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系統識別號 U0026-2908201815443200
論文名稱(中文) 運動明星代言產品對購買意願之影響—以匹配度與運動涉入程度為調節變項
論文名稱(英文) The Effect of Athlete Endorsement on Purchase Intention : Applying Match-Up Hypothesis and Sports Involvement as the Moderator
校院名稱 成功大學
系所名稱(中) 體育健康與休閒研究所
系所名稱(英) Institute of Physical Education, Health & Leisure Studies
學年度 106
學期 2
出版年 107
研究生(中文) 應莉莎
研究生(英文) Li-Sha Ying
學號 RB6053018
學位類別 碩士
語文別 中文
論文頁數 105頁
口試委員 指導教授-周學雯
口試委員-馬上鈞
口試委員-葉允棋
中文關鍵字 代言人可信度  吸引力  可靠性  專業性  網球運動員 
英文關鍵字 endorser credibility  attractiveness  trustworthiness  expertise  tennis athlete 
學科別分類
中文摘要 近年來中國運動風氣盛行,越來越多的人開始參與運動,這使得運動賽事和運動員的關注度不斷地提高,運動明星代言也成為企業行銷組合中一個重要的工具,其對於產品推廣的重要性備受業界關注與重視。因此,本研究在文獻研究的基礎上,採取問卷調查法,以中國大陸的消費者為研究對象,運用敘述性統計、結構方程模式與階層迴歸等統計方法進行分析,代言人可信度在不同產品的匹配度與消費者運動涉入程度的調節下,對消費者購買意願的影響。本次研究通過網路進行問卷發放,共收集到401份有效問卷。
結果顯示運動明星作為代言人,他的可靠性對消費者的購買意願有正向的影響,也會對運動涉入程度較低的消費者在購買意願上具有積極的影響。運動明星不管代言運動產品或非運動產品,都會使消費者產生購買意願。當消費者的運動涉入程度比較高,代言人的專業性會影響消費者的購買意願。當代言人代言運動產品時,雙方之間的匹配度無論高低均不會對代言人可信度造成任何影響;當代言人代言非運動產品時,雙方之間匹配度較低,代言人的吸引力會影響消費者的購買意願。
英文摘要 This study adopts questionnaire method, taking consumers in mainland China as the research object,which using descriptive statistics, structural equation model and hierarchical regression analysis methods to analyze.This study finds out the influence of endorser’s credibility on consumers' purchase intention serves as the moderator by different product match-up hypothesis and consumer sports involvement. The study sent out questionnaire through the Internet and collected a total of 401 valid questionnaires.
The results show that the trustworthiness of sports stars has a positive effect on consumers' purchase intention.Sports stars as spokesmen will play a positive role in purchasing intention of consumers with low sports involvement.Sports star endorse no matter sport specific products or non-sport specific products, consumers will have purchase intention.When the sports involvement of consumers is high,the expertise of the spokesman will influence consumers’ purchase intention.When spokesmen endorse sport specific products, the match-up hypothesis of the product will not have any effects on the endorser credibility; While spokesmen endorse non-sport specific products,if the match-up between them is low, the attractiveness of the spokesman will influence consumers’ purchase intention.
論文目次 第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第四節 名詞解釋 5
第二章 文獻探討 6
第一節 代言人(Endorser) 6
第二節 涉入程度(Involvement) 11
第三節 購買意願(Purchase Intention) 14
第四節 研究假設 16
第三章 研究方法 21
第一節 研究工具 21
第二節 發放方式 26
第三節 問卷預試 29
第四節 資料處理與統計方法 40
第四章 分析與討論 42
第一節 問卷回收統計 42
第二節 結構方程模式分析 54
第三節 階層迴歸分析 62
第四節 假設檢驗 74
第五章 結論與建議 78
第一節 結論 78
第二節 建議 81
第三節 研究限制與未來研究 82
參考文獻 84
一、中文文獻 84
二、外文文獻 88
附錄一 預試問卷 95
附錄二 修正問卷 101
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