The Influence of Sport Involvement and Sport Product Endorser on the Elementary School Students' Purchase Intention for Sport Products:A Case Study on Taichung City

• Main Authors: Hsin-Han Tsai, 蔡欣翰
• Other Authors: Chien- Pang Lee
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/46gucv

碩士 === 大葉大學 === 管理學院碩士在職專班 === 103 === ABSTRACT The purpose of this thesis was to investigate the effect of the involvement of sports products, campaign spokesman credibility and advertising effectiveness to the purchase intention. The population of this thesis is the grader elementary students in Taichung. The investigation period of this thesis is from Sep. 1, 2014 to Oct. 15, 2014. 520 questionnaires are surveyed in this thesis. According to the results, this thesis gave the following conclusions: (a) “products gain value” and “product pleasure value” positive affect the “attractive”, “professional”, and “reliability” of spokesman. (b) the "attractive", "professional", and "reliability" of spokesmen positive affect “advertising”. (c) The advertising will enhance the purchase intentions of students. (d) the involvement of sports products is also effect the purchase intention of students. According to the results of this study, advertising can actually promote the consumer's willingness to buy, and choose a suitable product spokesman. Key words: movement involvement 、 Spokesperson credibility, advertisement, purchase intention