The Marketing Effect of Professional Sport Players as Product Spokesperson in Taiwan

• Main Authors: Yi-ling Kuo, 郭怡伶
• Other Authors: JoelZhengyi Shon
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/59313592998795153680

碩士 === 台南科技大學 === 商學與管理研究所 === 95 === Advertisements are one of the most important tools of communication. It is by far the most widely used marketing tool. Consumers are inundated with TV commercials. In practice, more and more businesses are looking for spokespersons to increase sales volume. This study is focused on the effectiveness of professional sports player as spokesperson, the effectiveness of the advertisements, and influence of advertisements on customers’ decision making. An Internet based questionnaire with nine selected TV commercials was posted on a website. Around 1000 users were invited to fill in the questionnaire. Through the analysis of representation of different professional athletes and the family background and life style of consumers, we take a deeper look at the effect of professional athlete representation and how it affects the consumers decision making. The major conclusions are: (1)The sports player as spokesperson had positive influence on purchase intention. (2)The sports player as spokesperson had positive influence on advertisement effect. (3)The advertisement effect had positive influence on purchase intention. (4)The advertisement effect had positive influence on product attitude. We believe that various effects will be unilateral.