運動明星代言運動產品對運動產品消費行為之影響

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题名:	運動明星代言運動產品對運動產品消費行為之影響 The Influence of Sports Celebrity Endorsement Sports Products on the Consumption Behavior of Sports Products
作者:	吳嘉釧 WU, CHIA-CHUAN
贡献者:	經營管理學系碩士在職專班
关键词:	職業運動;運動代言;消費行為 Professional Sports;Sports Endorsement;Consumption Behavior
日期:	2019
上传时间:	2019-11-11 03:15:18 (UTC+0)
出版者:	亞洲大學
摘要:	隨著市場競爭越來越激烈，當有新產品需要發表或需要建立品牌形象時，企業為了增加銷售量，會有許多行銷方法，而運動代言就是最能博得消費者的青睞的行銷手法之一，企業以運動代言吸引消費者的情感認同，進而使其購買產品。而運動員本身在某項運動的領先運動成就、技術、個人獨特的吸引力都會吸引消費者的關注，可以為商品帶來正面的形象，再加上知名運動員的人氣凝聚力，以及高度媒體曝光率，都可以企業帶來商機，這也是企業積極尋找運動代言人的主要因素。本研究主要目的在探討消費者對運動產品消費行為、棒球明星代言產品之現況並以球員經紀人的角度，探討棒球明星代言運動產品對消費者購買行為所產生之影響。研究發現，球員經紀人在為球員們挑選適合的代言的時候，主要是先以運動員本身需求為主，之後再依照不同球員本身的特質、可能影響的族群以及產品的特性，來為不同的球員挑選適合的代言，以符合每位全員本身的形象。 As the market competition becomes more and more fierce, when new products need to be published or need to establish a brand image, enterprises will have many marketing methods in order to increase sales volume, and sports endorsement is one of the most popular marketing methods for consumers. Enterprises use sports endorsements to attract consumers' emotional identity and then purchase products. The athletes’ own sporting achievements, technology, and personal attraction in a certain sport will attract consumers’ attention and bring positive images to the products, coupled with the popular cohesiveness of well-known athletes and high media exposure. Both can bring business opportunities to enterprises, which is also the main factor for enterprises to actively seek sports spokespersons. The main purpose of this study is to explore the consumer's current behavior of sports products, the status of baseball star endorsement products and the impact of baseball celebrity endorsement sports products on consumer purchasing behavior from the perspective of player brokers. The study found that when players choose the appropriate endorsements for the players, they mainly focus on the athletes themselves, and then different players according to the characteristics of the players themselves, the ethnic groups that may be affected, and the characteristics of the products. Pick the right endorsements to match the image of each member.
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