本研究目的藉由配適假說來探討2017臺北世大運賽後選手們帶來的廣告代言效果。方法:透過網路問卷調查的方式,探討運動代言人配適度、消費者對代言商品之態度、選手形象效益,以及購買意圖之關係,共回收404份有效問卷,並以描述性統計、皮爾森積差相關,以及一般多元迴歸分析進行資料處理與分析。研究結果:受試者以女性、21-30歲者居多;運動代言人適配度、消費者對代言商品之態度與廣告效益間呈現顯著正相關,並且運動代言人適配度與消費者對代言商品之態度對於廣告效益具有顯著的預測力。結論:未來聘請運動員擔任代言人時,應凸顯出運動員的特色以及加強該品牌或商品的形象宣傳,增加消費者購買商品的傾向提升購買意願與消費者改購其代言商品的可能性,並在宣傳方面多以女性做形象宣傳,提升女性消費者之購買效益,方能產生有效的廣告效果效益。
Purpose: This study applied Match-up Hypothesis to explore match-up effect between athlete endorsers and Ad effectiveness at Taipei 2017 Summer Universiade. Methods: The online survey data was collected (N = 404) to investigate the match-up effect among athlete endorsers, attitude and consumption intention. Descriptive statistics, Pearson correlation analysis, and multiple linear regression for data analysis. Results: The participants were female and 21-30 years old. And the results revealed the positive correlation among athlete endorsers, attitude and consumption intention, and athlete endorsers and attitude were significant indicators for consumption intention. Conclusion: When hiring athletes as spokespersons in the future, companies should highlight the characteristics of the athletes and strengthen the brand or product's image publicity, increase the tendency of consumers to purchase goods, increase the willingness to buy and the possibility of consumers repurchasing their endorsed goods. To promote the image of women and improve the purchasing efficiency of female consumers, can produce the effective of advertising effects.