著者
備前 嘉文 原田 宗彦
出版者
Japanese Association for Sport Management
雑誌
スポーツマネジメント研究 (ISSN:18840094)
巻号頁・発行日
vol.2, no.1, pp.19-32, 2010-02-25 (Released:2010-08-31)
参考文献数
39
被引用文献数
2 2

The use of celebrity endorsers is widespread in many countries. Today, many companies use famous athletes as endorsers for their products. These athletes are expected to accomplish a number of marketing objectives, such as capturing consumers' attention, building a positive image of a product, and increasing consumers' purchase intentions. However, despite the widespread use of athletes as endorsers, the influence of athlete endorsers on consumer behavior has not been well-understood. The purpose of this study is to examine the influence of athlete endorsers on consumers' purchase behaviors through the elaboration of the construct “attractiveness of athletes.” This research consisted of two studies. The first study was conducted to identify the factors of athletes' attractiveness using an exploratory factor analysis. The second study examines what effects the attractiveness has on consumers' purchase behaviors. In Study 1, four factors underlying the attractiveness of athletes emerged. In Study 2, the influence of athlete endorsers on consumer behavior was discussed, followed by a reporting of the results.

言及状況

外部データベース (DOI)

Twitter (2 users, 2 posts, 14 favorites)

少し古い論文ですが、スポーツ選手の魅力とか消費者の購買意図への効果とかの分析を読むと、魅力の構成因子に張本選手が当てはまっているし、ポカリも買いたくなるので、なるほどなと思います。 https://t.co/BJaRkzPDgZ… https://t.co/q9ljCGGLrD

収集済み URL リスト