臺灣博碩士論文加值系統

近年來，受到政府積極提倡全民運動政策以及在經濟與工作穩定成長的情況下，使得現今除了年輕人重視運動外，各個年齡層的人也開始注重工作之餘的休閒活動，讓運動成為國人生活中的一部份，因此運動成為一種有利可圖的商業活動。而受到社會風氣的轉變，運動商品也從功能性融入了我們生活中，在市場競爭激烈的環境下，本研究藉由實驗法與問卷調查方式，驗證代言人形象、品牌形象、企業聲譽配適性及購買意願間之關係。研究結果顯示：(1)代言人形象越佳，則企業聲譽也越高。(2)品牌形象越佳，則企業聲譽也越高。(3)代言人形象越佳，則品牌形象也越高。(4)代言人形象與企業聲譽間的差異性越低，則購買意願會提高。(5)代言人形象與品牌形象的差異性越低，則購買意願會提高。最後，本研究也依據研究結果提出實務之建議與管理意涵給予實務界與學術界參考建議。

Recent years, in the situation of economic and work stably growth, Government have being energetically promoting the Sport Policy and impact to nowadays not only youth but also different ages of people have increase their concern about the activities other than works, made sport become a part of their life and so, sport become one of the profitable business market. Follow by the society atmosphere transform, the function of sporty products have design to be more blend in to our daily life, so in this research is to investigate with survey and experimentally to prove that the relationship of fit among prolocutor image, brand image, corporate reputation and purchase intention, in this highly competitive market environment.
The result of this research:
1. The corporate reputation will equally rise with the prolocutor image.
2. The corporate reputation will equally rise with the brand image.
3. The brand image will equally rise with the prolocutor image.
4. The lower differentiation between prolocutor image and corporate reputation will raise the purchase intention.
5. The lower differentiation between prolocutor image and brand image will raise the purchase intention.
Final, recommendations, as well as limitations of this study are presented based on the empirical result.

第一章　緒論
第一節　研究背景與動機……………1
第二節　研究目的…………………………3
第三節　研究流程…………………………4
第二章　文獻探討
第一節　代言人形象……………………5
第二節　品牌形象………………………11
第三節　企業聲譽………………………17
第四節　購買意願………………………20
第三章　研究方法
第一節　研究架構與假設…………………………24
第二節　研究變項之操作型定義……………25
第三節　問卷設計…………………………………………27
第四節　研究對象與資料蒐集…………………31
第五節　資料分析方法………………………………32
第六節　信度分析與因素分析…………………34
第四章　資料分析與研究結果
第一節　樣本描述…………………………………………………40
第二節　構面各變數之相關係數分析……………42
第三節　假設驗證…………………………………………………45
第五章　研究結論與建議
第一節　研究結論…………………………………………………57
第二節　研究建議…………………………………………………60
參考文獻
中文部分…………………………………………………62
英文部份…………………………………………………64
附錄
附錄　問卷調查內容…………………………68

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