隨著中華職業棒球大聯盟(CPBL)應援文化的蓬勃發展，啦啦隊成員逐漸從傳統賽事助演者轉型為具備偶像魅力與商業價值的品牌資產，對球迷觀感與行為 意圖產生實質影響。為釐清啦啦隊成員形象對球迷消費行為的影響機制，本研究整合 S-O-R 模型、來源可信度與吸引力模型及意義轉移模型，建構「名人特質 → 品牌態度 → 行為意圖」之研究架構，探討名人特質如何透過品牌態度影響球迷的進場觀賽意願與購買球隊商品的意圖。
本研究以曾觀看中職賽事且對啦啦隊有認知之球迷為樣本，採便利抽樣發放問卷，共回收 732 份有效樣本，並運用結構方程模型進行分析。研究結果顯示，名人專業度、喜好度與意義轉移對品牌態度具有顯著正向影響，其中意義轉移構面影響力最強。反之，名人可信度、熟悉度與相似度對品牌態度之影響未達顯著水準。進一步分析亦發現，品牌態度對進場意願與購買意圖皆具高度解釋力，驗證品牌態度在名人特質與行為意圖之間的中介角色。中介效果分析結果指出，當球迷感知啦啦隊成員具備專業能力、具吸引力且能成功傳遞象徵意涵時，將透過品牌態度強化其進場與購買行為意圖。研究亦指出，單純的名人曝光頻率並不保證其影響力，過度代言或熟悉度過高反而可能引發廣告疲勞與信任流失。本研究有助於補足台灣職棒行銷研究中對啦啦隊行銷價值之實證缺口，並提供球團在代言人選擇、品牌經營與球迷互動策略上的實務建議。

In recent years, the role of cheerleaders in the Chinese Professional Baseball League (CPBL) has extended beyond game time performance to encompass functions in brand marketing and fan engagement. As public figures, their perceived traits may serve as critical stimuli influencing fans’ cognitive and behavioral responses.
This study investigates the extent to which fans’ perceptions of six celebrity traits: expertise, trustworthiness, likability, familiarity, similarity, and symbolic meaning affect brand attitude and subsequently shape behavioral intentions, including baseball game attendance and merchandise purchase. The research framework is grounded in the Stimulus–Organism–Response (S-O-R) model and incorporates the Source Credibility Model, Source Attractiveness Model, and Meaning Transfer Model.
Using data from 732 valid responses collected via an online survey, structural equation modeling (SEM) revealed that expertise, likability, and meaning transfer exert significant positive effects on brand attitude, which in turn strongly predicts behavioral intentions. Trustworthiness, familiarity, and similarity did not yield significant effects. The findings highlight the mediating role of brand attitude and underscore the strategic importance of symbolic alignment between cheerleaders and team branding in the context of professional sports marketing.

論文審定書................................................................................................. i 摘要............................................................................................................. ii ABSTRACT .................................................................................................. iii 目錄.............................................................................................................iv 圖目錄.........................................................................................................vi 表目錄.........................................................................................................vi 第一章 緒論.................................................................................................1
第一節 研究背景........................................................................................ 1 第二節 研究動機........................................................................................ 2 第三節 研究目的與問題............................................................................ 3 第四節 研究流程........................................................................................ 3
第二章 文獻探討.........................................................................................5
第一節 S.O.R 理論 ...................................................................................... 5 第二節 名人代言........................................................................................ 7 第三節 意義轉移模型(MEANING TRANSFER MODEL).............................. 9 第四節 來源可信度模型(SOURCE CREDIBILITY MODEL)........................11 第五節 來源吸引力模型(SOURCE ATTRACTIVENESS MODEL) .............. 13 第六節 品牌態度...................................................................................... 18 第七節 購買意願...................................................................................... 19
第三章 研究方法.......................................................................................21
第一節 研究架構...................................................................................... 21 第二節 研究假設...................................................................................... 22 第三節 研究對象...................................................................................... 24 第四節 研究變數之操作型定義與問卷設計.......................................... 25 第五節 資料分析方法.............................................................................. 31
第四章 資料分析.......................................................................................34
第一節 敘述性統計分析.......................................................................... 34 第二節 共同方法變異分析...................................................................... 42 第三節 驗證性因素分析.......................................................................... 43 第四節 信度分析...................................................................................... 45 第五節 收斂效度分析.............................................................................. 47 第六節 區辨效度分析.............................................................................. 49
第七節 結構方程模型 SEM ..................................................................... 51
第八節 中介效果分析.............................................................................. 52
第九節 延伸分析:球迷背景變數之差異性檢定 .................................... 54
第五章 結論與建議...................................................................................64
第一節 研究結論...................................................................................... 64 第二節 管理意涵與實務建議.................................................................. 66 第三節 研究限制與未來研究建議.......................................................... 67
參考文獻................................................................................................... 69 附錄一、研究問卷................................................................................... 76

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