電子競技代言人可信度特質對消費者廣告態度、產品態度、購買意願影響之研究-以英雄聯盟為例

電子競技產業近幾年因為多人線上競技場(MOBA)以及即時戰略(RTS)遊戲的出現，引起廣大玩家注意，在2017年全球電競市場的產值大約為15億美元，且正在持續成長。本研究的電競遊戲案例《英雄聯盟》更是在2017年舉辦的S7世界大賽的準決賽中，創造了8000萬線上觀看人數的新紀錄，也因為這些龐大的流量，開始有廠商使用電子競技選手來做為他們的代言人為產品發聲，利用拍攝廣告等行銷手段來影響消費者對產品的態度並產生購買意願。本研究以代言人可信度理論以及遊戲化理論為基礎，配合案例《英雄聯盟》遊戲的特性，挑選出六個本研究認為擔任電子競技代言人應該有的特質，分別為吸引力、可靠度、專業度、發展與成就、社會影響以及賦予創造力，並探討這六個變數對於消費者廣告態度、產品態度以及購買意願之影響，也使用產品知識以及偶像崇拜兩個變數，來探討消費者個人是否因產品知識的多寡以及偶像崇拜程度的高低，對電子競技代言人所代言產品的購買意願產生影響。本研究以對電玩遊戲有遊玩經驗的受訪者為研究對象，使用Google表單製作網路問卷，在各大Facebook社團進行問卷發放，共收回有效問卷249份，透過統計分析款體SPSS 25以及SmartPLS 3.0來對回收的資料進行信效度分析、以及驗證研究架構的假說。研究結果發現(1)吸引力、可靠度、專業度、賦予創造力四項特質對消費者廣告態度有顯著正面影響。(2)廣告態度對產品態度有正面顯著影響。(3)產品態度對購買意願有顯著影響。(4)消費者的偶像崇拜程度對購買意願有顯著影響。本研究結果可供相關業者參考，當業者在選擇相關代言人時可注意代言人是否符合這些特質，達到最大的效果，也期望透過此研究，能對電競產業相關研究的推廣產生助力，收拋磚引玉之效果。

關鍵字

電子競技代言人；代言人可信度；遊戲化；廣告態度；購買意願

並列摘要

The eSports industry grows in recent years due to the popularity of MOBA and RTS games. In 2017, the production value of whole eSports market was about 1.5 billion dollars, and it was still increasing. The case of this research, League of Legends (LOL) had attracted 80 million people watching the semifinals of S7 World Champion-ship online, which was the new record in this industry. As a result, some company started using eSports players as their spokesperson to enhance consumers purchase intention. The research select 6 traits which we consider eSports endorser should have and which fits the characteristic of LOL, from theory of gamification and endorser source credibility. These traits are attractiveness, trustworthiness, expertise, development& achievement, social influence and empowerment of creativity. The research want to know if these traits of eSports endorser have impact on consumers’ attitude toward ads/product and purchase intention. Moreover, the research also want to know if the product knowledge and celebrity worship of consumers’ themselves have impact on their purchase intention of products that are been endorsed. The questionnaires was created with Google docs, and a total of 249 questionnaires were collected from internet, which samples had gaming experience. SPSS 25 and SmartPLS 3.0 were used for data analysis. The results show that: (1)Attractiveness, trustworthiness, expertise and empowerment of creativity has significant effect on attitude toward ads.(2)Attitude toward ads has significant effect on attitude toward product.(3)Attitude toward product has significant effect on purchase intention.(4)Celebrity worship has significant effect on purchase intention.