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題名：探討運動員代言人與產品配適模式對消費者購買意圖之研究
作者：梁懷仁
作者(外文)：Haui-Ren Liang
校院名稱：國立嘉義大學
系所名稱：企業管理學系
指導教授：李鴻文
學位類別：博士
出版日期：2019
主題關鍵詞：代言人；產品涉入程度；知覺價值；購買意圖；athlete endorsers；product involvement；perceived value；purchase intention
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企業在追求廣告效益極大化的考量下，必須選擇最佳的企業形象或產品的代言人，以獲取最大利益。早期研究結果顯示，消費者對運動員代言運動產品會產生正向影響。然而，運動員代言非運動產品的不一致性，是否會影響消費者購買意圖一直是值得研究的領域。另外，消費者對產品涉入程度只侷限在運動員和運動產品一致性與非一致性的配適模式下，是否會影響消費者購買意圖的態度，亦是值得討論議題之一。因此本研究之目的有以下幾點：一、在運動員代言人代言運動產品一致性的狀況下，知覺價值是否會對消費者購買意圖造成影響。二、在運動員代言人代言非運動產品在不一致性的狀況下時，知覺價值是否也會影響消費者的購買意圖? 三、在運動員代言人代言運動產品一致性的狀況下，消費者的產品涉入程度是否會對知覺價值跟消費者購買意圖具有顯著的調節效果？四、在運動員代言非運動產品不一致性的狀況時，消費者的產品涉入程度是否會對知覺價值跟消費者購買意圖具有顯著的調節效果?本研究分別針對產品屬性一致與不一致兩族群為施測對象，採便利抽樣法進行正式問卷調查。A卷針對高雄、台中、台北三地運動服飾店（一致性高）發放400位受測者及B卷在便利商店（一致性低）採購非運動商品400位受測者，合計共800位。有效問卷回收：A卷295份，回收率：73.8％ ; B卷317份，回收率：79.3％。資料彙整以統計軟體SPSS 20.0進行整理，以簡單迴歸分析及層級式迴歸等方式進行分析，檢驗上述的研究目的。結果發現，在運動代言人代言運動產品一致性與運動代言人代言非運動產品不一致性的狀況時，知覺價值對消費者購買意圖皆具有正向影響。因此，本研究分析結果可提供企業在尋找代言人時，如何選擇最合適之代言人及代言產品之參考。
Enterprises must select the optimal endorser who best represents their enterprise image or matches their products in order to earn the most profits possible while striving to achieve maximum advertising impact. Past studies have demonstrated that consumers did have a positive influence upon the effect of athlete endorsers toward both sports products and non-sports products. However, questions as whether or not there is congruence between athlete endorsers and the product attributes, or whether such congruence affects consumers’ purchase intention are really worthy of further research. In addition, the question as of when consumers’ product involvement is only limited to the fitted model of the consistency and inconsistency between athletes and sports products, does that consistency influence consumers’ purchase intention also deserves further exploration. Therefore, the main purpose of this study is to find out answers to the following questions 1) whether perceived value affects consumers’ purchase intention when there is a consistency between athlete endorsers and sports products they endorse; 2) whether perceived value also affects consumers’ purchase intention when there is an inconsistency between athlete endorsers and non-sports products they endorse; 3) whether consumers’ product involvement has an apparent moderating effect on their perceived value and purchase intention when there is a consistency between athlete endorsers and sports-related products they endorse; 4) whether consumers’ product involvement also has an apparent moderating effect on their perceived value and purchase intention when there is an inconsistency between athlete endorsers and sports-related products they endorse. Accordingly, this study operates specifically with the two different groups of consistency and inconsistency between endorsement and product attribute as its main research targets, adopting convenience sampling method to conduct formal questionnaire survey. Questionnaire A was given to 400 participants found in sports wear stores in Kaohsiung, Taichung and Taipei, while Questionnaire B was given to another 400 consumers who purchased skin care products and perfumes at convenience stores. A total of 800 questionnaires were given to all the testers. Among those 800 questionnaires, 295 questionnaires from Questionnaire A and 317 questionnaires from Questionnaire B are effective. That makes the overall recovery ratios of questionnaire for Questionnaire A and Questionnaire B are separately 73.8% and 79.3%. The data collected was processed with the SPSS 20.0 software and analyzed with simple regression analysis and hierarchical regression to cater to the aforementioned research purposes. This study found that in both cases whether there is congruence between athlete endorsers and the endorsed products or not, consumers’ perceived value positively affects their purchase intention. This study also reveals that in both cases whether there is congruence between athlete endorsers and the endorsed products or not, consumers’ product involvement significantly moderates the relation between perceived value and purchase intention. As a result, the analysis results of this study may serve as a reference for enterprises in need of selecting the best possible endorsers to speak for their products.
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