品牌形象、品牌權益對專業運動員之購買意願之研究-以Adidas、Under Armour為例

近年來國內運動風氣日益盛行，帶動運動相關產業逐漸蓬勃發展。由於有越來越多樣運動商品供消費者選購，因此運動品牌彼此之間競爭也日益激烈。在2014年富比士雜誌指出最有價值運動用品排行榜中，NIKE位居首位，市場價值達190億美金，而Adidas及Under Armour分別為第三及第五，市場價值為58億美金及41億美金，兩品牌價值相差不大。Under Armour在美國快速發展，於2014年正式超越Adidas成為全美第二大運動用品供應商，使得運動用品在全世界掀起另一波的激戰。運動用品供應商如何在此次的激戰中如何求得生存或保住原有地位，已成為運動用品供應商必須正視的議題。由於已有許多研究都顯示品牌形象、品牌權益的認同度對購買意願都具有顯著的影響力，因此，本研究想探討Adidas與Under Armour品牌形象、品牌權益對台灣專業運動員購買意願之影響。研究對象以台南7所大專院校中的專業運動員為主。問卷發放500份，有效問卷424份，回收率達84.8%。根據結果顯示，Adidas在品牌形象、品牌權益認同度皆高於Under Armour。而利用單因子變異數分析來探討人口變項對Adidas及Under Armour品牌形象、品牌權益及購買意願是否呈顯著差異。結果顯示：(1)Adidas在居住地區方面呈顯著差異。(2)男性運動員對Under Armour品牌形象、品牌權益及購買意願認同度皆高於女性運動員。本研究並透過迴歸分析來了解Adidas及Under Armour品牌形象、品牌權益對專業運動員購買意願是否有相關性，結果顯示Adidas及Under Armour品牌形象、品牌權益對運動員購買意願皆呈顯著正相關，但其中Adidas在品牌權益中的品牌知名度對購買意願，卻呈現負相關。本研究建議Adidas可針對行銷較差區域進行行銷活動，以提升品牌形象。而女性對Under Armour品牌較不熟悉，因此可以藉由活動及體驗行銷方式，或以女性運動員為品牌代言人，以拓展女性市場。

關鍵字

品牌形象,品牌權益,購買意願

並列摘要

With the pattern of exercising growing more popular these days, industries associated with sports are gradually flourishing. More and more sports merchandise are available for consumers to choose from, the competition between sport brands increases by the day. Nike took the top spot for being the most valuable sport brand according to Forbes magazine of 2014 with market value of 19 billion USD, Adidas and Under Armour took third and fifth place respectively, their market value being 5.8 billion USD and 4.1 billion USD, which are not far from each another. Under Armour is expanding quickly in the United States, surpassing Adidas to become the second largest sports equipment supplier, starting another heated battle across the world. How to survive or to maintain their original status is a subject that all sports equipment suppliers must confront. As numerous researches show that brand image and the degree of identifying oneself with brand equity has a significant impact on the willingness to purchase. Therefore, this research would like to explore how brand image and brand equity of Adidas and Under Armour affect professional athletes’ willingness to purchase these two brands. This research surveyed professional athletes from 7 colleges and universities in Tainan. Total of 424 effective valid questionnaires were return out of 500, with reclaim rate of 84.8 percent. The results show that Adidas has an advantage over Under Armour in either its brand image or brand equity. Single variables analyses were used to evaluate whether population variable has a significant difference on brand image, brand equity or willingness to purchase. The results are as follows: first, Adidas has significant difference on the aspect of the areas people live in. Secondly, male athletes have higher percentage of recognition to Under Armour when it comes to brand image, brand equity or willingness to purchase. This research uses regression analysis to understand whether Adidas’s and Under Armour’s brand image, brand equity or willingness to purchase are related, the results indicate Adidas’s and Under Armour’s brand image, brand equity has a positive effect on the athlete’s willingness to purchase, but Adidas’s brand reputation has a negative effect on the willingness to purchase. This research suggests Adidas can launch promotions aimed at regions with poor sales, to improve brand image. Female customers are not very familiar with Under Armour, promotional activities and experience marketing, or use famous female athletes as spokeswoman can be utilized to expand women’s market.