| Summary: | 碩士 === 國立屏東科技大學 === 休閒運動健康系所 === 104 === The purpose of this study was to explore Sport Brand Endorsers on Consumer’s Credibility, Advertising Effects and Purchase Intention. The questionnaires were sent out to Gym memberships in Tainan, Kaohsiung, Pingtung. A questionnaire survey was administered. A total of 370 questionnaires were distributed, of which 350 were valid and the effective rate is 94.5%. The collected data were analyzed by descriptive statistical analysis, independent sample t-test, one-way ANOVA, Pearson product-moment correlation analysis and multiple hierarchical regression analysis using SPSS 20.0 for mac. The results are as follows: (a) Consumer’s Credibility, Advertising Effects and Purchase Intention Significantly positive correlation. (b) Credibility could significantly and positively predict advertising effect and brand’s attitude. Professiona credibility couldn't significantly and positively predict of advertising attitude. (c) Credibility and attractiveness of the product couldn’t significantly and positively predict consumer purchase intention. characterized by spokesman could significantly and positively predict consumer purchase intention. advertising effect could significantly and positively predict consumer purchase intention. Based on the results, suggestions and suppliers of sport product were addressed in this study.
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