名人代言人的廣告無所不在，品牌企業使用名人代言人作為行銷策略也是相當普遍。然而，名人代言人如同一把雙面刃，近年來可以發現名人代言人發生負面事件似乎難以避免，且品牌在現有代言人發生醜聞時宣佈撤換代言人是常見的第一步，因此要換成什麼類型的人作為新的代言人將會是品牌需要深思的議題。

本研究從代言人出錯被更換的角度切入，聚焦於更換出錯的舊代言人並挑選新代言人的情境，結合刻板印象內容模型的溫暖與能力兩大面向做為代言人形象分類，有別於過去討論代言人一致性效果的研究，為品牌企業在經歷負面情境時，提供挑選新代言人的實務參考經驗，並豐富代言人的研究方向。

本研究採實驗設計法，以兩個實驗驗證 3 個假說。實驗一和實驗二皆採 2（新舊代言人形象一致性：一致 vs. 不一致）×2（代言產品類型：享樂品 vs. 效用品）×2（代言人出錯嚴重性：大錯 vs. 小錯）三因子受測者間實驗設計，檢測新舊代言人形象一致性對消費者的品牌態度與購買意願的影響，並檢驗代言產品類型和代言人出錯嚴重性的干擾效果，實驗一、二分別設定舊代言人形象為溫暖或能力型。本研究結果發現，當品牌因代言人犯錯而更換代言人時，若新舊代言人形象不一致，能比一致，更有效提升品牌態度與購買意願，尤其在產品為享樂型或代言人犯錯較嚴重時的情境。進一步分析顯示，當舊代言人為溫暖型且代言效用型產品時，新代言人形象一致與否皆無顯著影響；但若代言享樂型產品，形象不一致反而能提升品牌態度與購買意願。而當舊代言人為能力型時，若代言效用型產品且出錯嚴重性低，形象一致性不具影響力；但在錯誤嚴重時，形象一致有助於提升品牌態度。至於代言享樂型產品時，僅在錯誤嚴重時，形象不一致才能顯著提升品牌態度與購買意願。

本研究結果延伸代言人形象一致性的研究，並填補過去關於代言人出錯時如何更換代言人的學術缺口，提供品牌企業因應產品類型和代言人出錯嚴重性的不同去制訂更換代言人時適合的行銷參考依據和企劃策略。

Celebrity endorsements are ubiquitous in advertising, and the use of celebrity endorsers is a common marketing strategy for brands. However, celebrity endorsements can be a double-edged sword. Negative incidents involving celebrity endorsers appear almost inevitable in recent years, and when scandals occur, replacing the endorser is often a brand’s initial response. Thus, deciding what type of new endorser to choose becomes a critical issue for brands.

This study adopts the perspective of endorser replacement following a celebrity’s transgression. Specifically, it focuses on the context of selecting a new endorser to replace a disgraced one, and applies the stereotype content model (SCM) to classify endorsers based on their perceived warmth and competence. This approach provides practical implications for brands in choosing replacement endorsers during crises, and enriches the literature by deepening the understanding of endorser image congruence.

Two experiments were conducted to test three hypotheses using a 2 (image congruence: congruent vs. incongruent) x 2 (product type: hedonic vs. utilitarian) x 2 (transgression severity: high vs. low) between-subjects design. The experiments examined how the image congruence between the original and replacement endorsers affects consumer’s brand attitudes and purchase intentions, while also testing the moderating effects of product type and transgression severity. In Experiments 1 and 2, the original endorser was assigned as warm-type and competence-type, respectively. Results showed that when the original endorser is replaced due to a transgression, using a new endorser with an incongruent image can more effectively enhance brand attitudes and purchase intentions—particularly when the product is hedonic or the transgression is severe.

Further analysis reveals nuanced effects across conditions. When the original endorser is warm-type and endorses a utilitarian product, there is no difference in outcomes whether the new endorser’s image is congruent or incongruent. In contrast, for hedonic products, incongruent image replacements lead to more favorable responses. However, when the original endorser is competent-type and endorses a utilitarian product, image congruence becomes beneficial only under high-severity transgressions. Similarly, for hedonic products, incongruent replacements outperform congruent ones only when the transgression is highly severe.

This research expands the theoretical understanding of endorser image congruence and fills a gap in the literature regarding endorser replacement decisions following celebrity transgressions. It provides marketing guidance and strategic planning insights to help brands tailor their endorsement replacement decisions based on product type and the severity of the endorser’s misconduct.

論文審訂書 …………………………………………………………………i
謝誌 ………………………………………………………………………ii
摘要 ………………………………………………………………………iii
Abstract ………………………………………………………………………iv
目錄 ………………………………………………………………………vi
圖目錄 ………………………………………………………………………viii
表目錄 ………………………………………………………………………ix
第一章 緒論 …………………………………………………………………1
第一節、研究背景 ………………………………………………………1
第二節、研究動機 ………………………………………………………4
第三節、研究問題 ………………………………………………………6
第四節、研究目的 ………………………………………………………6
第二章 文獻探討 ……………………………………………………………7
第一節、名人代言人 …………………………………………………7
第二節、代言人負面訊息 ……………………………………………10
第三節、刻板印象內容模型(Stereotype Content Model，SCM) ………15
第四節、刻板印象內容模型運用於代言人之效果 …………………18
第五節、基模理論與一致性效果 ………………………………………20
第六節、產品類型 ………………………………………………………21
第七節、品牌態度與購買意願 ………………………………………23
第三章 研究架構與研究假說 ……………………………………………24
第一節、研究架構 ………………………………………………………24
第二節、研究假說 ………………………………………………………25
第四章 研究方法與研究結果 ……………………………………………30
第一節、前測 ……………………………………………………………30
第二節、實驗一 ………………………………………………………45
第三節、實驗二 ………………………………………………………62
第四節、小結 ……………………………………………………………77
第五章 結論與建議 ………………………………………………………79
第一節、研究發現 ………………………………………………………79
第二節、理論貢獻 ………………………………………………………83
第三節、實務意涵 ………………………………………………………86
第四節、研究限制與未來研究方向 …………………………………89
參考文獻 …………………………………………………………………92
中文文獻 …………………………………………………………………92
英文文獻 …………………………………………………………………93
附錄一 前測問卷 ……………………………………………………………116
附錄二 正式實驗問卷 ………………………………………………………131

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