近年來運動風氣逐漸攀升，從過去棒球、籃球等各式受歡迎的球類運動，至今重視核心耐力的各類健身運動項目都逐漸為現代人所重視。根據報章媒體指出，運動產業已經逐漸發展為現代服務業中重要的一環，也是現代社會中促進經濟成長與提供更多就業機會的來源之一。
　　而根據過去學者的研究指出，由於人類天生具有模仿成功之人、事、物的天性，因此，當消費者接觸廣告的同時，很容易為廣告代言人所影響，進而接受、認同，並且購買其所代言之產品，而之所以會被影響的因素可能是因為尋求其他人的認同，或是因為廣告代言人所象徵之態度、形象、意義等等之原因，因此，一企業在決定廣告代言人的選擇上就變得越來越重要了。
　　本研究主要是在消費者接觸品牌廣告之後，針對以下三個部分，並探討廣告代言人可信度的高低在消費者接觸廣告的過程中是否會成為一干擾變數？以及消費者對品牌的態度是否在消費者對廣告的態度與消費者的購買意願之間成為一中介變數？因此，本研究將研究範圍設定在專業運動品牌Under Armour的廣告代言人Wardell Stephen Curry上以進行分析與探討。
1、 消費者對廣告的態度
2、 消費者對品牌的態度
3、 消費者的購買意願
　　研究發現廣告代言人的可信度越高對於消費者對廣告以及品牌的態度之影響程度越大；相反的，假使廣告代言人的可信度越低對於消費者對廣告及品牌的影響程度就越低。消費者對廣告以及品牌的態度若為正面效果，則消費者產生購買意願的可能性將提升，反之亦此。而消費者對於品牌的態度在消費者對廣告的態度與消費者的購買意願之間也具有中介調節的效果。
　　最後則是藉由此篇研究之發現給予未來之研究相關領域之研究者幾個研究方向，並期許未來企業在選擇廣告代言人的方向上能夠更精確的選擇合適代言人，增加消費者對於該企業品牌之信賴度。

In recent years, sports trends have gradually moved past baseball, basketball and other kinds of popular ball games to core endurance types of exercise programs, which are increasingly valued by modern man. The press media suggests that the sports industry has gradually developed into an important part of the modern service industry, but it should be noted that it has also caused economic growth and provided additional employment opportunities.
In past research, scholars have pointed out that it is inherently human nature to mimic the success of people and things, so when customers are exposed to advertising, the endorsers will easily influence them and might cause them to accept, approve, and buy the advertised products because they are seeking to acquire the identity of other people or because of the symbolism expressed by the endorser’s attitude, the images, and so on. Therefore, a business decision on the choice of endorsers is becoming more and more important.
The process of the present study involves contact with consumer brand advertising and consists of three parts intended to explore whether the level of credibility of advertising endorsers will become a factor during consumer advertising exposer and whether consumer attitudes towards brands becomes an intermediary variable between consumer attitudes towards advertisements and subsequent purchase intention. Therefore, this study will examine the range set in the professional sports brand Under Armour via their advertising spokesman Wardell Stephen Curry through analysis and discussion of the following:
1. Consumer attitudes towards advertising
2. Consumer attitudes towards brands
3. Consumer purchase intention
The results showed that higher credibility of endorsers leads to a greater degree of influence on consumer attitudes toward advertising and brands; on the contrary, lower levels of endorsement lower consumer confidence in advertising and brands. Therefore, it is possible that when consumer attitudes toward advertising and brands are positive, their willingness to buy will increase, and vice versa. There was also a mediating effect found between consumer attitude toward brand and consumer purchase intentions.

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