運動員代言人外表吸引力與運動賽事類型之配適效果－－配適假說於運動行銷之探討

The Match-up Effect between Athlete Endorsers' Physical Attractiveness and Sporting Event Types-Investigation on Match-up Hypothesis in Sports Marketing

本研究主要應用配適假說於運動行銷領域，以2×2的因子設計，探討運動員代言人外表吸引力與運動賽事類型的配適效果。研究結果顯示運動員代言人外表吸引力與外表吸引力相關運動賽事類型對廣告效果有顯著的影響，且高度外表吸引力運動員代言人的廣告態度顯著優於適度外表吸引力運動員代言人。運動員代言人外表吸引力與外表吸引力相關運動賽事類型對代言人可信度亦有顯著的影響，且高度外表吸引力運動員代言人的吸引力顯著優於適度外表吸引力運動員代言人。此外，運動員代言人外表吸引力與運動賽事類型的配適會產生較高的運動員代言人可信度與廣告效果。故企業選擇運動員代言人時，應考量其外表吸引力與所欲廣告賽事類型間的配適。

This study applies Match-up Hypothesis to sports marketing by using a 2×2 factorial design to investigate the match-up effect between physical attractiveness of athlete endorsers and sports event types. The results indicate that both athlete endorsers' physical attractiveness and event types related to physical attractiveness significantly affect the effectiveness of advertising, and also that highly physically attractive athlete endorsers are superior to moderately attractive ones for advertisement attitude. Athlete endorsers' physical attractiveness and sport types related to physical attractiveness both have significant effect on endorsers' credibility, and highly physically attractive athlete endorsers are superior to moderately attractive ones. Also, the match-up between athlete endorsers' physical attractiveness and sporting event types causes higher athlete endorsers' credibility and advertisement effectiveness. Thus, the study recommends that businesses consider the match-up between athlete endorsers' physical attractiveness and sporting event types when choosing athlete endorsers.