A Study on Impact of Sports Brand Spokespersons'' Source Credibility on Consumer''s Intention to Purchase

• Main Authors: Shumei Meggie Tsai, 蔡淑妹
• Other Authors: Pin Luarn
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/34491433077439266955

碩士 === 國立臺灣科技大學 === 管理研究所 === 91 === Abstract According to Ohanian’s (1991) research paper, celebrity endorser’s source credibility, contains three dimensions: attractiveness, trustworthiness, and expertise, has positive impact to consumers’ purchase intent. This research proved that the source credibility theory applies to sports brands’ marketing in Taiwan market as well. The researcher first conducted expert interviews with four types of local marketers: sports brand’s Taiwan office, sports brand’s licensed distributor, professional sports league, and sporting goods retailers. The findings not only confirm with Ohanian’s theory, but also discovered two additional factors, awareness and exposure, that affect consumers’ perception on endorser’s credibility, but also influence consumers’ intention to purchase. Based on the initial findings, the study then designed questionnaire for survey with consumers. The survey proved that endorser’s awareness and exposures have significant impact to consumers. When the Exposure Effect enhances the endorser’s awareness, the endorser’s awareness affects consumer’s perception on the source credibility. Thus, the study suggests the sports brand marketers, for better marketing values, to investigate the endorser’s existing awareness and potential media exposures, also to evaluate what a marketing mix the firm would spend for the endorser in order to increase his/her exposure. This study also provides two opinions to the sports brand marketers: 1. The frequence of endorser’s games being broadcast has positive impact to the marketing effects. 2. The endorser’s exposure has links to his/her awareness; the endorser’s awareness has positive impact to consumers’ intention to purchase through their perception to endorser’s credibility. Key Words: Sports Brand, Endorser, Source Credibility, Expertise, Trustworthiness, Attractiveness, Awareness, Exposure, Exposure Effect, Purchase Intent