本研究以結構方程式為分析工具，針對代言角色態度、主題通路態度以及品牌通路態
度等三構念之情感移轉效果進行探討，更進一步地檢測這三項態度構念對主題通路與品牌
通路造訪意圖的影響途徑。研究結果顯示，主題通路態度會受到代言角色態度與品牌通路
態度之影響，且代言角色與品牌通路的相對熟悉度，會進一步地調節此兩者相互影響的程
度。至於代言角色態度對主題通路造訪意圖的影響，則會透過代言角色進行情感移轉至主
題通路，再進一步地影響主題通路造訪意圖；另一方面，代言角色態度亦會經由對品牌通
路的態度，進而影響品牌通路的造訪意圖。

This study used structural equation modeling to examine the affective transfer of three
attitudinal consumer constructs, which are the attitude toward spokes-characters, the attitude
toward spokes-character theme stores, brand retailer attitude, and the influence of these
attitudes on spokes-character theme and brand retailer patronage intention. The results
showed that attitudes toward spokes-characters and brand retailers influenced consumer
attitude toward spokes-character theme stores. Furthermore, consumers’ relative familiarity
with the spokes-character and the brand retailer moderated the relationship between spokes-
character attitude and brand retailer attitude. The spokes-character theme attitude mediated
the influence of the attitude toward the spokes-character on the intention of spokes-character
theme patronage, whereas the spokes-character attitude was found to influence the intention
of brand retailer patronage through brand retailer attitude.