博碩士論文 etd-0821106-143658 詳細資訊


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姓名 洪任模(Garry Jen-Mo) 電子郵件信箱 m934011056@student.nsysu.edu.tw
畢業系所 企業管理學系研究所(Business Management)
畢業學位 碩士(Master) 畢業時期 94學年第2學期
論文名稱(中) 運動產品代言人可信度對消費者購買意願影響之研究–以Nike、Adidas籃球鞋代言人為案例
論文名稱(英) The effectiviness of Sports' brand endorser's credibility on consumers' buying decision - Case: Nike and Adidas' basketball endorsers for research purpose.
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    摘要(中) 本研究欲了解代言人與產品之間的關連性。隨著市場競爭日趨激烈,企業無不專注在行銷策略上的運用,以設法吸引並存留顧客。其中,品牌的行銷對於運動產業尤為重要,企業可以透過代言人來吸引目標顧客的注意,並透過代言人的個人形象來傳達公司產品的特色。藉由代言人對運動品牌的行銷,可以讓消費者預期在使用該公司產品時,也會如同代言人在專業運動場上的表現一般。換言之,代言人可以作為公司產品與消費者之間溝通的橋樑,藉此吸引目標顧客購買公司產品。當企業選擇公司品牌/產品代言人時,其會考量代言人的社會形象與自我特質。首先,企業會考量代言人的社會形象是否為正面的,其次再評估代言人特色與公司品牌/產品間是否契合。根據Ohanian (1991) 的研究理論,廣告代言人的可信度與消費者的購買意願有正相關影響,而代言人可信度的構面有三種:吸引力、可靠性、和專業性,本研究探討代言人可信度運用於運動品牌行銷對台灣的消費者購買意願的影響關係。研究發現除了可信度三構面之外,代言人的曝光率,也是影響消費者認知代言人可信度與影響購買意願的重要因素,因此據以沿用於針對消費者的問卷調查之設計,進行近一步之驗證。
    研究結果發現,消費者對於籃球員為籃球運動品牌代言時,重視代言人的吸引力與曝光率。在代言人曝光率會使代言人吸引力提升的作用之下,其可信度也隨之提升了消費者的購買意願。
    摘要(英) This research is trying to understand the relationship between spokesperson and athletic products. With the increasing competing markets, major athletic brands are focusing on marketing strategies in order to attract and obtain consumers. Among them, brand’s marketing is extremely important to sports industry. This is because the enterprise can attract consumer’s attention through its spokesperson and represent their unique characteristics to promote its products. Using spokesperson to endorse its brand is a bridge to communicate with the consumers. The successful career of a professional sports endorser will create an image for the brand, which will lead the consumers belief by wearing the products will have the similar and expected results. When a brand decides on its spokesperson, it is based on the spokesperson’s public image and personal characteristics. First of all, the enterprise will consider if the spokesperson’s image is positive, then they will review if his/her characteristics fit well with their athletic products. This research will related spokesman from western countries for examination on the relationship of the spokesperson with brands and regarding the buying effects on consumer. According to Ohanian’s (1991) research paper, celebrity endorser’s source credibility, contains three dimensions: attractiveness, trustworthiness, and expertise, has positive impact on consumers’ purchase intent. This research proved that the source credibility theory applies to sports brands’ marketing in Taiwan market as well. The research findings not only confirm with Ohanian’s theory, but also discovered one additional factor, exposure, that affect consumers’ perception on endorser’s credibility, but also influence consumers’ intention to purchase. Based on the initial findings, the study then designed questionnaire for survey for the consumers. The survey results proved that endorser’s exposures have significant impact on the consumers. When the Exposure Effect enhances the endorser’s attractiveness, the endorser’s source of credibility affects consumer’s buying perception. Thus, the study suggests the sports brand marketers, for better marketing values, to investigate the endorser’s media exposures, in order to elevate consumers’ buying intention.
    關鍵字(中)
  • 籃球員
  • 代言人
  • 可信度
  • 曝光率
  • 購買意願
  • 可靠性
  • 專業性
  • 吸引力
  • 籃球運動品牌
  • 關鍵字(英)
  • Expertise
  • Trustworthiness
  • Sports brand
  • Attractiveness
  • Exposure
  • Purchase intention
  • Exposure effect
  • Endorser
  • Source credibility
  • 論文目次 論文摘要 II
    Abstract III
    誌謝詞 V
    目錄 VI
    第一章 緒論 1
    第一節 研究動機 3
    第二節 研究背景 4
    第三節 研究目的 7
    第二章文獻探討 8
    第一節  代言人的意義 8
    第二節  代言人可信度 13
    第三節  曝光率與曝光效果 23
    第四節  購買意願 26
    第三章 研究方法 27
    第一節 研究架構 27
    第二節 研究假設 29
    第三節  變數之操作型定義與衡量 31
    第四節  研究流程 33
    第五節  研究對象及範圍 34
    第六節  資料收集、整理與分析 35
    第七節  問卷設計 36
    第四章 研究結果 41
    第一節  信度分析 41
    第二節  敘述統計 43
    第三節 迴歸分析 51
    第四節 One-Way ANOVA 檢定 53
    第五章 結論與建議 59
    第一節  結論 59
    第二節  研究發現 61
    第三節  管理意涵 64
    第四節  研究限制 65
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    口試委員
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  • 口試日期 2006-06-18 繳交日期 2006-08-21

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