運動品牌代言人可信度、品牌形象、廣告效果與購買意願影響之研究-以楊丞琳代言adidas為例

Abstract

本研究之目的為探討女性消費者對名人代言可信度、品牌形象與廣告效果對購買意願的影響。研究對象為台北市、新北市adidas店頭內瀏覽商品之女性。問卷發放時間為2011年4月1日至2011年5月15日，共發出503份問卷。資料回收後以套裝軟體PASW 18.0 進行統計分析。分析方法為，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、迴歸分析。研究結果如下。一、受試者年齡20~29歲年齡為主，大專院校學歷畢業者居多，每月平均收入在20,000元-30,000元。最喜歡的運動依序為散步，平均運動頻率為平均每週一次；二、「婚姻」、「教育程度」對代言人可信度有顯著差異；「年齡」、「教育程度」、「職業」對品牌形象有顯著差異；「年齡」、「教育程度」對購買意願有顯著差異。三、可信度中的「吸引力」、「可靠性」與「曝光率」與購買意願呈高度正相關；品牌形象構面中，「功能性」與購買意願呈高度正相關；在廣告效果中「廣告回憶」、「廣告態度」及「品牌態度」皆與購買意願呈高度正相關，在所有因素當中，以「廣告態度」與「購買意願」的相關程度最高。本研究依研究結果，建議各企業組織，運動品牌選擇演藝名人做為品牌代言人時，應加強「曝光率」及「廣告效果」的呈現，當消費者從廣告當中獲取吸引的訊息時，購買意願也隨之提升。另外，品牌形象塑造中，對於品牌「功能性」的強調十分重要，消費者在購買運動相關產品時，以「功能性」為購買的重要準則的結果，出現在本研究調查中，值得相關廠商參考。The purpose of the study is to investigate the effect of celebrity endorsement, brand image and advertising effectiveness to the purchase intension on female consumers. The target audience is residents in both Taipei City and New Taipei County from 2011 April 1st to May 15th, with a sample size of 503 female consumers at the adidas stores throughout Taipei City and New Taipei County. The data was collected and a statistical analysis was performed by PASW 18.0. The data was analyzed through descriptive statistics, t-test, one-way ANOVA, Pearson’s correlation coefficients and regression analysis. The results were derived as following 1. The sample of female consumers were mainly between 20 to 29 years old, with average educational level being “bachelor degree”, and the average income was 20,000 to 30,000. Walking was the favorite exercise and the frequency of participating was “ once a week”. 2. Different “marriage status”, “education level” had significant difference on spokesperson credibility; “Age”, ”education level” ,and “occupation” have significant difference on brand image; “Age”, “education level” had significant difference on purchase intention. 3. Of all the dimensions of spokesperson credibility, including attraction, credibility, and exposure has significant correlation on purchase intention. Of all the dimension of brand image, “Functional image” had significant correlation on purchase intention. Of all the dimensions of Advertising attractiveness, “recall effectiveness”, “advertising attitude” and “brand attitude” have significant correlation on purchase intention. And the brand attitude had the most significant correlation on purchase intension. Based on the research results, the researcher suggests that when a sports brand selects the celebrity as its endorser, the company should emphasize the endorser’s exposure and advertising effectiveness. The more attractiveness appeals to the consumers through advertisement, the more purchase intention they have. Besides, product function is the key factor to purchase for female consumers to decide purchase. The researcher suggest that Adidas should improve products’ quality to effectively increase the consumer's purchase intention.