近幾年來，從以前的電子新貴到現在變成餐飲新貴的情況下，就可以得知台灣餐飲業在這幾年的重要性有多強了，而台灣的餐飲界龍頭王品集團則是在這幾年間迅速竄紅，並且是如何在這麼多餐飲業中脫穎而出?
本研究以品牌形象與不同類型代言人形象是否會對消費者購買意願造成影響，研究對象為食用過王品集團旗下餐廳的消費者，共發出400份問卷，有效回收383份，而資料分析方法則有因素分析、信度分析、獨立樣本t檢定、迴歸分析。本研究根據背景動機與文獻探討建立研究假設如下：1.探討品牌形象對消費者購買意願是否有顯著影響。2.探討不同類型代言人形象對消費者購買意願是否有顯著影響。3.探討品牌形象與不同類型代言人形象對消費者購買意願是否有顯著影響。
本研究結果發現，上述所提出的研究假設經證實後皆具顯著效果，因此企業在品牌形象必須不斷的提升，代言人的運用上必須謹慎選擇才會使消費者提升購買意願。意即，企業選擇的代言人必須親身試用過產品以及對產品特性清楚並喜愛使用產品。

In recent years, from the previous envious electronic industry developed to catering industry in Taiwan, we can know that how important the catering industry becomes. For example, Wowprime Group is the leading role of catering industry in Taiwan and becomes popular in a few years.
This study intended to examine the impact of brand image and different kinds of spokesman image toward consumer purchase intention. The questionnaire survey was used to collect data from customers who have come to Wowprime Group’s restaurants before. Total 400 questionnaires were distributed and 383 usable questionnaires were received. Various statistical methods including factor analysis, reliability analysis, independent t-test, and regression analysis were used to analyze the research data. Based on the research motive and purpose as well as literature review, the three hypotheses were set as follows: 1. The brand image had the positive influence on the consumer purchase intention. 2. The different types of spokesman image had the positive influence on the consumer purchase intention. 3. The brand image and different types of spokesman image had the positive influence on the consumer purchase intention.
The research result is concluded that all hypotheses mentioned above had positive influence appeared. So catering companies must continuously improve the brand image, and the spokesmen they selected must be able to enhance the consumer purchase intention.

摘要 I
英文摘要 II
誌謝 III
目次 IV
表目錄 VII
圖目錄 IX
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機 3
1.2 研究目的 4
1.2 研究流程 4
第二章 文獻探討 5
2.1品牌形象 5
2.1.1 品牌形象的分類 7
2.1.2 品牌形象小結 10
2.2不同類型代言人 11
2.2.1 代言人定義 11
2.2.2 代言人類型 12
2.2.3 代言人可信度來源 13
2.2.4 不同類型代言人形象小結 16
2.3 購買意願 17
2.3.1 購買意願的衡量定義 18
2.2.1 購買意願小結 19


第三章 研究方法 20
3.1 研究架構 20
3.2 研究假設 21
3.2.1 品牌形象對購買意願之影響 21
3.2.2 不同類型代言人形象對購買意願之影響 21
3.2.3 品牌形象與不同類型代言人形象對購買意願之影響 22
3.3 研究變數之操作性定義與衡量 23
3.3.1 自變數的操作性定義 23
3.3.2 自變數的衡量方式 24
3.3.3 應變數的操作性定義 25
3.3.4 應變數的衡量方式 25
3.4 前測結果及問卷修正 25
3.4.1 品牌形象前測數值 26
3.4.2 不同類型代言人形象前測數值 26
3.4.3 購買意願前測數值 26
3.5 資料分析方法 26
第四章 研究結果與結論 29
4.1 樣本特性分析 29
4.2 因素分析與信度分析 32
4.3 不同性別在各構面的差異t檢定 41
4.4 不同背景變項之差異分析比較 43
4.4.1 不同年齡在各構面上差異比較 43
4.4.2 不同職業在各構面上差異比較 46
4.4.3 不同收入所得在各構面上差異比較 49
4.4.4 不同教育程度在各構面上差異比較 52
4.5 假說檢定 55
4.5.1 品牌形象對購買意願之關係 55
4.5.2 不同類型代言人形象對購買意願之關係 55
4.5.3 品牌形象與不同類型代言人形象對購買意願之關係 56
第五章 結論與建議 58
5.1 研究發現與結論 58
5.2 研究管理意涵 60
5.3 研究限制與建議 62
參考文獻 63
附錄一 69
附錄二 72

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