無論是過去或是現在，我們生活中都隨處可見許多名人代言廣告。成功的代言可以提升品牌態度，促進銷售增長；然而，失敗的代言可能導致龐大的營銷預算浪費，因此這讓許多企業望而卻步。過去的研究主要關注名人、品牌和消費者之間的個性一致性對於品牌態度或是消費者購買意願的影響，相對較少文獻探討這段溝通隱藏的其他層面。

因此，本研究以經典的溝通模型，即『誰，在哪裡，對誰，說了什麼，產生了什麼影響？』，分析名人、品牌和消費者之間的個性一致性對於消費者購買意願的影響，並以功能或享樂價值、產品使用頻率、線上或線下通路作為調節變項。

根據研究的結果，名人與消費者在誠意方面的個性一致性對消費者購買意願有顯著正向影響，其次為名人與品牌之間的個性一致性，廣告語的功能價值對於前者有顯著負向調節作用。因此企業應挑選與消費者在誠意方面個性一致的名人，並搭配強調享樂價值的廣告語，來提升消費者購買意願。最後，本研究結果讓企業更深入了解名人、品牌和消費者之間的溝通關係。

Celebrity endorsement is prevalent in our daily lives, with successful endorsements enhancing brand attitudes and boosting sales. Conversely, unsuccessful endorsements can result in substantial losses in the marketing budget, causing many firms to hesitate. Existing research primarily focuses on the impact of celebrity, brand, and consumer personality congruence on brand attitudes or purchase intentions. However, there is relatively less exploration of other constructs underlying this communication.

This study adopts the classical communication framework, referred to as “Who, says what, to whom, in which channel, and with what effect?” The analysis not only examines the impact of personality congruence on purchase intention but also considers the moderating effects of utilitarian or hedonic value, product usage rate, and online or offline channels.

The findings reveal that personality congruence between the celebrity and consumer in the sincerity dimension significantly influences purchase intention. Following closely is the personality congruence between the celebrity and brand. The utilitarian value of the tagline exhibits a negative interaction effect on the first relationship. Consequently, firms should carefully select celebrities whose personalities align with consumers in sincerity and design taglines to convey hedonic value. In conclusion, the study’s results provide valuable insights for firms to better understand the communication dynamics among celebrities, brands, and consumers.

Abstract-------------------------------------------------------ii
中文摘要--------------------------------------------------------iv
Acknowledgment-------------------------------------------------v
Chapter 1 Introduction-----------------------------------------1
1.1 Research Background and Motivation-------------------------1
Chapter 2 Literature Review and Hypothesis Development---------4
2.1 Personality Congruence-------------------------------------4
2.2 Utilitarian or Hedonic Value-------------------------------6
2.3 Product Usage Rate-----------------------------------------7
2.4 Online or Offline Channel----------------------------------7
2.5 Purchase Intention-----------------------------------------8
2.6 Research Framework-----------------------------------------9
Chapter 3 Method-----------------------------------------------10
3.1 Pretests---------------------------------------------------10
3.2 Design and Procedure---------------------------------------12
3.3 Common Method Variance-------------------------------------13
Chapter 4 Results----------------------------------------------13
4.1 Measures---------------------------------------------------13
4.2 Exploratory Factorial Analysis-----------------------------14
4.3 Measurement Reliability and Validity-----------------------15
4.4 Congruency Estimation--------------------------------------16
4.5 Assumption Check-------------------------------------------16
4.6 Hypotheses Testing-----------------------------------------17
Chapter 5 General Discussion-----------------------------------21
5.1 Theoretical Contributions----------------------------------21
5.2 Managerial Implications------------------------------------22
5.3 Further Research and Limitations---------------------------23
Appendix A. Measurement Scales of Personalities and Purchase Intention------------------------------------------------------24
Appendix B. EFA, Reliability, and Validity Results-------------25
Appendix C. Assumptions for Multiple Regression Analysis-------28
References-----------------------------------------------------29

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