廣告代言人可信度及Facebook粉絲專頁對運動鞋購買意願影響之研究

Abstract

近年來隨著國人健康意識提升，以及參與性運動商品的引入與創新，高度的運動參與意願牽動著運動鞋商品之需求。台灣運動鞋的銷售量逐年提升，各家運動品牌廠商無不投入大量行銷預算以獲得消費者的青睞。而在眾多的行銷方法中，聘請廣告代言人則為各家業者最為主流的行銷方法之一。除此之外，隨著社群網站的興起，有越來越多的業者紛紛透過Facebook粉絲專頁之經營來進行運動鞋商品之宣傳。因此本研究之目的即探討代言人可信度及Facebook粉絲專頁之經營對於消費者運動鞋購買意願之影響。

本研究採用EKB消費者行為模式，分析台北市大專院校學生之基本特徵與獲得運動鞋相關資訊之來源、購買之動機，以及其對於代言人可信度及Facebook粉絲專頁經營衡量之重視程度是否存在差異性，並進而分析是否對於消費者運動鞋之購買意願產生影響。在代言人可信度構面，本研究使用吸引力、可靠性、專業性三個構面來進行衡量；而Facebook粉絲專頁經營衡量構面則透過介面易用性、資訊實用性、事件娛樂性、社會互動性四個構面來進行衡量。

根據結果顯示，代言人可信度之三個構面以及Facebook粉絲專頁經營衡量中之事件娛樂性、社會互動性均會對於消費者運動鞋之購買意願產生正向影響。本研究根據研究發現提出行銷之建議，以供運動鞋相關業者參考。

In recent years,due to the promotion of health awareness and introduction of participatory sporting goods,not only the intention of exercise but also the needs of sports shoes have increased in Taiwan.As the increasing sales of sports shoes,all sports brands companies have invested marketing budget to get consumers’ preference.Among marketing methods, credibility of spokesperson is one of the mainstream tools.Besides,due to the rise of social networking sites,there are an increasing numbers of companies,which use Facebook page for publicity of sports shoes.Therefore,the purpose of this study is to verify the impact of the credibility of spokesperson and Facebook page on consumers’ purchase intention of sports shoes.

The study uses EKB consumer behavior model as the framework to analyze the difference between the demographic characteristics of college students in Taipei and information sources、buying motives、the degree of attention of credibility of spokesperson、Facebook page operation,and also analyze the impact of the credibility of spokesperson and Facebook page on consumers’ purchase intention of sports shoes.The study uses the spokesperson credibility dimensions ,containing as attractiveness、reliability、professionalism ,and Facebook page operation dimensions,containing as information practicality、ease of use interface、event entertainment、social interaction to explore the effect of impact.

The study finds out that the spokesperson credibility dimensions with event entertainment、social interaction all have positive impact on consumers’ purchase intention of sports shoes.Based on the findings above,the study proposes some marketing suggestions for sports shoes related industries.