隨著市場競爭日益激烈，品牌行銷策略受到重視。其中，品牌代言人行銷作為提升形象與產品曝光度的重要手法，對於消費者購買意願產生之影響。本研究旨在探討品牌代言人形象如何影響消費者購買意願，並分析不同代言人特質（吸引力、可信度、專業）對消費者購買意願影響機制。
本研究採用實驗設計，透過問卷調查收集消費者對於不同代言人的形象與是否從事相關運動產業，其代言人之吸引力、可信度、專業是否影響影響代言人溝通效果，與消費者對聯名產品的態度與購買意願，並運用統計模型驗證研究假設。
因此，透過多變量變異數分析（MANOVA）驗證從事運動與代言人形象的交互作用，並經由結構方程模型（SEM）驗證代言人的吸引力、可信度、專業是否影響影響代言人溝通效果，進而影響消費者對聯名產品的態度與購買意願。
研究結果顯示，形象對從事運動有交互作用，且形象對吸引力、專業與可信度有影響。運動類型影響代言人的專業形象，從事高爾夫運動的代言人專業較從事其他運動更受消費者認可，雖然能提升專業形象，但不一定會提高代言人的可信度與吸引力。且代言人的專業與可信度影響代言人溝通效果，進而影響消費者對聯名產品的態度，最終提升購買意願。此外，消費者對聯名產品的態度與購買意願之間相互關聯，當消費者對產品有較高的認同感時，較可能產生購買行為。然而，當代言人的形象不佳時，運動類型對其吸引力、可信度、專業的影響並無太大差異，形象仍是影響代言人溝通效果的關鍵因素。
基於研究結果，本研究提出建議，對於企業而言，在選擇代言人時，應綜合考量其形象與從事運動類型。即使代言人所從事之運動類型與品牌相互契合，但形象不佳仍可能削弱品牌之市場影響力。

As market competition intensifies, celebrity endorser marketing has become an important strategy for enhancing source image and product visibility. This study aims to explore how the source image of celebrity endorsers influences consumers’ purchase intentions and to analyze the mechanisms through which different source-credibility dimensions—namely attractiveness, trustworthiness, and expertise—affect consumer purchase intentions. This study adopts an experimental design and collects data through a questionnaire survey. Statistical models are employed to test the proposed hypotheses. Multivariate Analysis of Variance (MANOVA) is used to examine the interaction effects between sports involvement and source image, while Structural Equation Modeling (SEM) is applied to verify whether the endorser’s attractiveness, trustworthiness, and expertise influence communication effectiveness, which in turn affects consumer attitudes toward co-branded products and purchase intentions. The results indicate that source image interacts with sports involvement and significantly influences perceptions of attractiveness, expertise, and trustworthiness. The type of sport affects the endorser’s perceived expertise; endorsers involved in golf are perceived as more expert than those in other sports. Although this enhances their expertise, it does not necessarily improve their trustworthiness or attractiveness. Moreover, both expertise and trustworthiness significantly impact communication effectiveness, which subsequently influences consumer attitudes toward co-branded products and ultimately enhances purchase intentions. Additionally, consumer attitudes toward co-branded products are positively associated with purchase intentions— when consumers have a stronger identification with the product, they are more likely to make a purchase. However, when the endorser’s source image is poor, the type of sport has limited influence on perceived attractiveness, trustworthiness, and expertise, suggesting that source image remains a key factor in communication effectiveness. Based on the findings, this study recommends that companies carefully consider both the endorser’s source image and their domain congruence when selecting celebrity endorsers.

林冠吟 (2019). 專業代言人對消費者購買意願之影響-產品類別的干擾效果.
程紹同 (2002). 運動管理學導論. 華泰文化事業公司.
行政院體育委員會 (2008). 運動產業發展政策及法制規劃之研究.
Ajzen, I., & Fishbein, M. (1975). A Bayesian analysis of attribution processes. Psychological Bulletin, 82(2), 261-277. https://doi.org/10.1037/h0076477
Broniarczyk, S. M., & Alba, J. W. (1994). The importance of the brand in brand extension. Journal of Marketing Research, 31(2), 214–228.
Choi, S. M., & Rifon, N. J. (2012). It is a match: The impact of congruence between celebrity image and consumer ideal self on endorsement effectiveness. Psychology & Marketing, 29(9), 639–650.
Djafarova, E., & Trofimenko, O. (2018). ‘Instafamous’–credibility and self-presentation of micro-celebrities on social media. Information, Communication & Society, 22(10), 1432–1446.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1986). Consumer behavior. Dryden Press.
Erdogan, B. Z. (1999). Celebrity Endorsement: A Literature Review. Journal of Marketing Management, 15(4), 291-314. https://doi.org/10.1362/026725799784870379
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.
Freiden, J. B. (1984). Advertising spokesperson effects: An examination of endorser type and gender on two audiences. Journal of Advertising Research, 24(5), 33–41.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), 38–52.
Hsu, C. k., & McDonald, D. (2002). An examination on multiple celebrity endorsers in advertising. Journal of Product & Brand Management, 11(1), 19-29.
Ilicic, J., & Webster, C. M. (2011). Effects of multiple endorsements and consumer–celebrity attachment on attitude and purchase intention. Australasian Marketing Journal, 19(4), 230-237.
Influencer Marketing Hub. (2024). The state of influencer marketing 2024: Benchmark report. https://influencermarketinghub.com/influencer-marketing-benchmark-report/
Kelman, H. C. (1961). Processes of opinion change. The Public Opinion Quarterly, 25(1), 57–78.
Kotler, P. (2009). Marketing management (13th ed.). Pearson Education India.
Lavidge, R. J., & Steiner, G. A. (1961). A model for predictive measurements of advertising effectiveness. Journal of Marketing, 25(6), 59–62.
MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing Research, 23(2), 130–143.
Mazumdar, T., & Monroe, K. B. (1990). The effects of buyers’ intentions to learn price information on price encoding. Journal of Retailing, 66(1), 15–32.
McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310–321.
Nunnally, J. C. (1978). An overview of psychological measurement. In Clinical diagnosis of mental disorders: A handbook (pp. 97–146).
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52.
Patzer, G. L. (1983). Source credibility as a function of communicator physical attractiveness. Journal of Business Research, 11(2), 229–241.
Pitts, B. G., Fielding, L. W., & Miller, L. K. (1994). Industry segmentation theory and the sport industry: Developing a sport industry segment model. Sport Marketing Quarterly, 3(1), 15–24.
Poushneh, A., & Vasquez-Parraga, A. Z. (2017). Discernible impact of augmented reality on retail customer's experience, satisfaction and willingness to buy. Journal of Retailing and Consumer Services, 34, 229-234.
Poushneh, A., & Vasquez-Parraga, A. Z. (2017). Discernible impact of augmented reality on retail customer's experience, satisfaction and willingness to buy. Journal of Retailing and Consumer Services, 34, 229–234.
Rao, A. R., & Ruekert, R. W. (1994). Brand alliances as signals of product quality. Journal of Marketing, 58(3), 87–97.
Robbins, S. P., & Coulter, M. (2005). Management (8th ed.). Prentice Hall.
Schiffman, L. G., & Kanuk, L. L. (1994). Consumer behavior (6th ed.). Prentice-Hall.
Schiffman, L. G., & Kanuk, L. L. (2004). Consumer behavior (8th ed.). Pearson Prentice Hall.
Stafford, M. R., Stafford, T. F., & Day, E. (2002). A contingency approach: The effects of spokesperson type and service type on service advertising perceptions. Journal of Advertising, 31(2), 17–35.
Wernick, A. (1991). Promotional culture. CTheory, 15(1-3), 260-281.
Xiao, M., Wang, R., & Chan-Olmsted, S. (2018). Factors affecting YouTube influencer marketing credibility: A heuristic-systematic model. Journal of Media Business Studies, 15(3), 188–213.