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，Heider(1958)所提出的平衡理論(Balance Theory)中指出：消費者、廣告代言人與產品三者間，存在著一種平衡關係；換言之，「廣告代言人」可使消費者產生「愛屋及烏」的移情作用。Mowen and Brown(1980)也提出：「廣告代言人在廣告中表達對產品的認同，藉以建立或重建消費者對廣告的態度」。
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，或與產品之關聯性等方面研究。然而，從Engel, Kollat and Blackwell(1995) 所提出消費者行為的模式理論中(EKB Model)發現，影響消費者購買意願的要素眾多，其中在廣告訴求與品牌形象等，均直接對消費者決策過程產生一定程度之影響，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、廣告訴求及品牌形象對於消費者購買意願之影響關係為主要目的。
本研究以宏碁筆記型電腦為實證對象，蒐集了197份有效樣本，並以部份最小平方法(Partial Least Squares, PLS)進行實證，結果顯示不同類型的廣告代言人，若採取不同的廣告訴求手段，對品牌形象及消費者購買意願，均具不同程度的影響，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。

In the fast development of the electronic media today, advertising is the best way to transmit product information to consumers everywhere. The Balance Theory proposed by Heider (1958) pointed out that consumer, advertising spokesperson and the product possess a type of balance relationship among them. In other words, the advertising spokesperson can make the saying “love me, love my dog” apply to consumers. Mowen and Brown (1980) also pointed out that advertising spokespeople can help consumers establish or re-establish their views toward the advertisement through the acceptance of the spokesperson toward product as shown in the advertisement.
At present, most researchers of advertising spokesperson limit their studies on the type, characteristics, behavior of the spokesperson and/or product related topics. However, it was discovered from the EKB Model proposed by Engel, Kollat and Blackwell (1995) that numerous elements influence purchase intentions of consumers such as advertising appeal and brand image. 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 he scope. The purpose of this study is to investigate the effects of the different types of advertising spokesperson, advertising appeal and brand image toward consumer purchase intention.
Acer notebooks were used as subjects. This study collected 197 valid questionnaires and applied Partial Least Square (PLS) method. The results showed that different type of advertising spokesperson using different type of advertising appeal 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.

目    錄
中文摘要  i
英文摘要  ii
誌 謝  iii
目    錄  iv
表 目 錄  vii
圖 目 錄  viii
一、 緒論  1
1.1 研究背景與動機  1
1.2 研究目的  3
1.3 研究流程  4
二、 文獻探討  6
2.1 廣告代言人  6
2.1.1 廣告的定義  6
2.1.2 廣告的要素及其功能  10
2.1.3 廣告代言人  10
2.1.4 廣告代言人理論基礎  11
2.1.5 廣告代言人類型及影響因素  16
2.1.6 小結  18
2.2 廣告訴求  19
2.2.1 廣告訴求定義  19
2.2.2 廣告訴求分類方式  20
2.2.3 理性訴求與感性訴求比較  22
2.2.4 小結  25
2.3 品牌形象  26
2.3.1 品牌的定義  26
2.3.2 品牌形象的定義  27
2.3.3 品牌形象的特性  30
2.3.4 小結  31
2.4 消費者購買意願  31
2.4.1 消費者購買意願定義  31
2.4.2 消費者購買意願與廣告態度及品牌態度之關係  34
2.4.3 廣告態度  35
2.4.4 品牌態度  37
2.4.5 廣告態度、品牌態度及消費者購買意願關係理論  38
2.4.6 小結  41
三、 研究方法  42
3.1 研究架構  42
3.2 研究假設  43
3.2.1 廣告代言人對消費者購意願之影響  43
3.2.2 廣告代言人對品牌形象之影響  44
3.2.3 廣告代言人對廣告訴求之影響  45
3.2.4 廣告訴求對品牌形象及消費者購買意願之影響  46
3.2.5 品牌形象對消費者購買意願之影響  48
3.2.6 廣告訴求與品牌形象之中介效果  48
3.3 操作性定義與衡量  49
3.3.1 自變項－廣告代言人  49
3.3.2 應變項－消費者購買意願  51
3.3.3 中介變項－廣告訴求、品牌形象  51
3.4 問卷與抽樣設計  53
3.4.1問卷設計  53
3.4.2預試與抽樣  58
3.5 資料分析方法  59
四、 研究結果分析  63
4.1 描述性統計分析  63
4.2 量表信度檢測  65
4.3 測量模式分析  67
4.3.1 信度分析  67
4.3.2 效度分析  69
4.4 結構模式實證分析  72
4.4.1 名人代言人  72
4.4.2 專家代言人  78
4.4.3 典型消費者  81
五、 結論與建議  86
5.1 研究結論  86
5.2 研究建議  90
5.2.1 管理意涵  90
5.2.2 實務上建議  93
5.2.3 研究限制  95
5.2.4 未來研究方向建議  96
參考文獻  97
附錄(問卷)  108


表 目 錄
表 1  2008年第二季全球筆記型電腦市占率評析表  3
表 2  廣告定義彙整表  7
表 3  理性與感性廣告訴求的目的、功能與特性彙整表  25
表 4  品牌形象定義彙整表  28
表 5  歷史學者對廣告態度、品牌形象、消費者購買意願等研究彙整表  37
表 6  自變項操作性定義和衡量表  50
表 7  應變項操作性定義和衡量表  51
表 8  中介變項-廣告訴求操作性定義和衡量表  52
表 9  中介變項-品牌形象操作性定義和衡量表  53
表10 描述性統計分析表  64
表11 量表信度(Cronbach’s α)值彙整表  66
表12 各研究變數之信度分析表  68
表13 測量模式的構念相關矩陣表  71
表14 名人代言下研究模式之路徑係數與假設驗證表  75
表15 名人代言下研究模式之直接、間接、整體效果表  78
表16 專家代言下研究模式之路徑係數與假設驗證表  80
表17 專家代言下研究模式之直接、間接、整體效果表  81
表18 典型消費者代言下研究模式之路徑係數與假設驗證表  84
表19 典型消費者代言下研究模式之直接、間接、整體效果表  85
表20 研究假設檢定結果表  86


圖 目 錄
圖 1  研究流程圖  5
圖 2  平衡理論示意圖  12
圖 3  平衡與不平衡狀態圖  13
圖 4  平衡理論在推薦式廣告之應用圖  13
圖 5  Heider平衡理論之延伸圖  15
圖 6  廣告理性策略與感性策略之比較圖  24
圖 7  EKB 模型圖  33
圖 8  態度與購買行為之關係圖  36
圖 9  情感轉移假說(Affect Transfer Hypothesis) 圖  39
圖 10 雙重中介假說(Dual Mediation Hypothesis) 圖  39
圖 11 交互中介假說(Reciprocal Mediation Hypothesis) 圖  40
圖 12 獨立影響假說(Independent Influences Hypothesis) 圖  41
圖 13 研究架構圖  42
圖 14 廣告銷售效果模式圖  43
圖 15 名人代言下整體理論模式變數間的關係圖  73
圖 16 名人代言下調整後理論模式變數間的關係圖  74
圖 17 專家代言下整體理論模式變數間的關係圖  78
圖 18 專家代言下調整後理論模式變數間的關係圖  79
圖 19 典型消費者代言下整體理論模式變數間的關係圖  82
圖 20 典型消費者下調整後理論模式變數間的關係圖  83

一、中文部分
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