臺灣博碩士論文加值系統

本研究目的旨在探討企業之代言人可信度、品牌可信度對消費者知覺價值與品牌權益之影響關係。以曾經使用知名品牌手機(HTC與Samsung)且知道品牌代言人(五月天與Hebe)之消費者為研究對象。本研究利用在網路問卷平台上建立問卷的方式於Facebook、Mobile01、BBS三大平台上放置問卷連結於手機討論區進行問卷蒐集。問卷分為前測與後測方式進行，前測發放20份問卷，以了解問卷題項是否語意通順、易於了解，後測共回收404份有效問卷作為研究之資料。回收資料以SPSS19.0以及AMOS 20統計套裝軟體進行描述性、驗證性因素分析(CFA)、信效度分析、結構方程模式(SEM)統計分析，研究結果發現：(一)代言人可信度對知覺價值有顯著的影響；(二) 品牌可信度對知覺價值有顯著的影響；(三)知覺價值對品牌權益有顯著的影響。

This study discusses the effect of endorsement credibility、brand credibility to consumer perceived value and brand equity. Consumer who well-known brands have used mobile phones (HTC and Samsung) and know the brand endorsement (Mayday and Hebe) were chosen as our respondents. In this study, a questionnaire on the network to build a platform way to place a questionnaire survey on Facebook, Mobile01, BBS three platforms and forum link on the phone questionnaires to collect. Before formal distribution of questionnaire, a pretest was conducted by asking 20 respondents to make sure all the questions are clarify. Eventually, 404 useful questionnaires were received for data analysis. By using SPSS19.0 and AMOS20, descriptive statistics, Confirmatory factor analysis(CFA), Reliability and Validity, Structural equation modeling(SEM) were conducted. The results showed that：(1) Endorsement credibility has a positive and significant influence on perceived value；(2) Brand credibility has a positive and significant influence on perceived value；(3) Perceived value has a positive and significant influence on brand equity.

中文摘要 I
英文摘要 II
目錄 IV
表目次 VI
圖目次 VII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的2
第三節 研究流程圖3
第二章 文獻探討與研究假設4
第一節 代言人可信度4
第二節 品牌可信度8
第三節 知覺價值11
第四節 品牌權益13
第五節 研究假設16
第三章 研究方法19
第一節 研究變數定義與衡量題項19
第二節 研究設計20
第三節 統計方法22
第四章 資料分析24
第一節 人口統計變數分析24
第二節 驗證性因素分析26
第三節 假說檢定之結果與意涵28
第五章 結論與建議29
參考文獻33
表2-1 代言人可信度之衡量構面與研究結果6
表2-2 品牌可信度之衡量構面與研究結果10
表2-3 知覺價值文獻12
表2-4 品牌權益之構面、定義與目的14
表4-1 樣本次數分配 25
表4-2 驗證性因素分析27
表4-3 平均數、標準差、區別效度27
表4-4 研究假設驗證 28
圖1-1 研究流程圖 3
圖2-1 研究架構圖16

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楊東震、謝兆貞、邱俊智(2013)。產品類型與代言人對農產品溝通效果之研究，經營管理學刊，第7/8期，49-66
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