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。
本研究委託市調公司以網路問卷形式進行問卷發放，以曾經入園參觀過台北國際花卉博覽會之遊客為研究對象，回收之有效樣本共計為538份，以AMOS17.0統計軟體進行相關信、效度分析，並以結構方程式進行假設檢定。實證結果如下：一、贊助商形象、代言人吸引力與代言人專業度對顧客信任及配適度皆具有顯著正向影響；二、顧客信任及配適度皆對口碑、態度均具有顯著正向影響；三、態度對口碑具有正向影響；四、贊助商形象、代言人專業度與代言人吸引力可直接與間接影響態度與顧客口碑。最後，本研究綜合研究結果提出管理與理論意涵，並對後續研究者提出建議，提供評估活動贊助與代言效益之企業實務與學術研究者作為未來參考。

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.

Chapter 1 Introduction1
1.1 Overview1
1.2 Research Objectives9
1.3 Research process and Thesis Organization10
Chapter 2 Literature Review12
2.1 Endorser Expertise12
2.2 Endorser Attractiveness14
2.3 Sponsor Image15
2.4 Match-up17
2.5 Trust18
2.6 Attitude20
2.7 Word of Mouth21
2.8 Relationship between Sponsor Image and Match-up23
2.9 Relationship between Sponsor Image and Trust24
2.10 Relationship among Endorser Expertise, Match-up and Trust26
2.11 Relationship among between Endorser Attractiveness, Match-up and Trust27
2.12 Relationship among Match-up, Attitude and WOM29
2.13 Relationship among Trust, Attitude and WOM30
2.14 Relationship between Attitude and WOM31
2.15 Moderating Effect of Endorser Type33
Chapter 3 Research Model and Methodology36
3.1 Research Setting36
3.2 Measurement Development38
3.3 Questionnaire Design39
3.4 Sampling and Data Collection40
3.5 Data Analysis Method41
3.5.1 Descriptive Statistic Analysis41
3.5.2 Reliability and Validity Analysis42
Chapter 4 Data Analysis and Results43
4.1 Sampling and Respondent Profile43
4.2 Measurement Model45
4.2.1 Confirmatory Factor Analysis45
4.3 Reliability and Validity46
4.3.1 Reliability Analysis46
4.3.2 Convergent Validity49
4.3.3 Discriminant Validity49
4.4 Structural Equation Model Analysis53
4.4.1 Overall Model Validation53
4.4.2 Structural Equation Model Evaluate Hypothesis Test54
4.4.3 The Extent of Endorser Type in Endorser Expertise and Endorser Attractiveness57
4.4.4 The Moderating Role: Endorser Type58
Chapter 5 Conclusions60
5.1 Discussion60
5.2 Theoretical Implication62
5.3 Managerial Implication64
5.4 Research Limitations and Future Research67
Reference69
Appendix84

List of Tables
Table1.1 Total Profits in Tourism2
Table1.2 Profit in Tourism Accounts for GDP3
Table1.3 Profit in Tourism of Asian Accounts for GDP in 2011 3
Table3.1 Sources of the Measure Items39
Table3.2 Questionnaire and Return41
Table4.1 Demographic Variables of the Participants’ Profiles44
Table4.2 Analysis of Measurement Accuracy46
Table4.3 Analysis of Measurement Accuracy Analysis48
Table4.4 Analysis of the Difference of Chi-square, AVE and Squared Correlation50
Table4.5 Analysis of Discriminent Validity52
Table4.6 Analysis of Goodness-of-Fit Measures53
Table4.7 Hypothesis Test Analysis55
Table4.8 Direct, Indirect and Total Effects57
Table4.9 The Comparison of Endorser Type in Endorser Expertise58
Table4.10 The Comparison of Endorser Type in Endorser Attractiveness58
Table4.11 Invariance Tests across Endorser Type59
Table5.1 Analysis of Hypothesis Test61
 
List of Figures
Figure1.1 Research Process11
Figure3.1 The Research Conceptual Framework36
Figure4.1 Structural Equation Modeling Analysis56

中文文獻
1.2010台北國際花卉博覽會官方網站，(2010)。活動花絮。取自
http://ticket.2010taipeiexpo.tw/
2.2010年上海世博會官方網站，(2010)。入場人數統計。http://big5.expo2010.cn/ 
3.中華民國交通部觀光局觀光行政資訊系統，(2011)。觀光統計圖表。取自http://admin.taiwan.net.tw/
4.台北市政府觀光傳播局(2010/06/11)，臺北市長郝龍斌領軍來港推廣「花樣臺北」展示2010年臺北國際花卉博覽會美麗的力量，觀光發展科新聞稿。取自
http://www.tpedoit.taipei.gov.tw/ct.asp?xItem=1195532&ctNode=13246&mp=112001
5.行政院全球資訊網(2011/01/07)。100年國家建設計畫。行政院政策與計畫。取自http://www.ey.gov.tw/lp.asp?ctNode=2313&CtUnit=916&BaseDSD=7&mp=1   
6.郝雪卿(2011/11/22)，台中旅展搶攻年終商機，中央社新聞網。http://www2.cna.com.tw/Views/Page/Search/hyDetailws.aspx?qid=201111220088&q=%e6%97%85%e5%b1%95
7.張嘉芳（2010/3/24），行銷台灣觀光偶像飛輪海赴日韓開記者會，中央廣播電台。
取自http://news.rti.org.tw/index_newsContent.aspx?nid=236808&id=5&id2=1
8.謝明玲、吳挺鋒(2011)。 2011年天下企業公民獎，天下雜誌，478期，2011年08月。取自   
http://www.cw.com.tw/article/article.action?id=5021158&idSubChannel=20

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