現代廣告透過代言人與產品相結合已經幾乎是廣告設計的標準流程，然而，在主打提升使用者外在魅力的產品廣告當中，使用具有高度外在吸引力特質的代言人，已經是十分普遍的現象，但是關於代言人的與產品的適配程度，對於消費者的廣告效果是什麼？以及品牌形象對於廣告產生的影響為何？消費者本身的購買行為類型會不會影響廣告的宣傳效力？這些都是研究者所好奇的事情。
　　因此本研究以CITIZEN、SEIKO兩大日系手錶廠牌為例，以前測方式挑選出外在吸引力較高與較低的男、女性代言人各一組，並使用前測所挑選出的代言人選進行平面廣告設計，平面廣告內容包含：代言人照片、產品照片、品牌Logo，總共設計出四種問卷版本，並且以代言人外在吸引力高低作為自變項，進而操弄代言人與產品的適配性，並分別探討其廣告效果(廣告態度、品牌態度、購買意願)是否顯著，採用的分析方法是相關性分析、單變量變異數分析、迴歸分析與階層式迴歸分析法。
　　本研究的結果如下：
1. 廣告代言人的外在吸引力對於廣告效果具有顯著影響，外在吸引力較佳的代言人能產生較佳的廣告效果。
2. 廣告代言人的外在吸引力對於代言適配程度具有顯著影響，外在吸引力較佳的代言人具有較佳的的代言適配程度。
3. 廣告代言人的代言適配性對於廣告效果具有顯著影響，此時觀察外在吸引力對廣告效果的影響為不顯著，因此代言適配性具有完全中介效果。
4. 品牌形象對於產品的廣告效果具有顯著影響，品牌形象佳能產生較佳的廣告效果。
5. 「衝動型」消費者購買行為類型會降低代言適配性對廣告效果的影響程度，具有干擾效果；而「理智型」消費者購買行為類型對於代言適配性對廣告效果的影響程度則不顯著，因此不具有干擾效果。

Now, combination of advertising and product spokesperson is almost a standard procedure of advertising design. However, in a variety of product endorsement ads by using the good looking spokesperson to speak, is already very common phenomenon. And, how would the degree of match-up influences the advertisement effect of customers? And the brand impression’s impact for ads? Can the consumer buying behavior type affect the effect of advertisement? So researcher is interested in these issues.
　　In this study, take the CITIZEN and SEIKO as brand example, with a pre-test method and find the high and low physical attraction of male and female spokesperson of different groups. Use these two spokesmen for plane advertising design, and the contents include: spokesperson photos, product photos, brand Logo
There are four versions of the questionnaire, independent variable is spokesperson physical attraction, changing the endorsement compatibility, and to explore the match degree of advertising effectiveness.
　　In this study, we use the correlation analysis, univariate analysis of variance, regression analysis and hierarchical regression analysis methods.
The results of this study are as follows:
First, the spokesperson physical attraction have significant influence on advertising effectiveness, and the better spokesperson physical attraction can get better advertising effect.
Second, the spokesperson physical attraction have significant influence on match-up degree, and the better spokesperson physical attraction can get better match-up degree.
Third, the match-up degree has significant influence on advertising effectiveness, then the spokesperson physical attractiveness on advertising effectiveness is not significant, and therefore match-up degree has full mediation effect.
Fourth, the brand impression has significant influence on advertising effectiveness, better brand impression can get better advertising effect.
Finally, the "impulse" type of consumer buying behavior will reduce the degree of influence on match-up degree and advertising effectiveness, with the interference effect; and "rational" type of consumer buying behavior for influence on match-up degree and advertising effectiveness is not significant, without the interference effect.

論文審定書..................................................................................................................i
公開授權書.................................................................................................................ii
誌謝..........................................................................................................................iii
中文摘要...................................................................................................................iv
Abstract.....................................................................................................................v
目錄..........................................................................................................................vi
表目錄.....................................................................................................................viii
圖目錄.......................................................................................................................ix
第一章 緒論...........................................................................................................1
　　第一節　研究背景及動機.......................................................................................1
　　第二節　研究問題.................................................................................................2
　　第三節　研究目的.................................................................................................2
　 第四節　研究論文架構簡述....................................................................................3
第二章 文獻探討....................................................................................................4
　　第一節　廣告代言人.............................................................................................4
　　第二節　代言人外在吸引力...................................................................................4
　　第三節　代言適配性.............................................................................................5
　　第四節　品牌形象................................................................................................8
　　第五節　廣告效果................................................................................................9
　　第六節　消費者購買行為類型..............................................................................13
第七節　文獻小結與評述.....................................................................................15
第三章 研究方法..................................................................................................17
　　第一節　研究結構..............................................................................................17
　　第二節 研究變數定義.........................................................................................18
　　第三節　研究程序..............................................................................................21
第四章 資料分析與結果........................................................................................29
第一節　個案公司簡述........................................................................................29
　 第二節　敘述性統計分析....................................................................................34
　　第三節　信度分析..............................................................................................37
　　第四節　因素分析..............................................................................................38
　　第五節　迴歸分析..............................................................................................42
第五章 結論與建議..............................................................................................52
　　第一節　研究結論..............................................................................................53
　　第二節　管理意涵..............................................................................................54
　　第三節　研究限制..............................................................................................55
　　第四節　後續研究建議.......................................................................................56
參考文獻.................................................................................................................57
附錄一　前測問卷....................................................................................................61
附錄二　正式問卷....................................................................................................64

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