籃球鞋特性願付價格之研究－有界羅吉斯模型之應用

Abstract

運動結合商機的概念下，越來越多知名運動用品廠商將其主力行銷的籃球鞋給予明星籃球員穿著，藉由這些球員的代言來增加籃球鞋的銷售。期望能藉由球星代言創造業績並且滿足消費者對籃球鞋「功能性」的需求。 本研究欲了解籃球鞋有哪些特性，和消費者對籃球鞋特性的願付價格。本研究使用特徵價格法做為理論基礎，藉由一般線性迴歸模型和Censored Logistic Regression Model來估計籃球鞋特性願付價格。最後找出籃球鞋定價的最適估計式。研究結果發現使用一般迴歸模型來估計時，消費者對Nike品牌籃球鞋的實際支付價格為498.385元。用Censored Logistic Regression Model測同一雙Nike球鞋，如果改掛上其他不知名品牌，消費者的願付價格將下降1219.31元。也就是說，針對同一雙Nike球鞋，如果將其Nike的品牌特徵摘除，消費者的願付價格將下降1219.31元。二者估計出來有700元左右的差距。若使用一般線性迴歸模型測得Kobe Bryant代言的籃球鞋能實際增加籃球鞋售價354.776元。用Censored Logistic Regression Model測同一雙Kobe Bryant代言的球鞋，如果改掛上其他不知名代言人，消費者的願付價格將下降1097.67元。也就是說，針對同一雙Kobe Bryant代言的球鞋，如果將其Kobe Bryant的代言特徵摘除，消費者的願付價格將下降1097.67元。二者估計出來有700元左右的差距。上述700元左右的差距即為消費者剩餘，因此使用Censored Logistic Regression Model較能準確的估計消費者對品牌與代言人的願付價格。

Due to the concept of combining sports and business opportunities, more and more well-known manufacturers of sporting goods provide their main-marketing basketball shoes to the basketball stars. Through the stars’ endorsement and advertisements, the sales and profits of the manufacturers are enhanced. The manufacturers hope to create the sales by star’s endorsement and satisfy the needs of consumers for functional basketball shoes. This study figures the main characteristics of basketball shoes. More specifically, for the characteristics, how much the willingness to pay for the consumers is. What is the willingness to pay of consumers to the characteristics of basketball shoes? For our analysis, a Hedonic price approach is first adopted as our theoretical basis. Second, the willingness to pay for the characteristics of basketball shoes is estimated by general linear regression model and Censored Logistic Regression Model. Finally, the optimal pricing estimation of the basketball shoes is defined. Results found that the when using general regression model, consumer actually paid for 498.38$ for the Nike brand basketball shoes. Interestingly, using Censored Logistic Regression Model to test the shoes which are exactly the same, the willingness to pay of consumers will decrease 1219.31$ if the Nike brand is instead of other unknown brands. That is, for the same pair of shoes, the willingness to pay of consumers will decrease 1219.31$ if the brand features of Nike brand is removed. There is a 700$ gap between Using Censored Logistic Model and general regression model. The basketball shoes endorsed by Kobe Bryant can actually increase the price of the basketball shoes for 354.77$.Interestingly, using Censored Logistic Regression Model to test the shoes which are exactly the same, the willingness to pay of consumers will decrease 1097.67$ if endorsed by Kobe Bryant is instead of other unknown endorsed. That is, for the same pair of shoes, the willingness to pay of consumers will decrease 1219.31$ if the endorsed features by Kobe Bryant is removed. There is a 700$ gap between Using Censored Logistic Regression Model and general regression model. This gap of 700$ is the consumer surplus. Therefore, Censored Logistic Model is more accurate to estimate the willingness to pay of consumers for the brand and spokesperson.