運動選手代言非運動產品對廣告效果之研究－以中華職棒聯盟選手為例

A Study on the Advertisement Effect of Using Athletes to Endorse non-sports products-taking the Athletes of Chinese Professional Baseball League as an Example

蔣昆霖(Ku-Lin Jiang) ； 李城忠(Cheng-Jong Lee)

《運動事業管理學術研討會論文集》 5期 (2006/05) Pp. 88-101

https://doi.org/10.29464/YDSYGL.200605.0088

摘要

本研究目的在分析消費者對運動選手代言人之代言人可信度與廣告效果是否有正向影響。以台灣地區（台北、台中、高雄）之一般消費者為研究對象。問卷施測得有效問卷共205份。資料經LISERL8.20套裝軟體進行統計分析，研究結果顯示：本研究結果顯示整體模式適配指標皆通過門檻值標準(χ^2/df=2.60、GFI=0.88、CFI=0.92、NNFI=0.9、PNFI=0.69、IFI=0.92)。整體模式適配指標皆相當可以接受，這也表示，代言人可信度對廣告效果中廣告態度有正面影響，廣告態度對廣告效果中產品態度有正面影響，廣告態度與產品態度對廣告效果中購買意願皆有正面影響，而代言人可信度與廣告效果中產品態度雖無直接影響，但可以透過廣告效果中的廣告態度，去影響到產品態度，最終提升消費者的購買意願。也就是說代言人可信度與廣告效果中的產品態度具有間接效果存在。

關鍵字

代言人 ； 廣告效果 ； 職棒選手

並列摘要

The major purpose of this study was to analyze the credibility of athlete spokespersons in their product endorsement, and its advertisement effect. It was also to identify if there were any variances in the credibility of the spokespersons and the advertisement effects generated from different genders. By using student group consumers in Taiwan (covering Taipei, Taichung and Kaohsiung) as the object of study, 110 effective responses from the questionnaire surveys were received and results of the statistic analysis were as below:
(1) As analyzed according to the different sources for the credibility of a spokesperson and the advertisement effects, it was found that, except for the professionalism of a spokesperson which did not show measurable advertisement effect, the relevant coefficients of other dimensions of a spokesperson's credibility all indicated measurable relevance (p＜.05).
(2) As per the relevant analysis of advertising attitude against product attitude and purchase intention for the endorsed advertisement effect, it had shown measurable relevance (p＜.05) for advertising attitude against both product attitude and purchase intention.
(3) As per the relevant analysis of product attitude against purchase intention for the endorsed advertisement effect, it had shown measurable reference (p＜.05) for product attitude against purchase intention.
(4) For the credibility of a spokesperson received from different genders of consumers, the comparison result had shown that genders against the three elements-the performance of the athlete spokesperson in front of the media, the prominent skills of the athlete spokesperson, and the excellent performance of the sports that the athlete spokesperson specializes in, all indicated measurable variance.
(5) For an endorsed advertisement effect resulted from different genders of consumers, the comparison result had shown that genders against the three elements-the satisfaction shown by the athlete spokesperson in the advertisement, the credit to be earned by having the advertised product and the recommendation given to those friends, who want to buy similar products, indicated measurable variance.

並列關鍵字

Spokesperson ； advertisement effect ； professional baseball athlete