代言人類型及其可信度來源對消費者運動參與及運動鞋購買意願之影響
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2006
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本研究欲探討不同類型代言人（運動界名人、非運動界名人、專家）及其可信度來源對消費者及運動參與意願及運動鞋購買意願之影響。期能以此研究提供運動鞋產業、政府及民間機構推行全民運動活動時選用代言人之參考。利用「代言人可信度來源對消費者運動鞋購買意願之影響問卷」及「代言人可信度來源對消費者運動參與意願之影響問卷」為研究工具，對北、中、南、東部地區大學生及研究生進行訪問。於2006年3月至4月，共1個月的時間收集問卷，實際發出924份的問卷，回收總問卷為924份，剔除填答不完整的無效問卷後，有效問卷共851份，問卷回收率為100%，有效問卷率為92%。因受試者基本資料的不同，對於不同類型代言人對代言人可信度來源之影響，以及在可信度來源對受試者購買意願及參與意願方面皆會產生不同影響。本研究係以此架構，對消費者背景變項資料加以分析，以了解代言人類型、代言人可信度來源、購買意願及參與意願間之關係。利用獨立樣本t檢定、單因子變異數分析、描述性統計、事後檢定等統計方法分析後，主要研究結果如下：
一、不同性別、就讀學院別、教育程度、零用金、運動頻率的學生對於代言人的可信度來源感受皆有所不同。
二、性別、就讀學校所在地、就讀學院、教育程度、零用金與運動頻率在運動鞋購買意願上皆無顯著差異。性別、就讀學院、教育程度、零用金在運動參與意願上皆有顯著差異。
三、運動界名人及非運動界名人代言運動鞋及運動活動時的「吸引力」、「可靠性」、「專業性」三項可信度來源皆高於專家；其中，在「專業性」構面方面，運動界名人又高於非運動界名人。運動界名人及非運動界名人於代言運動活動時的「專業性」優於代言運動鞋時，專家代言時則無顯著差異。
四、運動界名人及非運動界名人在運動鞋「值得購買意願」、「提高購買意願」及「推薦他人意願」方面皆高於專家。運動界名人在代言運動活動時，消費者的「值得參與意願」、「提高運動意願」及「推薦他人意願」方面皆高於其代言運動鞋時對消費者運動鞋購買意願的影響力。
五、消費者的「值得購買意願」、「推薦他人意願」及「提高購買意願」容易受代言人可信度來源中的「專業性」、「可靠性」、「吸引力」影響，以「專業性」的影響力最大，「值得購買意願」的效果最明顯。消費者的「值得參與意願」、「提高運動意願」及「推薦他人意願」容易受代言人可信度來源中的「可靠性」、「專業性」、「吸引力」影響，以「可靠性」的影響力最大，「值得參與意願」的效果最明顯。
The purpose of study is to explore the impacts of different endorsers and their credibility on consumers’ intention to purchase sports shoes and participate in sports activities. Researcher expects the study can be used as a reference to select the endorsers for sports shoes industries and for government or non-government sponsored activities. The study conducted a public opinion poll of college and graduate students in northern, central, southern, and eastern parts of Taiwan from Mar. 1st to Apr. 10th in 2006. By using the polls of “The Impacts of Endorser’s Credibility on Consumers’ Intentions to Purchase Sports Shoes” and “The Impacts of Endorsers’ Credibility on Consumers’ Intentions to Participate in Sports Activities”. The variety of opinion poll information provides insight into various impacts of the endorsers’ credibility and subsequently on the public’s intentions toward purchases. Based on the above concepts, the study analyzed various basic information of the population to understand the relationship among different types of endorsers, their credibility, the consumer intentions toward purchases. The results of this study are as follows: 1. Gender, major, level of education, allowance, exercise frequency make significant differences on the feeling of endorser’s credibility. 2. Gender, school location, major, level of education, allowance, exercise frequency make no significant differences on the intentions to purchase sports shoes. Gender, major, level of education, allowance make the significant differences on the intentions to participate in sports activities. 3. The sports celebrity and the non- sports celebrity heave higher “Attractiveness”、 “Trustworthiness”、 “Expertise” of endorsers’ credibility then the expert. The sports celebrity has higher「Expertise」credibility then the non- sports celebrity. 4. The sports celebrity and the non- sports celebrity make the population have higher “Worthy buying”, “Improving the intention to purchase sports shoes” and “Recommending sports shoes to others” then the expert. The sports celebrity makes the population have higher “Worthy buying”, “Improving the intention to purchase sports shoes” and “Recommending sports shoes to others” then“Worthy to Participate”, “Improving the intention to join sports activities” and “Recommending sports activities to others”. 5. “Attractiveness”、“Trustworthiness”、“Expertise” of endorsers’ credibility make the significant differences on “Worthy buying”, “Improving the intention to purchase sports shoes” and “Recommending sports shoes to others”. Especially,“ Expertise” is the most important credibility. “Attractiveness”、“Trustworthiness”、“Expertise” of endorsers’ credibility make the significant differences on“Worthy to Participate”, “Improving the intention to join sports activities” and “Recommend sports activities to others”. Especially, “Trustworthiness ”is the most important credibility.
The purpose of study is to explore the impacts of different endorsers and their credibility on consumers’ intention to purchase sports shoes and participate in sports activities. Researcher expects the study can be used as a reference to select the endorsers for sports shoes industries and for government or non-government sponsored activities. The study conducted a public opinion poll of college and graduate students in northern, central, southern, and eastern parts of Taiwan from Mar. 1st to Apr. 10th in 2006. By using the polls of “The Impacts of Endorser’s Credibility on Consumers’ Intentions to Purchase Sports Shoes” and “The Impacts of Endorsers’ Credibility on Consumers’ Intentions to Participate in Sports Activities”. The variety of opinion poll information provides insight into various impacts of the endorsers’ credibility and subsequently on the public’s intentions toward purchases. Based on the above concepts, the study analyzed various basic information of the population to understand the relationship among different types of endorsers, their credibility, the consumer intentions toward purchases. The results of this study are as follows: 1. Gender, major, level of education, allowance, exercise frequency make significant differences on the feeling of endorser’s credibility. 2. Gender, school location, major, level of education, allowance, exercise frequency make no significant differences on the intentions to purchase sports shoes. Gender, major, level of education, allowance make the significant differences on the intentions to participate in sports activities. 3. The sports celebrity and the non- sports celebrity heave higher “Attractiveness”、 “Trustworthiness”、 “Expertise” of endorsers’ credibility then the expert. The sports celebrity has higher「Expertise」credibility then the non- sports celebrity. 4. The sports celebrity and the non- sports celebrity make the population have higher “Worthy buying”, “Improving the intention to purchase sports shoes” and “Recommending sports shoes to others” then the expert. The sports celebrity makes the population have higher “Worthy buying”, “Improving the intention to purchase sports shoes” and “Recommending sports shoes to others” then“Worthy to Participate”, “Improving the intention to join sports activities” and “Recommending sports activities to others”. 5. “Attractiveness”、“Trustworthiness”、“Expertise” of endorsers’ credibility make the significant differences on “Worthy buying”, “Improving the intention to purchase sports shoes” and “Recommending sports shoes to others”. Especially,“ Expertise” is the most important credibility. “Attractiveness”、“Trustworthiness”、“Expertise” of endorsers’ credibility make the significant differences on“Worthy to Participate”, “Improving the intention to join sports activities” and “Recommend sports activities to others”. Especially, “Trustworthiness ”is the most important credibility.
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Keywords
代言人, 代言人類型, Endorser, Types of endorsers