品牌代言人行銷對消費者購買意願之研究以運動商品為例

The research of Brand Ambassador Marketing on Purchase Intention in Based on the sports goods

藍俊雄(Chun-Hsiung Lan) ； 朱士全(Shih-Chuan Chu)

《觀光與休閒管理期刊》 6卷特刊 (2018/08) Pp. 23-33

https://doi.org/10.6510/JTLM.201808_6(S).0003

摘要

本研究以商品代言人為研究案例，討論代言人與品牌形象、品牌態度對消費者購買意願的影響，並探討商品代言人對品牌形象、品牌態度與購買意願的效益。採用自編問卷為研究工具，於北部國中以上各級學校教職員及家長、學生為消費者作為研究對象，回收有效問卷420份，以描述性統計、spss、獨立樣本T檢定、迴歸分析進行分析，研究結果發現(一)商品代言人對品牌形象有顯著差異；(二)商品代言人對品牌態度有顯著差異；(三)商品代言人對購買意願有顯著差異；(四)商品代言人與品牌形象對購買意願的中介變項。本研究歸納出以下結論：(一)消費者對於品牌形象與商品代言人間多表示接受與認同，企業與廠商良好的品牌形象加上代言人知名度與專業性相互結合，可創造出正面的行銷效果；(二)品牌形象良好讓消費者對品牌的產品認識與知覺態度，更能提升商品購買意願；(三)企業與廠商尋找商品代言人對品牌形象間的特質與合適度高對於行銷更能創造出良好的廣告效益，對於提升消費者對產品購買意願與產品認知的態度更是相得益彰。

關鍵字

品牌代言人 ； 品牌形象 ； 品牌態度 ； 購買意願

並列摘要

The purpose of the study is to explore how brand image and brand attitude affect consumers' purchase intention. It also tries to find out how bran ambassadors bring benefits to brand image, brand attitude, and consumers' purchase intention. The questionnaires were sent to the teachers, clerks, students and students' parents of high schools of northern Taiwan, and got 420 which are valid and effective. The data was analyzed by descriptive statistical analysis, independent sample t-test, and regression analysis. The analysis results shows that brand ambassador has significant differences on brand image; brand ambassador has significant differences on brand attitude; brand ambassador has significant differences on consumers' purchase intension; brand image, as an intervening variable, has significant differences on brand ambassadors and purchase intention. The results of the study are as follows: 1. Consumers basically show their positive and significant approval on brand image and brand ambassadors, which create brilliant marketing effect. 2. A good brand image significant enhances consumers' recognition to the brand and their purchase intention. 3. The result also shows an appropriate brand ambassador with good image rather than simple marketing work can provide better advertisement effect.

並列關鍵字

Brand Spokesperson ； Brand Image ； Brand Attitude ； Purchase ； Intention