臺灣博碩士論文加值系統

隨著國內運動選手的表現愈來愈亮眼，運動代言人可信度逐漸受到重視，然而在過去的文獻中，關於運動代言人可信度與品牌權益及消費者購買意願的整體研究著墨甚少。因此本研究欲探討運動代言人可信度對品牌權益及消費者購買意願之影響，並以產品類別為調節變數，觀察各變數間相互影響所產生不同的結果。本研究採取實驗設計法，以大專院校學生為樣本，以觀察受測者在運動代言人代言不同產品類別下，所感受到的品牌權益對顧客的購買意願產生的影響。共發出250份問卷，回收210份有效問卷。
經由本研究結果顯示：
一、 運動代言人可信度對品牌權益具有顯著影響
二、 運動代言人可信度與品牌權益之關係會受到產品類別調節效果之顯著影響
三、 運動代言人所代言產品之品牌權益對消費者購買意願有顯著影響

As the domestic athletes’ performance getting much more spectacular these years, the credibility of athlete’s endorsement has been an important issue in the research area of marketing. But in the previous literature, the whole research literature regarding the credibility of athlete’s endorsement, brand equity and purchase intention is quite defi-cient. Therefore, the main discussion of this research is about the credibility of ath-lete’s endorsement, brand equity and purchase intention, and use product category as moderator to investigate the result which during various variables mutually affects. We use experimental design to make proper questionnaire for the investigation. The samples of this study were collected from the consumers of college students. Total sample size was 250 consumers, and valid sample size 210 consumers.

The results of this research are listed as follows: 1. The credibility of athlete’s en-dorsement significantly influences the brand equity. 2. The relationship of credibility of athlete’s endorsement and brand equity will be moderated by product category. 3. The brand equity of the product endorsed by athletes significantly influences the pur-chase intention.

內容目錄
中文摘要 ．．．．．．．．．．．．．．．．．．．．． iii

英文摘要 ．．．．．．．．．．．．．．．．．．．．． iv

誌謝辭 ．．．．．．．．．．．．．．．．．．．．． v

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　　研究動機與問題．．．．．．．．．．．． 2
第三節　　研究目的．．．．．．．．．．．．．．． 3
第四節 研究流程．．．．．．．．．．．．．．． 4
第二章　　文獻探討．．．．．．．．．．．．．．．．． 5
　　第一節　　運動代言人．．．．．．．．．．．．．． 5
　　第二節　　品牌權益．．．．．．．．．．．．．．． 11
　　第三節　　購買意願．．．．．．．．．．．．．．． 26
第三章　　研究方法．．．．．．．．．．．．．．．．． 31
　　第一節　　研究架構．．．．．．．．．．．．．．． 31
第二節 變數定義與其衡量方式．．．．．．．．． 32
　　第三節　　研究假設．．．．．．．．．．．．．．． 35
第四節　　實驗設計．．．．．．．．．．．．．．． 39
第五節　　問卷設計．．．．．．．．．．．．．．． 40
第六節　　資料分析方法．．．．．．．．．．．．． 44
第四章　　研究結果．．．．．．．．．．．．．．．．． 47
　　第一節　　樣本結構．．．．．．．．．．．．．．． 47
第二節 相關與共線性分析．．．．．．．．．．． 48
　　第三節　　調節效果影響分析．．．．．．．．．．． 55
第四節 階層迴歸分析．．．．．．．．．．．．． 60
第五章　　結果與建議．．．．．．．．．．．．．．．． 68
　　第一節　　假設驗證結果．．．．．．．．．．．．． 68
第二節 研究結果與討論．．．．．．．．．．．． 69
第三節 行銷實務上的含義．．．．．．．．．．． 72
第四節　　研究限制．．．．．．．．．．．．．．． 74
　　第五節　　未來研究方向．．．．．．．．．．．．． 75
參考文獻　．．．．．．．．．．．．．．．．．．．．． 77
附錄 正式問卷．．．．．．．．．．．．．．．．．．． 93

表目錄
表 2-1 來源信賴度的內涵．．．．．．．．．．．．．． 8
表 2-3 品牌權益之實證研究．．．．．．．．．．．．． 22
表 2-4 購買意願之實證研究．．．．．．．．．．．．． 28
表 3-1 代言人可信度衡量之問項．．．．．．．．．．． 41
表 3-2 品牌權益衡量之問項．．．．．．．．．．．．． 42
表 3-3 購買意願衡量之問項．．．．．．．．．．．．． 44
表 4-1 研究樣本之個人基本資料分析表．．．．．．．． 48
表 4-2 本研究變項之α係數．．．．．．．．．．．．． 49
表 4-3 本研究變項之內在效度指數分析．．．．．．．． 50
表 4-1 本研究問項因素分析結果表．．．．．．．．．． 51
表 4-5 本研究變項構面之相關係數矩陣表．．．．．．． 54
表 4-6 代言人可信度與品牌忠誠度之共變數分析摘要表． 56
表 4-7 代言人可信度與知覺品質之共變數分析摘要表． 57
表 4-8 代言人可信度與品牌聯想之共變數分析摘要表． 57
表 4-9 代言人可信度與品牌知名度之共變數分析摘要表． 58
表 4-10 代言人可信度與品牌權益關係之依產品類別比較表．．．．．．．．．．．．．．．．．．．．． 59
表 4-11 可信度與購買意願之迴歸分析．．．．．．．．． 61
表 4-12 可信度與品牌忠誠度之迴歸分析．．．．．．．． 61
表 4-13 可信度與知覺品質之迴歸分析．．．．．．．．． 62
表 4-14 可信度與品牌聯想之迴歸分析．．．．．．．．． 63
表 4-15 可信度與品牌知名度之迴歸分析．．．．．．．． 63
表 4-16 品牌權益與購買意願之迴歸分析．．．．．．．． 64
表 4-17 代言人可信度、品牌權益對購買意願之階層迴歸分析表．．．．．．．．．．．．．．．．．．．． 66
表 5-1 假設驗證結果表．．．．．．．．．．．．．．． 68

圖目錄
圖 1-1 研究流程圖．．．．．．．．．．．．．．．．． 4
圖 3-1 方案評估與購買決策關係．．．．．．．．．．． 28
圖 3-1 研究架構．．．．．．．．．．．．．．．．．． 31

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