臺灣博碩士論文加值系統

過去許多關於代言人外表吸引力相關的研究，指出高度外表吸引力較適度外表吸引力通常會產生較高的廣告效果，且許多文獻探討配適假設對廣告效果的影響，並指出代言人與產品類別之間的高配適程度通常會產生較高的廣告效果。故本研究實驗一即針對運動行銷探討外表吸引力與吸引力相關運動類型之搭配對廣告效果的影響，並加入代言人可信度為應變數，研究結果發現，外表吸引力對吸引力有顯著影響；而外表吸引力相關運動類型則對專業性有顯著影響；然而之間的交互效果對可靠性及專業性都有顯著的影響。另外，高度外表吸引力運動員較適度外表吸引力運動員有較好的廣告效果及購買意願；外表吸引力無關運動類型較外表吸引力相關運動類型有較好的品牌態度；高度外表吸引力搭配外表吸引力相關運動類型較搭配外表吸引力無關運動類型產生較好的廣告態度；適度外表吸引力搭配外表吸引力無關運動類型較搭配外表吸引力相關運動類型產生較好的廣告態度，故本實驗一研究結論證實運動領域中外表吸引力與吸引力相關運動類型的配適假說。
然而，在運動行銷的領域較少探討配適假設這方面的探討。故本研究實驗二即針對運動行銷探討運動員類型與運動項目之搭配對廣告效果的影響，並加入代言人可信度為應變數，研究結果發現，運動員類型對吸引力及可靠性有顯著影響；而運動項目不會對代言人可信度產生影響；然而運動員類型與運動項目之間交互作用對可靠性及專業性皆有顯著影響。且當運動員類型與運動項目配適程度高時，產生的廣告效果優於配適程度低時，因此，研究結論證實了配適假說。而本研究最後也建議在運動行銷的領域中，選擇運動員代言人時，也需考量其與運動項目的配適，才能產生運動代言人的廣告最大效益。

There are some previous research about endorser’s physical attractiveness, and found that highly attractiveness models usually cause better advertising effectiveness than normally ones. In addition, some literature reviews discuss the impact of match-up hypothesis on advertising effectiveness, and found that match endorser with products would have positive impact on advertising effectiveness. Study1 focus on match endorser''s physical attractiveness with sport type attractiveness of sport marketing on advertising effectiveness. And take celebrity credibility as dependent variable. The result found that physical attractiveness has significant impact on the attractiveness. And sport type attractiveness has significant impact on the expert. Furthermore, the interaction effect between trust and expert both have significant impact. Besides, highly attractive athlete has better advertising effectiveness and purchase intention than normally ones. Highly attractive athlete with sport type attractiveness has better advertising effectiveness than with no sport type attractiveness ones. Normally attractive athlete with no sport type attractiveness has better advertising attitude than attractiveness ones. Therefore study1 demonstrates that match endorser''s physical attractiveness with sport type attractiveness in sport area. The result confirmed the match-up hypothesis.
In addition, there are some approach about match-up hypothesis in sport marketing. Thus, study2 discuss the impact of matching athlete type with sport type on advertising effectiveness, and take celebrity credibility as dependent variable.The result found that athlete type has significant impact on attract and trust. However, sport type has no impact on celebrity credibility. And the interaction between athlete type and sport type both has significant on trust and expert. When athlete type have highly match with sport type, the advertising effectiveness is better than normally match ones. Therefore, the study confirms the match up hypothesis. This study also suggest that when select the athlete endorser, it should consider about athlete endorser fit the sport type to gain the greatest advertising benefit from athlete endorser, when select the athlete endorser

中文摘要…………………………………………………………………………………i.
英文摘要…………………………………………………………………………………ii.
致謝………………………………………………………………………………………iii.
一、 緒論………………………………………………………………………………1
1.1研究背景與動機……………………………………………………………………1
1.2研究目的……………………………………………………………………………3
1.3研究流程……………………………………………………………………………4
二、文獻探討 …………………………………………………………………………5
2.1外表吸引力…………………………………………………………………………5
2.2代言人廣告的理論基礎 …………………………………………………………6
2.3配適性假設 ………………………………………………………………………12
2.4運動行銷 …………………………………………………………………………14
2.5廣告效果 …………………………………………………………………………16
2.6究架構及假設 ……………………………………………………………………18
三、研究方法 …………………………………………………………………………26
3.1研究設計……………………………………………………………………………26
3.2前測…………………………………………………………………………………27
3.3正式實驗……………………………………………………………………………31
3.4信度分析……………………………………………………………………………36
四、實驗一之研究結果 ………………………………………………………………38
4.1操弄測試……………………………………………………………………………38
4.2外表吸引力與外表吸引力相關運動類型對廣告效果之影響……………………38
4.3外表吸引力與外表吸引力相關運動類型對代言人可信度之影響………………51
4.4代言人可信度對廣告效果之影響…………………………………………………60
五、實驗二之研究結果 ………………………………………………………………64
5.1運動員與運動項目對廣告效果之影響……………………………………………64
5.2運動員類型與運動項目對代言人可信度之影響…………………………………73
5.3代言人可信度對廣告效果之影響…………………………………………………81
5.4小結…………………………………………………………………………………84
六、結論與建議 ………………………………………………………………………92
6.1研究結論……………………………………………………………………………92
6.2學術貢獻與行銷實務意涵…………………………………………………………94
6.3研究限制與建議……………………………………………………………………95
參考文獻 ………………………………………………………………………………98
中文部分 ………………………………………………………………………………98
英文部分 ………………………………………………………………………………98
附錄 ……………………………………………………………………………………103

中文部分
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