運動選手之代言人可信度對品牌形象與購買意願影響之研究－以王建民為例

The Effects of Athlete's Endorser Credibility on Brand Image and Purchase Intention-A Case Study of Chien-Ming Wang

薛瓊娟(Hsueh-Chiung Chuan) ； 李城忠(Cheng-Jong Lee)

《運動事業管理學術研討會論文集》 7期 (2008/05) Pp. 148-162

https://doi.org/10.29464/YDSYGL.200805.0148

摘要

本研究在探討運動選手之代言人可信度對品牌形象與購買意願影響之影響程度。依據相關文獻的探討，擬定代言人可信度測量變項為：吸引力、可靠性、專業性、知名度、曝光率等五個構面；品牌形象測量變項為：功能性、象徵性、經驗性等三個構面進行測量，並以結構方程模式進行代言人可信度對品牌形象與購買意願之影響程度分析。
本研究是以美國職棒大聯盟明星球員王建民代言宏碁電腦為主要的研究對象，問卷收集涵蓋台灣北、中、南地區的一般消費大眾，透過問卷調查方式蒐集資料，共取得有效問卷265份，有效問卷回收率達94.31%。各研究構面之信度分析，Cronbach's α值均達0.8以上，且各研究構面驗證型因素分析之配適度均相當良好，顯示本研究有良好之信度與效度。
研究結果顯示：代言人可信度是以專業性及曝光率兩個構面最為重要，代言人可信度對品牌形象與購買意願均有正向影響效果。整體推估模型配適度均達到理想標準。代言人可信度對購買意願影響程度大於對品牌形象影響之程度。
本研究之貢獻，確認知名運動明星代言電腦（非運動商品），具有顯著提昇消費者購買意願之效果，並提供後續研究者參考本研究模式建構出不同的研究預測模式，做為消費者選用產品及相關業者選用代言人之參考依據。

關鍵字

代言人可信度 ； 品牌形象 ； 購買意願

並列摘要

The purpose of this study is to investigate the effect of athletes' endorser credibility on brand image and purchase intention. According to the literature review, the endorser credibility variables are chosen as the following five aspects: attractiveness, dependability, professionalism, popularity, and exposure. Brand image variables of measurement are: functional, symbolic and experiential. We use structural equation model to analyze the effect of endorser credibility on brand image and purchase intention.
The research subject of this study is the Major League Baseball star player Wang Chien-ming who endorse Acer computer. Questionnaire survey covers the entire island of Taiwan including the general public in Northern, Central and Southern regions. By questionnaire survey to collect data, a total of 265 copies of valid questionnaire were rendered, a valid retrieval rate of 94.31%. In terms of reliability analysis of every research aspect, the Cronbach's α value is higher than 0.8 and the goodness-of-fit in confirmatory factor analysis of every research aspect is quite good, which show good reliability and validity of this study.
Research results show: The most important aspects for endorser credibility are professionalism and exposure. Endorser credibility has positive effect on brand image and purchase intention. The goodness-of-fit of the entire estimation model reaches ideal level. The effect of endorser credibility on purchase intention is greater than the effect on brand image.
The contribution of this study is to confirm that famous sports stars to endorse computer (non-sport product) has significant effect on promoting customers' purchase intention and also to provide future researchers references in constructing different research forecasting model for customers' product selection and businesses' endorser selection.

並列關鍵字

endorser credibility ； brand image ； purchase intention