2017世界大學運動會選手賽後代言之效果-以適配假說探討

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2019

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2017臺北世界大學運動會於2017年8月19日盛大舉行,我國各項目選手表現優異,以26金、34銀以及30銅的佳績來結束本屆賽事,並透過媒體的報導與宣傳,使選手們人氣迅速攀升格並受到各界的關注。因此世大運選手們並沒有因為賽事的結束而隨之然消失,反而因高升不降的人氣讓許多企業見了新的商機,選手們在賽後接下了許多廣告代言等,這樣的狀況在臺灣實屬難得,此現象就像是這次臺北世大運所帶來的一股熱潮。有鑑於此,本研究主要藉由適配假說的概念來探討2017臺北世大運賽後選手們帶來的廣告代言效果。透過網路問卷進行調查受試者人口統計變項、運動代言人適配度、消費者對代言商品之態度、選手形象效益以及購買度效益等變項差異與關聯性,共回收404份有效問卷,並以描述性統計、獨立樣本t檢定、單因子變異數分析、皮爾森積差相關以及多元迴歸分析進行資料處理與分析。研究結果發現:受試者以女性、21-30歲、大專/大學、學生以及可支配零用錢在1,5000以上人群為居多;不同性別在適配度與購買效益構面中有顯著差異;購買效益與態度呈現顯著正相關;廣告效果與購買效益呈現顯著關係。因此本研究建議,未來聘請運動員擔任代言人時,應凸顯出運動員的特色以及加強該品牌或商品的形象宣傳,增加消費者購買商品的傾向提升購買意願與消費者改購其代言商品的可能性,並在宣傳方面多以女性做形象宣傳,提升女性消費者之購買效益,方能產生有效的廣告效果效益。
The 29th Summer Universiade was held in 2017. The domestic athletes’ performances were excellent. The total medals were 26 gold, 34 silver and 30 bronze. With media’s reports and promotion, athletes are gradually attractive. Those athletes do not fad along with the end of 2017 Taipei Summer Universiade; instead, their high popularity brings commercial opportunity. This kind of situation is rare in Taiwan, and the phenomenon resulted in the 2017 Taipei Summer Universiade. Discussing the advertising effectiveness from athletes via Match-up Hypothesis is the purpose of this research. Using questionnaire to conduct investigation, a total of 404 valid questionnaires were collected. The collected data was analyzed with descriptive statistics, independent sample t-test, single factor variance analysis, correlation analysis and multiple liner regression analysis. The results of the study were as follow: that the majority of spectators were female, age of 21-30, college/university-educated, student, much than 150,000 NT dollars each months per person. Besides there was a difference on gender on the fit degree and purchase benefit. There were highly correlated relationship between the purchase benefit and the spectators’ attitude. According to the results, the advertisers are suggested that when they hire athletes as endorsers, the characteristics of athletes should be highlighted for increasing purchasing. so as to produce effective advertising effect benefits.

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世大運選手, 契合度, 廣告效果, 運動行銷, 運動代言人, World University Player, fit, advertising effectiveness, Sports Marketing, athlete endorsers

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