本研究旨在於探討全聯福利中心廣告代言人對企業形象、知覺品質、知覺價值及購買行為之關連。本研究以台灣中部地區的消費者為對象,採用問卷調查法,蒐集500 份有效樣本,進行影響性分析。本研究獲得以下結論:(1)全聯福利中心廣告代言人對於企業形象、知覺品質及知覺價值皆有顯著的正面影響效果;(2)企業形象對於知覺品質有顯著的正面影響效果;(3)知覺品質對於知覺價值有顯著的正面影響效果;(四)知覺價值對於購買意願的影響高於廣告代言人與知覺品質,但企業形象對於購買意願的影響不顯著。企業運用成功的代言人可以提高商品的知覺價值並提升經營績效,建議全聯福利中心應用代言人多舉辦活動,提升消費者對全聯福利中心商品的價值認同感,提高消費者的購買意願。
The main purpose of this paper is to examine the effect of Endorsers on Corporate Image, Perceived Quality, Perceived Value, and purchase Intention. Using a survey of the consumers in Central Taiwan, our empirical results can be summarized as follows: (1) endorsers of PX Mart have a positive and significant effect on Corporate Image, Perceived Quality, and Perceived Value ; (2) Corporate Image have a positive and significant effect on Perceived Quality; (3) Perceived Quality have a positive and significant effect on Perceived Value; (4) Perceived Value have an effect on Purchase Intention is more significant than endorsers and perceived quality. Celebrity endorsers are regularly used to promote perceived value and operational efficiency.