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研究生:吳佩蓉
研究生(外文):Wu, Pei-Jung
論文名稱:名人代言、態度與購買意願-以國家旅遊為例
論文名稱(外文):Celebrity Endorsement, Attitude, and Purchase Intention - A Study of National Tourism
指導教授:王文弘王文弘引用關係
指導教授(外文):Wang, Wen-Hung
口試委員:蔡豐明謝佳宏
口試委員(外文):Tsai, Feng-MingHsieh, Chia-Hung
口試日期:2016-06-03
學位類別:碩士
校院名稱:國立臺灣海洋大學
系所名稱:航運管理學系
學門:運輸服務學門
學類:運輸管理學類
論文種類:學術論文
論文出版年:2016
畢業學年度:105
語文別:中文
論文頁數:60
中文關鍵詞:廣告代言人廣告態度知覺價值品牌態度購買意願
外文關鍵詞:celebrity endorseradvertisement attitudeperceived valuebrand attitudepurchase intention
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本研究旨在探究名人代言國家旅遊產品對於消費者旅遊意願的影響。以訊息可靠度理論為基礎,本研究探討代言名人屬性對於消費者對國家旅遊廣告的態度、國家旅遊的品牌態度、對於代言名人的認知、乃至於對國家旅遊的購買意願的影響等。透過問卷調查,本研究共回收595份有效問卷,並以AMOS進行驗證性因素分析與結構方程模式分析。研究結果顯示,消費者對名人的感知正向顯著影響消費者對於國家旅遊代言品牌的態度,以及對於國家旅遊產品的購買意願;消費者對於國家旅遊代言廣告的態度正向顯著影響消費者對於國家旅遊代言品牌的態度,以及對於國家旅遊產品的購買意願;消費者對於國家旅遊代言品牌的態度正向顯著影響消費者於國家旅遊產品的購買意願。

關鍵字:廣告代言人、廣告態度、知覺價值、品牌態度、購買意願

This study aimed to discuss the effects of celebrity endorsement on national travel intention. Based on source credibility theory, this study discussed the relationship between endorser attributions, attitude toward endorser advertisement for national travel, brand attitude toward national travel, perception toward the celebrity endorser, and purchase intention of national travel. With data collected from survey in Taiwan, 595 valid respondents were generated. The analysis tool for SEM and path analysis is AMOS. Analytic results revealed consumer perception of celebrity endorser positively significant affects consumers’ brand attitude toward national travel, and purchase intention of national travel; consumer attitude toward endorser advertisement of national travel positively significant affects consumers’ brand attitude toward national travel, and purchase intention of national travel; and consumers’ brand attitude toward national travel positively significant affects purchase intention of national travel.


Keywords: celebrity endorser, advertisement attitude, perceived value, brand attitude, purchase intention

目 錄
謝辭 I
摘要 II
Abstract III
圖目次 VI
表目次 VII
第一章、緒論 1
1.1研究背景與動機 1
1.2研究目的 3
1.3研究範圍與對象 4
1.4研究流程 5
1.5論文結構 6
第二章、文獻探討 7
2.1代言人 7
2.2可信度 9
2.3意象 11
2.4廣告態度 13
2.5品牌 14
2.6意願 15
2.7總結 18
第三章、研究方法 19
3.1研究架構 19
3.3研究對象 22
3.4構面操作定義與衡量 23
3.5問卷設計 26
3.6資料分析方法 27
第四章、研究結果與分析 29
4.1敘述性統計分析 29
4.2信度與效度分析 39
4.3 驗證性因素分析 41
4.4整體配適度分析 43
4.5相關分析 44
4.6路徑分析 45
4.7綜合討論 47
第五章 結論與建議 49
5.1研究結論 49
5.2管理意涵 51
5.3後續研究建議 52
參考文獻 53
附錄 研究問卷 57
圖目次
圖 1 研究流程圖 5
圖 2 研究架構圖 19
圖 3 路徑分析圖 46
表目次
表 1 重遊意願英文文獻列表 15
表 2 重遊意願中文文獻列表 16
表 3 配適度指標、理想值及建議學者 28
表 4 樣本結構分配表 31
表 5 吸引力之平均數與標準差分析表 33
表 6 專業知識之平均數與標準差分析表 34
表 7 可靠性之平均數與標準差分析表 35
表 8 名人感知之平均數與標準差分析表 35
表 9 品牌態度之平均數與標準差分析表 36
表 10 廣告態度之平均數與標準差分析表 37
表 11 購買意願之平均數與標準差分析表 37
表 12 各構面平均值分析表 38
表 13 本研究各構面內在信度分析表 39
表 14 驗證性因素分析表 41
表 15 配適度分析表 43
表 16 潛在變數的相關係數矩陣矩陣 44
表 17 模型實證結果 45



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