女性名人代言運動商品對女性消費者購買意願之探討

The Literature Review of Celebrity Endorsement for Sportswear on Female Consumer's Purchase Intention

邱貽(Yi Yau)

《運動健康休閒學報》 6期 (2015/04) Pp. 32-37

摘要

隨著女性經濟和社會地位的提升，已成為消費市場的主流，女性運動的成功推展，使其運動人口增加，針對女性開發運動用品已是趨勢。其中adidas於2009年以知名藝人楊丞琳為女性運動商品代言人後，使其女性運動商品銷售量有所成長。本文綜整相關文獻，探討具備何種特質的女性名人代言會提高女性消費者的購買意願，期望能讓後續的研究者針對具備該特質的代言人進行深入研究，並提供企業組織日後可針對女性消費者作出適宜之行銷策略的參考建議之用。綜整後發現，具備吸引力的女性名人代言運動商品能提高女性消費者的購買意願。

關鍵字

名人 ； 代言 ； 運動商品 ； 女性消費者 ； 購買意願

並列摘要

With the enhancement of women's economic and social status of women has become a commodity purchasing power of consumers and communicators. In recent years, the successful promotion of the women's movement, so that the women's movement of the population increased significantly for women to develop sporting goods already is an inevitable trend. According to 2013 survey results obtained in sports city, the women's movement of the population to grow to 27%. Many companies and organizations have invited celebrity endorsements own products to attract consumers to identify with the endorsement of goods, thus increasing willingness to purchase the goods. Adidas in 2009 in which well-known artists as the women's movement of goods spokesperson Rainie Yang, the women's movement of goods it sold a substantial growth of 20% compared with 2008, visible celebrity sporting goods have a certain degree of influence on female consumers. Comprehensive literature whole article discusses what qualities have celebrity endorsements will increase female consumer's purchase intention, the researchers hope to make follow-up with in-depth study of the characteristics of the spokesperson, and provide enterprise customers in the future can be made for women reference recommend the use of appropriate marketing strategies. The study found, with attractive celebrity sporting goods can increase female consumersr's purchase intention, and with the celebrity endorsement of the type of goods spokesmen have different effects on the nature of the female consumer and male consumers, this area worthy of further exploration, the proposed future business choice when an attractive spokesperson high priority for celebrities and spokesperson for the ＂attractive＂, ＂reliability＂ and ＂exposure＂ to increase advertising effectiveness, enhance female consumers' purchase intention.

並列關鍵字

celebrity endorsement ； sportswear ； female consumers ； purchase intention