臺灣博碩士論文加值系統

近年來許多行銷業者逐漸興起與流行邀請名人擔任品牌廣告之代言人，因此名人代言在現今的行銷市場上可說是擁有著代表性的地位，而本研究在探討消費者對於代言名人之崇拜情感對品牌鍾愛與品牌忠誠度之影響，以金城武代言長榮航空之品牌廣告為例，研究對象為年滿二十具備完全行為能力之消費者，共計發放400份問卷，有效問卷為384份，問卷回收率為96％。本研究題項皆採用李克特五點尺度量表衡量，採取便利抽樣法進行問卷之發放，並以SPSS18.0及Amos18.0統計軟體進行資料分析，研究結果發現，名人崇拜對品牌鍾愛有顯著正向之影響，而品牌鍾愛對品牌忠誠度亦有顯著之影響，期望透過上述分析結果提供學術界於研究上及產業界擬定行銷策略時的參考。

The choice of a celebrity endorser for a brand is an important topic in advertising and marketing. Companies spend considerable time and effort resources to find the right celebrity to represent a given organization. The current research proposes a model that postulates how celebrity worship leads to brand love that, in turn, affects brand loyalty. Likert 5-point scales were employed to assess celebrity worship, brand love, and brand loyalty. SPSS18.0 and Amos18.0 were performed for testing the hypotheses. A total of 384 valid questionnares was collected. The findinds showed that celebrity worship had positive effects on brand love and brand love had positive effects on brand loyalty. Managerialand theoretical implications, as well as directions for further research, were also discussed based on the results of the study.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究流程 6
第四節 名詞解釋 7
第二章 文獻探討 8
第一節 代言人定義與理論基礎 8
第二節 名人崇拜 13
第三節 代言數量 18
第四節 品牌鍾愛 22
第五節 品牌忠誠度 28
第六節 各構面之關係與假設 35
第三章 研究方法 40
第一節 研究架構與假設 40
第二節 研究對象與抽樣方法 42
第三節 變數操作性定義與衡量 43
第四節 統計分析方法 47
第五節 前測結果 49
第四章 研究結果分析 54
第一節 樣本描述性分析 54
第二節 信度與效度分析 56
第三節 個人背景變項之差異分析 61
第四節 驗證性因素分析 62
第五節 模型適配度考驗 66
第六節 研究假設檢定 67
第五章 結論與建議 78
第一節 研究結論 78
第二節 研究限制與建議 85
附錄一 問卷 88
參考文獻 91

公平交易委員會對於薦證廣告之規範說明(民102年11月7日)
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