新冠疫情下運動明星形象與消費者購買意願在社群媒體行銷效果研究

東京奧運會在COVID-19疫情下舉辦，在民眾因疫情無法外出情形下，社群媒體在傳播運動賽事與銷售商品扮演重要的角色。過去奧運會研究多討論歷史文化、賽會制度與運動技術分析，本次研究透過奧運會選手形象對消費者購買行為進行探討，並以社群媒體行銷為間接變項，瞭解三者之間的關係。方法：透過網路問卷調查人口統計變項、中華隊關注行為、運動明星形象、社群媒體行銷與購買意願。結果：運動明星形象能透過社群媒體行銷間接影響民眾購買代言商品意願。結論：運動明星形象與購買意願間，社群媒體行銷具有完全間接效果，顯示社群媒體行銷對購買意願具有影響性。在提升購買意願過程中，社群媒體行銷佔有重要地位。COVID-19是企業採用數位化與社群媒體使用的加速轉型期，面對疫情為了提升民眾購買代言商品意願，社群媒體行銷應利用運動明星形象吸引民眾目光產生相互共鳴。

關鍵字

COVID-19 ；東京奧運；運動賽會；消費者行為

並列摘要

The Tokyo Olympics was held under the COVID-19. When people were unable to go out due to COVID-19, social media played an important role in disseminating sports events and selling products. In the past, research on the Olympic Games mostly discussed history and culture, competition system, and sports technology analysis. This research explores consumer buying behavior through the Olympics and Athlete image, and uses social media marketing as an intermediary to understand the three items relationship. Method: Conduct surveys on demographic variables, social media marketing, sports celebrity images, and purchase intentions through online questionnaire surveys. The result: The image of sports stars could influence people's willingness to buy endorsement products through social media marketing intermediaries. Conclusion: Social media marketing had a partial intermediary between the image of sports stars and purchase intention, which show that social media marketing has an influence on purchase intention. In the process of increasing purchase intention, social media marketing played an important position. COVID-19 is an accelerated transition period or enterprises to adopt digital and social media. In the face of COVID-19, in order to increase people's willingness to buy endorsement products, social media marketing should take advantage of the characteristics of sports stars to attract people's attention and resonate with each other.

並列關鍵字

COVID-19 ； Tokyo Olympics ； Sports Event ； Consumer Behavior

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新冠疫情下運動明星形象與消費者購買意願在社群媒體行銷效果研究

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