探討籃球鞋代言人對消費者的可信度與再購買意願之影響

A study of exploring the influence of basketball shoes spokesperson on consumers' credibility and willingness to purchase

隨著現代人對於運動意識的抬頭，各家運動品牌不斷利用贊助職業賽事、舉辦過季商品特賣、於電視牆或廣告看板刊登廣告等方式來使自家產品受到更多消費者的關注，當廣告文宣都已經成功執行但銷售效果卻不如預期時，多半的產業會使用代言人為產品代言，期望透過代言人打破窘境，在運動產業更是如此。本研究者要針對籃球鞋代言人可信度對於購買意願、滿意度、再購買意願之影響；本研究採用問卷發放，共發出100份問卷，實證部分使用SPSS統計軟體來進行資料分析，結果發現，籃球鞋代言人可信度對於購買意願、滿意度、再購買意願皆有顯著影響。對於球鞋類商品來說找到該運動的球員代言對其消費者接受度最佳，當運動品牌在尋求運動員代言時，首先注重的是代言人的知名度，因有了高知明度也就是擁有高媒體曝光率，方可吸引消費者目光，接著消費者才會開始檢視該代言人的專業性與可靠性，若能符合越多項構面則較能對品牌價值與產品本身帶來豐碩的效益。

With the rise of modern people's awareness of sports, various sports brands continue to use methods such as sponsoring professional events, holding off-season merchandise sales, and placing advertisements on TV walls or billboards to make their products attract more consumers' attention. When the propaganda has been successfully implemented but the sales effect is not as expected, most industries use spokespersons to endorse products, hoping to break the predicament through spokespersons, especially in the sports industry. This researcher wants to focus on the impact of basketball shoe spokesperson's credibility on purchase intention, satisfaction, and repurchase intention. This study uses questionnaires to issue a total of 100 questionnaires, and the empirical part uses SPSS statistical software to conduct data analysis. The results found that credibility of basketball shoe spokespersons has a significant impact on purchase intention, satisfaction, and repurchase intention. For sneaker products, players who find the sport's endorsement are the most acceptable to consumers. When a sports brand is seeking an athlete's endorsement, the first thing to pay attention to is the popularity of the spokesperson because high knowledge and clarity means high media exposure. In order to attract the attention of consumers, then consumers begin to examine the professionalism and reliability of the spokesperson. If it can meet multiple aspects, the more it brings rich benefits to the brand value and the product itself.