臺灣博碩士論文加值系統

在競爭激烈的全球市場上，許多企業透過共品牌方式，推出兩品牌合作產品，並利用廣告代言人爲共品牌產品背書代言，希望引起更多消費者的關注，進而提升雙方品牌企業自身的商業利益，建立長久的競爭優勢。本研究結合共品牌契合度和代言人可信度，探討不同契合度的品牌組合以及不同可信度的代言人如何去影響消費者對共品牌產品的購買意願。
本研究以實驗設計方法進行，共品牌契合度(高、中、低)、代言人可信度(高、低)兩項自變數，為 3x2 二因子設計，透過共品牌服飾的代言人廣告，建立六種不同的實驗情境，觀察消費者在不同情境下對共品牌產品所展現的購買意願。
研究結果指出消費者對於共品牌契合度高和中的產品的購買意願，會高於共品牌契合度低的產品；此外消費者對於代言人可信度度高和中的產品的購買意願，會高於代言人可信度低的產品；而在共品牌契合度與代言人可信度交互作用下，首先在代言人可信度低的情況下，共品牌契合度與消費者購買意願呈線性關係；而在代言人可信度高的情況下，會提升消費者對於共品牌契合度中度產品的購買意願。

In the highly competitive global market, many enterprises used co-branding strategy to sell their new co-branded product. And using spokesperson advertisement is the way to enhance consumers’ interest on co-branded product which can bring profits and sustainable competitive advantages to cooperated brand partners. Based on these findings, this study
explores how the credibility of spokesperson affect consumers’ purchase intention on co-branded product through different levels of co-brand fit.
The present study employs an experimental design to investigate the effects of co-brand fit (high vs. moderate vs. low), the credibility of spokesperson (high vs. low) on consumers’ purchase intention of co-branded product. A 3x2 factorial design is conducted. Six different scenarios are established through co-branded fashion apparel and spokesperson advertisement, to figure out which scenario will lead to higher purchase intention for consumers.
The results indicated that co-brand fit is positively related to customer purchase intention. On the other hand the credibility of spokesperson is also positively related to customer purchase intention. When the credibility of spokesperson is in a low status, there is a linear relationship between co-brand fit and consumer purchase intention . However, when the credibility of spokesperson is in a high status, the aforementioned relationship becomes weaker, moderate co-brand fit would lead to higher purchase intention for consumers.

中文摘要 i
英文摘要 ii
致謝 iii
目錄 iv
表目錄 vi
圖目錄 vii
第一章 緒論 1
1-1 研究背景 1
1-2 研究動機 1
1-3 研究目的與問題 2
1-4研究架構 2
第二章 文獻回顧 4
2-1共品牌之文獻回顧 4
2-2契合度之文獻回顧 4
2-3代言人可信度之文獻回顧 5
2-4消費者購買意願之文獻回顧 6
2-5共品牌產品廣告的廣告焦點之文獻回顧 6
2-6共品牌契合度與消費者購買意願之文獻回顧 7
2-7代言人可信度與消費者購買意願之文獻回顧 8
第三章 研究設計與方法 9
3-1研究假設與架構 9
3-1-1共品牌契合度對於消費者購買意願的影響 9
3-1-2代言人可信度對於消費者購買意願的影響 9
3-1-3共品牌契合度與代言人可信度對消費者購買意願有交互作用的影響 10
3-2研究變數的操作型定義與衡量 11
3-2-1自變數的操作型定義 11
3-2-2自變數的衡量方式 12
3-2-3依變數的操作型定義 13
3-2-4依變數的衡量方式 13
3-3 研究設計 14
3-3-1實驗設計 14
3-3-2前測問卷設計與結果 14
3-2-3正式問卷設計 18
3-4資料蒐集與分析方法 22
3-4-1抽樣與樣本結構 22
3-4-2資料分析方法 22
第四章 研究結果與分析 24
4-1樣本背景分析 24
4-2 信度分析 24
4-3研究設計之檢驗 25
4-3-1品牌組合契合度之驗證 25
4-3-2代言人組合可信度之驗證 26
4-3-3品牌組合操弄之驗證 26
4-3-4代言人組合操弄之驗證 27
4-3-5潛在共變數之檢驗 27
4-4 研究假設之檢驗 28
4-4-1共品牌契合度主要效果檢驗 28
4-4-2代言人可信度主要效果檢驗 30
4-2-3共品牌契合度與代言人可信度交叉效果檢驗 31
4-5 研究假設之實證結果 35
第五章 結論與建議 36
5-1研究結論 36
5-2管理意涵 37
5-3研究限制 37
5-4未來研究建議 38
參考文獻 40
附錄一 前測問卷 44
附錄二 正式問卷版本一 47
附錄三 正式問卷版本二 51
附錄四 正式問卷版本三 55
附錄五 正式問卷版本四 59
附錄六 正式問卷版本五 63
附錄七 正式問卷版本六 67

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