運動員代言效果、國家認同與產品購買意願之分析：以王建民代言宏碁與麥當勞產品為例

Abstract

王建民去年（2006）在競爭激烈、眾星雲集的美國職棒大聯盟拿下例行賽十九勝，再加上季後賽一勝，幾乎拿下最高榮譽『賽揚獎』的優異成績，使台灣一舉登上世界舞台，堪稱為『台灣之光』，就如同NBA長人姚明之於中國大陸一般，不僅凝聚了台灣棒球迷的人氣，也形成國內一股各大企業爭相邀請這些旅外傑出運動員為其品牌代言的嶄新商機。然而，是不是所有的企業、所有的品牌，都適合這些優秀運動員的特質與形象？而他們究竟又能夠為公司整體帶來多大的實質效益呢？由於目前台灣尚無深入探討此『王建民現象』的學術研究，故本研究嘗試綜合（運動）代言人、品牌以及國家認同的多重角度，並以王建民代言宏碁與麥當勞的個案為例，希望能夠藉此瞭解台灣球迷於消費活動時對該現象的解讀，也為企業主提供一個管理層面上的意涵，以作為其決策之參考。 本研究以399份有效問卷（宏碁200份、麥當勞199份）為樣本，並以LISREL進行實證分析，得出以下結論： 1.無論為本土或外來品牌，也許只要其於同領域為相對強勢的品牌，或者代言人之專業形象與其代言品牌的強勢屬性並無高度相關時，代言人吸引力、可靠性、專業度與消費者之品牌態度間皆無顯著關聯性。 2.無論為本土或外來品牌，代言人與其代言品牌配適度皆會顯著正向影響到消費者之品牌態度與購買意願。 3.只有當面對本土品牌時，消費者之國家認同度才會明顯正向影響到其購買意願，但無法有效改變理性上的品牌態度評價；此外，『台灣之光』現象並不顯著。 4.或許相對於耐久性消費財，消費者之品牌態度較能顯著正面影響到其對不耐久消費財的購買意願。 5.以台灣市場而言，對於品牌來源國為本土或者國外，國家認同影響消費者品牌態度與購買意願的程度並無顯著差異。

In 2006, Chien-Ming Wang won nineteen games in the regular season and one game in the post season, and even almost won the best honor ”Cy Young Award” in the intensely-competing MLB, hence titled as ”Taiwan Hero” by the fans in Taiwan because of his showing Taiwan to the world, just like the NBA “big man” Yao Ming to mainland China. Chien-Ming Wang not only gather Taiwan baseball fans but also make a business trend and fever for the enterprises in Taiwan to try to be the first to invite these overseas outstanding athletes to endorse for their brands. However, do all enterprises and brands fit the characteristics and images of these excellent athelete? Besides, to what level of practical effects and benefits can they bring to the whole companies? Owing to the lack of advanced academic researchs of this “Chien-Ming Wang phenonmenon” in Taiwan presently, I try to combine the multi-dimensional frame of (sportsman) endorser, brand and national identity in this research, as well as take the case of Wang’s endorsement for the local Acer and the foreign McDonald’s for example. I hope to find out how Taiwan fans interpret this phenomenon when they go consuming by this research, and provide enterprisers a meaning and sense of management as their reference for making strategic decisions. The data are collected through questionnaires. Finally, there are 399 effective samples (200 for Acer and 199 for McDonald’s) that are analyzed by LISREL statistical method. The induced conclusions are as follows: 1. Whether the origin of the endorsement brand is local or foreign, the attractiveness, trustworthy, and expertise of the endorser do not have significant relations with consumers’ brand attitude because maybe the brand is relatively strong in its market area or maybe there is not much coincidence between the endorser’s professional image and the strong attributes of the endorsement brand. 2. Whether the origin of the endorsement brand is local or foreign, the fit degree of the endorser and the endorsement brand would positively and significantly affect brand attitude and purchase intention of consumers. 3. Only facing to local brands, consumers’ national identity would affect their purchase intention positively and significantly, but it can’t change the rational evaluation of consumers’ brand attitude. Besides, the effect of” Taiwan Hero (Chien-Ming Wang) phenomenon” is not significant. 4. Compared to consumer durable goods, consumers’ brand attitude may positively and definitely affect their purchase intention for consumer non-durable goods more. 5. For Taiwan market, whether the origin of the endorsement brand is local or foreign, the degrees of national identity’s effect on consumers’ brand attitude and purchase intention do not have a significant difference.