本研究以巧連智視聽產品為例，分析代言人效果對購買意圖與購買行為之影響。本研究以理性行為理論為理論基礎，並以中南部消費者為調查對象，採用問卷調查法進行抽樣，共發放350份問卷，共得有效問卷313份，回收率達89.4%。本研究使用SmartPLS與SPSS統計軟體進行資料處理與分析，其研究結果包括：（1）以巧虎為代言人的品牌認知分別對價格認知與品質認知有正向顯著影響；（2）價格認知、子女影響、品質認知、教師影響與其他家長影響依序對購買意圖有正向顯著影響；及（3）購買意圖對購買行為有正向顯著影響。最後，本研究根據研究結論提出具體建議供業者、家長及未來研究做參考。

This study treats Benesse audiovisual product as an example and analyzes the endorser effect on purchase intention and purchase behavior. Based on the Theory of Reasoned Action and treating consumers in central and southern Taiwan as subjects, this study conducts sampling by distributing 350 questionnaire surveys, obtaining 313 valid questionnaires for a return rate of 89.4%. Through SmartPLS and SPSS, this study employs data processing and analysis, with the following research findings: (1) brand cognition of Qiao Hu as an endorser positively and significantly influences price cognition and quality cognition; (2) price cognition, children effect, quality cognition, teacher effect, and other parents’ effect positively and significantly influence purchase intention; (3) purchase intention positively and significantly influences purchase behavior. Finally, this study proposes concrete suggestions as a reference for companies, parents, and future research.