運動員代言與產品種類適配度之形象移轉理論研究

近幾年來運動風氣盛行，運動員也越來越受歡迎。而許多企業看見這個趨勢，開始尋找適合的運動員為他們代言產品。根據適配性理論，要找到適合的代言人形象的產品才有最大效果。因此本研究運用質性分析中的焦點團體法，透過訪談探討運動員在代言非運動類型的產品上，是否也能順利地將形象移轉到產品上。研究發現，不同職業的代言人對於不同產品的形象移轉效果的程度是有所差異的。運動員在運動產品的形象移轉效果較好，可以吸引消費者的興趣。相較之下，明星則在感官性產品的形象移轉效果最好。此外，運動員跟演藝明星在代言功能性產品時雖然能增加消費者對產品好感度，但是卻無法再進一步的傳遞到購買意願上。因為功能性產品為較長期使用的產品，需要考慮很多因素；而運動員代言感官性產品時，雖然能增加受訪者對產品的好感度，卻無法進一步傳遞到購買意願上。明星帶代言感官性產品時，能夠同時增加對產品的好感度和購買意願。

關鍵字

運動員代言；適配性假說；形象移轉理論

並列摘要

Athletes have been more and more popular these days as the atmosphere of physical workout has grown in the society. Regarding this as a profitable trend, many firms have started looking for fit sportsman for endorsement. According to match-up hypothesis, only when the product matches the image of the spokesperson will it be the greatest effect. Therefore, the research is based on meaning transfer theory, utilizing focus group methodology to investigate whether in the cases of non-athletic products endorsed by athletes, the meaning can be transferred successfully or not. This research shows that the extent of meaning transfer differs from occupations of brand representatives. The effects of meaning transfer are better when sportsman doing product endorsement of sports goods, and hence trigger interests in consumers’ minds. In contrast, stars perform better when transferring meaning to hedonic products. Furthermore, both sportsman and entertainer serving as an endorser can significantly increase the favorability of customers, but cannot achieve to stimulate their willingness to buy owing to the fact that functional products are more enduring and involved in lots of factors to consider. Doing hedonic product endorsement, athletes can only enhance the likability among interviewees but cannot improve their willingness to purchase, whereas stars can raise both at the same time.