The Influence of Spokes-Characters on Consumer Patronage Intention

代言角色對消費者造訪意圖之影響

邱亞康(Ya-Kang Chiu) ； 林佳音(Chia-Yin Lin)

《Asia Pacific Management Review》 17卷4期 (2012/12) Pp. 421-435+v

https://doi.org/10.6126/APMR.2012.17.4.05

摘要

本研究以結構方程式為分析工具，針對代言角色態度、主題通路態度以及品牌通路態度等三構念之情感移轉效果進行探討，更進一步地檢測這三項態度構念對主題通路與品牌通路造訪意圖的影響途徑。研究結果顯示，主題通路態度會受到代言角色態度與品牌通路態度之影響，且代言角色與品牌通路的相對熟悉度，會進一步地調節此兩者相互影響的程度。至於代言角色態度對主題通路造訪意圖的影響，則會透過代言角色進行情感移轉至主題通路，再進一步地影響主題通路造訪意圖；另一方面，代言角色態度亦會經由對品牌通路的態度，進而影響品牌通路的造訪意圖。

關鍵字

代言角色 ； 態度 ； 造訪意圖 ； 情感移轉觀點 ； 代言角色主題通路

並列摘要

This study used structural equation modeling to examine the affective transfer of three attitudinal consumer constructs, which are the attitude toward spokes-characters, the attitude toward spokes-character theme stores, brand retailer attitude, and the influence of these attitudes on spokes-character theme and brand retailer patronage intention. The results showed that attitudes toward spokes-characters and brand retailers influenced consumer attitude toward spokes-character theme stores. Furthermore, consumers' relative familiarity with the spokes-character and the brand retailer moderated the relationship between spokes-character attitude and brand retailer attitude. The spokes-character theme attitude mediated the influence of the attitude toward the spokes-character on the intention of spokes-character theme patronage, whereas the spokes-character attitude was found to influence the intention of brand retailer patronage through brand retailer attitude.

並列關鍵字

Spokes-character ； attitude ； patronage intention ； affect transfer perspective ； spokes-character theme

參考文獻

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