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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/87486

    Title: The effects of endorser attractiveness, endorser expertise and sponsor image on customer WOM : a case study of 2010 Taipei International Flora Exposition
    Other Titles: 代言人吸引力, 代言人專業度與贊助商形象對口碑效益之影響 : 以2010臺北國際花卉博覽會為例
    Authors: 徐瑋鴻;Hsu, Wei-Hung
    Contributors: 淡江大學管理科學學系碩士班
    陳水蓮;Chen, Shui-Lien
    Keywords: 代言人吸引力;代言人專業度;贊助商形象;口碑;Endorser attractiveness;Endorser expertise;Sponsor image;WOM
    Date: 2012
    Issue Date: 2013-04-13 11:14:01 (UTC+8)
    Abstract: 近年來,企業為提升媒體的高曝光率,相繼以活動贊助強調企業形象、知名度與消費者的品牌忠誠度。然而,企業所贊助之各項活動,也需吸引大眾的目光與支持,以提升活動能見度與推廣目的。因此,使用活動代言人之風氣,也隨之盛行,以提高消費者的參與意願,使活動宗旨與目的有效推廣。然而,過去有關贊助商與代言人之相關研究文獻,大部份以運動賽事與品牌為研究對象,鮮少與其他大型活動或博覽會作連結研究。因此,本研究欲了解活動贊助商形象、代言人專業度與代言人吸引力對於消費者大眾是否對態度與口碑有顯著影響,並結合時事,與台北國際花卉博覽會作研究連結。綜上所述,本研究為探討贊助商形象、代言人專業度與代言人吸引力是否對顧客信任與配適度之影響,進而影響口碑與態度之間的關聯性研究。
    The increasing sponsorship and endorser trend in promotion enhances consumer involvement. However, literature exploring the sponsorship and endorsement of tourism events or expositions connected to sports events and product brands is scant. This study therefore tests the influence of sponsor image, endorser attractiveness, and endorser expertise on customer trust and match-up, which in turn affect attitude and Word-of-mouth with an empirical investigation of the Taipei International Flora Exposition.
    The subjects in this study are tourists who have visited the exposition. We collected 538 useful data in Taiwan for the final analysis through online surveys, and AMOS17.0 was employed to analyze the research hypothesis using structural equation modeling. The hypotheses are all supported and are as follows. First, sponsor image, endorser attractiveness, and endorser expertise positively affect both customer trust and match-up significantly. Second, both customer trust and match-up positively affect attitude and WOM. Third, attitude is significantly positively related to WOM. Fourth, sponsor image, endorser expertise, and attractiveness directly and indirectly affect attitude and WOM. Finally, this study shows several theoretical and managerial implications as a reference for practice and academics for marketing strategists and academic researchers.
    Appears in Collections:[管理科學學系暨研究所] 學位論文

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