2014年蘋果發佈創新產品—智慧手錶(Apple watch)，各種資訊可經由震動和熒幕顯示來與用戶交互。Apple watch在預購當日就出現高達100萬支的訂單，可想而知智慧手錶的時代已經來臨。對於新產品智慧手錶，消費者的購買意願會受哪些因素所影響？代言人可信度是否會因其特質而產生干擾的影響？
本研究以便利抽樣法發放300份問卷，共計回收有效問卷272份。透過SPSS 21統計軟體，分別以描述性統計分析、信度分析、相關分析、回歸分析進行研究。研究結果顯示品牌形象對購買意願有正向顯著的影響；代言人可信度對品牌形象與購買意願具有正向顯著的干擾效果。最後本研究依據資料分析的結果，提出理論與事務上的建議，供企業與後續研究人員作參考。
Apple watch, smart watch, is an innovative product released by Apple in 2014, through which various information can be interactively exchanged with users through vibration and screen. On the day of booking, there were as many as one million orders. It is conceivable that the era of smart watches has arrived. What are the factors that influence the purchase intention of consumers in terms of this new product, smart watch? Will the credibility of endorsers exert an effect on the product by their characteristics?
In this study, a total of 300 questionnaires are collected by using convenient sampling method, including 272 valid questionnaires. Through the SPSS 21 statistical software, the descriptive statistical analysis, reliability analysis, correlation analysis and regression analysis are respectively carried out. The results show that the brand image has a positive influence on purchase intention while the credibility of endorsers exerts positive and significant jamming effect on brand image and purchase intention. Finally, some suggestions about the theory and the transaction are put forward according to the results of the data analysis, which can be as the reference of the enterprise and the subsequent researchers.
