本研究為探討名人效應與品牌形象之間的關聯性強弱，及名人的形象與產品
做連結後，民眾對於該商品的品質是否會有加分效果；最後了解此三者與消費者
購買意願之關係。個案對象為可口可樂公司旗下品牌-美粒果，該產品為一知名
品牌，且進入台灣市場僅兩年，屬一新興商品，近期亦面臨到代言人轉換的過渡
期。
本研究採取之研究方法為利用判斷抽樣的方式抽取樣本，並以因素分析與信
度分析確認題項之效度與信度符合水準，再用Pearson 相關分析檢測本研究架構
之各項變數是否有因果關係，最後以迴歸分析檢測本研究所得出之結果是否顯
著，並了解各變數中哪個因素影響彼此最高，藉此作出建議。
研究結果顯示：
一、在受訪者的認知中，商品的名人效應實行越好，消費者認為商品知覺品質就
以及其品牌形象就會越好。
二、從受訪結果得知，消費者對目標產品的知覺品質以及品牌形象認知越高，購
買意願就會越高。
三、名人效應實行越好，消費者對目標產品的購買意願越高。企業在施行行銷手
段時，應可多加注意，善用名人效應。

The research has investigated the celebrity effect’s relationship between brand
image, perceived quality, and purchase intention. Using the case of the
world-renowned brand: Minute Maid, Coca-Cola, it has only been introduced to
Taiwan for two years, yet it made a huge success. It has faced the issue of changing
spokesperson recently.
The research uses “Judgmental sampling” to get the samples and data that we
need. We use factor analysis and reliability analysis to check our questionnaire, and
then the data was analyzed mainly on Pearson correlation analysis and regression to
check out whether the factors are effective.
The results showed:
1. Consumers would think that the better the product’s celebrity effect is, the better
the product’s perceived quality and brand image is.
2. Consumers would think that the higher the perceived quality and brand image is,
the higher their purchase intention would be.
3. Overall, the celebrity effect would affect consumer’s purchase intention.
Companies which try to use these kinds of marketing strategy should really be aware
of it.

目錄
誌謝詞 i
中文摘要 iii
Abstract iv
目錄 v
圖目錄 vii
表目錄 viii
第壹章 緒論
第一節 研究背景與動機 …………………………………………………… 1
第二節 研究目的 …………………………………………………………… 3
第三節 研究限制 …………………………………………………………… 4
第四節 研究流程 …………………………………………………………… 4
第貳章 文獻探討
第一節 代言人的定義 ……………………………………………………… 6
第二節 名人的定義 ………………………………………………………… 7
第三節 名人效應 …………………………………………………………… 9
第四節 品牌形象 ……………………………………………………………14
第五節 知覺品質 ……………………………………………………………16
第六節 購買意願 ……………………………………………………………20
第參章 研究設計
第一節 研究架構 ……………………………………………………………22
第二節 研究假設 ……………………………………………………………23
第三節 研究範圍與對象 ……………………………………………………24
第四節 操作型定義 …………………………………………………………24
第五節 研究方法 ……………………………………………………………27
第六節 問卷設計 ……………………………………………………………28
第肆章 實證分析
第一節 預試問卷施測 ………………………………………………………30
第二節 樣本結構與分析 ……………………………………………………32
第三節 正式問卷施測 ………………………………………………………35
第四節 名人效應分析 ………………………………………………………50
第伍章 結論與建議
第一節 研究結論 ……………………………………………………………52
第二節 管理意涵 ……………………………………………………………56
第三節 研究建議 ……………………………………………………………57
參考文獻
中文文獻部分 …………………………………………………………………59
英文文獻部分 …………………………………………………………………59
附錄
附錄一 前測問卷 ……………………………………………………………63
附錄二 正式問卷 ……………………………………………………………67

圖目錄
圖1-1 本研究之研究流程 ………………………………………………………… 5
圖2-1 以品牌形象驅動品牌價值………………………………………………… 15
圖2-2 知覺品質因果模式………………………………………………………… 19
圖3-1 研究架構 ………………………………………………………………… 22
圖4-1 名人效應、品牌形象、購買意願關係圖…………………………………… 38
圖4-2 名人效應 vs.品牌形象之迴歸觀察值走勢圖 …………………………… 39
圖4-3 品牌形象 vs.購買意願之迴歸觀察值走勢圖 …………………………… 40
圖4-4 名人效應 vs.購買意願之迴歸觀察值走勢圖 …………………………… 41
圖4-5 名人效應 & 品牌形象 vs.購買意願之迴歸觀察值走勢圖……………… 43
圖4-6 名人效應、知覺品質、購買意願關係圖…………………………………… 44
圖4-7 名人效應 vs.知覺品質之迴歸觀察值走勢圖 …………………………… 45
圖4-8 知覺品質 vs.購買意願之迴歸觀察值走勢圖 …………………………… 46
圖4-9 名人效應 vs.購買意願之迴歸觀察值走勢圖 …………………………… 47
圖4-10 名人效應 & 知覺品質 vs.購買意願之迴歸觀察值走勢圖 …………… 49

表目錄
表2-1 名人效應優缺點概述 ……………………………………………………… 5
表4-1 預試問卷因素分析摘要表………………………………………………… 31
表4-2 預試問卷信度分析摘要表………………………………………………… 32
表4-3 樣分分布情形-依人口統計變項 ………………………………………… 34
表4-4 正式問卷因素分析摘要表………………………………………………… 35
表4-5 正式問卷信度分析摘要表………………………………………………… 36
表4-6 相關係數(r)與相關程度描述 …………………………………………… 37
表4-7 名人效應、品牌形象、知覺品質與購買意願之Pearson 相關係數分析…37
表4-8 名人效應與品牌形象之迴歸分析………………………………………… 39
表4-9 品牌形象與購買意願之迴歸分析………………………………………… 39
表4-10 名人效應與購買意願之迴歸分析………………………………………… 40
表4-11 名人效應、品牌形象與購買意願之迴歸分析…………………………… 41
表4-12 品牌形象為中介變數檢測之迴歸分析總表 …………………………… 42
表4-13 名人效應與知覺品質之迴歸分析 ……………………………………… 43
表4-14 知覺品質與購買意願之迴歸分析 ……………………………………… 43
表4-15 名人效應與購買意願之迴歸分析 ……………………………………… 44
表4-16 名人效應、知覺品質與購買意願之迴歸分析 ………………………… 45
表4-17 知覺品質為中介變數檢測之迴歸分析總 ……………………………… 45
表4-18 名人效應與購買意願之敘述統計量 …………………………………… 47
表5-1 假說驗證表 ……………………………………………………………… 51

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