廣告代言人之陪伴者的真實性與知名度對廣告效果之影響 - 政大學術集成

全文

(1)!. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. !. i n U. v.

(2) !. 立. 政治大. ‧. ‧ 國. 學 y. n. al. er. io. sit. Nat. n. Ch. engchi. i n U. v. IKEA Lillian Chase Lydia Akaria Lillia Sky Michelle. !. i!.

(3) !. 3 ×2. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. !. Ch. engchi. ii!. i n U. v.

(4) !. ....................................................................................................................................... 1 ............................................................................................................... 1 ....................................................................................................... 3 ............................................................................................................................... 4 ....................................................................................................... 4 ......................................................................................................................... 14 ................................................................................................................. 18 ......................................................................................................................... 18 ......................................................................................................................... 20. 政治大 ............................................................................................................................. 21 立 ......................................................................................................................... 21 ‧. ‧ 國. 學. ..................................................................................................... 23 ......................................................................................................... 25 ................................................................................................................................. 30 ......................................................................................................... 50. n. al. er. io. sit. y. Nat. ..................................................................................................................... 54 ..................................................................................................... 54 ............................................................................................. 55 ................................................................................................................. 60 ......................................................................................................................... 61. Ch. engchi. i n U. v. ..................................................................................................................................... 75 ..................................................................................................................... 75 ............................................................................................................. 77 ..................................................................................................... 78 ........................................................................................................................................... 80 ........................................................................................................................... 86 ........................................................................................................... 98 ................................................................................................................. 101. !. iii!.

(5) !. 2-1-1. .................................................................................................................. 7. 4-1-1. ........................................................................................................................ 21. 4-3-1. ........................................................................................................................ 26. 4-3-2. ........................................................................................................................ 27. 4-3-3. ........................................................................................................................ 27. 4-3-4. .................................................................................................................... 28. 4-3-5. .................................................................................................................... 29. 4-3-6. .................................................................................................................... 29. 4-4-1. .................................................................................................... 30. 4-4-2. 立. 4-4-3. 4-4-11 4-4-12. ................................................ 36. t. ................................................ 37. sit. y. t t. al. ................................................ 38 t. n. 4-4-10. io. 4-4-9. Nat. 4-4-8. .................................................................................................................... 34. Ch. er. 4-4-7. ............................................................................ 34. ‧. 4-4-6. .................................................................................... 33. ‧ 國. 4-4-5. ........................................................................................ 32. 學. 4-4-4. 治政大 ........................................................................................ 31. .............................................. 39. iv tn. e n g c h i Ut. 4-4-13. .......................................... 40 .......................................... 40. .............................................................. 41. 4-4-14. t. .................................................. 42. 4-4-15. ...................................................... 43. 4-4-16. .......................................................................................... 43. 4-4-17. .......................................................... 44. 4-4-18. ...................................................................................................... 46. 4-4-19. .......................................................................................................... 46. 4-4-20. t. 4-4-21 !. t iv!. .................. 47 ...................... 47.

(6) !. 4-4-22. t. 4-4-23. t. 4-4-24. ...................................... 47. .......................................................................... 48. 4-4-25. t. .............................................................. 49. 4-5-1. .................................................................................................................... 51. 5-1-1. ........................................................................................................ 54. 5-2-1. ............................................................................ 55. 5-2-2. .................................................................................... 56 ANOVA. 5-2-4. t. 立 .................................................................................................... 58. 5-2-6. MANOVA. ............................................................................ 62. ........................................................................................ 63. y. MANOVA. io. 5-4-5. ............................................................................................ 61. sit. 5-4-4. .................................................................................................................... 60. Nat. 5-4-3. ‧ 國. 5-4-2. ............................................................................ 59. ‧. 5-4-1. t. 學. 5-3-1. 治政................................................................................ 58 大. ........................................................................................................ 57. 5-2-5 5-2-7. ....................................................................................... 57. ................................................................................ 63. er. 5-2-3. ........................................................................................................ 64. al. 5-4-8. .................................................................................................................... 73!. n. 5-4-7. iv 68 n C h........................................................................................ U MANOVA e n ................................................................................ 68 gchi. 5-4-6. !. .................................. 47. v!.

(7) !. 1-1-1. .................................................................................................... 1. 1-1-2 Sony. ............................................................................................... 1. 1-1-3 H&M 2017. ............................................................................................... 2. 3-1-1. ........................................................................................................................ 19. 4-1-1. ........................................................................................................................ 22. 5-4-1. ................................................ 66. 5-4-2. ................................................ 67. 5-4-3. ................................................ 67 治政大 ................................................ 71. 5-4-4. 立. 5-4-5. ................................................ 72. ‧. ‧ 國. 學. 5-4-6. ................................................ 71. n. er. io. sit. y. Nat. al. !. Ch. engchi. vi!. i n U. v.

(8) !. Tripp et al., 1994 Kamakura, 1995. Agrawal &. Freiden, 1984 Agrawal. & Kamakura, 1995 Erdogan, Baker & Tagg, 2001. 1989. Mathur et al, 1997. 政治大 Kamins et al, 1989 Kamins, Goldsmith, 立 Lafferty & Newell, 2000 Erdogan, Baker & Tagg, 2001. Nat. y 1-1-1. n. al. sit. io. Sony. OREO 1-1-2. er. 1981. ‧. ‧ 國. 學. Money, Shimp & Sakao, 2006. Ch. engchi. 1-1-1. i n U. 1-1-2 Sony. 1!!. v. Mowen & Brown,.

(9) !. 2015. 立. 政治大. Running Man. ‧. ‧ 國. 學. H&M. n. er. io. sit. y. Nat. al. Ch. engchi. 1-1-3 H&M 2017. !. 2!. i n U. v. 1-1-3.

(10) !. Mowen & Brown, 1981. 立. Sherman, 1985. 政治大. ‧. ‧ 國. 學 y. Nat. n. er. io. al. sit. Nelson, 1974. !. Ch. engchi. 3!. i n U. v.

(11) !. 政治大. 立. McCracken 1989. celebrity. ‧ 國. 學. endorsement. 2. implicit mode 4. al. 1979. v ni. n. expert. co-present mode. sit. io. 4. 2. 2012. er. Nat. celebrity. Miller & Allen. 3. ‧. imperative mode. Friedman & Friedman. 1. y. explicit mode. endorser. CEO. Ch. 3. typical consumer engchi U. 1 Freiden 1984. Friedman & Friedman, 1979 Schlecht, 2003. Friedman & Friedman, 1979. !. 4!. McCracken, 1989.

(12) !. Kamins et al, 1989 Kamins, 1989 Mathur et al, 1997. Goldsmith, Lafferty & Newell, 2000. Erdogan, Baker & Tagg, 2001. Money, Shimp &. Sakao, 2006 Till et al, 2008 Tripp et al, 1994 Agrawal & Kamakura, 1995. Agrawal & Kamakura, 1995 Hsu &. McDonald, 2002. Hsu& McDonald, 2002 Tripp et al, 1994. Kamakura 1995 0.44%. 立. ‧. n. al. er. io. sit. y. Nat excitement. Ch. engchi. Folse et al. 2012. i n U. v. sincerity. competence. brand trust. brand attitude. !. Mathur et al,. 學. Farrell et al 2000. personality trait. return on market value. 政治大. ‧ 國. 1997. Agrawal &. willingness to pay a price premium, WPPP. 5!.

(13) !. match-up hypothesis. Credibility attractiveness. trustworthiness. Till et al. Ohanian. 2008. 1991. expertise. Goldsmith et al. 2000 Bower & Landreth. 2000. Till & Busler. 政治大. 立. 2001. ‧ 國. 學 Kamins et al, 1989. ‧. Kamins, 1989 Mathur et al, 1997 Goldsmith, Lafferty & Newell, 2000 Erdogan, Baker & Tagg, Money, Shimp & Sakao, 2006. n. al. er. io. sit. y. Nat. 2001. !. Ch. engchi. 6!. i n U. v.

(14) !. 1. 2. 3. 4. 3. 4. 政治大. 立. 4. ‧ 國. 學. 4. 2-1-1. ‧. 2-1-1. n. al. er. io. 4. 2. Carroll. Ch. engchi. 2009 Source Credibility model. !. sit. y. Nat 1. 1. 7!. i n U 3. v.

(15) !. Source Attractiveness model. 1. 2. 3. 1 3. 立. 政治大 Gorn, 1982. ‧. ‧ 國. 學. Shimp et al, 1991. 2. Mowen & Brown, 1981. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Credibility Hovland, Janis & Kelly, 1953 Goldsmith, Lafferty & Newell, 2000 Hovland. !. Janis & Kelly. 1953. 8!.

(16) !. Stafford et al., 2002 Goldsmith et al.. 2000 Lafferty & Goldsmith. 1999. Ohanian 1991 Credibility. 1. Trustworthiness 2. Attractiveness 3. 2. 學. ‧ 國. 立. 政治大. Expertise. 1 3. ‧ sit. y. Nat. io. n. al. er. Attribution Theory. Settle & Golden, 1974. Ch. engchi. i n U. Hansen & Scott, 1976. Hansen intrinsic or dispositional property. 2. !. v. context or situation property. 9!. Scott, 1976. 1.

(17) !. Mowen & Brown 1981. 政治大. 立. H1. ‧. ‧ 國. 學. n. al. Ch. intention. er. io. sit. y. Nat Goldsmith, Lafferty & Newell, 2000. Hovland, Janis & Kelly 1953. i n U. expertness. engchi. v. trustworthiness. H2 a c. !. 10!. b.

(18) !. 1 2. 3. entertaining. Atkin& Block, 1983. associative learning. 立. conditioning effect. 政治大 Till & Nowak, 2000. 學. Till & Nowak, 2000. ‧. n. al. Spry et al, 2011. Gorn, 1982 Shimp. er. io. sit. y. Nat. et al, 1991. affect stimulus. ‧ 國. transfer. classical conditioning. Ch. engchi. i n U. v. powerful meaning meaning transfer 1989. McCracken, 1989. Sherman, 1985 !. 11!. McCracken,.

(19) !. Hsa & McDonald, 2002. H3. Atkin & Block, 1983 Carroll, 2009. 立. Friedman治 & Friedman 1979 政大. ‧. ‧ 國. 學. purchase intentions. Kamins et al, 1989. Atkin & Block, 1983. n. al. er. io. sit. y. Nat. Carroll, 2009. i n C h e n& gFriedman, Friedman 1979 chi U. v. Friedman & Friedman, 1979 Atkin & Block, 1983 Kamins et al, 1989 Carroll, 2009. MacKenzie et al 1986. attitude of advertising. mediation hypothesis Edell & Burke, 1987 MacKenzie & Lutz, 1989 Mitchell & Olson, 2000. !. 12!.

(20) !. H4 a c. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. !. Ch. engchi. 13!. i n U. v. b.

(21) !. Nelson 1970, 1974. 立. search goods. 政治大 experience goods experience qualities. n. er. io. al. Wright & Lynch, 1995. sit. Nat. Nelson, 1974. y. ‧. ‧ 國. 學. search qualities. Nelson, 1974. Ch. engchi. Wright & Lynch, 1995. Nelson, 1974 !. 14!. i n U. v. Jain et al, 2000. Jain et al, 2000.

(22) !. claims. Ford, 1990. Nelson, 1974. Nelson, 1974. Jain & Posavac, 2001. Nelson, 1974 Jain & Posavac, 2001. message. 政治大. source. 立. Jain & Posavac, 2001. ‧. ‧ 國. 學. n. Ch. engchi. er. io. sit. y. Nat. al. iv n U signals quality. Nelson, 1974 Ford et al, 1990. Jain & Posavac, 2001. Jain & Posavac, 2001. experience attribute claims experience quality signal !. Erdem & Swait, 1998 15!. Nelson. 1974.

(23) !. Nelson, 1974. Jain & Posavac, 2001. Jain & Posavac 2001. claim. Jain & Posavac 2001. 學. ‧ 國. 立. 政治大. prior knowledge or experience. ‧. Jain & Posavac 2001. skepticism. y. Nat. n. al. er. io. sit. counter- agumentation. Ch. engchi. i n U. v. Nelson, 1974. Hovland, Janis & Kelly, 1953 Goldsmith, Lafferty & Newell, 2000 !. 16!.

(24) !. H5. a. b. c a. b. c H6. a. b. 立. b. ‧ 國. ‧. n. al. er. io. sit. y. Nat. !. a. 學. c. 政治c 大. Ch. engchi. 17!. i n U. v.

(25) !. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. !. Ch. 3-1-1. engchi. 18!. i n U. v.

(26) !. 立. 政治大. ‧ 國. 學 ‧. 3-1-1. n. er. io. sit. y. Nat. al. !. Ch. engchi. 19!. i n U. v.

(27) !. H1. H2 a. b. c H3. H4. 政治大. 立. ‧ 國. ‧. c. Ch. engchi a. a. !. b. c. sit. al. n. H6. io. b. b. y. Nat. a. a. er. H5. b. 學. c. a. c. 20!. i n U b. v. c.

(28) !. Babbie, 2012. 立. ×2. factorial experiment design. between-subject design. ‧. Nat. n. er. io. sit. 4-1-1. al. Ch. n engchi U. 21!. 4-1-1. y. 6. 204. !. 學. ‧ 國. 3. 政治大. iv. 1 2 3 4 5 6.

(29) !. 4-1-1. 隨機分組：以隨機方式將受測者平均分配至實驗的六組中。. 說明頁：說明本研究欲了解受測者對某個產品廣告的廣告效果。. 政治大. 觀看廣告：受測者依被分配到的組別，觀看不同實驗的平面廣告。. 立. ‧ 國. 學. 問卷填答：衡量受測者觀看實驗廣告後的廣告效果，並填寫個人資料。. n. al. er. io. sit. y. 4-1-1. Nat. !. ‧. 實驗結束：給予受測者酬金。. Ch. engchi. 22!. i n U. v.

(30) !. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. !. Ch. engchi. 23!. i n U. v.

(31) !. Universal Gym. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. !. Ch. engchi. 24!. i n U. v.

(32) !. 立. 政治大. ‧. ‧ 國. 學. 1. 2. io. n. al. 4. !. Ch. y. 1. 4. sit. 4. er. 3. Nat. 4. engchi. 25!. i n U. v. 3.

(33) !. 政治大 Friedman et al. 1978 立 4-3-1. 1.. famous. y. Nat. familiar. n. al. well-known. er. io. 3. 4.. influential. sit. 2.. awareness. ‧. ‧ 國. 4-3-1. 1. 學. 7. Likert. Ch. engchi. i n U. v. Ohanian 1990 7. !. Likert 4-3-2. 26!. 1.

(34) !. 4-3-2. trustworthiness. 5. 6.. Dependable Honest. 7. 8.. Reliable Sincere. 9.. Trustworthy. Ahearne et al. 1999. 立. 4-3-3. 4-3-3. 1.. ‧. 2.. fun person. easy to like. y. Nat. sit. liked by others good friend nice person. n. al. er. io. 3. 4. 5.. likability. 1. 學. ‧ 國. 7. 政Likert治大. Ch. engchi. i n U. v. Nelson, 1974 Wright & Lynch, 1995 Jain et al, 2000. Huang. !. 2009. 27!.

(35) !. 1. 7. Likert. 1. 政治大. 立. n. al. 2.. Bagozzi & Silk, 1983 !. 7. i n C h4-3-4 engchi U. favorable. v. unfavorable. positive good. 4-3-4. dislike. 3. 4.. 1987. er. 1. io like. Holbrook& Batra. y. Nat. 1.. ‧. ‧ 國. 學 commercial stimulus. Lutz, 1985. Likert. 7. sit. Likert. negative. bad. Chang 2005 28!. Mitchell and Olson 1981. Holbrook.

(36) !. and Batra 1987. Likert. 7. 1. 4-3-5 4-3-5. 1.. pleasant. 2.. good. 3.. like. 4.. positive high quality 政治大. 5.. Likert 4-3-6. !. sit. al. likely. n. 3.. io. 2.. y. 4-3-6. Nat. 1.. ‧. 7. 1996. Dodds et al, 1991, Lin & Lu,. unlikely. er. Zhang. Zeithaml, 1988. 學. 2010. ‧ 國. 立. C h improbable U n i engchi possible impossible probable. 29!. v. 1.

(37) !. 立. 政治大. ‧. ‧ 國. 學 4-4-1. n. al. er. io. sit. y. Nat. 4-4-1. Ch. engchi. 1. 2.. 1. 2. 3.. !. 30!. i n U. v.

(38) !. 1. 20. 2.. 政治大 4-4-2. ‧. 4-4-2. n. al. er. io. sit. y. Nat. 1.. 16. 3.. 學. ‧ 國. 立. Ch. engchi. i n U. v. 16. Angelababy. 4. 4-4-3. !. 31!.

(39) !. 4-4-3. 19. 1. 19. 1. 18. 2. 17. 3. 17. 3. 95% Angelababy. 90% 85%. ‧ 國. 7. 65%. 13 12. y. io. 8. 60%. 11. 55%. 10. n. Ch. 70%. ‧. Nat. al. 6. sit. 13. 80% 4. 學. 14. 4. e n g c9 h i U 13. 7. 9. er. 立. 政 16治大 16. v ni. 10. 50%. 11. 45%. 7 35%. 13. !. 32!. 7.

(40) !. 1. 18. 2. (1). Likert. 政治大 1 4-4-6. ‧. 4-4-4. n. al. er. io. sit. y. Nat. 1.. (2). Ch. engchi. Ohanian, 1991. Ohanian !. 7. 學. ‧ 國. 立. 1990 33!. i n U. v. 28.

(41) !. Likert. 1. 7. 4-4-6 4-4-5 4-4-5. 立. 40. 4-4-6. n. al. 4-4-6. Ch. engchi. 34!. sit. 48. er. io. !. y. 37. Nat. 40. ‧. ‧ 國. 學. 3.. 30. 政治大. i n U. v. 50.

(42) !. 4. (1) a. t. !. 6.10. 4-4-7. 11 !. t 4. 4-4-8 15. 立. t. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. !. Ch. 5.30. engchi. 35!. i n U. v.

(43) !. 4-4-7. t. t !. SD. !. 6.10. 0.64. 6.70. 0.57. -3.94. <0.01. 6.30. 0.98. -0.85. 0.41. 6.10. 0.85. <0.01. 1.00. 0.22. 0.83. 0.72. 0.48. 1.23. 0.23. 5.85. 0.88. 5.75. 0.97. 1.58. 0.13. 5.70. 1.17. 1.80. 0.09. 5.70. 1.13. 1.71. 0.10. 5.60. 1.60. 1.31. 0.20. 1.49. 0.15. io. n. al. 1.39. 5.60 5.30 5.00. Ch. 0.99. e n g1.30 chi 1.12. y. Nat. 5.60. sit. ‧ 國. 立. er. 6.05. ‧. 5.85. 治政 1.05 大 1.39. 學. !. i n U. v 1.95. 0.07. 2.79. 0.01. 4.59. <0.01 !. !. 36!.

(44) !. 4-4-8. t. t !. SD. !. 5.30. 1.13. 5.90. 1.07. -3.56. <0.01. 5.75. 0.79. -1.83. 0.08. 5.75. 0.72. -1.69. 0.11. -1.00. 0.33. 1.14. 0.27. 2.90. 0.01. 4.45. 1.19. 4.15. 1.27. 4.20. <0.01. 3.90. 1.25. 5.72. <0.01. 5.60. ‧ 國. 立. ‧. 5.00. 治政 1.39 大 1.34. 學. !. sit. n. al. er. io. b.. y. Nat. !. 15. Ch. engchi. i n U. v. t. 4-4-9 t 4-4-10 t. !. 37!.

(45) !. 4-4-9. t. t. t. !. !. 3.72. 1.18. 5.56. 0.92. -5.31. <0.01. 5.06. 1.11. -4.57. <0.01. 4.72. 0.96. -3.09. 立 0.01. 3.78. 1.66. -0.18. 4.61. 1.04. 4.89. !. SD. 3.89. 1.45. 5.44. 0.86. -4.28. !. <0.01. 4.94 0.87治 -3.12 0.01 政大. !. SD. !. !. 5.17. 1.42. 4.67. 1.53. 1.84. 0.08. 4.28. 1.18. 3.19. 0.01. 4.33. 1.46. 2.14. 0.05. 1.68. 0.11. 0.86. 2.44. 0.98. 5.33. <0.01. 3.28. 1.49. 4.59. <0.01. -3.19. 0.01. 4.28. 1.36. -0.84. 0.42. 2.89. 1.28. 5.78. <0.01. 0.96. -3.70. <0.01. 2.94. 1.35. 2.52. 0.02. 3.39. 1.33. 4.19. <0.01. 5.11. 0.90. -4.42. <0.01. 5.50. 0.99. -3.83. <0.01. 5.22. 1.00. -0.13. 0.90. 5.06. 1.06. -3.69. <0.01. 5.67. 1.14. -3.92. <0.01. 4.06. 1.00. 2.81. 0.01. 5.22. 1.17. -3.85. 3.78. 1.22. 4.03. <0.01. 5.39. 1.24. -4.73. 4.22. 0.94. 3.61. <0.01. 4.61. 1.09. -2.47. 3.72. 0.96. 4.44. <0.01. n. a<0.01 iv l C 4.94 1.43 -2.89 n0.01 h e n0.97 i U 0.01 g c h-2.94 <0.01 5.00 0.03. 3.89. 1.18. 38!. <0.01. y. sit. io. er. ‧ 國. 1.45. 學. 3.28. !. !. !. ‧. SD. Nat. !. t. <0.01.

(46) !. 4-4-10. t. t. t. SD. !. !. 4.44. 1.25. 4.00. 0.84. 1.57. 0.13. 3.33. 1.14. 4.61. <0.01. 2.44. 1.10. 7.46. 立<0.01. 5.00. 1.14. ‧ 國. 0.11. -1.71. !. SD. 5.61. 1.24. 5.17. 1.15. !. 1.46. !. 0.16. 治 3.18 0.01 4.22 1.35 政大. !. SD. !. !. 4.11. 1.45. 3.61. 0.92. 1.64. 0.12. 2.78. 1.00. 4.41 <0.01. 1.03. 6.55 <0.01. 1.33. 4.47 <0.01. 2.89. 1.57. 6.63. <0.01. 2.00. 5.72. 1.02. -0.28. 0.79. 2.61. 學. !. t. !. ‧ sit. io. er. a.. y. Nat. (2). n. a l 4-4-6 iv n Ch t engchi U 4-4-11. t b.. 4-4-12. !. t. 39!.

(47) !. 4-4-11. t. t. t. !. 12.11. <0.01. 12.97. <0.01. 11.49. <0.01. 13.08. <0.01. 11.46. <0.01. 12.06. <0.01. 8.52. <0.01. 9.89. <0.01. 政治大. !. !. !. 0.55. 0.59. -1.05. 0.31. 1.07. 0.30. -0.42. 0.68. 2.01. 0.06. 0.89. 0.38. 0.93. 0.37. -0.59. n. Ch. engchi. 40!. !. y. sit. io. !. t. ‧. Nat. al. !. 學. ‧ 國. 立. !. 0.56. er. 4-4-12. !. i n U. v.

(48) !. 1. 20. 2.. 立. 7. 學. ‧ 國. Likert. 政治大 1. 4-4-13. ‧. 4-4-13. n. er. io. sit. y. Nat. al. 3.. Ch. engchi. i n U. v. B. 4.. B !. t 41!. 4.

(49) !. B ! < .05. 4.85 5.15. 4.90 4-4-14. 4-4-14. t t =4 ! 5.15 4.90. 3.02. 0.01. 1.31. 2.90. 0.01. 4.80. 0.83. 4.29. <0.01. 4.60. 1.64. 1.64. 0.12. 3.55. 1.79. -1.12. 0.28. 3.20. 1.28. -2.79. io. n. al. y. sit. ‧ 國. <0.01. 4.85. Ch. engchi. 1. 20. 2. (1). Huang 2009 !. 3.71. ‧. Nat !. !. 學. 立. 治政 1.39 大 1.34. !. er. B. SD. 42!. i n U. v. 0.01.

(50) !. 4-4-15. 4-4-17. Likert. 1. 7. 4-4-15. (2). 政治大. 立. ‧. ‧ 國. 學. n. al. 4-4-16. Ch. 4-4-16. engchi. 3.. 4-4-12 !. 43!. er. io. 4-4-17. sit. y. Nat. 7. Likert. i n U. v. 1.

(51) !. 4-4-17. 100 500. 立. 政治大. n. al. er. io. sit. y. Nat. !. ‧. ‧ 國. 學 100%. Ch. engchi. 44!. i n U. v700.

(52) !. 4. (1). 4-4-18 4-4-19. t 4-4-20. 4-4-21 ! < .05. (2). 立. 政治大 4-4-18. t. ‧. ‧ 國. 學. 4-4-19. 4-4-22. n. er. io. sit. y. Nat. al. 4-4-20. !. Ch. engchi. 45!. i n U. v. 4-4-23.

(53) !. 4-4-18. n. Ch. engchi. 46!. y. ! 4.15 4.15 6.40 4.5 6.00 4.95 5.65 6.00 6.45 5.30 6.30 4.95 5.50 4.40. sit. SD 0.93 0.95 0.98 1.50 1.87 1.65 1.45 1.46 1.50 1.50 1.59 1.23 1.29 1.58. er. io. ! 5.85 5.80 5.70 4 .85 4.35 4.25 3.90 3.65 3.40 3.35 3.30 3.15 2.90 2.80. ‧. Nat. !. 政治大. 4-4-19. al. ! 4.55 6.05 5.90 4.95 5.65 5.00 5.15 4.75 6.45 5.95 6.20 6.20. SD 1.14 1.47 1.12 1.42 1.31 1.45 1.39 1.21 1.40 1.29 1.35 1.18. SD 1.23 0.69 0.85 1.36 0.81 1.26 1.39 1.25 0.76 1.10 1.20 0.83. 學. ‧ 國. 立. ! 5.60 5.40 4.75 4.30 4.05 3.90 3.85 3.75 3.50 3.10 2.65 2.65. i n U. v. SD 1.53 1.35 0.60 1.24 0.65 1.15 1.18 0.86 0.61 1.26 0.57 1.36 0.95 1.19.

(54) !. 4-4-20 ! 2.50 2.30 1.65. t ! 6.35 5.35 3.83. SD 1.76 1.92 1.93. ! <0.01 <0.01 <0.01. ! 2.95 2.75 2.10. SD 1.82 2.07 2.05. ! 7.25 5.93 4.58. ! <0.01 <0.01 <0.01. ! 2.95 2.75 2.10. SD 1.76 1.62 1.83. ! 7.49 7.60 5.13. ! <0.01 <0.01 <0.01. p 4-4-21. t. ! 2.50 2.40. SD 1.85 1.98. ! 6.05 5.41. 2.55. 1.50. 7.59. ! <0.01 <0.01. 立. ! 2.65 2.55. SD 1.57 1.50. ! 7.57 7.59. ! <0.01 <0.01. 政治大 <0.01 2.70 1.41 8.52 <0.01. al. 1.50. 8.78. <0.01. 0.73 0.82. SD 1.09 1.31 1.03. ! -6.77 -0.51 -1.30. SD 1.53 0.99 0.98. ! -4.82 -0.68 -1.37. !. ! <0.01. 0.61 0.21. SD 1.31 1.02. ! -4.61 3.94. <0.01. 1.42. -4.24. <0.01. t ! -1.65 -0.15 -0.30. y. <0.01. ! -1.65 -.015 -0.30. Ch. ! -2.15 0.10. SD 1.46 0.64. ! -6.58 0.70. ! <0.01. -2.15. 1.57. -6.14. engchi. i n U. <0.01. 0.51 0.19. v. 0.49. SD 1.77 1.50. ! -2.03 4.31. <0.01. ! -1.35 0.90. <0.01. -0.80. 1.74. -2.06. 0.05. -1.35. 47!. ! 0.06. t. ! -0.80 1.45. p. !. 2.95. sit. !. n. 4-4-23. io. p. ! <0.01 <0.01. er. ! -6.66 0.35 -0.24. Nat. SD 0.94 1.29 0.94. ! 7.08 7.63. ‧. ‧ 國. 4-4-22 ! -1.40 0.10 -0.05. SD 1.83 1.64. 學. p. ! 2.90 2.80. ! <0.01.

(55) !. 1. 20. 2.. 政1 治大. Likert. 立. 7. 學. 4-4-24. ‧. ‧ 國. 4-4-24. n. er. io. sit. y. Nat. al. 3.. Hot Gym. Ch. engchi. i n U. v. Universal Gym. Fun. 4. 4-4-25 t. t ! < .05. 4 Universal Gym. !. 48!. Balance Gym.

(56) !. 4-4-25. t t =4 !. SD. !. !. 4.90. 1.41. 2.85. 0.01*. 4.85. 1.42. 2.67. 0.02*. 4.85. 1.53. 2.48. 0.02*. 4.85. 1.18. 3.22. 0.01*. Balance Gym. 4.50. 1.28. 1.75. 0.10. Hot Gym. 3.85. -0.39. 0.70. Universal Gym. Fun. 立. *p < .05, **p < .01. 治政 1.73 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. !. Ch. engchi. 49!. i n U. v.

(57) !. 4-5-1 1. 3. 5. 立. 6. 政治大. 4-5-2. ‧. ‧ 國. 學. n. al. er. io. sit. y. Nat. !. 2 4. Ch. engchi. 50!. i n U. v.

(58) !. 4-5-1. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 1 !. i n U. v. 2 51!.



(61) 204 204 5-1-1 5-1-1. ‧. n. al. er. io. sit. y. Nat. !. 34 34 34 35 33 34. 學. 3 4 5 6. ‧ 國. 立. 政治大12. Ch. engchi. 54!. i n U. v. 17 17 17 17 16 17. 17 17 17 18 17 17.

(62) 立. ‧ 國. 學. 5-2-1. n=2. ‧. n=50. 政治大. n=152. y. sit. io. al. er. 51. 45. Nat. 56. n. 5-2-1. 56 82.4% 0 00.0% 12 17.6% 68 100%. !. Ch. engchi. 45 65.2% 2 02.9% 22 31.9% 69 100%. 55!. i n U. v. 51 76.1% 0 00.0% 16 23.9% 67 100%. 152 74.5% 2 01.0% 50 24.5% 204 100%.

(63) 1.. 2.. 5-2-2. 政治大. 92. 立. ‧ 國. 學. io. n. al. 0 22 23 0 45. Ch. 00.0% 48.9% 51.1% 00.0% 100%. engchi. 1.. 4. Likert. 2. ANOVA !. Analysis of Variance 56!. 2 27 20 2 51. y. 03.6% 92.9% 03.6% 00.0% 100%. 03.9% 52.9% 39.2% 03.9% 100%. sit. Nat. 2 52 2 0 56. ‧. 5-2-2. er. 52.9. 48.9%. i n U. v. 4 101 45 2 152. 02.6% 66.4% 29.6% 01.3% 100%.

(64) F (2, 149) = 0.21, p = 0.81 5.98. 5-2-3. <0.01. F (2, 149) = 155.29, p. LSD p <0.01. p. 0.63 5-2-3. ANOVA. ! ! !. M!. SD!. 5.37!. 0.77!. 5.28!. df!. ! (n=51)! M! SD!. ! 治政 0.99! 2.60! 0.96! 大2! 立. 149!. 155.29! <0.01!. sit. y. Likert. n. al. Ch. engchi. i n U. v. p <0.01. 5-2-5. 5-2-4 ! 5.71 4.72 3.16 3.24. !. p!. er. io t. !. ‧. Nat. 2.. F!. 學. 1.. ! (n=45)! M! SD!. ‧ 國. n=56. !. 57!. n=152 SD 1.28 1.49 1.32 1.46.

(65) 5-2-5. ! 2.55 1.56. t. ! 16.48 10.90. SD 1.90 1.76. ! <0.01 <0.01. ! 2.47 1.48. SD 1.86 2.04. ! 16.33 8.96. ! <0.01 <0.01. 1.. Likert. 政治大. 立. ‧ 國. 學. 2.. t. !=-2.64, p. ‧. 0.01 5-2-7. er. io. sit. y. Nat. al. n. !=-0.92, SD=1.01, !=-1.13, p=0.26. Ch 5-2-6. engchi. i n U ! 5.82 6.01 6.09 5.92. !. t. 58!. v. n=152 SD ! 0.97 5.91 0.89 0.85 6.00 1.00. SD 0.80 0.78.

(66) 5-2-7. ! -0.27 -0.79. t. ! -2.64 -0.89. SD 1.26 1.09. 立. ! 0.01 0.37. ! -1.05 0.86. 政治大. ‧. ‧ 國. 學. n. al. er. io. sit. y. Nat. !. SD 1.33 1.18. Ch. engchi. 59!. i n U. v. ! -0.97 0.90. ! 0.33 0.37.

(67) ’ 5-3-1. 5-3-1. 立. 政治大. 學 ‧. ‧ 國. ’. Cronbach's α 0.92 0.91 0.94 0.92 0.90 0.96 0.92 0.81 0.94. n. er. io. sit. y. Nat. al. !. Ch. engchi. 60!. i n U. v. 4 5 3 5 5 5 5 4.

(68) ’. Multivariate Analysis of Variance, MANOVA. 5-4-1. MANOVA 5-4-1. 1 0.81**. 1. MANOVA. n. al. sit. MANOVA. i n Ch ANOVA engchi U ’. F (2, 150) = 3.68, p =0.03. 61!. 5-4-2. er. io. !. 1 0.48** 0.42**. y. Nat = 4.32, p =0.02. 1 0.70** 0.67** 0.61**. ‧. ‧ 國. 立. ’. 學. ’ ** p < .01. 1 0.86** 0.66** 0.70** 0.64**. 政治大. v. ’. F (2, 150).

(69) 5-4-2. *. MANOVA. MANOVA Wilks' λ F p 1.04 0.41 1.84 0.11. F 4.32 0.06. p F 0.02* 3.68 0.80 0.29. p 0.03* 0.59. F 1.12 0.17. p 0.33 0.68. F 0.87 0.27. p 0.42 0.60. F 0.46 2.01. p 0.63 0.16. 1.03. 0.07. 0.94. 0.62. 0.37. 0.70. 0.92. 0.40. 0.73. 0.48. 0.42. ANOVA ’. 0.49. *p < .05, **p < .01. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. !. C5-4-3 hengchi U. 62!. v ni. ’. 5-4-4. MANOVA.

(70) 5-4-3. 5-4-4. io. * *p < .05, **p < .01. F 4.86 0.16. p 0.03* 0.69. F 0.44 0.18. p 0.51 0.68. y. ANOVA ’. F 0.68 0.15. a l 0.08 0.78 0.04 0.84 i v<0.00 n Ch engchi U. n. 0.88. ‧. Nat. MANOVA Wilks' λ F p 1.43 0.23 2.58 0.04*. M 4.66 4.61 4.64 4.43 4.35 4.39 4.37 4.43 4.40 3.64 3.33 3.49. n=152 SD 1.04 1.13 1.08 0.89 1.03 0.96 0.79 0.90 0.85 1.29 1.15 1.23. MANOVA. sit. ‧ 國. 立. 政治大. er. ’. M 4.50 4.48 4.49 4.40 4.30 4.35 4.33 4.39 4.36 3.52 3.39 3.45. n=96 SD 1.03 1.17 1.09 0.88 1.16 1.02 0.84 1.04 0.93 1.39 1.20 1.30. 學. M 4.95 4.83 4.89 4.47 4.44 4.46 4.45 4.50 4.48 3.86 3.24 3.55. n=56 SD 1.02 1.04 1.02 0.91 0.76 0.83 0.72 0.64 0.67 1.08 1.08 1.11. 0.47. p 0.41 0.70. F 0.21 3.27. p 0.65 0.07. 0.97. 1.43. 0.24. 1. H1 ’ ’ 5-4-4 ANOVA M = 4.49, SD = 1.09. !. 5-4-3. M = 4.89, SD = 1.02 F (1, 150) = 4.86, p =0.03. ’. 63!. H1.

(71) 5-4-5 19.6% 20.0% 21.6 78.6%. 86.7%. 74.5%. ’ 5-4-5. n=56. 立. n=45 治 n=51 政大 9 20.0% 11 21.6%. 19.6%. 45. 80.4%. 35. 80.0%. 40. 78.4%. 21. 37.5%. 13. 28.9%. 17. 33.3%. 35. 62.5%. 32. 71.1%. 34. 66.7%. 101 66.4%. 44. 78.6%. 39. 86.7%. 38. 74.5%. 121 79.6%. 12. 21.4%. 6. 13.3%. 13. 25.5%. 31 20.4%. 6. 10.7%. 2. 04.4%. 3. 05.9%. 50. 89.3%. 43. 95.6%. 48. 94.1%. engchi. 64!. 51 33.6%. i n U. df 2. 0.97. 2. 0.66. 2. 0.38. 2. 0.43. y. sit. 11 07.2%. 141 92.8%. er. n. Ch. 121 79.6%. ‧. io. al. 31 20.4%. 學. ‧ 國. 11. Nat. !. n=152. v.

(72) 2. H2 a. b. c 5-4-3 5-4-4 MANOVA MANOVA. MANOVA. 政治大 M = 4.46, SD = 0.83 立 F (1, 150) =1.43, p =0.23. F (1, 150) = 0.44, p =0.51. M = 4.35, SD = 1.02. ‧ 國. 學. M = 4.36, SD = 0.93. F (1, 150) = 0.68, p =0.41. H2b. ‧. M = 3.55, SD = 1.11. M = 3.45, SD = 1.30. n. al. er. io. sit. y. H2c. Nat. F (1, 150) = 0.21, p =0.65. H5. ANOVA. H2a. M = 4.48, SD = 0.67. 3.. ANOVA. Ch a. ’. engchi. i n U. v. b. c a. ’ b. c 5-4-4 MANOVA F(1, 150) = 0.88, p =0.47. ANOVA F(1, 150) = 0.04, p =0.84. F(1, 150) <0.00 , p =0.97. F(1, 150) =1.43 ,. p =0.24 Hayes 2013 !. PROCESS 65!. 14.

(73) 5-4-1. 5-4-2. 5-4-3. t. t. p. 95%. ’. ’ 0. ’. 5-4-1 5-4-2. 0. 5-4-3. ’ =-0.18, SE=0.09, 95%CI[-.3957, -.0290]. =-0.27, SE=0.13, 95%CI[-.5347, -.0361]. H5a. 立. H5b. 政治 =-0.14, SE=0.07, 95%CI[-.3289, -.0326] 大. =-0.23, SE=0.10, 95%CI[-.4541, -.0383]. ‧ 國. 學. =-0.16, SE=0.10, 95%CI[-.4264, -.0165]. =-0.22, SE=0.11, 95%CI[-.4664, -.0336]. n. al. ’. er. io. !. Ch. engchi. i n U. (b1) β = .23, t = 1.27. (c1 ) β = .11, t = .90 SE = .12, 95% CI [-.1342, .3596]. 5-4-1 *p < .05, **p < .01 !. sit. y. Nat. !• •. ’. ‧. H5. (a1) β = -.40*, t = - 2.22. H5c. 66!. v. (b2. !• • ) CI [-.3957, -.0290] CI [-.5347, -.0361]. !.

(74) !• •. ’. !. (b2 (b1) β = .13, t = .82. (a1) β = -.40*, t = - 2.22. 政治大. 立 (c. !• •. ) β = .07, t = .57 SE = .11, 95% CI [-.1602, .2909]. !. Nat. y. ‧. *p < .05, **p < .01. ’. n. al. !• •. sit. !. er. io (a1) β = -.40*, t = - 2.22. !• •. 學. ‧ 國. 1. 5-4-2. Ch. engchi. i n U. (b1) β = .26, t = .94. (c1 ) β = .09, t = .47 SE = .19, 95% CI [-.2875, .4683]. 5-4-3 *p < .05, **p < .01 !. ) CI [-.3289, -.0326] CI [-.4541, -.0383]. 67!. v. (b2. ) CI [-.4264, -.0165] CI [-.4664, -.0336]. !.

(75) 5-4-6. 5-4-7. MANOVA. 5-4-6. n MANOVA Wilks' λ F p 1.80 0.13 1.28 0.28 1.48 * *p < .05, **p < .01. !. 0.21. Ch. y. sit. io. 5-4-7. er. Nat. al. 政治大. ‧. ‧ 國. 立. M 4.09 3.88 3.98 4.35 4.11 4.23 4.35 4.20 4.27 3.41 3.29 3.35. n=51 SD 1.15 1.26 1.20 0.84 1.16 1.01 0.73 1.01 0.88 1.26 1.14 1.19. 學. M 4.55 4.48 4.51 4.46 4.48 4.47 4.38 4.55 4.46 3.75 3.35 3.56. n=101 SD 1.16 1.12 1.14 0.91 0.94 0.92 0.83 0.83 0.83 1.30 1.17 1.25. i n U. v. M 4.40 4.27 4.34 4.43 4.35 4.39 4.37 4.43 4.40 3.64 3.33 3.49. n=152 SD 1.17 1.19 1.18 0.89 1.03 0.96 0.79 0.90 0.85 1.29 1.15 1.23. MANOVA. engchi. ANOVA F 6.95 0.48. p 0.01* 0.49. F 2.19 0.48. p 0.14 0.49. F 1.70 0.00. p 0.19 0.95. F 0.88 1.49. p 0.35 0.22. 0.11. 0.74. 0.64. 0.43. 1.23. 0.27. 0.43. 0.51. 68!.

(76) 1. H3. 5-4-6 5-4-7 MANOVA. M = 4.51, SD = 1.14. M = 3.98, SD = 1.20. F (1, 150) = 6.95, p =0.01. H3 2. H4. 立. c. 政治大. a. 學. ‧ 國. b. 5-4-6. 5-4-7 MANOVA. ‧. y F (1, 150) =1.80, p =0.13. io. er. M = 4.47, SD = 0.92. ANOVA. M = 4.23, SD = 1.01. n. a l = 2.19, p =0.14 i v H4a F (1, 150) n Ch e n g c h i UM = 4.27, SD = 0.88 M = 4.46, SD = 0.83 F (1, 150) = 1.70, p =0.19. H4b. M = 3.56, SD = 1.25. M = 3.35, SD = 1.19. F (1, 150) = 0.88, p =0.35. !. ANOVA. sit. Nat. MANOVA. MANOVA. H4c. 69!.

(77) 3. H6. a. b. c a. b. c 5-4-7 MANOVA F (1, 150)= 1.48, p =0.21. ANOVA (1, 150)=0.64, p =0.43. 政治大. F (1, 150)=1.23 , p =0.27. 立. ‧ 國. 5-4-5. 5-4-6. t. t. 0. al. n 5-4-6. 95% ’. er. io. 5-4-4 5-4-5. p. y. Nat 0. ’. 14. ‧. 5-4-4. PROCESS. 學. Hayes 2013. F (1, 150)=0.43 , p. sit. =0.51. ’. F. Ch. engchi. i n U. v. =-0.25, SE=0.10, 95%CI[-.4586, -.0753]. =-0.36, SE=0.14, 95%CI[-.6398, -.0918]. H6a. =-0.20, SE=0.08, 95%CI[-.3784, -.0673] =-0.32, SE=0.13, 95%CI[-.5776, -.0858]. H6b. =-0.24, SE=0.11, 95%CI[-.5120, -.0737] =-0.29, SE=0.12, 95%CI[-.5679, -.0754]. H6c. H6. !. 70!.

(78) !• •. !. (b2 (b1) β = .24, t = 1.66. (a1) β = -.53**, t = - 2.67. !• •. 治政) β = .07, t = .57大. ‧ 國. 學. *p < .05, **p < .01. ‧ sit. io. v ni. n. al. (a1) β = -.53**, t = - 2.67. !• •. Ch. !• •. y. Nat. !. er. 5-4-4. e n(b g) βc=h.15,i t U = 1.08 1. (c1 ) β = .08, t = .69 SE = .11, 95% CI [-.1401, .2903]. 5-4-5 *p < .05, **p < .01. !. !. (c1 SE = .12, 95% CI [-.1672, .3016]. 立. ) CI [-.4586, -.0753] CI [-.6398, -.0918]. 71!. (b2. ) CI [-.3784, -.0673] CI [-.5776, -.0858]. !.

(79) !• •. !. (b2 (b1) β = .35, t = 1.48. (a1) β = -.53**, t = - 2.67. !• •. 立. ‧ 國. *p < .05, **p < .01. ‧. n. al. er. io. sit. y. Nat. !. !. (c1 SE = .19, 95% CI [-.3118, .4447]. 學. 5-4-6. 治政) β = .07, t = .35大. Ch. engchi. 72!. i n U. ) CI [-.5120, -.0737] CI [-.5679, -.0754]. v.

(80) 5-4-8 5-4-8. H1 ’ H2a. H2b. 立. ‧ 國. sit. n. al. er. io. H4b. y. Nat. H4a. ‧. H3. 學. H2c. 政治大. Ch. engchi. H4c. !. 73!. i n U. v.

(81) 5-4-8. ’. H5a. ’. ’. H5b. ’. H5c. ‧ 國. ‧. n. al. er. io. sit. y. Nat. H6b. Ch. engchi. H6c. !. ’. 學. H6a. 立. 政治大. ’. 74!. i n U. v.

(82) ’ H1. H2. ’. Mowen & Brown, 1981. 立. ’. 政治大. ‧. 48.9%. y. ‧ 國. 學. Nat. 92.9%. n. al. er. io. sit. 52.9%. H3. Ch. engchi. i n U. v. H4. Friedman & Friedman, 1979 Atkin & Block, 1983 Kamins et al, 1989 Carroll, 2009Edell & Burke, 1987 MacKenzie & Lutz, 1989. !. Mitchell & Olson, 2000. 75!.

(83) H5. H6 ’. 政治大. 學. Nelson, 1974 Jain & Posavac, 2001. M = 3.64, SD = 1.29. M = 3.33, SD = 1.15 SD = 1.23. n. al. er. io. sit. y. Nat. 3.49. !. ‧. ‧ 國. 立. Ch. engchi. 76!. i n U. v. β.

(84) Kamins et al, 1989 Kamins, 1989 Mathur et al, 1997 Goldsmith, Lafferty & Newell, 2000 Erdogan, Baker & Tagg, 2001 Money, Shimp & Sakao, 2006. ’. Nelson, 1974. 立. 政治大 Ford et al, 1990. ‧ 國. 學. ’. ‧. n. er. io. sit. y. Nat. al. ’. Ch. engchi. ’. !. 77!. i n U. v.

(85) …. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. !. Ch. engchi. 78!. i n U. v.

(86) Dyson. ’. 學. ‧ 國. 立. 政治大 Facebook. ‧. youtuber. n. er. io. sit. y. Nat. al. !. Ch. engchi. 79!. i n U. v. youtube.

(87) 2013. Earl Babbie. 2012 . The Practice th. of Social Research, 13 ed.). Agrawal, J., & Kamakura, W. A. (1995). The economic worth of celebrity endorsers: An event study analysis. The Journal of Marketing, 56-62.. 政治大. Ahearne, M., Gruen, T. W., & Jarvis, C. B. (1999). If looks could sell: Moderation and mediation of. 立. the attractiveness effect on salesperson performance. International Journal of Research in. ‧ 國. 學. Marketing, 16(4), 269-284.. Atkin, C., & Block, M. (1983). Effectiveness of celebrity endorsers. Journal of advertising research.. ‧. Bagozzi, R. P., & Silk, A. J. (1983). Recall, recognition, and the measurement of memory for print. sit. y. Nat. advertisements. Marketing Science, 2(2), 95-134.. al. n. advertising. Journal of Advertising, 30(1), 1-12.. Ch. engchi. er. io. Bower, A. B., & Landreth, S. (2001). Is beauty best? Highly versus normally attractive models in. i n U. v. Carroll, A. (2009). Brand communications in fashion categories using celebrity endorsement. Journal of Brand Management, 17(2), 146-158. Chang, C. (2005). Ad–self-congruency effects: Self-enhancing cognitive and affective mechanisms. Psychology & Marketing, 22(11), 887-910. Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of marketing research, 307-319. Edell, J. A., & Burke, M. C. (1987). The power of feelings in understanding advertising effects. Journal of consumer research, 14(3), 421-433. !. 80!.

(88) Erdem, T., & Swait, J. (1998). Brand equity as a signaling phenomenon. Journal of consumer Psychology, 7(2), 131-157. Erdogan, B. Z., Baker, M. J., & Tagg, S.(2001). Selecting celebrity endorsers: The practitioner's perspective. Journal of advertising research, 41(3), 39-48. Farrell, K. A., Karels, G. V., Montfort, K. W., & McClatchey, C. A. 2000). Celebrity performance and endorsement value: the case of Tiger Woods. Managerial Finance, 26(7), 1-15. Freiden, J. B. (1984). Advertising spokesperson effects-An examination of endorser type and gender on 2 audiences. Journal of advertising research, 24(5), 33-41.. 政治大. Friedman, H. H., & Friedman, L.(1979). Endorser effectiveness by product type. Journal of. 立. advertising research, 19(5), 63-71.. ‧ 國. 學. Friedman, H. H., Santeramo, M. J., & Traina, A. (1978). Correlates of trustworthiness for celebrities. Journal of the Academy of Marketing Science, 6(3), 291-299.. ‧. Folse, J. A. G., Netemeyer, R. G., & Burton, S. (2012). Spokescharacters. Journal of Advertising,. sit. y. Nat. 41(1), 17-32.. al. er. io. Ford, G. T., Smith, D. B., & Swasy, J. L. (1990). Consumer skepticism of advertising claims:. n. Testing hypotheses from economics of information. Journal of consumer research, 16(4), 433-441.. Ch. engchi. i n U. v. Goldsmith, R. E., Lafferty, B. A., & Newell, S. J.(2000). The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of advertising, 29(3), 43-54. Gorn, G. J. (1982). The effects of music in advertising on choice behavior: A classical conditioning approach. The Journal of Marketing, 94-101. Hansen, R. A., & Scott, C. A. (1976). Comments on" Attribution theory and advertiser credibility". Journal of Marketing Research, 193-197.. !. 81!.

(89) Hayes,!A.!F.!(2013).!Introduction*to*mediation,*moderation,*and*conditional*process*analysis:*A* regression6based*approach.!New!York:!The!Guilford!Press.! Hovland, C. I., Janis, I. L., & Kelley, H. H.(1953). Communication and persuasion; psychological studies of opinion change. Holbrook, M. B., & Batra, R. (1987). Assessing the role of emotions as mediators of consumer responses to advertising. Journal of consumer research, 14(3), 404-420. Hsu, C. K., & McDonald, D. (2002). An examination on multiple celebrity endorsers in advertising. Journal of Product & Brand Management, 11(1), 19-29.. 政治大. Huang, P., Lurie, N. H., & Mitra, S. (2009). Searching for experience on the web: an empirical. 立. examination of consumer behavior for search and experience goods. Journal of marketing,. ‧ 國. 學. 73(2), 55-69.. Jain, S. P., Buchanan, B., & Maheswaran, D. (2000). Comparative versus noncomparative. ‧. advertising: The moderating impact of prepurchase attribute verifiability. Journal of Consumer Psychology, 9(4), 201-211.. y. Nat. io. n. al. er. persuasion. Journal of Consumer Psychology, 11(3), 169-180.. sit. Jain, S. P., & Posavac, S. S. (2001). Prepurchase attribute verifiability, source credibility, and. Ch. i n U. v. Kamins, M. A. (1989). Celebrity and noncelebrity advertising in a two-sided context. Journal of advertising research.. engchi. Kamins, M. A., Brand, M. J., Hoeke, S. A., & Moe, J. C.(1989). Two-sided versus one-sided celebrity endorsements: The impact on advertising effectiveness and credibility. Journal of advertising, 18(2), 4-10. Lafferty, B. A., & Goldsmith, R. E.(1999). Corporate credibility s role in consumers. attitudes. and purchase intentions when a high versus a low credibility endorser is used in the ad. Journal of business research, 44(2), 109-116.. !. 82!.

(90) Lin, L. Y., & Lu, C. Y. (2010). The influence of corporate image, relationship marketing, and trust on purchase intention: the moderating effects of word-of-mouth. Tourism review, 65(3), 16-34. Lutz, R. J. (1985). Affective and cognitive antecedents of attitude toward the ad: A conceptual framework. Psychological processes and advertising effects, 45-63. MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of marketing research, 130-143. MacKenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of. 政治大. attitude toward the ad in an advertising pretesting context. The Journal of Marketing, 48-65.. 立. Mathur, L. K., Mathur, I., & Rangan, N. (1997). The wealth effects associated with a celebrity. ‧ 國. 學. endorser: The Michael Jordan phenomenon. Journal of Advertising research, 37(3), 67-74. McCracken, G.(1989). Who is the celebrity endorser? Cultural foundations of the endorsement. ‧. process. Journal of consumer research, 16(3), 310-321.. y. Nat. Miller, F. M., & Allen, C. T. (2012). How does celebrity meaning transfer? Investigating the. n. al. er. io. Psychology, 22(3), 443-452.. sit. process of meaning transfer with celebrity affiliates and mature brands. Journal of consumer. Ch. i n U. v. Mitchell, A. A., & Olson, J. C. (2000). Are product attribute beliefs the only mediator of advertising. engchi. effects on brand attitude?. Advertising & Society Review, 1(1).. Money, R. B., Shimp, T. A., & Sakano, T. (2006). Celebrity endorsements in Japan and the United States: is negative information all that harmful?. Journal of advertising research, 46(1), 113-123. Mowen, J. C., & Brown, S. W. (1981). On explaining and predicting the effectiveness of celebrity endorsers. NA-Advances in Consumer Research Volume 08. Nelson, P. (1970). Information and consumer behavior. Journal of political economy, 78(2), 311-329. !. 83!.

(91) Nelson, P. (1974). Advertising as information. Journal of political economy, 82(4), 729-754. Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of advertising, 19(3), 39-52. Ohanian, R.(1991). The impact of celebrity spokespersons' perceived image on consumers' intention to purchase. Journal of advertising Research. Schlecht, C. (2003). Celebrities’ impact on branding. Center on Global Brand Leadership, Columbia: Columbia Business School. Sherman, S. P. (1985). When you wish upon a star. Fortune, 112(4), 66.. 政治大 Settle, R. B., & Golden, L. L. (1974). Attribution theory and advertiser credibility. Journal of 立 Marketing Research, 181-185.. ‧ 國. 學. Shimp, T. A., Stuart, E. W., & Engle, R. W. (1991). A program of classical conditioning. ‧. experiments testing variations in the conditioned stimulus and context. Journal of Consumer Research, 18(1), 1-12.. y. Nat. er. io. brand equity. European journal of marketing, 45(6), 882-909.. sit. Spry, A., Pappu, R., & Bettina Cornwell, T. (2011). Celebrity endorsement, brand credibility and. al. n. iv n C hservice spokesperson type and service type on e n gadvertising c h i Uperceptions. Journal of Advertising,. Stafford, M. R., Stafford, T. F., & Day, E. (2002). A contingency approach: The effects of 31(2), 17-35.. Tripp, C., Jensen, T. D., & Carlson, L. (1994). The effects of multiple product endorsements by celebrities on consumers' attitudes and intentions. Journal of consumer research, 20(4), 535-547. Till, B. D., & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of advertising, 29(3), 1-13.. !. 84!.

(92) Till, B. D., & Nowak, L. I. (2000). Toward effective use of cause-related marketing alliances. Journal of Product & Brand Management, 9(7), 472-484. Till, B. D., Stanley, S. M., & Priluck, R. (2008). Classical conditioning and celebrity endorsers: An examination of belongingness and resistance to extinction. Psychology & Marketing, 25(2), 179-196. Wright, A. A., & Lynch, J. G. (1995). Communication effects of advertising versus direct experience when both search and experience attributes are present. Journal of consumer research, 21(4), 708-718.. 治政大 Journal of Advertising, 25(1), 15-32. 立. Zhang, Y. (1996). Responses to humorous advertising: The moderating effect of need for cognition.. ‧ 國. 學. Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of marketing, 2-22.. ‧. n. er. io. sit. y. Nat. al. !. Ch. engchi. 85!. i n U. v.

(93) 1. 2. 3. 4. 5.. 立. 6.. 15.. y. al. n. 14.. io. 13.. sit. 12.. Nat. 11.. er. 10.. ‧. 9.. ‧ 國. 8.. 學. 7.. 政治大. Ch. engchi. 16.. !. 86!. i n U. v.

(94) 1.. 1.. 1. 2. 3. 4. 5. 6. 7. 2.. 1. 2. 3. 4. 5. 6. 7. 3.. 1. 2. 3. 4. 5. 6. 7. 4.. 1. 2. 3. 4. 5. 6. 7. 3. 4. 5. 6. 7. 3. 4. 5. 6. 7. Nat. 11. 12.. io. 13.. 15.. Ch. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 7. 4. 5. 6. 7. 2i n U. 1. engchi. v3. 1. 2. 3. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 7. 17.. 1. 2. 3. 4. 5. 6. 7. 18.. 1. 2. 3. 4. 5. 6. 7. 19.. 1. 2. 3. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 7. 21.. 1. 2. 3. 4. 5. 6. 7. 22.. 1. 2. 3. 4. 5. 6. 7. 23.. 1. 2. 3. 4. 5. 6. 7. 24.. 1. 2. 3. 4. 5. 6. 7. 16.. 20.. !. al. n. 14.. 3. ‧. 10.. 2. y. 9.. 1. sit. 8.. ‧ 國. 7.. 學. 立. 6.. 政治 1大2 1 2. er. 5.. β. 87!.

(95) 25.. 1. 2. 3. 4. 5. 6. 7. 26.. 1. 2. 3. 4. 5. 6. 7. 27.. 1. 2. 3. 4. 5. 6. 7. 28.. 1. 2. 3. 4. 5. 6. 7. 5.. 8.. !. al. n. 7.. io. 6.. Ch. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 7. 1. 2. 1. 2. 2i n U. 1. engchi. y. Nat. 4.. 3. ‧. 3.. 2. sit. 2.. 1. 學. 1.. ‧ 國. 立. 政治大. 3. 4. 5. 6. 7. 3. 4. 5. 6. 7. 4. 5. 6. 7. er. 2.. v3. 1. 2. 3. 4. 5. 6. 7. 9.. 1. 2. 3. 4. 5. 6. 7. 10.. 1. 2. 3. 4. 5. 6. 7. 11.. 1. 2. 3. 4. 5. 6. 7. 12.. 1. 2. 3. 4. 5. 6. 7. 13.. 1. 2. 3. 4. 5. 6. 7. 14.. 1. 2. 3. 4. 5. 6. 7. 15.. 1. 2. 3. 4. 5. 6. 7. 16.. 1. 2. 3. 4. 5. 6. 7. 88!.

(96) 17.. 1. 2. 3. 4. 5. 6. 7. 18.. 1. 2. 3. 4. 5. 6. 7. 19.. 1. 2. 3. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 7. 21.. 1. 2. 3. 4. 5. 6. 7. 22.. 1. 2. 3. 4. 5. 6. 7. 3. 4. 5. 6. 7. 20.. β. 23.. 26. 27.. 2. 3. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 7. n. al. er. io. sit. y. Nat. 1.. !. ‧. 28.. ‧ 國. 25.. 1. 學. 立. 24.. 政治 1大2. ’. 2.. ’. 3.. Ch. engchi. i n 2 U. 1. v. 3. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 7. ’. 1. 2. 3. 4. 5. 6. 7. 4.. ’. 1. 2. 3. 4. 5. 6. 7. 5.. ’. 1. 2. 3. 4. 5. 6. 7. 6.. ’. 1. 2. 3. 4. 5. 6. 7. 7.. ’. 1. 2. 3. 4. 5. 6. 7. 8.. ’. 1. 2. 3. 4. 5. 6. 7. 9.. ’. 1. 2. 3. 4. 5. 6. 7. 10.. ’. 1. 2. 3. 4. 5. 6. 7. 89!.

(97) 11.. ’. 2. 3. 4. 5. 6. 7. 12.. ’. 1. 2. 3. 4. 5. 6. 7. 13.. ’. 1. 2. 3. 4. 5. 6. 7. 14.. ’. 1. 2. 3. 4. 5. 6. 7. 15.. ’. 1. 2. 3. 4. 5. 6. 7. 16.. ’. 1. 2. 3. 4. 5. 6. 7. 17.. ’. 1. 2. 3. 4. 5. 6. 7. 18.. ’. 1. 2. 3. 4. 5. 6. 7. 19.. ’. 1. 2. 3. 4. 5. 6. 7. 3. 4. 5. 6. 7. 3. 4. 5. 6. 7. 22.. 27.. 4. 5. 6. 7. ’. 1. 2. 3. 4. 5. 6. 7. ’. 1. 2. 3. 4. 5. 6. 7. ’. 1. 2. 3. 4. 5. 6. 7. ’. 1. 2. 3. 4. 5. 6. 7. ’. 1. 2. 3. 4. 5. 6. 7. ’. 1. 2. 3. 5. 6. 7. er. io. 28.. Nat. 26.. 3. ‧. 25.. 2. ’. ‧ 國. 24.. 1. 學. 立’. 21.. 23.. 政治 1大2 1 2. ’. y. β. sit. 20.. 4. 1.. 1. 2. 3. 4. 5. 6. 7. 2.. 1. 2. 3. 4. 5. 6. 7. 3.. 1. 2. 3. 4. 5. 6. 7. 4.. 1. 2. 3. 4. 5. 6. 7. 5.. 1. 2. 3. 4. 5. 6. 7. 6.. 1. 2. 3. 4. 5. 6. 7. 7.. 1. 2. 3. 4. 5. 6. 7. 8.. 1. 2. 3. 4. 5. 6. 7. al. n. !. 1. Ch. engchi. 90!. i n U. v.

(98) 9.. 1. 2. 3. 4. 5. 6. 7. 10.. 1. 2. 3. 4. 5. 6. 7. 11.. 1. 2. 3. 4. 5. 6. 7. 12.. 1. 2. 3. 4. 5. 6. 7. 13.. 1. 2. 3. 4. 5. 6. 7. 14.. 1. 2. 3. 4. 5. 6. 7. 15.. 1. 2. 3. 4. 5. 6. 7. 16.. 1. 2. 3. 4. 5. 6. 7. 17.. 1. 2. 3. 4. 5. 6. 7. 3. 4. 5. 6. 7. 3. 4. 5. 6. 7. 27. 28.. !. al. Ch. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 7. v3 i n. 4. 5. 6. 7. 1. n. 26.. io. 25.. Nat. 24.. 3. e n g c h i 1U 1. 91!. ‧. 23.. 2. y. 22.. 1. sit. 21.. β. ‧ 國. 20.. 學. 立. 19.. 政治 1大2 1 2. er. 18.. 2 2. 3. 4. 5. 6. 7. 2. 3. 4. 5. 6. 7.

(99) 1.. 1.. 1. 2. 3. 4. 5. 6. 7. 2.. 1. 2. 3. 4. 5. 6. 7. 3.. 1. 2. 3. 4. 5. 6. 7. 4.. 1. 2. 3. 4. 5. 6. 7. 3. 4. 5. 6. 7. 3. 4. 5. 6. 7. 3. 4. 5. 6. 7. 5.. 立. 6. Bβ. 1. 2. 學 ‧. ‧ 國. 7.. 政治 1大2 1 2. n. er. io. sit. y. Nat. al. !. Ch. engchi. 92!. i n U. v.

(100) 1.. 3. 4. 5. 6. 7. 2.. 1. 2. 3. 4. 5. 6. 7. 1 2 治政 1 2 大. 3. 4. 5. 6. 7. 3. 4. 5. 6. 7. 100. 4.. 6. 7.. 9.. 11.. al. n. !. io. 12.. Nat. 10.. Ch. 1. 2. 3. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 7. 1. 2. 4. 5. 6. 7. 1. 2. 4. 5. 6. 7. n engchi U. 93!. ‧. 8.. 立. 500. ‧ 國. 5.. 3. er. 3.. y. 2. sit. 1. 學. 1.. iv. 3.

(101) 2.. 1.. 100%. 1. 2. 3. 4. 5. 6. 7. 2.. 1. 2. 3. 4. 5. 6. 7. 3.. 1. 2. 3. 4. 5. 6. 7. 4.. 1. 2. 3. 4. 5. 6. 7. 3. 4. 5. 6. 7. 9.. 12.. !. al. n. 14.. io. 13.. Nat. 11.. Ch. engchi. 94!. 3. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 7. 1. 2. 3. 4. 6. 7. 1. 2. 1. 2. 2i n U. 1. ‧. 10.. 2. y. 8.. ‧ 國. 7.. 1. 學. 立. 6.. 政治 1大2. 5. sit. 700. 3. 4. 5. 6. 7. 3. 4. 5. 6. 7. 4. 5. 6. 7. er. 5.. v3.

(102) 3.. 1.. 1. 2. 3. 4. 5. 6. 7. 2.. 1. 2. 3. 4. 5. 6. 7. 3.. 1. 2. 3. 4. 5. 6. 7. 4.. 1. 2. 3. 4. 5. 6. 7. 5.. 1. 2. 3. 4. 5. 6. 7. 3. 4. 5. 6. 7. 3. 4. 5. 6. 7. 3. 4. 5. 6. 7. 立. Nat. 12.. io. al. n. !. 2. 3. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 7. ‧. 11.. 1. sit. 10.. 2. er. 9.. 1. 學. 8.. ‧ 國. 7.. 政治 1大2 1 2. y. 6.. Ch. engchi. 95!. i n U. v.

(103) 4.. 1.. 1. 2. 3. 4. 5. 6. 7. 2.. 1. 2. 3. 4. 5. 6. 7. 3.. 1. 2. 3. 4. 5. 6. 7. 4.. 1. 2. 3. 4. 5. 6. 7. 5.. 1. 2. 3. 4. 5. 6. 7. 3. 4. 5. 6. 7. 3. 4. 5. 6. 7. 3. 4. 5. 6. 7. 13.. io. 14.. Nat. 12.. n. al. !. Ch. engchi. 96!. 1. 2. 3. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 7. 1. 2. 3. 4. 6. 7. 1. 2. 1. 2. ‧. 11.. 2. y. 10.. ‧ 國. 9.. 1. 學. 8.. 5. sit. 立. 7.. 政治 1大2 1 2. 3. 4. 5. 6. 7. 3. 4. 5. 6. 7. er. 6.. i n U. v.

(104) 1.. 1. 2.. Universal Gym. 3. Fun. 5.. Balance Gym. 6.. Hot Gym. 立. 2. 3. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 7. 3. 4. 5. 6. 7. 3. 4. 5. 6. 7. 政治 1大2 1 2. 學 ‧. ‧ 國. 4.. 1. n. er. io. sit. y. Nat. al. !. Ch. engchi. 97!. i n U. v.

(105) 39. 20. 19. 政 16 治大. 立. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. t. Ch. engchi. i n U. v. t. t. ’ t. 4. t. t. !. 98!.

(106) t. t !. !. 0.97. 0.18. 0.86. 5.46. 1.27. 0.33. 0.74. 3.82. 1.70. 6.26. <0.01. 3.64. 6.80. <0.01. 3.56. 治政 1.62 大 1.67. 7.22. <0.01. 3.41. 1.62. 7.17. <0.01. 3.13. 1.63. 學. !. SD. 5.51. 1.23. 5.49. <0.01. ‧ 國. 立. 8.01. ‧. !. t. er. io. sit. y. Nat. !. !. 1.50. -1.21. 0.23. 5.59. 1.31. -0.27. 0.79. 4.85. 1.20. 3.55. <0.01. 4.21. 1.51. 6.02. <0.01. 4.15. 1.99. 4.84. <0.01. 4.03. 1.58. 5.56. <0.01. 3.90. 1.67. 6.70. <0.01. SD. n. a!l. 5.54 5.74. Ch. 1.43. engchi. i n U. v. p !. t. 99!.

(107) t. 4. ’ !. !. !. !. 4.08 1.16. 0.42. 0.68. 4.08 1.24. 0.39. 0.70. 5.15 1.23. 4.74 1.14. 4.07. <0.01 4.13 0.95. 0.84. 4.74 1.25. 3.71. <0.01 4.13 0.98. 4.74 1.27. 3.65. <0.01 5.05 1.34. 4.08 1.27. 0.38. df. !. !. 4.20. <0.01. 0.41. 3.75 1.33 -0.84. 0.41. 0.82. 0.42. 5.25 1.48. 3.77. <0.01. 4.91. <0.01 3.45 1.39 -1.76. 0.09. df. 4.64 1.27 治 3.16 <0.01 政大 .02 6.25 立 <0.01 4.41 1.09 2.34 0.71. df. 2.40 1.31 -5.45 <0.01 4.65 1.31. 2.22. 0.04. ‧ 國. 學. p. t. ‧. ’. Nat. !. !. -3.54. <0.01. -.23. .02. -.20. n. al. 3.41. Ch. -1.20. .24. e n g 2.20 chi. <0.01. 3.53. !. 100!. !. !. .82. 5.72. <0.01. .84. v. -.29. .78. .03. 3.20. .01. <0.01. -3.21. .01. er. !. io. !. -2.56. !. !. y. 5.00 1.00. !. sit. !. i n U.

(108) 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. !. Ch. engchi. 101!. i n U. v.

(109) 1.. 1.. 1. 2. 3. 4. 5. 6. 7. 2.. 1. 2. 3. 4. 5. 6. 7. 3.. 1. 2. 3. 4. 5. 6. 7. 4.. 1. 2. 3. 4. 5. 6. 7. 2. 3. 4. 5. 6. 7. 3. 4. 5. 6. 7. 5.. Universal Gym. 1. 6.. Universal Gym. 1. 2. 7.. Universal Gym. 1. 2. 3. ‧. 4. 5. 6. 7. 8.. Universal Gym. 1. 2. 3. y. 4. 5. 6. 7. 9.. Universal Gym. 1. 3. sit. 4. 5. 6. 7. io. n. al. 2. er. Nat. !. 學. ‧ 國. 立. 政治大. Ch. engchi. i n U. v. 10.. 1. 2. 3. 4. 5. 6. 7. 11.. 1. 2. 3. 4. 5. 6. 7. 12.. 1. 2. 3. 4. 5. 6. 7. 102!.

(110) 2.. … 1. 2. 3. 4. 5. 6. 7. 2.. 1. 2. 3. 4. 5. 6. 7. 3.. 1. 2. 3. 4. 5. 6. 7. 4.. 1. 2. 3. 4. 5. 6. 7. 5.. 政治大. 1. 2. 3. 4. 5. 6. 7. 2. 3. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 7. 2. 3. 4. 5. 6. 7. 8.. Nat. io. 10.. 1. n. al. er. 9.. …. Ch. engchi. i n U. v. 11.. 1. 2. 3. 4. 5. 6. 7. 12.. 1. 2. 3. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 7. 14.. 1. 2. 3. 4. 5. 6. 7. 15.. 1. 2. 3. 4. 5. 6. 7. 13.. !. ‧. 7.. 1. y. 6.. sit. …. ‧ 國. 立. 學. 1.. ’. 103!.

(111) 3.. … 1.. 1. 2. 3. 4. 5. 6. 7. 2.. 1. 2. 3. 4. 5. 6. 7. 3.. 1. 2. 3. 4. 5. 6. 7. 4.. 1. 2. 3. 4. 5. 6. 7. 2. 3. 4. 5. 6. 7. 5.. 3. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 7. 1. 2. 3. y. 4. 5. 6. 7. sit. io. 2. 3. 4. 5. 6. 7. 1. n. al. Ch …. engchi. 2. i n U. v. 10.. 1. 2. 3. 4. 5. 6. 7. 11.. 1. 2. 3. 4. 5. 6. 7. 12.. 1. 2. 3. 4. 5. 6. 7. 13.. 1. 2. 3. 4. 5. 6. 7. 4. ☐. !. 1. er. 9.. Nat. 8.. …. ‧. 7.. 學. 6.. ‧ 國. 立. 政治大1. 104!.

(112) 5.. 6.. 7.. 立. n. al. !. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 7. y. 3. sit. ‧ 國 io. 8.. 2. er. 4.. Nat. 3.. 1. ‧. 2.. 學. 1.. 政治大. Ch. engchi. i n U. v. 1.. 1. 2. 3. 4. 5. 6. 7. 2.. 1. 2. 3. 4. 5. 6. 7. 3.. 1. 2. 3. 4. 5. 6. 7. 4.. 1. 2. 3. 4. 5. 6. 7. 105!.

(113)