企業在有限的代言預算下，如何選擇最佳代言人創造出最大的廣告效益一直是被關注的議題。而代言人與產品的屬性配適更是被研究的題材之一。過去研究鮮少探討代言人推廣旅遊產品之產品屬性一致性與否之配適模式比較情形，以及消費者的好奇心在此配適模式影響下是否影響其購買意願的態度，亦是值得討論議題之一。因此本研究之目的有以下幾點：一、代言人特性與產品屬性一致與不一致配適模式下，探討是否對消費者購買意願有很好效果。二、對不同產品涉入程度來探討代言人與旅遊產品配適一致與不一致之交乘作用下，是否會引發消費者的好奇心而驅使產生購買意願之情形。三、目前全球經濟環境因新冠病毒影響動盪，企業在有限的代言預算下如何選擇最佳代言人，替企業主創造出最大的廣告效益。本研究資料分析選出最佳名人代言人代言旅遊產品與非旅遊產品，分別針對產品屬性一致及不一致實驗操作配對後，以北、中、南三地上班族為施測對象。採便利抽樣法為正式問卷調查，共發放700份問卷、有效問卷為510份，有效回收率為73%。資料彙整以統計軟體SPSS 20.0進行整理，採用相關係數、sobel test，以及拔靴法 （bootstrapping）驗證中介效果等方式進行分析，檢驗上述的研究目的。結果發現，在代言人代言旅遊產品一致性與代言人代言非旅遊產品不一致性的狀況時，對消費者購買意願皆具有正向影響，而消費者好奇心在不同產品屬性交乘下與購買意願間亦有影響存在之完全中介效果。因此，本研究分析結果可提供企業在尋找代言人時，如何選擇最合適之代言人及代言產品之參考。

Based on limited budgets of endorsement, it is important how companies select the best endorser to create the greatest advertising benefits. The attribute congruence of endorser and products is one of the subjects studied. Prior studies rarely discussed the comparison of the suitability model of whether a suitable endorser-product congruence is related to consumer's responses for tourism products, and whether the consumer's curiosity may affect their purchase intention under the influence of this suitability model. Therefore, the purpose of this research is as follows: First, under the congruence and incongruence mode between the characteristics of the endorser celebrity and the product attributes, it is important to explore whether it has a good effect on the consumer's purchase intention. Second, under different product involvement levels, it is critical to explore whether the interaction between endorsers-tourism products congruence or incongruence is related to consumer's curiosity, and then resulting in purchase intention. Third, the current global economic environment is turbulent due to the impact of the new crown virus. How can companies choose the best endorser under the limited endorsement budget to create the greatest advertising benefits for business owners? The data analysis of this research used the best celebrity endorsement tourism products and non-tourism products, respectively, after matching the product attributes for the same and inconsistent experiments. Participants of this research were selected from office workers in the north, central and south Taiwan. The convenience sampling method was adopted as the formal questionnaire survey. A total of 700 questionnaires were sent and 510 valid questionnaires (73%) were distributed and the effective response rate. The data was compiled with statistical software SPSS 20.0, and analyzed by means of correlation coefficient, sobel test and bootstrapping to verify the intermediary effect. The results of this research show that when the endorser-travel product congruence and the endorser-nontravel product incongruence have a positive impact on consumer's purchase intentions, and consumer's curiosity is also related to purchase intentions. As a result, the analysis results of this study may serve as a reference for enterprises in need of selecting the best possible endorsers to speak for their products.

中文摘要iii
英文摘要v
誌謝vii
目錄viii
圖目錄x
表目錄xi

第一章 緒論1
第一節 研究背景1
第二節 研究動機1
第三節 研究目的2
第二章 文獻探討5
第一節 基模理論5
第二節 推敲可能性模式7
第三節 配適假說9
第四節 代言人10
第五節 購買意願18
第六節 代言人與產品屬性與購買意願間之關係19
第七節 好奇心21
第八節 消費者好奇心為代言人產品屬性一致與購買意願關係之中介效果25
第九節 消費者好奇心為代言人產品屬性非一致與購買意願關係之中介效果26
第三章 研究方法28
第一節 研究流程圖28
第二節 前測30
第三節 資料蒐集與問卷設計31
第四節 正式問卷資料蒐集及操作型定義34
第五節 資料分析方法38
第四章 統計分析40
第一節 描述性統計40
第二節 各研究構念之平均數與標準差41
第三節 假說之驗證42
第四節 研究假設結論49
第五章 結論與建議51
第一節 研究結論51
第二節 研究貢獻53
第三節 研究限制56
第四節 未來研究建議57
參考文獻58
附錄 本研究問卷69

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