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題名 運動品牌影響者行銷及其效益之研究
Sports Brand Influencer Marketing and Its Benefits作者 孫石祥
Sun, Shi-Xiang貢獻者 陳建維
Chen, Chien-Wei
孫石祥
Sun, Shi-Xiang關鍵詞 運動行銷
代言
網路口碑
溝通效果
品牌强度日期 2024 上傳時間 4-Oct-2024 11:02:54 (UTC+8) 摘要 運動品牌選擇藝人、運動員等代言人來推廣品牌和產品如今已成為一種主流的行銷方式。然而隨著網際網路社群媒體的多元化發展，社群媒體上的網絡口碑也會對消費者的購買行為產生了影響。因此對於運動品牌運用代言人進行影響者行銷時，為了實現品牌及產品行銷目標需要如何利用代言人的多種特質以及網絡口碑的多種屬性就顯得尤為重要。同時，代言人選擇與品牌方合作，除了經濟利益以外也希望通過品牌的宣傳和社群媒體的互動增加自己的影響力。 綜上，本研究欲探討代言人特質與其在社群媒體所創造的網絡口碑對品牌以及代言人自身溝通效果的影響，同時也會探討代言人特質與與其創造的網絡口碑是否直接影響品牌強度還是通過消費者對品牌及代言人的態度間接影響品牌強度。 本研究通過發放線上問卷收集之調查方式，針對有購買過運動產品的消費者進行隨機抽樣調查。經研究結果顯示，代言人可靠性與網絡口碑的客觀性皆會影響品牌的溝通效果，同時網絡口碑的客觀性還會影響代言人自身溝通效果。代言人特質以及其創造的網絡口碑不僅會直接影響品牌強度，也會通過消費者對品牌及代言人的態度間接影響品牌強度，本論文將逐一闡述詳細的結果。 參考文獻 中文文獻 李宜真. (2019). 網路紅人說服效果之研究. 國立政治大學. 李威龍, 留淑芳, & 劉明宗. (2005). 網路口耳相傳訊息數量, 訊息方向暨性別對訊息說服效果之影響. 行銷科學學報, 1(2), 165-201. 杜錦豊, 李志峰, & 邱智麟. (2003). 論運動贊助與贊助效益的評量. 政大體育研究, (15), 121-134. 林房儹. (2003). 運動產業分類與四P模型之探討. 臺灣體育運動管理學報, 2, 1-13. 林建煌. (2002). 消费者行为. 智胜文化事业有限公司. 徐靜儀. (2002). 廣告訴求對廣告效果影響之研究-以網頁廣告為例. 東吳大學. 台北市 祝鳳岡. (1996). 整合行銷傳播之應用: 觀念與問題. 傳播研究簡訊, (6), 6-8. 張良漢. (1999). 企業贊助體育運動初探. 大專體育, 42, 142-148. 張春健. (2009). 贊助天機—贊助活動之必讀. 企業管理出版社. 陳忠斌. (2018). 網紅代言效果之探討 : 以產品與代言人一致性為調節變數. 國立政治大學. 台北市 陳敏郎. (2001). 廣告代言人對推薦品牌廣告效果影響之研究. 國立交通大學. 新竹市. 程紹同. (1998). 運動贊助策略學. 漢文書局. 賀鈺婷. (2021). 品牌運用名人之行銷與口碑效果-以戴資穎代言運動品牌為例. 國立政治大學. 台北市. 黃煜. (2008). 運動行銷學. 華都文化. 黃靖中. (2010). 運動代言人形象與消費者購買意願之影響-以品牌形象為調節變項. 國立高雄師範大學. 高雄市. 葉公鼎. (2001). 論運動產業之範疇與分類. 運動管理季刊, 1, 8-21. 練乃華. (1990). 推薦式廣告之溝通效果研究. 國立臺灣大學商學研究所. 台北市 蔡俊五, & 趙長杰. (2001). 體育贊助導論. 北京：人民體育出版社. 蔡俊五. (1999). 體育贊助的起源、地位和魅力. 北京體育師範學院學報, 11(4), 13-20. 蔡淑妹. (2002). 運動品牌代言人可信度來源因素對消費者購買意願影響之研究.國立台灣科技大學. 台北市 英文文獻 Arndt, J. (1967). Role of product-related conversations in the diffusion of a new product. Journal of Marketing Research, 4(3), 291-295. Baker, M. J., & Churchill Jr, G. A. (1977). The impact of physically attractive models on advertising evaluations. Journal of Marketing research, 14(4), 538-555. Bergkvist, L., & Zhou, K. Q. (2016). Celebrity endorsements: A literature review and research agenda. International Journal of Advertising, 35(4), 642-663. Bickart, B., & Schindler, R. M. (2001). 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國立政治大學
國際經營與貿易學系
110351051資料來源 http://thesis.lib.nccu.edu.tw/record/#G0110351051 資料類型 thesis dc.contributor.advisor 陳建維 zh_TW dc.contributor.advisor Chen, Chien-Wei en_US dc.contributor.author (Authors) 孫石祥 zh_TW dc.contributor.author (Authors) Sun, Shi-Xiang en_US dc.creator (作者) 孫石祥 zh_TW dc.creator (作者) Sun, Shi-Xiang en_US dc.date (日期) 2024 en_US dc.date.accessioned 4-Oct-2024 11:02:54 (UTC+8) - dc.date.available 4-Oct-2024 11:02:54 (UTC+8) - dc.date.issued (上傳時間) 4-Oct-2024 11:02:54 (UTC+8) - dc.identifier (Other Identifiers) G0110351051 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/153920 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際經營與貿易學系 zh_TW dc.description (描述) 110351051 zh_TW dc.description.abstract (摘要) 運動品牌選擇藝人、運動員等代言人來推廣品牌和產品如今已成為一種主流的行銷方式。然而隨著網際網路社群媒體的多元化發展，社群媒體上的網絡口碑也會對消費者的購買行為產生了影響。因此對於運動品牌運用代言人進行影響者行銷時，為了實現品牌及產品行銷目標需要如何利用代言人的多種特質以及網絡口碑的多種屬性就顯得尤為重要。同時，代言人選擇與品牌方合作，除了經濟利益以外也希望通過品牌的宣傳和社群媒體的互動增加自己的影響力。 綜上，本研究欲探討代言人特質與其在社群媒體所創造的網絡口碑對品牌以及代言人自身溝通效果的影響，同時也會探討代言人特質與與其創造的網絡口碑是否直接影響品牌強度還是通過消費者對品牌及代言人的態度間接影響品牌強度。 本研究通過發放線上問卷收集之調查方式，針對有購買過運動產品的消費者進行隨機抽樣調查。經研究結果顯示，代言人可靠性與網絡口碑的客觀性皆會影響品牌的溝通效果，同時網絡口碑的客觀性還會影響代言人自身溝通效果。代言人特質以及其創造的網絡口碑不僅會直接影響品牌強度，也會通過消費者對品牌及代言人的態度間接影響品牌強度，本論文將逐一闡述詳細的結果。 zh_TW dc.description.tableofcontents 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 3 第三節 研究流程 4 第二章 文獻探討 5 第一節 運動產業與運動行銷 5 第二節 運動贊助與代言 9 第三節 網絡口碑 17 第四節 溝通效果 20 第五節 品牌強度 22 第三章 研究方法 24 第一節 研究架構 24 第二節 研究假設 25 第三節 變數操作型定義與衡量工具 33 第四節 問卷設計 39 第五節 資料收集與分析方法 40 第四章 資料分析 42 第一節 敘述性統計分析 42 第二節 因素分析 48 第三節 信度分析 55 第四節 迴歸分析 56 第五節 中介效果檢定分析 69 第五章 結論 74 第一節 研究結果 74 第二節 管理意涵 80 第三節 研究限制與建議 81 參考文獻 84 附錄—研究問卷 91 zh_TW dc.format.extent 2876665 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0110351051 en_US dc.subject (關鍵詞) 運動行銷 zh_TW dc.subject (關鍵詞) 代言 zh_TW dc.subject (關鍵詞) 網路口碑 zh_TW dc.subject (關鍵詞) 溝通效果 zh_TW dc.subject (關鍵詞) 品牌强度 zh_TW dc.title (題名) 運動品牌影響者行銷及其效益之研究 zh_TW dc.title (題名) Sports Brand Influencer Marketing and Its Benefits en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文文獻 李宜真. 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