隨著中國的偶像經濟騰飛，平民偶像有如雨後春筍般竄起。偶像不僅是龐大的商業價值指向標，更是品牌推廣以及建立品牌關係的重要載體。同時，Z世代群體的不斷壯大，品牌主導權的逐漸轉移；以及偶像與粉絲的利益共同體關係的逐步建立，兩者間的情感聯繫亦更為緊密。消費者對於偶像與品牌亦提出了新的要求。因此，一方面，積極尋找與建立符合現代消費者需求的偶像崇拜意涵，並藉由代言人影響力積極擁抱Z世代；另一方面，處理好品牌與代言人的關係，促進Z世代消費者的品牌關係建立，均已成為全球企業品牌共同面臨的困難與挑戰。
本研究將透過態度CAC模式與意義轉換模型，探討青少年的代言人偶像崇拜與對品牌關係，以及偶像崇拜與品牌關係各自對於購買意願之直接影響效果；同時，還結合社會學習理論與知覺理論來探討青少年知覺的品牌與代言人關係親密程度對偶像崇拜與品牌關係的調節效果為何。研究發現：（1）情感取向與成就取向能直接影響態度依附；（2）形象取向與情感取向能會直接影響共同體的感覺；（3）情感親密與認知親密能對偶像崇拜與品牌關係之影響具有加強效果（4）態度依附與共同體的感覺對購買意願具有直接影響效果；（5）成就取向能直接促成消費者的購買意願。

As China’s celebrity economy soars, civilian celebrities are springing up like mushrooms. Celebrity is not only a huge commercial value indicator, but also an important carrier for brand promotion and brand building. At the same time, the Z-generation group is growing and the brand dominance is gradually shifting. And the relationship between the celebrity and the fan's interest community has gradually established, which makes the emotional connection between the two much closer. Consumers have also placed new demands on celebrities and brands. Therefore, the brand actively seeking and establishing the celebrity worship meaning in line with the needs of modern consumers, and actively embracing the Z-generation by the influence of the celebrity endorsers. In addition, handling the relationship between the brand and the celebrity endorsers, and promote the brand relationships of the Z-generation have become the common difficulties and challenges for global corporate brands.
This study explores the direct influence of adolescent celebrity worship and brand relationship, as well as celebrity worship and brand relationships on the purchase intention through the attitude CAC model and the meaning transfer model. At the same time, it also combines social learning theory and perceptual theory to explore the Intimacy as a moderation effect on the celebrity worship among adolescents and brand relationship. The study found that: (1) Affection orientation and achievement orientation can directly affect the attitude dependence. (2) Image orientation and affection orientation can directly affect the sense of the community. (3)Affection intimacy and cognitive intimacy have a strong effect on the influence of celebrity worship and brand relationship. (4) Attitude attachment and sense of community have a direct impact on the purchase intention. (5) Achievement orientation can directly contribute to the purchase intention.

目錄
論文審定書 i
誌謝 ii
摘要 iv
Abstract v
目錄 vii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題 8
第三節 研究目的 8
第四節 研究流程 9
第二章 文獻探討 10
第一節 代言人與偶像崇拜 10
一、 廣告代言人 10
（一） 廣告代言人定義 10
（二） 廣告代言人類型與差異 10
（三） 名人代言意義轉換模型與相關研究 12
二、 青少年偶像崇拜 13
（一） 青少年之界定 13
（二） 青少年之發展與需求 15
（三） 青少年偶像崇拜意涵 16
（四） 青少年偶像崇拜之理論基礎 17
（五） 偶像崇拜對青少年之影響 20
（六） 青少年之偶像崇拜衡量構面 22
（七） 青少年偶像崇拜之相關研究 24
第二節 態度路徑CAC模式 26
（一） 態度路徑CAC模式之意涵與發展 26
（二） 態度路徑CAC模式之相關研究： 28
第三節 品牌與代言人關係親密程度 30
一、 關於品牌與代言人之人際關係親密程度 30
（一） 定義品牌與代言人之人際關係 30
（二） 定義品牌與代言人之親密關係 31
二、 品牌與代言人關係親密程度 34
（一） 品牌與代言人之親密關係 34
（二） 品牌與代言人之關係親密程度衡量 34
第四節 品牌關係 40
第五節 購買意願 47
第三章 研究推論 51
第一節 研究架構 51
第二節 研究推論與假設 52
第四章 研究方法 64
第一節 操作型定義與測量工具 64
一、青少年偶像崇拜 64
（一） 情感取向 64
（二） 形象取向 65
（三） 成就取向 66
二、品牌關係 67
（一） 態度依附 67
（二） 共同體的感覺 67
三、品牌與代言人之關係親密程度 68
四、購買意願 69
第二節 研究對象與研究方法 70
一、研究對象 70
二、研究方法與問卷蒐集 70
第三節 前測資料分析 71
第五章 資料分析 74
第一節 描述性統計分析 74
第二節 問卷樣本信效度分析 79
第三節 路徑分析與假說檢驗 82
第六章 結論與建議 92
第一節 研究結果 92
一、青少年偶像崇拜對於品牌關係之影響效果 92
二、品牌與代言人關係親密程度對青少年偶像崇拜與品牌關係之調節效果 93
三、品牌關係對購買意願之影響效果 94
四、青少年偶像（代言人）崇拜對於購買意願之直接影響效果 94
第二節 研究結果意涵 94
一、理論意涵 94
二、實務意涵 96
第三節 研究限制與未來研究建議 97
參考文獻 99
附件一：預測問卷 130
附件二：正式問卷 135
附件三：問卷施測注意事項 140
附件四：資料輸入守則與編碼本 141

 
圖目錄
圖1-1 研究流程圖 9
圖2-1 意義轉換模型之運作過程 12
圖2-2 態度路徑CAC模式之運作過程 28
圖3-1 研究架構圖 51
圖5-1 本研究架構路徑分析匯總究架構圖 84

 
表目錄
表2-1 以2014年維密秀為例，維密與天使之親密互動片段 33
表2-2 以PAIR量表為基礎的主要親密關係研究整理 35
表2-3 品牌關係分類類型 42
表2-4 較為主要的品牌關係構面匯總 43
表2-5 購買意願衡量構面匯總表 48
表3-1 研究假設匯總表 52
表4-1 情感取向之操作型定義與衡量題項 65
表4-2 形象取向之操作型定義與衡量題項 66
表4-3 成就取向之操作型定義與衡量題項 66
表4-4 態度依附之操作型定義與衡量題項 67
表4-5 共同體的感覺之操作型定義與衡量題項 68
表4-6 品牌與代言人之關係親密程度之操作型定義與衡量題項 69
表4-7 購買意願之操作型定義與衡量題項 69
表4-8 各構面調整之題項數量與Cronbach's α值變化情況 73
表4-9 各構面調整前後之KMO值以及解釋變異量變化情況 73
表5-1 維密天使的偶像排名匯總 75
表5-2 A卷描述性統計分析匯總 76
表5-3 B卷描述性統計分析匯總 77
表5-4 收集偶像動態之管道統計 78
表5-5 各構面之平均數與標準差匯總 79
表5-6 本研究衡量構面題項之信效度分析匯總 80
表5-7 本研究之衡量構面題項之區別效度分析匯總 81
表5-8 抽取量分別為500與5000之統計結果匯總 82
表5-9 本研究之假說驗證結果匯總 90

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