運動球星代言人可信度對品牌認同度與購買意願影響之研究－以2014年世界盃足球賽NIKE為例

The Effects of Sport Star Endorser Credibility on Brand Identification and Purchase Intention- A Case Study of NIKE in 2014 FIFA

李城忠(Cheng-Jong Lee) ； 蘇智鈴(Chih-Ling Su) ； 楊秀瑩(Hsiu-Ying Yang)

《運動與遊憩研究》 10卷3期 (2016/03) Pp. 15-26

https://doi.org/10.29423/JSRR.201603_10(3).0002

摘要

近來運動消費市場的競爭日趨激烈，許多企業是透過運動球星代言的行銷策略來提升企業與產品形象，為進一步了解運動球星代言的行銷效果，本研究選擇以2014年世足賽NIKE為例，來探討運動球星代言人可信度對品牌認同度與消費者購買意願之影響。本研究依據相關文獻，擬定運動代言人可信度測量變項為：吸引力、可靠性、專業性、曝光率等四個構面，採問卷調查法，問卷發放以台灣北部地區曾觀看過2014年世足賽相關報導之消費者為對象，共計回收有效問卷262份。以結構方程模式(SEM)作為分析工具。研究結果發現：一、運動球星代言人會正向影響品牌認同度。二、品牌認同度會正向影響消費者購買意願。三、運動球星代言人會正向影響消費者購買意願。本研究確認企業運用運動球星代言對企業品牌認同度及消費者購買意願具有顯著提升之效果。

關鍵字

吸引力 ； 可靠性 ； 專業性 ； 曝光率

並列摘要

The sport consumer market competitions had arisen aggressively recently. In order to promote the image of enterprises and products, many enterprises combined a marketing strategy of sport star endorsement. For the purpose of investigating more on the outcome of sport star endorsement. This study chose the brand NIKE in 2014 World Cup as a case, to investigate the influences of sport star as endorsers’ credibility on brand identification and purchase intention. Based on previous related studies, the four variables for credibility of sport star endorsement were attraction, dependability, professions, and exposure. This study used a questionnaire survey; the questionnaires were distributed to the customers of northern Taiwan, who had seen endorsement of NIKE by sport star of 2014 World Cup. Based on convenience sampling, a total of 262 questionnaires were returned. Structural equation modeling (SEM) was applied to examine the model of this study. The analytical results indicated that: (1) sport star endorsement had a significantly positive influence on brand identity; (2) brand identity had a significantly positive influence on purchase intension; (3) sport star endorsement had a significantly positive influence on consumers’ purchase intension. In conclusion, using sport star endorsement by enterprises as a marketing means had a significant improvement on the brand identification and consumers’ purchase intension was confirmed by this study.

並列關鍵字

attraction ； dependability ； profession ； exposure

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