品牌代言人對消費者購買意願的影響：以品牌形象為中介變數

Influence of a Brand Endorser on Consumers' Purchase Intention: the Mediating Role of Brand Image

適合的品牌代言人除了可吸引消費者購買產品之外，同時是塑造企業品牌形象的重要助力之一。本研究將以全聯先生為研究主題，分析品牌代言人對品牌形象及消費者購買意願的影響。本研究具體研究目的包括：（1）、瞭解消費者對全聯品牌代言人全聯先生的可信度認知；（2）、探討品牌代言人對消費者購買意願的影響；（3）、分析品牌形象在品牌代言人對購買意願影響關係的中介效果。本研究以便利取樣法進行資料收集，共回收303份有效問卷。問卷分析結果顯示，代言人可信度對品牌形象及消費者購買意願具顯著影響力，其中以可靠性的影響程度最大，其次是專業性，吸引力則不具顯著影響力；研究同時證實品牌形象在代言人可信度對於購買意願的影響中具部份中介效果，代言人可信度除了可直接影響消費者購買意願之外，還可以藉由先提升品牌形象，進而增進消費者購買意願。

Brand endorsement is one of the most popular marketing tools to attract consumers' attention and build brand image. The endorser “Mr. Pxmart” was selected in the study to investigate the influence of the brand endorser on consumers' purchase intention. The objectives of the study were to: (1) explore the source credibility of the endorser; (2) investigate the influence of the endorser's credibility on customers' intention to purchase; (3) examine the mediating effect of brand image on this process. Using a convenient sampling technique, customers of Pxmart were surveyed and 303 usable questionnaires were collected. Statistical results showed that the endorser's credibility had significant impacts on brand image and consumers' purchase intention, with trustworthiness and expertise being the most influential factors. The mediating effects of brand image on the relationship between the endorser's credibility and purchase intention were also confirmed.