代言人類型與訊息可信度對運動品牌購買意願之影響

The Influence of Endorser Type and Source Credibility on the Purchase Intention of Sports Brands

近年來，由於健康意識抬頭，國人運動風氣也隨之盛行，各大運動品牌嗅到了龐大的商機，推出各式各樣的產品搶占市場，不僅各項專業運動用品一應俱全，甚至觸及民眾一般生活中能使用到的商品。而為了讓自己的產品在市場上提升能見度，也紛紛尋求透過代言人來推廣公司產品。然而，過往運動品牌的代言主要以專業運動員為主流，近期由於社群媒體逐漸成為主流，開始有廠商透過名人、網紅在社群媒體上來代言產品，但代言人類型的不同、平台的差異，對於代言效果是否會有影響，目前在學術上並沒有太充分的實證證據可做詮釋，實務上也是迫切需要瞭解的議題。本研究模擬代言人在Instagram平台上發文之廣告，從運動品牌的角度，探討不同類型代言人，其訊息來源可信度之差異，以及訊息來源可信度對購買意願之影響。研究結果顯示，名人類型代言人在訊息來源可信度的吸引力面向顯著高於專業運動員，而專業運動員類型代言人則是在專業性顯著高於名人。除此之外，對於運動品牌來說，無論選擇專業運動員或名人做為代言，可靠性都是訊息來源可信度中影響購買意願的重要因素，而對於偏好專業運動員代言的族群，代言人吸引力也會對購買意願有顯著的影響，而偏好名人代言的族群，則是專業性對購買意願有顯著的影響。

Recently, with the rise of health consciousness and the popularity of exercise among people, major sports brands have smelled a huge business opportunity and launched a variety of products to capture the market, not only all kinds of professional sports goods, but also goods that people can use in their daily lives. In order to enhance the visibility of their products in the market, the companies have sought to promote their products through endorsers. However, sports brand endorsements were mainly made by professional athletes in the past. Recently, as social media has gradually become mainstream, some companies have started to endorse their products through celebrities and internet celebrities on social media. Nevertheless, there is no sufficient empirical evidence in academic to well interpret whether the different types of endorsements and different platforms will influence the endorsement effect, and it is also a topic that needs to be understood in practice. This study simulates endorser's posting on Instagram to investigate the credibility difference among different endorser types, and the possible impact on purchase intention. Analytical results show that, celebrity endorsers are significantly more attractive than professional athletes in three source credibility dimensions, while professional athlete endorsers are significantly more professional than celebrities. In addition, for sports brands, whether they choose professional athletes or celebrities as endorsers, trustworthiness is an important factor in the source credibility that affects purchase intentions. For those who prefer professional athletes to endorse, the attractiveness of the endorser also has a significant impact on purchase intentions, while for those who prefer celebrities to endorse, professionalism has a significant impact on purchase intentions.