A study on the Impact of the Promotions and the Credibility of Spokesperson on Consumer’s Purchase Intension of Sports Shoes —The Case of Adult Consumers in Taipei City.

• Main Authors: Yin,Kuang-Wen, 尹廣文
• Other Authors: Chen,Quang-Hua
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/t68thm

碩士 === 國立交通大學 === 管理科學系所 === 105 === In recent years, because of the rise of health awareness of the people, as well as the introduction of sports goods, high participation in the movement with the high demand for sports shoes. Various sports brands are all invested a lot of marketing budget to get the consumer's favorite. And in many marketing methods, the use of promotional activities for the various sports brands most commonly used one of the marketing methods. In addition, hire advertising spokesperson is also commonly used marketing methods. So the purpose of this study is to explore the promotional activities and advertising spokesperson credibility for the purchase of sports shoes will be the impact. In this study, the Harvard correction model is used to analyze the basic characteristics of adult consumers in Taipei City and the source of purchasing information about sports shoes, the motivations for purchasing, and whether there is any difference in the degree of emphasis on the credibility of promoters and spokespersons and to further analyze whether In this paper, we use the full amount of gifts, discounts, discount coupons, membership card cash feedback, the number of discounts to measure the six facets; and in the voice of the credibility of the concept, the study used to attract Sexual, reliability, professional three facets to measure. The results show that the credibility of the spokesperson in the reliability and promotional activities in the full amount of gifts, the number of discounts for consumers to buy a positive impact. This study is based on the findings found that marketing recommendations for sports shoes related industry reference.