:::

詳目顯示

回上一頁
題名:不同性別運動員代言人對消費者可信度、廣告效果及購買意圖影響之研究
書刊名:運動休閒管理學報
作者:陳成業 引用關係徐玉榮
作者(外文):Chen, Chen-yuehHsu, Yu-jung
出版日期:2011
卷期:8:2
頁次:頁1-18
主題關鍵詞:運動員代言人可信度廣告效果購買意圖Athlete endorserCredibilityAdvertising effectConsumer purchase intention
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:0
  • 點閱點閱:51
本研究旨在探討不同性別運動員代言人對於消費者造成可信度、廣告效果及購買意圖之影響。採用問卷調查法,回收之有效問卷為 259份。本研究統計方式採用獨立樣本 t檢定檢視不同性別運動員代言人對於消費者造成可信度、廣告效果及購買意圖之差異情形;利用結構方程模式驗證本研究之模式路徑關係及不同性別運動員代言人對於消費者造成可信度、廣告效果及購買意圖關係上的調節效果。獲得研究結果如下:不同性別運動員代言人對於消費者所造成之可信度、廣告效果及購買意圖上無顯著差異;運動員代言人對於消費者所造成之可信度、廣告效果及購買意圖之路徑係數關係中除了廣告態度對於購買意圖無顯著差異外,其他變項均有正向之直接影響關係;不同性別運動員代言人在可信度、廣告效果與購買意願的調節效果上無顯著差異。
The main purpose of this study were to explore the influence of gender and credibility of athlete endorser on advertising effects and purchase intention. Convenient sampling was used for data collection with 259 valid questionnaires collected. Independent t test and Structural Equation Modeling were employed for data analysis. The results of this study revealed that no significant differences were found in athlete endorser credibility, advertising effectiveness and purchase intention based on gender. Additionally, athlete endorser credibility positively explained advertising attitude and brand attitude; brand attitude positively explained purchase intention; while advertising attitude was not significant in explaining purchase intention. Finally, no moderating effect of gender was found in the current study.
期刊論文
1.Babin, B. J.、Barry, J.、Boles, J. S.(1996)。Employee Behavior in a Service Environment: A Model and Test of Potential Difference Between。Men and Women, Journal of Marketing,62(2),77-91。  new window
2.Walker, D.、Dubitsky, T. M.(1994)。Why liking matters。Journal of Advertising Research,34(3),9-18。  new window
3.Atkin, Charles、Block, Martin(1983)。Effectiveness of Celebrity Endorsers。Journal of Advertising Research,23(1),57-61。  new window
4.Friedman, Hershey H.、Friedman, Linda(1979)。Endorser Effectiveness by Product Type。Journal of Advertising Research,19(5),63-71。  new window
5.Freiden, Jon B.(1984)。Advertising Spokesperson Effects: An Examination of Endorser Type and Gender on Two Audiences。Journal of Advertising Research,24(5),33-41。  new window
6.McCracken, Grant(1989)。Who is the celebrity endorser? Cultural foundations of the endorsement process。Journal of Consumer Research,16(3),310-321。  new window
7.Ohanian, Roobina(1991)。The Impact of Celebrity Spokespersons' Perceived Image on Consumers' Intention to Purchase。Journal of Advertising Research,31(1),46-54。  new window
8.Lavidge, Robert J.、Steiner, Gary A.(1961)。A Model for Predictive Measurements of Advertising Effectiveness。Journal of Marketing,25(6),59-62。  new window
9.Dodds, William B.、Monroe, Kent B.、Grewal, Dhruv(1991)。Effect of Price, Brand, and Store Information on Buyers' Product Evaluations。Journal of Marketing Research,28(3),307-319。  new window
10.Fink, J. S.、Cunningham, G. B.、Kensicki, L. J.(2004)。Using athletes as endorsers to sell women’s sport: Attractiveness versus expertise。Journal of Sport Management,15(4),350-367。  new window
11.Fitzgerald, K.(1996)。With touch extinguished Olympians look to cash in。Advertising Age,67,1。  new window
12.Valker, F. R.、Long, S. A.(1998)。A new image: Female athlete-endorser。The Cyber-Journal of Sport Marketings,2,4。  new window
13.Friedman, H. H.、Termini, S.、Washington, R.(1997)。The effectiveness of advertisements utilizing four types of endorsers。Journal of Adverting,6(2),22-24。  new window
14.Gotthelf, J.(1998)。Looks still a factor in endorsements。Sports Business Journal,1(1),24。  new window
15.McAllister, R.(1996)。Women to women。Footwear News,52,36。  new window
學位論文
1.吳建宗(2001)。廣告訴求、代言人類型對推廣核能發電之溝通效果(碩士論文)。國立交通大學。  延伸查詢new window
2.練乃華(1990)。推薦式廣告之溝通效果研究(碩士論文)。國立臺灣大學。  延伸查詢new window
3.李光勳(2004)。廣告代言人與代言品牌的形象差異性及代言人可信度對廣告效果影響之研究(碩士論文)。東吳大學。  延伸查詢new window
4.陳敏郎(2001)。廣告代言人對推薦品牌廣告效果影響之研究(碩士論文)。國立交通大學,新竹市。  延伸查詢new window
5.尹俊傑(2008)。運動員代言人可信度對廣告效果及消費者購買行為意向之研究-以臺北市大學生為例(碩士論文)。臺北市立教育大學。  延伸查詢new window
6.盧葦蓁(2004)。透過品牌要素、廣告代言人形成品牌態度之研究--以少淑女流行服飾業為例(碩士論文)。銘傳大學。  延伸查詢new window
7.彭金燕(2000)。代言人可信度對廣告效果與購買意願影響之研究(碩士論文)。大葉大學,彰化縣。  延伸查詢new window
8.陳志劍(1994)。推薦式廣告與比較性廣告效果之研究(碩士論文)。淡江大學。  延伸查詢new window
9.張芮瑄(2008)。廣告代言人性別與可信度對廣告效果影響之研究:以啤酒及衛生棉為例(碩士論文)。朝陽科技大學。  延伸查詢new window
10.張嘉軒(2006)。推薦人、推薦人性別、產品類別對廣告效果影響。國立中正大學,嘉義縣。  延伸查詢new window
11.蔡宜靜(1999)。不同廣告類型舆產品涉入對廣告效果之影響--以運動鞋、運動飲料平面廣告為例。國立體育學院,桃園縣。  延伸查詢new window
12.蔡淑妹(2003)。違動品牌代言人可信度來源因素對消費者購買意願影響之研究。國立台灣科技大學,台北市。  延伸查詢new window
圖書
1.邱皓政(2008)。結構方程模式--LISREL的理論、技術與應用。臺北市:雙葉書廊。  延伸查詢new window
2.黃麗卿(1995)。認識廣告。遠流出版社。  延伸查詢new window
3.吳明隆、涂金堂(2008)。SPSS與統計應用分析。五南圖書出版股份有限公司。  延伸查詢new window
4.Hair, Joseph F. Jr.、Black, William C.、Babin, Barry J.、Anderson, Rolph E.、Tatham, Ronald L.(2006)。Multivariate data analysis。Pearson Prentice Hall。  new window
5.Nunnally, Jum C.、Bernstein, Ira H.(1978)。Psychometric Theory。McGraw-Hill。  new window
其他
1.安德拉(2008)。老虎-伍茲的下一個勝利:10億美元級富豪,http://news.sina.com.tw/article/20080812/692287.html。  延伸查詢new window
 
 
 
 
第一頁 上一頁 下一頁 最後一頁 top