本研究的目的在於實證Lafferty , Goldsmith , Newell (2002)所提出的「雙可信度模型」，探討代言人可信度和企業可信度對購買意願之影響。本研究是以中國大陸地區的行動通訊市場為分析對象。中國移動和中國聯通是唯一擁有中國行動通訊牌照的大規模企業，因此我們選擇中國移動和中國聯通和他們的代言人（周杰倫和姚明）作為研究的對象。受訪者分別勾選他們對這兩家企業可信度、代言人可信度、廣告態度、品牌態度、購買意願的感受。受訪者都是20-30歲的年輕族群，主要是選定中國大陸地區的大專在學學生（上海復旦與西南財經大學）及年輕上班族（南京市某公司）為主要調查樣本，以進行問卷填寫。

研究結果顯示模型部分符合問卷資料。結果不支持的部分包括廣告態度對購買意願有直接影響，並且在中國移動的雙可信度模型中，公司可信度也無對購買意願有直接影響。除此之外，本文之結果與之前研究一致，這也表示代言人可信度和企業可信度對購買意願都有間接的影響，不論是任一代言人可信度和企業可信度對購買意願，或任一中國移動和中國聯通。

由結論研究建議「雙可信度模型」可以部分解釋或預測廣告的效果。並且，企業可信度對購買意願的間接影響比代言人可信度對購買意願的間接影響來的大，這不僅強調企業可信度對消費者行為的重要性，對於公司的管理意含也相當有幫助。

The dual credibility model proposed by Lafferty, Goldsmith and Newell（2002）was adapted to explore the combined influence of corporate and spokesman credibility on purchase intent in China mobile telecom market. China Mobile and China Unicom are the only two remarkably huge telecom enterprises in china, so the two companies and their spokesmen（Jay Chow and Yao Ming）were selected for the research. Respondents assessed separately the credibility of the two companies and two spokesman as well as their attitudes toward the ads and brand, and their intent to purchase the advertised product. Participants are 20-30 years old including students in Fudan University and South Western University of Finance and Economy, and working people in Nanjing city.
The results show that the model fit the data partially. The findings didn’t support neither the direct impact of ads attitude on purchase intent in both companies nor the direct impact of corporate credibility on purchase intent in the model of China Mobile. Except these, the study corroborated prior research indicating the both types of source credibility have an indirect influence on attitudes and purchase intentions albeit a differential one or company.
The results suggest that the dual credibility model partially predicts and explains advertising effectiveness for these dual sources of credibility. Besides, the influence of corporate credibility on purchase intent is larger than the influence of spokesman credibility, which emphasized the importance of corporate credibility in consumer behavior and would be helpful to managerial activities.

目錄
表目錄……………………………………………………………iii
圖目錄……………………………………………………………v

第一章 緒論………………………………………………………1
第一節 研究背景與動機……………………………………………1
第二節 研究問題與目的……………………………………………6
第三節 研究範圍……………………………………………………6
第四節 研究限制……………………………………………………7
第五節 研究流程…………………………………………………7
第二章 文獻探討…………………………………………………9
第一節 代言人可信度之相關文獻…………………………………9
第二節 公司可信度之相關文獻……………………………………16
第三節 廣告態度、品牌態度與購買意願之相關文獻……………21
第三章 研究方法…………………………………………………30
第一節 研究架構………………………………………………30
第二節 研究假設…………………………………………………32
第三節 研究變數的操作型定義與衡量…………………………39
第四節 問卷設計…………………………………………………42
第五節 抽樣設計…………………………………………………44
第六節 資料分析方法……………………………………………46
第四章 資料分析…………………………………………………48
第一節 樣本資料描述……………………………………………48
第二節 信度與效度分析…………………………………………51
第三節 行動通訊公司對各項變數之比較………………………52
第四節 公司可信度構念與代言人可信度構念之主成分分析…54
第五節 各構念之相關分析………………………………………55
第六節 雙可信度影響購買意願之間的路徑關係………………58
第七節 假設檢定結果彙整………………………………………64
第五章 結論與建議………………………………………………66
參考文獻……………………………………………………………72
附錄一：問卷………………………………………………………78
附錄二：使用廣告簡介……………………………………………84
 
表目錄
表1.1 中國大陸近年行動通訊用戶增長表………………………2
表2.1 名人代言可信度構面之整理………………………………12
表2.2 名人代言可信度構面之整理（續）………………………12
表2.3 名人代言可信度的尺度……………………………………14
表2.4 企業可信度構面之整理……………………………………18
表2.5 過去衡量企業可信度的尺度………………………………19
表2.6 正面與負面購買意願的表現………………………………29
表3.1 問卷之衡量變項及問項題號………………………………43
表3.2 問卷分發與回收情形………………………………………45
表4.1 樣本次數分配表……………………………………………48
表4.2 樣本次數分配表（續）……………………………………49
表4.3 信度分析表…………………………………………………51
表4.4 各項變數之平均數檢定……………………………………52
表4.5 主成分之建構………………………………………………54
表4.6 代言人可信度構念與廣告態度、品牌態度、購買意願之相關分析……55
表4.7 企業可信度與廣告態度相關分析表………………………56
表4.8 廣告態度、購買意願與品牌態度相關分析表……………57
表4.9 廣告態度、與購買意願相關分析表………………………57
表4.10 中國移動之整體模式………………………………………58
表4.11 中國移動限制模式…………………………………………59
表4.12 中國聯通之整體模式………………………………………60
表4.13 路徑效果分析表（中國移動）……………………………61
表4.14 路徑效果分析表（中國聯通）……………………………62
表4.15 研究假設檢定結果…………………………………………64
表4.16 研究假設檢定結果（續）…………………………………65

 
圖目錄
圖1.1 研究流程……………………………………………………8
圖2.1 來源屬性和接受者處理過程模式…………………………11
圖2.2 理性行動理論………………………………………………24
圖2.3 廣告態度之可能的先前變數………………………………25
圖2.4 廣告態度為中介角色的四種選擇路徑……………………26
圖3.1 本研究架構…………………………………………………31
圖3.2 彙整假說之研究架構………………………………………38
圖3.3 Cronbach’s α與信度………………………………………46
圖4.1 刪除未達顯著水準之路徑圖（中國移動）………………59
圖4.2 刪除未達顯著水準之路徑圖（中國聯通）………………60

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