過往超商聯名鮮食多與知名餐飲業者合作，透過職人的餐飲專業提升鮮食的品質，使消費者隨時都能到超商享受高品質的美食饗宴，但近年來超商開始與人的合作不再侷限於餐飲專家，社群影響者與超商聯名合作成為一股新風潮，每當超商與社群影響者共同聯名研發新品都會替超商帶來聲量與買氣，因此本研究欲探討消費者對於聯名鮮食的「產品態度」與「購買意圖」評估是否會受到不同的「聯名人類型」所影響。另外超商與人合作聯名時，除了新聞媒體文字報導，往往會使用引人矚目的廣告影像宣傳，但影像宣傳僅能夠用非語言線索，因此本研究將關注廣告中的「人像呈現」與「姓名字體」等非語言線索，探討消費者是否會受到「聯名人類型」知覺到不同程度的「知覺信任感」與「好奇感」，進而產生較好的「產品態度」與「購買意圖」。
實驗一利用餐飲專家和社群影響者的超商聯名鮮食貼文，目的為驗證兩種不同類型聯名人(餐飲專家 vs. 美食社群影響者)搭配不同超商(7-11 vs. 全家)之二因子組間設計，總共回收有效樣本數為180份；實驗二利用餐飲專家和社群影響者有無搭配人像和不同姓名字體的超商聯名鮮食海報，目的為驗證兩種不同類型聯名人搭配人像有無和不同姓名字體的效果，2(聯名人類型:餐飲專家 vs.美食社群影響者) x2(人像呈現:有 vs.無) x2(姓名字體呈現:機器字 vs.手寫字)之三因子組間設計，總共回收有效樣本數為420份。本研究為實驗法，透過廣告操弄不同類型之聯名人、人像呈現有無與姓名字體呈現的搭配，會如何藉由知覺信任感和好奇感中介，影響人們對於聯名鮮食的產品態度與購買意圖。
本研究根據文獻探討為以下結果:(1)餐飲專家聯名人相較於美食社群影響者聯名人會產生較高程度的信任感與好奇感、(2)知覺信任感和好奇感會帶來較高程度的產品態度與購買意圖、(3) 有呈現人像搭配餐飲專家聯名人相較於美食社群影響者聯名人會產生較高程度的知覺信任感，但對於餐飲專家聯名人與美食社群影響者聯名人的好奇感無顯著差異；無呈現人像搭配餐飲專家聯名人相較於美食社群影響者聯名人會產生較高程度的知覺信任感和好奇感、(4)機器姓名字體搭配餐飲專家聯名人相較於美食社群影響者聯名人會產生較高程度的知覺信任感與好奇感；手寫姓名字體搭配餐飲專家聯名人相較於美食社群影響者聯名人會產生較高程度的知覺信任感，但對於餐飲專家聯名人與美食社群影響者聯名人的好奇感無顯著差異、(5)人像有無呈現不會影響信任感和好奇感的中介、(6) 字體呈現會影響信任感和好奇感的中介。
本研究致力於利用廣告設計來提升不同類型聯名人的聯名鮮食銷量，探究不同類型聯名人是否能透過廣告的非語言線索(人像呈現、姓名字體)提升產品態度與購買意圖，給予超商在推出聯名產品時，不同類型聯名人合作挑選與廣告製作的實務指引。

In the past, convenience stores collaborated extensively with renowned caterers to enhance the quality of their fresh food offerings through the expertise of culinary professionals. This allowed consumers to enjoy high-quality delectable food at convenience stores at any time. However, in the past year, convenience stores have expanded their collaborations beyond just culinary experts, and partnering with social media influencers has become a new trend. Whenever these collaborations result in the development of new products, it generates significant attention and boosts sales for the convenience stores. Therefore, this study aims to investigate whether consumers' "product attitudes" and "purchase intentions" regarding co-branded fresh food are influenced by different " co-branding partner type." Additionally, when convenience stores collaborate with individuals, they often use eye-catching advertising visuals in addition to news media reports. However, these visual advertisements rely solely on non-verbal cues. Hence, this study focuses on non-verbal cues within advertisements, such as " portrait " and " typeface of names," to examine whether consumers perceive varying degrees of "perceived trustworthiness " and "curiosity" based on the " co-branding partner type," consequently affecting their "product attitudes" and "purchase intentions."
Experiment one utilized social media posts featuring co-branded fresh food products with culinary experts and social media influencers. The objective was to verify the effects of two factors: "co-branding partner type" (culinary expert vs. food influencer) and "convenience store type" (7-11 vs. Family Mart) in a two-factor between-groups design. A total of 180 valid samples were collected. In experiment two, co-branded fresh food posters were used, featuring culinary experts and social media influencers, with or without the inclusion of their images and using different typeface for their names. The goal was to examine the effects of two factors: "co-branding partner type" (culinary expert vs. food influencer) and " portrait " (presence vs. absence) as well as " typeface of names" (machine-generated vs. handwritten) in a two-factor between-groups design. A total of 420 valid samples were collected. This study, conducted as an experimental design research, explores how different combinations of co-branding partners, the presence or absence of portrait, and typeface impact consumers' attitudes and purchase intentions towards co-branded fresh food through the mediation of perceived trustworthiness and curiosity. Based on a review of the literature, the following results were found:
(1)Culinary experts as co-branding partners generate higher levels of perceived trustworthiness and curiosity compared to food influencers.、(2)Perceived trustworthiness and curiosity lead to higher levels of product attitudes and purchase intentions.、(3)The presence of portrait in conjunction with culinary experts leads to higher levels of perceived trustworthiness compared to food influencers, but there is no significant difference in curiosity between expert and influencer co-branding partners.、(4) Machine-written typeface in conjunction with culinary experts generate higher levels of perceived trustworthiness and curiosity compared to food influencers, while handwritten typeface lead to higher perceived trust only in the case of culinary experts, with no significant difference in curiosity between expert and influencer co-branding partners.、(5)The presence or absence of portrait does not impact the mediation of perceived trustworthiness and curiosity.、(6) Typeface do impact the mediation of perceived trustworthiness and curiosity.
This study aims to leverage advertising design to enhance sales of co-branded fresh food products with different types of co-branding partners and to provide practical guidance for convenience stores in selecting co-branding partners and creating advertisements when launching co-branded products.

目錄
論文審定書 i
誌謝 ii
摘要 iv
Abstract vi
目錄 viii
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機 7
第三節 研究問題 9
第四節 研究目的 9
第貳章 文獻回顧 11
第一節 品牌聯名(CO-BRANDING ) 11
第二節 代言人定義 (ENDORSER) 19
第三節 知覺信任感(PERCEIVED TRUSTWORTHINESS) 23
第四節 好奇感(CURIOSITY) 25
第五節 非語言溝通線索 (NONVERBAL COMMUNICATION) 30
第六節 字體類型(TYPEFACE) 32
第七節 廣告效果(ADVERTISING EFFECTIVENESS) 35
第參章 研究架構與假說推論 37
第一節 研究架構 37
第二節 假說推論 37
第肆章 實驗前測 47
第一節、前測選擇與招募 47
第二節、前測結果 48
第伍章 實驗一 50
第一節、研究方法 50
第二節、分析結果 55
第陸章 實驗二 61
第一節 研究方法 61
第二節、分析結果 67
第柒章、結論與建議 100
第一節 研究發現與討論 100
第二節 理論意涵 105
第三節 實務意涵 107
第四節 研究限制與未來研究方向 109
參考文獻 114
附錄 134
附錄一：前測問卷 134
附錄二：實驗一問卷 136
附錄三：實驗二問卷 140

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