球星代言款球鞋之炫耀性消費與涉入程度對消費者購買意願之影響

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球星代言款球鞋之炫耀性消費與涉入程度對消費者購買意願之影響

Conspicuous Consumption and Involvement on Consumer Purchase Intention of Star Endorsement Sneakers

程博彥 , Masters　　Advisor：李素箱;楊欽城　　

繁體中文

代言；球星； Endorsement ； Star

Abstract │ Reference (138) │ Times Cited (2) │ Altmetrics

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The main purpose of this research was to explore the situation, the differences and the relations among the conspicuous consumption, the involvement and the purchase intention for the athletic shoes endorsed by the sports stars. The questionnaires related to the conspicuous consumption, the involvement and the purchase intention were used as the research tool. The consumers from Taipei, Taichung and Kaosiung were set to be the research targets. It adopted the purposive sampling as the way to conduct the questionnaires, distributing 338 questionnaires, obtaining 300 copies of effective recovery ,and the effective recovery chances had reached to 88.76%.The information had then been used to analyze the descriptive statistics, the independent T-Test, the one-way ANOVA and the gradually multiple regression analysis with the use of SPSS 18.0 for windows, reaching to the results below: for those consuming the endorsed sports shoes, men aging from twenty to thirty with college degrees count the main part. In the aspect of the conspicuous consumption, famous concept and jealousness/envy got the highest points. As for the involvement, the risk probability got the highest points; the purchase willingness reached to the high level. Males got higher points in the aspect of the distinctness, jealousness and envy; people aging from 31 to 40 and 41 to 50 got more points than those aging under 20 in the aspect of money concept. Students with graduate degree (above) got more points than those that are in hight school or university in the aspect of money concept, the famous concept and jealousness/ envy; people receiving 40,001 NTD per month as income got more points than those receiving less than 20,000 or 20,001~30,000; Freelance got more points than the other occupations in the domain of the military, government, police and education. Men got more points than females for the interests; as for the involvement, there were no differences between the ages, the educational degrees and monthly incomes. Other occupations got more points than commercial and service industry in risk probability. Men got more points than women in purchase willingness; there was no obvious difference for the consumers with different ages and occupations while purchasing; students with senior high degree had more purchase willingness than those with college degree; people earn 30,001~40,000 NTD per month had more purchase willingness than those earning 20,001~30,000.The conspicuous consumption affected positively the involvement, and was influenced by the famous concept and money concept. The conspicuous affected positively the purchase willingness, and was influenced by the famous concept, jealousness/envy and money concept. The involvement affected positively the purchase willingness, and was influenced by the risk probability, the interests and the importance of risk.

Reference ( 138 ) 〈TOP〉

McDonal, R. P. & Ho, M. R. (2002). Principles and practice in reporting structural equation analyses. Psychological Methods, 7(1), 64-82.
連結：
McQuarrie, E. F. and J. M. Munson, 1992. A revised Product Involvement Inventory: Improved Usability and Validity, Advances in Consumer Research, 19, 108-115.
連結：
Miciak, A. R; Shanklin, W. L. (1994). Choosing celebrity endorsers. Marketing Management, 3, 50-60.
連結：
Rokeach, M. (1973). The Nature of Human Values. New York: The Free Press.
連結：
Rothschild, M. (1984). Perspectives on involvement: current problems and future directions. Advances in Consumer Research, 11, 216-217.
連結：

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