- 學位論文
探討運動網紅與非運動網紅在社群媒體上推廣運動產品效果的因子
Effective Factors in Promoting Sport Products by Sport-Influencer and Non-Sport-Influencer on Social Media
摘要
本研究基於現今網紅業配廣告運動產品的現況，發現與以往代言人適配的理論有所差異，過往會認為運動員代言運動產品會比一般名人代言運動產品還要適合，較能引發消費者購買意願，但現今非運動特性的網紅也會與運動產品的廠商合作，實際情況與過往代言人適配理論有些差異，也成為本研究的研究核心。 而運動網紅與非運動網紅在以影片業配運動產品時，除了是否具備運動特質以外，是不是也還有其他因素會影響消費者的購買運動產品的購買意願，基此，本研究經文獻探討過後，找到了5大影響消費者購買意願的因素，分別為：吸引力、接近性、喜愛性、可靠性及訊息內容，以台灣大學的大學生及研究生做為樣本，問卷回收後，將5大因素分成高低分兩組，並以共變數分析法，研究高低分兩組的購買意願上是否有差異，進而證實這些因素的高低會影響消費者的購買意願。 以Peeta葛格作為運動網紅，視網膜作為非運動網紅為代表的研究結果，運動網紅與非運動網紅之間，消費者看完網紅的影片後，並無顯著的購買意願上差異，但看完影片後兩組都有購買意願上顯著增加。而消費者對運動網紅的可靠性及影片訊息內容，分數高低會影響消費者的夠買意願，非運動網紅則為吸引力、喜愛性、可靠性及影片訊息內容，分數的高低會影響消費者的購買意願。 基此研究結果，給予運動品牌廠商的建議為： (一)、若有運動產品需要曝光的話，可以找網紅合作，不論是運動類型的網紅或非運動類型的網紅，增加的購買意願會是差不多的。 (二)、廠商在選擇非運動網紅做運動產品的業配廣告時，可以先做一些市場分析，找出對於消費者而言，吸引力較高的非運動網紅，就可以增加消費者對於產品的購買意願。 (三)、當品牌廠商在選擇適合運動產品業配廣告的網紅時，不論是運動或非運動網紅，都不用考慮到這位網紅是否跟消費者很親近。 (四)、在非運動網紅方面，消費者會不會購買運動產品，跟他喜不喜歡這位網紅有關。消費者不會因為喜不喜愛運動網紅而影響到消費者的購買意願。 (五)、可靠性會影響到購買意願，不論網紅具不具有運動特性，若消費者認為網紅越可靠，則越可能增加他們的購買意願。 (六)、影片的腳本內容是相當重要的，內容若有不適當的地方，廠商得請網紅修正，因為會與消費者購買意願有關。
並列摘要
This study is based on the current situation of influencer marketing of sports products, and it has found differences from traditional endorsement theories. In the past, it was believed that athletes endorsing sports products would be more suitable and effective in stimulating consumers' purchase intention compared to non-athlete celebrities endorsing such products. However, in the present, non-athletic influencers also collaborate with sports product companies, leading to some variations from the conventional endorsement theories, which became the core focus of this research. The study aims to explore whether there are factors other than possessing sports characteristics that influence consumers' purchase intention sports products when endorsed by sports influencers and non-sports influencers in their videos. After a thorough review of the literature, the research identified five major factors affecting consumers' purchase intention, namely: attractiveness, closeness, likability, reliability, and message content. The study used university students from Taiwan University as the sample for a survey, in which the five factors were categorized into high and low scores, and then analyzed using covariance analysis to investigate whether there are differences in consumers' purchase intention based on these factors, thus validating the impact of these factors on consumer behavior. The research results, represented by the sports influencer Peeta葛格 and the non-sports influencer 視網膜, showed that there was no significant difference in consumers' purchase intention between sports influencers and non-sports influencers after watching their videos. However, both groups exhibited a significant increase in purchase intent after viewing the videos. For sports influencers, consumers' perception of reliability and the content of the video affected their purchase intent, while for non-sports influencers, attractiveness, likability, reliability, and the content of the video played a role in influencing consumer purchase intent. Based on the research findings, the study offers the following recommendations for sports brand companies: 1. When seeking exposure for sports products, collaborating with either sports influencers or non-sports influencers would yield similar increases in purchase intent. 2. When selecting non-sports influencers for sports product endorsements, conducting market analysis to identify non-sports influencers with higher attractiveness to consumers can boost purchase intent. 3. Regardless of the influencer's athletic background, proximity between the influencer and consumers need not be a consideration in choosing a suitable influencer for sports product endorsements. 4. For non-sports influencers, consumers' purchase intent is affected by their likability towards the influencer, not their liking for sports influencers, which does not significantly influence consumers' purchase intention sports products. 5. Reliability significantly influences purchase intent. Regardless of whether the influencer possesses sports characteristics, the more reliable consumers perceive the influencer to be, the more likely they are to increase their purchase intent. 6. The content of the video script is essential, and if there are any inappropriate aspects, the company should request the influencer to make corrections as it could affect consumers' purchase intent.