為探討傳統藝人及非傳統藝人對代言之效果關係，本研究將代言藝人分為傳統藝人及非傳統藝人，而劃分的原因是因為本研究人員為台灣的Z世代成員；Z世代從小就開始接觸網路，更可以說是與網路一起長大的，譬如2004年出現的Facebook，在當時大部分的Z世代仍在就讀國小或國中。所謂的非傳統藝人，在本研究則被歸類為由於網路興起發展出來的職業，如Youtuber或Instagrammer等。在現代的社會中，有些非傳統藝人擁有的網路聲量甚至會比傳統藝人來的多。基於這樣的原因，本研究想在相同的條件下進行兩種藝人的代言比較，因此本研究使用的藝人皆為相對不有名之藝人。本研究使用了SPSS的多元中介模型6來進行橫斷面研究分析。結果表明，作為傳統藝人他們需要建立自己的認同感和可信度，才能對產品或品牌產生影響，因為數據表明，他們沒有從意見領袖到有效性的直接影響。而對於非傳統名人來說，可信度比身份更重要。

This research divided celebrities into traditional and non-traditional celebrities is because the researcher is a generation z member in Taiwan, we have been exposed to the Internet in our generations since we were young, like Facebook appeared in 2004, most of us are still in elementary or junior high school. We can be told we are growing up with the Internet. Also, some careers emerging with the Internet, like Youtubers or Instagrammers, classify them as non-traditional celebrities. Some even have more internet voices than traditional celebrities, making us want to compare them under the same condition. Moreover, this research was conducted as cross-sectional research and used the Conceptual Diagram of Multiple Mediation Model 6 and independently did the statistical analysis via SPSS. As a traditional celebrity, the result showed that they need to establish their identification and credibility to make effectiveness on product or brand because the data showed they did not have direct influence from opinion leadership to effectiveness. For the non-traditional celebrity, credibility is more crucial than identification.

論文審定書 ………………………………………………………………… i
誌謝 ………………………………………………………………………… ii
中文摘要 …………………………………………………………………… iii
Abstract ……………………………………………………………………… iv
I. Introduction ……………………………………………………………. 1
1.1 Research Purpose ……………………………………………………… 3
1.2 Research Question ……………………………………………………… 5
II. Literature Review ……………………………………………………….… 7
2.1 Opinion Leadership …………………………………………………… 8
2.2 Identification ……………...…………………………………….……… 8
2.3 Credibility ……………………………………………………………… 9
2.4 Effectiveness ……………………………………………………………. 9
2.5 Definition of celebrity endorsers …………………………………… 10
2.6 Hypotheses Development …………………………………………… 12
2.6.1 The relationship between effectiveness and opinion leadership… 12
2.6.2 The relationship between identification and effectiveness …… 15
2.6.3 The relationship between credibility and effectiveness …………. 16
2.6.4 The relationship between opinion leadership and effectiveness mediating credibility and identification ……………………………..…. 18
III. Methodology ……………………………………………………......... 20
3.1 Research Design ………………………………………………………. 20
3.2 Questionnaire Design …………………………………………………. 21
3.2.1 Measurements ……………………………………………………… 22
3.3 Data Collection ………………………………………………………… 22
3.3.1 Sample Characteristics ……………………………………………… 23
3.3.2 Pilot Testing ………………………………………………………… 24
3.4 Operational Variables ………………………………………………… 25
3.4.1 Dependable Variable ……………………………………………… 25
3.4.2 Independent Variable ……………………………………………… 25
3.4.3 Mediators …………………………………………………………… 26
3.4.4 Control Variables …………………………………………………… 28
IV. Data Analysis …………………………………………………………… 29
4.1 Validity and Reliability ……………………………………………… 30
4.2 Descriptive Statistic …………………………………………………… 31
V. Finding and Results …………………………………………………… 33
VI. Discussion and Conclusion …………………………………………… 39
6.1 Implication …………………………………………………………… 39
6.1.1 Theoretical Implication …………………………………………… 40
6.1.2 Practical Implication ………………………………………………… 41
6.2 Limitation and Future Research Direction ………………………… 42
6.3 Conclusion …………………………………………………………… 43
References ………………………………………………………………… 44
Appendix – Questionnaire ………………………………………………… 52

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