賽事認同與商品屬性對授權商品購買意願的影響：知覺價值的中介效果

The influence of event identification and merchandise attributes on licensed merchandise purchase intention: The mediating effects of perceived value

緒論：運動賽事授權商品購買行為在過往研究中較少被觸及，為補足此一缺口，本研究整合了職業運動與校際運動及一般商品與旅遊紀念品的文獻，提出一個假設模式進行測試，並以2017臺北世大運為案例。方法：於臺北市的4個實體門市對店內參觀、選購的民眾進行調查，計得462份有效問卷。問卷內容包含個人背景變項、賽事認同、商品屬性、知覺價值與購買意願，並以結構方程模式對變項間的關係進行考驗。結果：從職業運動與校際運動授權商品購買所取得的「賽事認同→知覺價值→購買意願」徑路全部獲得支持，具體來說賽事認同除直接影響購買意願外，亦間接透過知覺價值影響購買意願；而從一般商品與旅遊紀念品購買所衍生的「商品屬性→知覺價值→購買意願」徑路，只在以知覺價值為中介變項的徑路獲得支持。從影響效果來看，賽事認同對購買意願影響的總效果高於商品屬性。結論：賽事認同可透過知覺價值間接影響購買意願，亦可直接影響購買意願，但商品屬性只能透過價值的中介來觸發購買意願。根據研究發現，除對賽事認同和商品屬性兩個變項所衍生的實務意涵進行說明外，也給未來研究提供可行建言。

Introduction: Purchase behavior in the case of merchandise licensed by major sports events has seldom been studied. To fill this gap, this study tested a hypothetical model, which integrated related studies on professional sports, interscholastic sports, normal merchandise, and tourist souvenirs, using the Taipei 2017 Universiade as a case study. Methods: A survey was conducted with consumers who visited and made purchases at four physical stores in Taipei City; 462 valid questionnaires were collected. The questionnaire content included personal background, sport event identification, product attributes, perceived value, and purchase intention. The relationships between variables were tested using a structural equation model. Results: The results supported the path of 'sport event identification → perceived value → purchase intention' indicated by the purchase of products licensed by professional sports and interscholastic sports. Specifically, sport event identification not only directly affected purchase intention, but also indirectly affected it through perceived value. The results also supported the path of 'product attributes → perceived value → purchase intention' when perceived value was an intermediate variable derived from the purchase of normal merchandise and tourist souvenirs. Sport event identification had an overall higher effect on purchase intention than product attributes. Conclusion: Sport event identification can affect purchase intention directly as well as indirectly through perceived value. However, product attributes can only trigger purchase intention through the intermediate effect of perceived value. The results of this study not only illustrate the practical implications of the variables sport event identification and product attributes, but also provide possible directions for future research.