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  1. Surveys
  2. 2011
  3. December
  4. C
  5. Celebrity Endorsement in Comestic Industry
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你好，我是香港職業訓練局之高峰專業進修學院學生，現正就代言人在美容行業對消費者的影響力進行問卷調查。希望閣下能用幾分鐘時間完成以下問卷，所有收集得來的資料皆會保密及只作學術用途，並會在一年內銷毀。謝謝!
I am student of the SHAPE, Coventry University of Hong Kong. Now, we are conducting on The effectiveness of celebrity endorser to consumer in cosmetic industry.
Hope you can spend few minutes to fill in this questionnaire.
(All collected personal information and date will be only used for project analysis and the data will be distorted within one year.)
 
 
 
Part 1 Habit Questions (Please add tick in the blank)
第一部份 受訪對象篩選 (請在方格上加剔號)

Have you ever bought cosmetic product?
請問你有沒有曾經購買過美容產品?
 
Yes 有 (Pls move to Part 2 請回答第二部份問題)
 
No 沒有 (The End – Thank you for your help and cooperation! 問卷調查完畢，謝謝!)
 
 
 
Part 2 Habit in buying cosmetic products (Please add tick in the blank)
第二部份 消費者購買美容產品的習慣 (請在方格上加剔號)

What factors will you consider when you purchase a cosmetic product? (You may choose more than one options)
當你購買一件美容產品時, 你會考慮什麼因素? (以下答案可選多於一項)
 
Price 產品價錢
 
Function 產品功效
 
Celebrity endorser 產品代言人
 
Brand 產品品牌
 
Other 其他因素
 
 
 
 
Have you ever bought the cosmetic product with celebrity endorser?
請問你有曾經購買明星/名人代言人的美容產品嗎?
 
Yes 有
 
No 沒有
 
 
 
For similar products of same price, will you prefer buying a product with celebrity endorser to the one without celebrity endorser?
在同類產品上，價格一樣，你會選擇購買一個有代言人代言的美容產品嗎?
 
Yes 會
 
No 不會
 
 
 
In the past six months, how many products with celebrity endorser have you bought?
請問你於過往的六個月內，大概購買了多少項明星/名人代言的美容產品?
 
1-3 items 1-3項
 
4-6 items 4-6項
 
7-10 items 7-10項
 
11-15 items 11-15 項
 
16 items or more 16項或以上
 
 
 
In the past six month, how much you have spent on products with celebrity endorser?
請問你於過往的六個月內，大概花費了多少金錢在那些代言美容產品上?
 
$1 - $500
 
$501 - $1500
 
$1501 - $2500
 
$2501 - $3500
 
$3501 or above $3501或以上
 
 
Part 3 代言人對消費者消費習慣的影響
第三部份 The effectiveness of celebrity endorser to consumer buying behavior
According to the below descriptions, please circle one number from 1-5 marks. (1marks = totally disagree, 5marks = totally agree, 0mark = no comment)
請就以下的描述，以1-5分代表你對該描述的同意程度。(1分=非常不同意，5分=非常同意。)
(Please circle your answer) (請在答案上加圈)


A. Effectiveness on celebrity endorser 代言人的影響力
Totally Disagre 非常不同意 Disagree 不同意 Average 一般 Agree 同意 Totally Agree 非常同意 No Comment 沒有意見
If the cosmetic products are endorsed by celebrity, you will have confident in the product. 如果美容產品有使用代言人，你購買產品時會比較有信心。
If the cosmetic products are endorsed by celebrity, you will be more confident in the brand. 如果美容品牌有使用代言人，你會對該代言的美容品牌更有信心。
If you see a celebrity endorser, you will associate him / her with the brand he / she endorsed. 看到某明星/名人時，你能聯想起他所代言的美容品牌。
If you see a celebrity endorser, you will associate him / her with the cosmetic product he / she endorses. 看到某明星/名人時，你能聯想起他所代言的美容產品。
When you see your favorite artist / celebrity, you will impulsively purchase the brand he / she endorses. 看到自己喜愛的明星/名人為某美容產品做代言人時，你會毫不猶疑地購買該代言的美容產品。
 
B. Celebrity Endorser’s image 代言人的形象
Totally Disagree 非常不同意 Disagree 不同意 Average 一般 Agree 同意 Totally Agree 非常同意 No Comment 沒有意見
When you are not familiar with the brand, the professional image of the celebrity endorser will give you confidence to choose that brand. 當你不認識哪些美容品牌的時候，代言人的專業形象會給你信心去選購該品牌。
When you are not familiar with the brand, the professional image of the celebrity endorser is the major factor for you to purchase the product. 當你對美容產品不熟悉時，代言人的專業形象是你決定購買美容產品的重要因素。
If the image of the celebrity endorser leads to a brand with high credibility, it will increase your positive feelings towards the brand. 若代言人的形象是正面可靠，會增加你對該代言的美容品牌的正面感覺。
If the image of the celebrity endorser leads to a brand with high credibility, it will increase your purchase desire. 若代言人的形象是正面可靠，會增加你對該代言美容產品的購買意慾。
When there is negative information about the celebrity, it will tarnish the image of the brand. 若代言人的形象不正面，經常出現負面新聞，你會覺得他代言的美容品牌也不可靠。
When there is negative information about the celebrity, it will decrease your purchase desire. 若代言人的形象不正面，經常出現負面新聞，會減低你對該代言美容產品的購買意慾。
 
 
C. Endorser’s attractiveness 代言人的外型
Totally Disagre 非常不同意 Disagree 不同意 Average 一般 Agree 同意 Totally Agree 非常同意 No Comment 沒有意見
Attractive endorser is more effective when promoting products are used to enhance one’s attractiveness. 代言人的外型具魅力，會吸引你購買該美容產品。
You will pay more attention to cosmetic brand with attractive endorser. 代言人的外型具魅力，會吸引你去留意該代言的美容品牌。
 
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