請用此 Handle URI 來引用此文件:
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/88983
標題: | 代言人可信度、代言人與產品配適度對購買意願影響 —以非運動員代言人代言運動產品為例 The Influence of Spokesperson Credibility and the Match-up Effect on Consumers' Purchase Intention —Take the Example of Non-Athlete Spokesperson Endorsed Sports Products |
作者: | 沈明賢 Ming-Sian Shen |
指導教授: | 林怡秀 Yi-Hsiu Lin |
關鍵字: | 代言人,配適效果,運動產品,購買意願,運動行銷, spokesperson,the match-up effect,sports products,purchase intention,sports marketing, |
出版年 : | 2023 |
學位: | 碩士 |
摘要: | 企業與品牌借助代言人為其產品宣傳、曝光與背書的廣告行銷策略對於消費者來說已習以為常,主要目的是為了提升產品的知名度,並藉由代言人的形象特質來增加產品最終之銷售量。過去許多研究大多關注並證實了,更高吸引力的運動員代言人,不論是代言運動或非運動相關產品皆可以顯著提升消費者的購買意願。然而,代言的有效性取決於產品類型與代言人形象間的契合一致性,過往實證研究側重於明星與運動代言人兩種類型,但在並非所有代言人與所代言產品都能夠有效適配的情況下,有鑑於幾乎尚未有相關研究探討非運動員代言人在代言運動產品的情境下,代言人可信度以及代言人與產品之配適程度對消費者購買決策與購買行為意圖的影響。因此,本研究目的旨在探討非運動員代言人代言運動產品情境下,代言人可信度對消費者購買意願之影響,同時在本研究中亦將代言人與所代言產品的配適性納入考量,將代言人與產品配適度設為調節變項,並採量化問卷調查法,於問卷中涵蓋非運動員代言運動產品之廣告影片作為素材案例,以便利取樣方式,利用網路發放至線上社群媒體平台,共計回收314 份有效問卷,經資料統計分析,得出本研究結果如下: (1) 非運動員代言人可信度對消費者對運動產品購買意願具顯著正向影響;(2) 非運動員代言人與運動產品配適度對於非運動員代言人可信度與消費者對運動產品購買意願之間具有調節效果。本研究之結果與討論有助於企業主與業界擬定其廣告代言、品牌行銷策略,亦提供後續相關學術研究之參考依據。 Many studies in the past have focused on and confirmed that more attractive athlete spokespersons, whether they endorse sports or non-sports-related products, can significantly increase consumers' purchase intentions. However, in the case that not all spokespersons endorsed products can be effectively adapted, almost no research has explored the situation of non-athlete spokespersons endorsed sports products, and applied it to analyze the influence of consumers' purchase intentions. Therefore, the purpose of this study is to explore the influence of the credibility of the spokesperson on the consumer's purchase intention in the context of the non-athlete spokesperson's endorsement of sports products, and the compatibility between the spokesperson and the endorsed product is also taken into consideration. This study adopts the quantitative questionnaire survey method, using the advertising videos of non-athletes endorsed sports products as material cases, a total of 314 valid questionnaires were collected. The results of this study are as follows: (1) The credibility of non-athlete spokespersons has a significant positive influence with consumers' intention to purchase sports products. (2) The degree of match-up between non-athlete spokesperson and sports products has a moderating effect on the credibility of non-athlete spokesperson and consumers' intention to purchase sports products. The results and discussion of this study will help business owners and the industry to formulate their advertising endorsement and brand marketing strategies, and also provide a reference for subsequent related academic research. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/88983 |
DOI: | 10.6342/NTU202303392 |
全文授權: | 同意授權(限校園內公開) |
顯示於系所單位: | 運動設施與健康管理碩士學位學程 |
文件中的檔案:
檔案 | 大小 | 格式 | |
---|---|---|---|
ntu-111-2.pdf 授權僅限NTU校內IP使用(校園外請利用VPN校外連線服務) | 2.21 MB | Adobe PDF | 檢視/開啟 |
系統中的文件,除了特別指名其著作權條款之外,均受到著作權保護,並且保留所有的權利。