在電子媒體發展進步的今日，「廣告行銷」是最能快速將商品資訊傳達到廣大消費者的一種手段，其廣告代言人亦為廣告業主重要決策之重要項目。名人代言(celebrity endorsement)策略亦為企業經常使用的行銷工具之一，業已證實其效益所在。參考學者們之研究訊息，消費者會因為這些名人本身所具有的吸引力與其個人特質進而影響消費者的購買意圖與行為。
目前有關「廣告代言人」之研究，多局限於廣告代言人的類型、特性、行為表現，或與產品品牌形象之關聯性等方面研究。故本研究將以過去學者研究為根基，延伸研究之範圍，以探討不同類型廣告代言人及品牌形象對於消費者購買意願之影響關係為主要目的。本研究以Michael Jordan and Nike為實證對象，採用問卷調查方式蒐集資料，共回收 318 份問卷，扣除無效問卷 22 份，獲得有效問卷共 296 份，有效問卷率達 93.8%。並以SPSS(Statistical Package for the Social Sciences)進行實證，結果顯示同類型的廣告代言人，若採取不同的廣告吸引方式，對品牌形象及消費者購買意願，均具有不同程度之的影響，故建議業者宜採取適當的廣告行銷策略，以獲取最大之廣告效益。
本研究結果發現：(1)廣告代言人對消費者購買意願有顯著的正向影響。 (2)品牌形象對消費者購買意願有顯著的正向影響。 (3)品牌形象在廣告代言人對消費者購買意願，具有中介效果。

In the fast development of the electronic media today, advertising is the best way to transmit product information to consumers everywhere. Celebrity endorsement is one of powerful marketing tools in a company, and it’s confirmed to be effective in communicating with consumers. Many researchers found that consumers will change their purchase intention and buying behavior because of celebrity figure is perceived as charming and physical attractive.
At present, most researchers of advertising spokesperson limit their studies on the type, characteristics, behavior of the spokesperson and/or product Brand Image related topics. Such elements surely has a fixed level of influence toward the decision making process of consumers. Thus, this study used the past studies as foundation and expanded the scope. The purpose of this study is to investigate the effects of the different types of advertising spokesperson and brand image toward consumer purchase intention. Michael Jordan and Nike were used as subjects. The study employ the questionnaire survey, totally delivers 318 copies of questionnaires, excluding invalid questionnaires 22, This study collected 296 valid questionnaires the effective response rate was 93.8% applied (SPSS) method. The results showed that different type of advertising spokesperson using different type of advertising attractive points has different levels of influence toward brand image and consumers purchasing intention. This study suggests entrepreneurs to adopt the most suitable advertising strategy to obtain the best advertising results.
The major findings of this study are summarized as follows: (1) Advertising spokesperson has a significant positive effect on consumers purchase intention. (2)Brand image has a significant positive effect on consumers purchase intention. (3)Brand image has mediation effect between advertising spokesperson and consumers purchase intention.

目錄I
表目錄III
圖目錄V
第一章緒論1
第一節研究背景與動機1
第二節研究目的2
第三節研究範圍與對象3
第四節研究流程3
第二章文獻探討5
第一節廣告名人代言形象6
第二節品牌形象22
第三節消費者購買意願倫理與相關研究 26
第三章研究方法32
第一節研究架構32
第二節研究假設33
第三節操作性定義與衡量35
第四節問卷與抽樣設計39
第五節資料分析方法42
第四章資料分析與研究結果45
第一節敘述性統計 45
第二節效度與信度分析53
第三節相關性分析57
第四節迴歸分析58
第五節階層迴歸分析60
第五章結論與建議62
第一節研究結論62
第二節管理意涵64
第三節研究限制與建議65
參考文獻70
中文文獻70
英文文獻72
參考附錄研究問卷81
表目錄
表2-1廣告定義彙整表7
表2-2品牌形象之衡量問項表25
表2-3消費者購買意願之定義29
表3-1廣告代言人形象之衡量題項36
表3-2品牌形象之衡量題項37
表3-3消費者購買意願之衡量題項38
表3-4 NIKE的發展歷史39
表4-1性別次數分配表46
表4-2婚姻狀況次數分配表47
表4-3生活地區次數分配表47
表4-4工作性質次數分配表48
表4-5職級次數分配表49
表4-6年齡次數分配表50
表4-7教育次數分配表50
表4-8國籍次數分配表51
表4-9是否購買過JORDAN所代言之耐吉（NIKE）產品次數分配表51
表4-10近一年（平均）消費頻率次數分配表52
表4-11個人月收入次數分配表53
表4-12代言人形象構面之因素分析表55
表4-13品牌形象構面之因素分析表55
表4-14購買意願構面之因素分析表56
表4-15各構面之信度分析表57
表4-16各構面之相關分析表58
表4-17廣告代言人形象子構面對消費者購買意願之迴歸分析表59
表4-18廣告代言人形象子構面對品牌形象之迴歸分析表59
表4-19品牌形象子構面對消費者購買意願之迴歸分析表60
表4-20品牌形象子構面對廣告代言人形象與消費者購買意願層級迴歸分析表61
圖目錄
圖1-1研究流程圖4
圖2-1平衡倫理示意圖12
圖2-2平衡與不平衡狀態圖12
圖2-3平衡倫理應用於推薦式廣告之架構圖13
圖2-4平衡倫理延伸圖14
圖2-5意義移轉過程圖16
圖2-6消費者「意願」與「購買」的評價模型27
圖2-7消費者決策程序模式30
圖3-1本研究之觀念性架構圖33

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