| Summary: | 碩士 === 樹德科技大學 === 經營管理研究所 === 102 === Since the issue of endorsing advertisement has been sincerely happened in individual’s daily life, it is always a popular issue for the manufactures to select the most suitable endorsers for companies with limited budget. The correlation between the athlete-endorser and the normal produce is quite often one of the topics hidden behind the field that draws consumers’ interest. The goal of this study mainly focuses on the relationship between athlete-endorsers and consumers’ purchase intention. More specific, this study also investigates the role of product involvement as an important moderator when it exists incongruence between the athlete-endorser and the consumer’s purchase intention. As well as if such incongruence could enhance the willing of purchase of those who have different knowledge on the product. First of all, this study first tried to find 50 individuals to pick what they thought might be the most incongruent between the famous sportsman and the product, and then have a formal questionnaire by randomly sampling on testers who are defined either highly or less involved in the product for prior test in this study. A total of 300 questionnaires were given to each group of the tester, which ended up 600 questionnaires in this study. Among those 600 questionnaires, 259 questionnaires for A group and 277 questionnaires for B group are effective. The data collected was processed with the SPSS software and analyzed through simple regression and the ANVOA to find if the incongruence between the endorser and the produce is correlated with the consumer’s purchase intention. This study found that even if there exists incongruence between an athlete-endorser and the normal product, it still significantly increase the consumer’s purchase intention. Therefore, it might show that the more a consumer gets involved with a product, the more possibly that the consumer would like to pay for it; furthermore, it will turn into a guaranteed deal when such product is right for consumers.
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