以運動品牌為例，近年來品牌間的競爭日益激烈，為了擴展市場與吸引多元消費族群，品牌聯名成為一項重要行銷策略。透過聯名合作，品牌能結合雙方的資源與形象優勢，提升產品的附加價值與話題性，進而影響消費者的價值認知與購買意願。然而，過去研究多聚焦於品牌態度與品牌權益，較少探討品牌聯名如何透過產品知覺價值來影響消費者的購買意願。因此，本研究旨在探討品牌聯名、產品知覺價值與購買意願三者間的關聯，並分析產品知覺價值是否在其中具中介效果。此外，本研究進一步指出，品牌聯名中的「獨特性」與「功能性」構面，能顯著提升消費者對產品「性價比」與「情緒價值」的評估，而此知覺價值的提升進一步強化其購買意願。研究成果有助於品牌在制定聯名策略時，掌握價值創造的核心驅動要素，降低行銷失敗風險，並提高市場績效表現。本研究以台灣地區曾購買品牌聯名運動產品之消費者為對象，採便利抽樣方式發放問卷，問卷調查期間為2025年3月至2025年4月，共回收有效問卷201份。研究結果如下：
1.品牌聯名對產品知覺價值有顯著正向影響。
2.產品知覺價值對購買意願有顯著正向影響。
3.品牌聯名對購買意願有顯著正向影響。
4.產品知覺價值在品牌聯名與購買意願之間具有中介效果。

　　In recent years, competition among sports brands has intensified. To expand market share and attract diverse consumer groups, co-branding has emerged as a key marketing strategy. By collaborating with other brands, companies can integrate their resources and brand equity to increase product value and market appeal, thereby influencing consumers’ value perception and purchase behavior. However, most past studies have focused on brand attitude and brand equity, with limited research addressing how co-branding affects purchase intention through perceived product value. Therefore, this study aims to examine the relationships among co-branding, perceived value, and purchase intention, and to investigate whether perceived value plays a mediating role. Furthermore, the study identifies that the “uniqueness” and “functionality” dimensions of co-branded products significantly enhance consumers’ evaluations of “cost-performance” and “emotional value,” which in turn strengthen their purchase intention. The findings provide valuable insights for brands to design more effective co-branding strategies, reduce marketing failure risks, and improve market performance. This research targeted working consumers in Taiwan who had previously purchased co-branded sports products. A convenience sampling method was adopted, and a total of 201 valid questionnaires were collected during the survey period from March to April 2025. The results are as follows:  
1. Co-branding has a significant positive effect on perceived product value.
2. Perceived value has a significant positive effect on purchase intention.
3. Co-branding has a significant positive effect on purchase intention.
4. Perceived value mediates the relationship between co-branding and purchase 
  intention.

目錄
目錄	I
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　研究目的	3
第三節　研究範疇	4
第四節　研究流程	4
第二章　文獻探討	6
第一節　品牌聯名	6
第二節　產品知覺價值	9
第三節　顧客購買意願	11
第四節　假設推論	13
第三章　研究方法與設計	19
第一節　研究架構與假設	19
第二節　變項定義與研究設計	20
第三節　研究對象與樣本來源	22
第四節　分析方法	22
第四章　資料分析與研究結果	25
第一節	敘述性統計分析	25
第二節	構念效度分析	28
第三節	信度分析	31
第四節	相關性分析	32
第五節	迴歸分析	35
第六節	階層迴歸分析	38
第五章　結論與建議	41
第一節	研究結論	41
第二節	管理意涵	44
第三節	研究限制與建議	47
參考文獻	49
參考附錄	54
表目錄
表2-1品牌聯名的定義	7
表2-2品牌聯名相關研究	8
表2-3產品知覺價值的定義	9
表2-4產品知覺價值相關研究	10
表2-4產品知覺價值相關研究(續)	11
表2-5顧客購買意願的定義	12
表2-6顧客購買意願相關研究及理論	13
表3-1品牌聯名問項	20
表3-2產品知覺價值問項	21
表3-3顧客購買意願問項	22
表4-1性別次數分配表	25
表4-2年齡次數分配表	26
表4-3學歷次數分配表	26
表4-4職業次數分配表	27
表4-5居住地次數分配表	27
表4-6月收入次數分配表	28
表4-7品牌聯名之因素分析表	29
表4-8產品知覺價值之因素分析表	30
表4-9顧客購買意願之因素分析表	31
表4-10各構面之信度分析表	32
表4-11主構面之相關分析表	32
表4-12各子構面之相關分析表	34
表4-13品牌聯名子構面對性價比之迴歸分析表	36
表4-14品牌聯名子構面對情緒價值之迴歸分析表	36
表4-15知覺價值子構面對消費意圖之迴歸分析表	37
表4-16品牌聯名子構面對消費意圖之迴歸分析表	38
表4-17品牌聯名子構面對購買意願層級迴歸分析表	39
表4-18品牌聯名子構面對購買意願層級迴歸分析表	40
圖目錄
圖1-1研究流程圖	5
圖3-1研究架構	19

中文文獻：
1.	沈如鳳、楊淑媛、葉辛怡（2018）。服務缺失後品牌知名度對知覺價值之影響─以涉入度為干擾變數。《全球商業經營管理學報》，10，121–131。 
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6.	彭筱雰（2023）。品牌聯名的策略對消費者購買意願之影響。嶺東科技大學國際企業系碩士在職專班。
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