隨著網際網路科技的進步與網頁的技術成熟，促動了商業行為的變化，開始了電子商務(Electronic Commerce)，電子商務改變了企業對行銷方法。本研究在探討運動用品品牌在採用關鍵意見領袖者行銷與社群媒體行銷的粉絲專業經營等新行銷方式，對於品牌知識跟購買意圖之間的關係。
本研究實證結果在關鍵意見領袖者行銷對於提升品牌認知度與品牌形象沒有顯著效果，社群媒體行銷對於提升品牌認知度與品牌形象有正向的顯著效果。此外品牌認知度與品牌形象對於購買意圖均呈現正向的顯著效果。而運動涉入則無法調節品牌認知度與品牌形象跟購買意圖的關係。
本研究可以提供給運動用品品牌在採用新型態的行銷策略時，特別是在KOL與社群媒體行銷二個策略並行時，呈現不同的結果，給予運動品牌方採用行銷策略的選擇。只要強化品牌認知度與品牌形象，即可增強消費者的購買意圖。

With the advancement of Internet technology and the maturity of web technology, the changes in business behavior have been promoted, and electronic commerce has begun, which has changed the way of business-to-marketing. This study explores the relationship between brand knowledge and purchase intention for sporting goods brands to adopt new marketing methods such as KOL and social media marketing fan professional management.
The empirical results of this study show that KOL has no significant effect on improving brand awareness and brand image, while social media marketing has a positive and significant effect on improving brand awareness and brand image. In addition, both brand awareness and brand image have positive and significant effects on purchase intention. However, sports involvement cannot moderate the relationship between brand awareness, brand image and purchase intention.
This study can provide sports brands with different results when adopting new marketing strategies, especially when the two strategies of KOL and social media marketing are in parallel, and give sports brands a choice of marketing strategies. As long as brand awareness and brand image are strengthened, consumers' purchase intention can be enhanced.

論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
圖次 vii
表次 viii
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 3
第二章、文獻探討 4
第一節、產業現況解析與說明 4
第二節、關鍵意見領袖者(Key opinion leader，KOL) 5
第三節、社群媒體行銷(Social Media Marketing) 6
第四節、品牌知識(Brand Knowledge) 7
一、品牌認知度(Brand Awareness) 8
二、品牌形象(Brand Image) 9
第五節、購買意圖(Purchase Intention) 10
第六節、運動涉入(Sports Involvement) 10
第三章、研究方法 12
第一節、研究架構 12
第二節、研究假說 12
一、社群行銷策略與品牌知識 12
二、品牌知識與購買意圖的關聯性 13
三、運動涉入調節品牌知識與購買意圖 14
第三節、研究變數之衡量與操作 15
第四節、研究設計與資料分析方法 18
一、抽樣方法與研究對象 18
二、問卷收集 19
三、資料分析方法 19
第四章、研究資料分析 21
第一節、敘述性統計 21
第二節、信度與效度分析 23
一、信度分析 24
二、效度分析 25
三、共線性(Collinearity) 27
四、共同方法變異(Common method variance, CMV) 28
第三節、結構化模型分析與研究假說檢定 29
第五章、研究結論與建議 32
第一節、研究結論與發現 32
第二節、管理意涵(理論與實務貢獻) 36
一、網紅KOL管理策略 36
二、社群媒體行銷的管理策略 37
三、品牌認知度與品牌形象的管理策略 37
第三節、研究限制與建議 37
參考文獻 39
第一節、中文參考文獻 39
第二節、英文參考文獻 41
附錄 47

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