臺灣博碩士論文加值系統

在競爭的消費市場中，買賣雙方所擁有的訊息並不對稱而為了要使消費者能夠更深入的了解其產品，並增加其對商品本身訊息上的不足，透過代言人可信度的效果，加上產品本身的品牌形象的影響，進而吸引到消費者的目光以及購買意願，本研究將代言人之可信度和品牌關係做一個連結的探討和分析，然而加入品牌熟悉度干擾角色)，對於能提升商品之曝光率和品牌知名度，是一個學術及實務上的重要議題。
本研究之目的欲探討品牌熟悉度對代言人可信度與品牌形象評估之影響。本研究採用實驗法，以運動球鞋為主要產品，與現有的實際品牌相互組合，以評估關係影響之效果。研究程序分為預試和正式實驗兩階段，預試目的是篩選出正式實驗所需品牌與廣告代言人(代言人可信度，高/低)、(品牌熟悉度，高/低)。預試回收有效樣本76人，在正式實驗段，本研究以虛擬情境來操弄自變數，採用2x2的因子設計，共計四種實驗方格進行測試，每一實驗方格40人，研究對象為大學生，共計回收有效樣本146人。研究結果顯示，在品牌熟悉度較低時，代言人可信度能更正向影響對於品牌形象之評估。就此研究結果提出相關之結論以及建議。

In the competitive consumer market, buyers and sellers have the message and asymmetry, and in order to make consumers more in-depth understanding of their products and increase their deficiencies on the message of the product itself, the credibility effect through a spokesperson,the brand image of the product itself, and then to attract the attention of consumers and the willingness to buy, the spokesperson's credibility and brand explore and analyze the relationship between a link, however, brand familiarity (interference roles),for goods to enhance the visibility and brand awareness is an academic and practical issues
The purpose of this study is to investigate the impact of different familiarity, spokesman for the credibility of the brand assessment. In this study, experimental method, sports shoes as the main product, to actual existing brands in combination with each other, and to assess the effect of the impact. The program is divided into two stages of pre-test and formal experiment, the purpose of the pre-trial screening required for a formal experiment brand endorsers (spokesperson credibility, high / low), (brand familiarity, high / low). Pre-test valid sample 76 people, in a formal experiment, the manipulation of the independent variables to virtual contexts, groups of 2x2 factorial design, a total of four experimental grid test, each experimental grid 40, a total of valid sample of 146 people, object of study for college students. The results showed that the low brand familiarity, spokesperson credibility more positive influence on the assessment for the brand image. These findings raise the conclusions and recommendations.

中文摘要　 iii
英文摘要　 iv
誌謝辭　　
內容目錄　 vi
表目錄　　 viii
圖目錄　　 x
第一章　　緒論 1
第一節　　研究背景1
第二節　　研究目的 4
第三節　　研究架構 6
第四節　　研究限制與範圍7
第二章　　文獻探討 8
第一節　　品牌形象 8
第二節　　代言人可信度12
第三節　　品牌熟悉度18
第四節　　研究假設 22
第三章　　研究方法 25
第一節　　預試 26
第二節　　正式實驗 33
第三節　　研究樣本與資料收集 34
第四節　　分析方法 34
第四章　　實證結果 35
第一節　　樣本結構 35
第二節　　信度與效度分析 37
第三節　　研究變數之操弄檢定 40
第四節　　假設檢定41
第五章　　結論與建議44
第一節　　研究結論與討論44
第二節　　管理意涵46
第三節　　未來研究之建議47
參考文獻 48
附錄A　　預試問卷61
附錄B　　正式問卷67
附錄C 廣告傳單83




表 目 錄
表 3- 1 運動品牌之選擇可能 27
表 3- 2 代言人之選擇可能28
表 3- 3 品牌品質、偏好度、知名度之平值30
表 3- 4 代言人各特質之平均值31
表 3- 5 實驗方格31
表 4- 1 正式問卷回收結果36
表 4- 2 正式實驗樣本結構37
表 4- 3 信度分析結果38
表 4- 4 效度分析結果39
表 4- 5 母品牌變異數分析結果40
表 4- 6 代言人可信度變異數分析結果 41
表 4- 7 代言人可信度對品牌形象之變異數分析42
表 4- 8 品牌熟悉度對品牌形象之變異數分析42
表 4- 9 代言人可信度與品牌熟悉度對品牌形象之變 43
表 5- 1 研究假設驗證彙整表 46








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