 The Power of Celebrity endorsement 20
2.2.1 Character of Celebrity Endorsements 20
2.2.2 Effect of celebrity endorsement on customers’ behaviour 22
2.2.3 Celebrity selection 23
2.3 Generation Y or Millennials 28
2.3.1 Feature of the generation Y 28
2.3.2 Use of social media 29
2.3.3 Population attributes and preferences in the restaurant industry 32
2.4 Attributes and recognition of celebrity endorsements 36
2.4.1 Influence of celebrity endorsement 36
2.4.2 Characteristics of endorsement 37
2.4.3 Celebrity attributes effect tourist choices 38
2.4.4 Theoretical model 40
2.5.1 Inherent symbolic attributes of celebrity 41
2.5.2 Celebrity endorsement in advertising 46
2.5.3 Effect of generation Y attitudes and behavior 48
2.6 Historical context 49
Chapter Three Methodology 55
3.1 Introduction 55
3.2.Research Design 57
3.2.1 Qualitative research 57
3.2.2 Comparison of qualitative and quantitative research 58
3.2.3 Research strategy 61
3.3 Research Process 63
3.3.1 Sampling 63
3.3.2 Snowball sampling 64
3.4 Key research questions 66
3.4.1 Respondent selection 66
3.4.2 Key research questions 66
3.5 Data collection 68
3.5.1 Primary data collection 70
3.5.2 Secondary data collection 72
3.5.3 Gaining access and ethical issues 72
3.6 Data analysis 75
3.6.1 Data analysis 76
3.6.2 Content analysis 78
3.7 Research credibility 80
3.7.1 Assessing reliability 81
3.7.2 Validity 82
Chapter Four Research Results 84
4.1 Profile of Interviewees 84
4.2 Research results 85
4.3 Data analysis 90
Chapter Five Findings 108
5.1 Authentication of the Research Question 108
5.2 Celebrity endorsements influence Generation Y tourists' spending choices in Macao restaurants 109
5.2.1 The impact of the connection between celebrities and restaurants. 110
5.2.2 Impact of publicity effect on consumption choices 110
5.3 Persuasive effects of celebrity endorsements and influential celebrity characteristics 111
5.3.1 Persuasive effects of celebrity endorsements 112
5.3.2 Characteristics of celebrities which influence endorsements 112
5.4 Celebrity endorsement influences patronage and consumption decisions of Generation Y 113
5.5 The recommendation to management on how to make use of celebrity endorsement in promoting restaurant brand. 114
5.5.1 Factors affecting consumer purchases 115
5.5.2 Suggestions for celebrity endorsements in the restaurant industry 116
Chapter Six Conclusions 119
6.1 Practitioners and academician implications 119
6.2 Limitations and conclusion 127
Bibliography 129
Curriculum Vitae 152
Appendix 154
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