臺灣博碩士論文加值系統

企業挑選消費者喜歡的偶像來擔當產品代言人已經成為一種常見的現象，但是過往研究卻很少探討偶像崇拜與代言人可信度之影響、消費者的偶像崇拜是否會影響代言產品的購買意願，因此本研究欲以周杰倫為例探討: (1)偶像崇拜對音樂產品與代言產品購買意願之影響、(2)偶像崇拜對代言人可信度之影響、(3)代言人可信度對音樂產品與代言產品購買意願之影響。

本研究採用問卷調查法 (survey research) 收集初級資料，採用便利抽樣原則來進行樣本的抽樣，問卷對象以大學生做為樣本，共回收 786 份問卷，以SPSS 18.0 統計軟體進行分析。
實證結果如下:

1. 偶像崇拜對音樂產品與代言產品購買意願有顯著影響；

2. 偶像崇拜中社交娛樂層次對代言人可信度中之信賴度、專業性與吸引力皆有顯著影響，偶像崇拜中迷戀與病態層次對代言人可信度中之信賴度與吸引力兩個構面有顯著影響，但是偶像崇拜中迷戀與病態層次對代言人可信度之專業性無顯著影響；

3. 代言人可信度之信賴度與吸引力對代言產品與音樂產品購買意願有顯著影響，代言人可信度之專業性對代言產品與音樂產品購買意願則無顯著影響。

It’s a common phenomenon that companies select idol to be product endorser, but previous researches have rarely explored the effect of idol worship and endorser’s credibility, the relationship between idol worship and endorsement product purchase intention. This research is Jay Chou case study, we want to talk about: (1) idol worship affects music products and endorsement product purchase intentions; (2) idol worship affects endorser’s credibility; and (3) endorser's credibility affects music products and endorsement product purchase intentions.

This study used survey research to collect the primary data that used to carry out the principle of convenience sampling, questionnaire object to students as samples were collected 786 questionnaires to SPSS 18.0 statistical software for analyzing.

The results are as follows:

1. Idol worship has significantly impact on music products and endorsement product purchase intention.

2. Entertainment-social level of idol worship has significantly impact on trustworthiness, expertise and attractiveness of endorser’s credibility. Intense-pathological level of idol worship has significantly impact on trustworthiness and attractiveness of endorser’s credibility, but intense-pathological level of idol worship has no significantly impact on expertise of endorser’s credibility.

3. Trustworthiness and attractiveness of endorser’s credibility have significantly effect on music products and endorsement product purchase intention. Expertise of endorser’s credibility has no significantly effect on music products and endorsement product purchase intention.

第壹章 緒論.............1
第一節 研究動機.............1
第二節 研究目的.............2
第三節 研究流程.............3
第貳章 文獻探討.............5
第一節 偶像崇拜.............5
第二節 代言人可信度.............9
第三節 購買意願.............11
第四節 研究假說.............12
第參章 研究方法.............15
第一節 研究架構.............15
第二節 變數之操作性定義及其衡量.............16
第三節 研究問卷.............21
第四節 問卷對象.............25
第五節 資料分析方法.............26
第肆章 資料分析與實證結果 .............28
第一節 敘述性統計分析.............28
第二節 因素分析.............31
第三節 信度與效度分析.............36
第四節 相關分析.............38
第五節 迴歸分析.............39
第伍章結論與建議.............45
第一節 研究結果.............46
第二節 研究討論.............47
第三節 研究貢獻.............50
第四節 研究限制與後續研究建議.............51
參考文獻.............54
一、中文部分.............54
二、英文部分.............55
附錄:正式問卷.............58

1.朱利夫，2011，代言配適度、廣告態度、品牌態度與代言人態度關係之研究─以王建民代言為例，台北市立體育學院休閒與運動管理學系碩士論文。
2.李光勳，2003，廣告代言人與代言品牌的形象差異性及代言人可信度對廣告效果影響之研究，東吳大學企業管理學系碩士論文。
3.李鎮邦，2006，廣告代言人類型與產品類型適配性研究，國立中山大學傳播管理研究所碩士論文。
4.巫建輝，2006，品牌評價對代言人可信度與購買意願關係之干擾效應─以華人地區消費者為例，大葉大學國際企業管理學系碩士論文。
5.李佑剛，2009，代言人可信度、代言商品認知與消費者購買意願之相關研究-以王建民為例，國立高雄師範大學體育學系碩士論文。
6.林碧霞，2007，新北市學前教師對融合教育與工作滿意度之調查研究，國立東華大學幼兒教育學系碩士論文。
7.陳裕仁，2003，名人代言人與產品相關度之研究，輔仁大學大眾傳播學研究所碩士論文。
8.陳婷玉與王舜偉，2006，愚昧無知或享受參與?-廣播賣藥節目的閱聽人分析，傳播與管理研究，第5卷第2期，頁1-36
9.黃佑安、董美戀與柯東育 (2010)，依附強度與音樂產品購買之研究─以台灣大學生為例，2010企業管理國際學術論壇暨研習營。
10.楊于萱，2009，代言人類型及其可信度對消費者知覺風險影響之研究，國立台北大學企業管理學系碩士論文。
11.蔡淑妹，2002，運動品牌代言人可信度來源因素對消費者購買意願影響之研究，國立台灣科技大學管理研究所碩士論文。
12.Jay Chou 杰威爾音樂官方頻道 JVR Music Official Channel，2012， http://www.jvrmusic.com，搜尋日期：2012年5月16日。
13.維基百科，2012，http://zh.wikipedia.org/wiki/首頁，搜尋日期：2012年5月16日。

1.Byrne, M. E., Groover, A. T., Fontana, J. R. and Martienssen, R. A. (2003), “Phyllotactic pattern and stem cell fate are determined by the Arabidopsis homeobox gene BELLRINGER”, Development, 130(17), 3941-50.
2.Cushman, P. (1990),“Why the self is empty: Toward a historically situated psychology”, American Psychologist, 45(5), 599-611.
3.Dodds,W.B., Monroe K.B., and D. Grewal (1991),“Effects of Price ,Brand and Store Information on Buyers’Product Evaluations”, Journal of Marketing Research, 28(8), 307-319.
4.Friedman, H. H., and Friedman, L. (1979),“Endorser effectiveness by product type”, Journal of Advertising Research, 19(5), 63-71.
5.Fishbein, M., and S.E. Middlesstadt (1995),“Non cognitive Effects on Attitude Formation and Change: Fact or Artifact?”, Journal of Consumer Psychology 4(21), 181-202.
6.Wilson, E., and Sherrell, D. (1993),“Source effects in communication and persuasion research: A meta-analysis of effect size”, Journal of the Academy of Marketing Science, 21(2), 101-112.
7.Grewal, Dhruv, R. Krishnan, Julie Baker and Norm Borin (1998),“The Effect of Store Name, Brand Name and Price Discounts on Consumers’Evaluations and Purchase Intentions”, Journal of Retailing, 74(3), 331-352.
8.Giles, D., & Maltby, J. (2006),“Praying at The Altar of The Stars”, The Psychologist, 19(2), 82-85.
9.Hatter, L. J. (1994), Addictive processes, Encyclopedia of Psychology, New York, NY.
10.Huang, Y. -A., (2011),“Determinants and Consequence of Idol Worship: Perspectives of Human Brand Attachment and Absorption”, Working Paper, National Chi Nan University of Taiwan.
11.Huang, Y. -A., I. Phua, and C. Lin, (2011),“Attachment Strength and Idol Worship: How do they Affect Human Brand Loyalty”, Working Paper, National Chi Nan University of Taiwan.
12.Huang, Y. -A., (2012),“Idol Attachment and Human Brand Loyalty”, Working Paper, National Chi Nan University of Taiwan.
13.Huang, Y. -A., C. Lin, and H. J. Su, (2011),“I Worship, so I Download? Idol Worship, Music Purchase and Piracy”, Working Paper, National Chi Nan University of Taiwan.
14.Kelman, Herbert C. (1961),“Processes of Opinion Change”, Public Opinion Quarterly, 25 (1), 57-78.
15.Kahle, L. R. & Homer, P. M. (1985),“Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective”, Journal of Consumer Research, 11(1), 954-961.
16.Kamins, M. A. (1990),“An investigation into the match up hypothesis in celebrity advertising: When beauty may be only skin deep? ”Journal of Advertising, 19(1), 4-13.
17.Lange, R., & J. Houran (1998),“Delusions of the paranormal: A haunting question of perception”, Journal of Nervous and Mental Disease, 186(10), 637-645.
18.Lange, R., and J. Houran (1999),“The role of fear in delusions of the paranormal”, Journal of Nervous and Mental Disease, 187(3), 159-166.
19.Lange, R., & J. Houran (2000),“Modeling Maher's attribution theory of delusions as a cusp catastrophe”, Nonlinear Dynamics, Psychology, and Life Sciences, 4(3), 235-254.
20.Lam & Mukherjee (2006),“The effects of merchandise coordination and juxtaposition on consumers’ product evaluation and purchase intention in store-based retailing”, Journal of Retailing, 81(3), 231-250
21.Mowen, J. C. & Stephen, W. B. (1980),“On Explaining and Predicting the Effectiveness of Celebrity Endorsers”, Advances in Consumer Research, 8,437-41.
22.Mowen, J. C. (1980),“On Product Endorser Effectiveness: A Balance Model Approach”, Current Issue and Research in Advertising, 3(1), 41-57.
23.Morwitz, V. G., & Schmittlein, D. (1992),“Using segmentation to improve sales forecasts based on purchase intent: Which“intenders”actually buy?”Journal of Marketing Research, 29(11), 391-405.
24.Maltby, J., J. Houran, R. Lange, D.D. Ashe and L.E. McCutcheon (2002),“Thou shalt worship no other gods-unless they are celebrities”, Personality and Individual Differences, 32(7), 1157-72.
25.McCutcheon, L.E., R. Lange & J. Houran (2002),“Conceptualization and measurement of celebrity worship”, British Journal of Psychology, 93(1), 67-87.
26.McCutcheon, L.E., D. Ashe, J. Houran and J. Maltby (2003),“A cognitive profile of individuals who tend to worship celebrities”, The Journal of Psychology, 147(40), 309-22.
27.Martin E. (2006),“Source Credibility Dimensions in Marketing Communication A Generalized Solution”, Journal of Empirical Generalisations in Marketing, 10(2), 1-33.
28.Maltby, J., L. Day, L.E. McCutcheon, J. Houran and D.D. Ashe (2006),“Extreme celebrity worship, fantasy proneness and dissociation: developing the measurement and understanding of celebrity worship within a clinical personality context”, Personality and Individual Difference, 40(2), 273-83.
29.Nunnally J C. (1978), Psychometric Theory, 2nd ed., McGraw Hill, New York, NY.
30.Ohanian R. (1990),“Construction and Validation of a Scale to Measure Celebrity Endorsers’Perceived Expertise, Trustworthiness, and Attractiveness”, Journal of Advertising, 19(3), 39-52.
31.Ohanian, R. (1991),“The Impact of Celebrity Spokespersons’Perceived Image on Consumers’Intention to Purchase”, Journal of Advertising Research, 31(1), 46-54.
32.Rubin, A. M., E.M. Perse, and R.A. Powell (1985),“Loneliness, parasocial interaction, and local television news viewing”, Human Communication Research, 12(2), 155-80.
33.Rubin, A. M. (2000),“Impact of motivation, attraction and parasocial interaction on talk radio listening”, ,Journal of Broadcasting & Electronic Media, 44(4), 635-655.
34.Simon, H., Berkowitz, N. and Moyer, R.,(1970),“Similarity, Credibility, and Attitude Change: A Review and a Theory”, Psychological Bulletin,73(7), 1-16.
35.Sternthal, B., Dholakia R.R., and Leavitt C., (1978),“The Persuasive Effect of Source Credibility Tests of Cognitive Response”, Journal of Consumer Research, 4(4), 252-260.
36.Schiffman, L. G. & L.L. Kanuk, (2000), Consumer Behavior, Prentice Hall, New Jersey.
37.Tellegen, A., & G. Atkinson (1974),“Openness to absorbing and self-altering experiences (“absorption”), a trait related to hypnotic susceptibility”, Journal of Abnormal Psychology, 83(3), 268-277.