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研究生:黃映晨
研究生(外文):HUANG, YING-CHEN
論文名稱:代言人可信度及品牌信任影響購買意願之研究
論文名稱(外文):The Analysis of Endorser Credibility and Brand Trust on Purchasing Intention
指導教授:林俊昇林俊昇引用關係
指導教授(外文):LIN, JUN-SHENG
口試委員:丁誌魰鄭文治
口試委員(外文):DING, ZHI-WENZHENG, WEN-ZHI
口試日期:2016-06-27
學位類別:碩士
校院名稱:國立屏東大學
系所名稱:行銷與流通管理學系碩士班
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2016
畢業學年度:104
語文別:中文
論文頁數:77
中文關鍵詞:代言人可信度品牌信任購買意願
外文關鍵詞:Endorser credibilityBrand trustPurchase intention
相關次數:
  • 被引用被引用:13
  • 點閱點閱:1371
  • 評分評分:
  • 下載下載:101
  • 收藏至我的研究室書目清單書目收藏:1
代言式廣告對企業而言,一直都是很重要的行銷策略之一,企業需挑選具備可信度的代言人,快速吸引消費者重視。而品牌為企業最重要的無形資產,需與消費者產生連結,建立對品牌信任的關係,進而產生購買意願發揮代言式廣告與品牌信任的效果。
因此本文主要目的是要探討代言人可信度及品牌信任影響購買意願之研究,提供企業提升消費者購買意願的方法,建立長久永續的關係。故本文以一般消費大眾作為研究對象,根據相關文獻探討建立模型與研究假說,再以發放問卷的方式進行調查,取得579份有效樣本,且運用結構方程式(SEM)驗證模型的配適度與研究假說。
研究結果:(1)本文所建立之模型具備良好配適度;(2)代言人可信度對品牌信任有影響;(3)品牌信任對購買意願有影響;(4)品牌信任在代言人可信度與購買意願中具有中介效果;(5)挑選具有可信度的代言人提升品牌信任及購買意願;以及(6)建立消費者品牌信任以提升購買意願。最後,根據研究結果提出管理意涵以及未來研究建議。

Endorsement in Advertising is one of the major marketing strategies for corporation. Corporation must select endorser have credibility to attract the attention of consumers in a short time. Brand is the most valuable intangible assets, and link with consumers, build brand trust relationship, and then generate the effect of purchase intention and brand trust in the corporation.
This study is analysis the effect of endorser credibility and brand trust on purchasing intention. It provides corporation a method to improve that the customers’ purchase intention and enhance long-term relationship. According to literatures, we build model and hypotheses based on existing literature and collect 579 valid questionnaires via questionnaires from the general consumers. Further, Structural Equation Modeling (SEM) is applied to examine the research model hypotheses.
The results indicate that (1) the model established by this research has its reasonable fitness; (2) endorser credibility has effect on brand trust ; (3) brand trust has effect on purchase intention ; (4)Brand trust has a mediating variable between endorser credibility and purchase intention ; (5)Selected credible endorser to enhance brand trust and purchase intention and (6) building consumer brand trust to enhance the purchase intention. Finally, practical implications and suggestions for future research are provided according to the result.

謝辭 I
摘要 II
Abstract III
目錄 IV
圖目錄 VI
表目錄 VII

第一章 序論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 4

第二章 文獻探討 6
第一節 廣告代言人可信度相關研究 6
第二節 品牌信任相關研究 13
第三節 購買意願相關研究 18
第四節 代言人可信度與品牌信任 20
第五節 品牌信任與購買意願 21
第六節 代言人可信度與購買意願 23
第七節 品牌信任中介角色 25

第三章 研究方法 27
第一節 研究架構與假說 27
第二節 操作性變數定義與問卷設計 28
第三節 抽樣設計 32
第四節 資料分析工具 32

第四章 實證結果分析 37
第一節 樣本資料敘述 37
第二節 信度與效度分析 41
第三節 整體模型實證分析 47

第五章 結論與建議 53
第一節 研究結果 53
第二節 管理意涵與策略建議 55
第三節 研究限制與未來研究建議 56

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附錄 74
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