廣告是行銷溝通常使用的重要工具也是現今企業最普遍使用的行銷手法,它是產品形象的告示牌,同時也是企業形象、產品定位的指標。消費者在觀看電視廣告之餘,很自然地,會把「產品」與「廣告代言人」聯想在一起,這種『自由聯想』的效果,或許在平常不自覺,但當消費者在開架式販賣點時,就會產生『自由聯想』效果。因此,有越來越多的企業為其商品尋找廣告代言人,使其銷售量(額)增加。本研究藉由消費者對職業運動選手代言人之個人形象、廣告效果、產品態度及購買意願等變項,來探討國內職業運動選手代言商品對其企業是否與國外職業運動選手一樣具有效益。 本研究選取九則國內職業運動選手代言商品廣告以進行網路問卷調查,透過廣告內容中,不同職業運動選手代言不同商品及對消費者生活型態背景的分析,以了解其職業運動選手代言商品之效益。資料分析方法以AMOS4.0統計軟體分析驗證理論模式與觀察資料的適配度。 本研究調查資料分析顯示,職業運動選手代言對廣告效果、職業運動選手戴言對購買意願、廣告效果對購買意願、廣告效果對產品態度、廣告效果對購買意願之間有顯著正向影響效果。
Advertisements are one of the most important tools of communication. It is by far the most widely used marketing tool. Consumers are inundated with TV commercials. In practice, more and more businesses are looking for spokespersons to increase sales volume. This study is focused on the effectiveness of professional sports player as spokesperson, the effectiveness of the advertisements, and influence of advertisements on customers’ decision making. An Internet based questionnaire with nine selected TV commercials was posted on a website. Around 1000 users were invited to fill in the questionnaire. Through the analysis of representation of different professional athletes and the family background and life style of consumers, we take a deeper look at the effect of professional athlete representation and how it affects the consumers decision making. The major conclusions are: (1)The sports player as spokesperson had positive influence on purchase intention. (2)The sports player as spokesperson had positive influence on advertisement effect. (3)The advertisement effect had positive influence on purchase intention. (4)The advertisement effect had positive influence on product attitude. We believe that various effects will be unilateral.