運動員代言人與產品配適度之文獻回顧

A Review of Athlete Endorser-Product Fit Studies

10.6547/tassm.2011.0009

梁懷良(Huai-Liang Liang)；高月慈(Yueh-Tzu Kao)；林鉦棽(Timothy Cheng-Chen Lin)

名人代言人 ； 運動員代言人 ； 配適假設理論 ； 購買意圖 ； celebrity endorser ； athlete endorser ； match-up hypothesis ； purchase intention

臺灣體育運動管理學報

11卷3期（2011 / 09 / 01）

191 - 213

英文

本篇研究是從1999年至2010年由13個主要行銷期刊中，探討有關於名人代言人與產品配適假設（the match-up hypothesis）之文獻回顧。在這些研究資料顯示出，更加重視運動員所代言運動產品與非運動產品的有效性。而這些研究結果證實了運動員代言人的形象可以有效促進消費者購買產品的意願。然而，研究中發現有一種特殊代言的類型是由運動員所代言的產品乃屬非運動相關性產品。此種代言人與產品配適的情形明顯與配適假設理論所提出的合適的效果類型和產品之間的代言人有高度配適效果不同。經由本研究以大量的實證文獻結果顯示，配適效果發現了在消費者對品牌的態度上，運動員代言與運動產品的效果比名人代言運動產品的效果會更好。然而，並非所有的代言人都能有效的代言相關產品。因此，在未來的研究上建議，探討對廣告效果上非運動員的代言人和運動產品配適情形的研究發展。

We reviewed studies on the match-up hypothesis of celebrity endorsers published by 13 marketing journals from 1999 to 2010. Recent studies have focused more on the effectiveness of athlete endorsers promoting sports and non-sports products. The results of these studies indicated that the image of the athlete endorser can contribute significantly to the consumer's purchase intentions toward the product. However, we observed that one endorsement type involves using athletes to endorse products that are irrelevant to sports. This type clearly contradicts the theoretical foundation of the match-up hypothesis, which maintains the effectiveness of the fit between the endorser and the product. By quantitatively integrating the empirical results of numerous studies, we determined that the match-up effect of an athlete endorsing a sports product was higher than that of a celebrity influencing consumers' attitudes toward the brand. We recommend future studies to explore the effect of the fit between non-athlete endorsers and sport products on advertising effectiveness.

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