本研究旨在探討羽球品牌代言人可信度對消費者購買意願之相關研究,及瞭解不同背景變項的受試者對代言人可信度的差異情形。以參加105年全國大專校院運動會之羽球分區賽之參賽者為研究對象,採便利取樣方式進行問卷調查,共計發放440份問卷,回收之有效問卷為420份,其中男生221人,女生199人,有效回收率達93%。所得資料經描述性統計、獨立樣本t檢定、單因子變異數分析與迴歸分析後,獲得如下結果:羽球品牌代言人可信度的「吸引力」、「可靠性」及「專業性」對品牌形象及品牌態度呈正向影響,而在品牌形象方面,以「功能性」、「象徵性」及「經驗性」對品牌態度達正向影響,其中品牌態度的「認知」、「情感」及「行為」對購買意願也產生正向影響。最後根據研究發現,提出實務之策略及建議。
This study aimed to explore the credibility of YONEX Badminton Brand Spokesperson on Consumer Purchase Intention and to understand the different background variables of spokesperson credibility of subjects. The researcher selects participants of the badminton region tournament of the national collegiate sports competition in year 105 as the reseach object for convenience sampling in conducting a questionnaire survey. In the 440 copies of survey papers, 420 copies (including 221 male, 199 female) are effective questionnaires, and the effective rate is 93%. The survey papers are obtained by descriptive statistics, independent samples t test, single factor variance analysis and regression analysis.The results were as followed: the terms “attractive”, “reliability” and “professional” of the credibility of badminton brand spokesperson show positive influence on its brand image and brand attitude. Secondly, the brand image which include the terms “functional”, “symbolic” and “experiential” show positive influence on brand attitude. Thirdly, the brand attitude terms “cognitive”, “emotion” and “behavior” show positive effect on purchase intention. Finally, the paper will also put forth the practical strategies and suggestions.