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研究生:連啟仲
研究生(外文):LIEN, CHI-CHUNG
論文名稱:自我監控模式對運動用品品牌態度之影響:以置入性行銷與代言人為干擾
論文名稱(外文):The Effect of Self-Monitoring on Athletic Brand Attitude: Moderating by Placement Marketing and Brand Endorser
指導教授:陳綉里陳綉里引用關係
指導教授(外文):CHEN, HSIU-LI
口試委員:顧萱萱陳澤義
口試委員(外文):KU, HSUAN-HSUANCHEN, TSER-YIETH
口試日期:2017-05-11
學位類別:碩士
校院名稱:銘傳大學
系所名稱:國際企業學系碩士在職專班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:67
中文關鍵詞:運動行銷自我監控程度品牌態度置入性行銷代言人
外文關鍵詞:Sports MarketingSelf-MonitoringBrand AttitudeEmbedded MarketingSpokesperson
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近年來,運動風氣在台灣廣大盛行,加上今日為資訊快速流通的時代,很多不同於以往的傳統類型運動,也相繼引進台灣。因此,不同於過去的知名運動相關品牌(如:NIKE、adidas等),也有許多專業運動相關品牌不斷地引進台灣,所以各品牌如何行銷其自有產品,打開一個新的市場,自然變成品牌商的重要課題,本研究將就自我監控模式對運動品牌行銷時,產生的消費者態度作為探討,並以置入性行銷的手法與代言人行銷的方式作為干擾,瞭解市場上的消費者態度。
本研究的假設為:1.消費者自我監控程度高、低差異,對於消費者品牌態度有正向影響。2.產品行銷採用運動置入性行銷影片策略,對於消費者其品牌態度有正向影響。3.產品行銷採用相關專業代言人策略,對於消費者品牌態度有正向影響。4.對自我監控程度高、低差異的消費者採運動置入性影片行銷策略,對於消費者品牌態度有正向影響。5.對自我監控程度高、低差異的消費者採用專業代言人策略,對於消費者品牌態度有正向影響。據此上述,本研究共設計了兩種問卷,以便利抽樣之方式,透過人員訪問調查法以及網路問卷調查法兩種方式來進行樣本收集,總共回收了593份問卷,刪除無效問卷後,有效問卷共計有483份,發放期間為106/02/01~106/03/31。
本研究實證分析之結果為:1.消費者自我監控程度高、低差異,對於消費者品牌態度有正向影響,是成立的。2.產品行銷採用運動置入性行銷影片策略,對於消費者其品牌態度有正向影響,是不成立的。3.產品行銷採用相關專業代言人策略,對於消費者品牌態度有正向影響,是成立的。4.對自我監控程度高、低差異的消費者採運動置入性影片行銷策略,對於消費者品牌態度有正向影響,是不成立的。5.對自我監控程度高、低差異的消費者採用專業代言人策略,對於消費者品牌態度有正向影響,是成立的。

In recent years, the majority of sports culture is getting popular in Taiwan. As the rapid flow of information, many new type exercises, which are different from the past, have introduced in Taiwan. Thus, unlike the last well-known sports-related brands (e.g. NIKE, Adidas, etc.), there are many professional sports related brands continue introduce in Taiwan. Each of the brands has their own marketing strategy to sales its own products, to open up a new market becomes an important issue for the brands. This study will be focused on the self-monitoring model of sports brand marketing, using the consumer attitude as a discussion and the embedded of marketing practices and spokesperson marketing as a way to interfere with the market to understand the consumer attitudes.
The hypotheses of this study are: (1) The level of self-monitoring of consumers has a positive effect on consumer brand attitude. (2) Using sports video as placement strategy has a positive impact on consumer brand attitudes. (3) Using the relevant professional spokesperson strategy has a positive impact on the consumer brand attitude (4) High level of self-monitoring, low consumer differences in sports embedded video marketing strategy, and have a positive impact on consumer brand attitude. (5) Self-monitoring level (high vs. low) has a positive impact on consumer attitude when using of professional spokesperson strategy. Based on the above, two questionnaires were designed to facilitate the sampling, through the personnel access survey method and the network questionnaire survey method to carry out sample collection, a total of 593 questionnaires were collected, deleted the invalid questionnaire, a total of 483 valid questionnaires were issued for 106/02/01 ~ 106/03/31.
The empirical analysis results in this study: (1) Consumers self-monitoring level of high and low differences, for the consumer brand attitude has a positive impact, is supported. (2) Marketing strategy using sports embedded video into the marketing strategy for consumers has a positive impact on their brand's attitude is not supported. (3) Marketing strategy using the relevant professional spokesperson strategy for the consumer brand attitude has a positive impact, is supported. (4) The hypothesis that self-monitoring level has a positive impact on consumer attitude toward the brand in consumer sports embedded video is not supported. (5) Self-monitoring of high and low differences in the use of professional spokesperson strategy for consumer brand attitude has a positive impact has not established.

目錄 V
圖目錄 VII
表目錄 VIII
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 3
第三節 研究步驟 4
第貳章 文獻探討 5
第一節 運動行銷 (SPORTS MARKETING) 5
一、運動行銷的定義 5
二、運動行銷的基礎理論 6
三、運動行銷的方向與特性 7
四、小結 8
第二節 置入性行銷 (PLACEMENT MARKETING) 9
一、置入性行銷的定義 9
二、置入性行銷的分類 9
三、小結 10
第三節 自我監控模式 (SELF MONITORING) 11
一、自我監控模式的定義 11
二、自我監控的相關文獻 11
三、自我監控量表 12
四、小結 13
第四節 代言人 (ENDORSER) 14
一、代言人的定義 14
二、代言人的分類、可信度及適配性 15
三、小結 16
第五節 品牌態度(BRAND ATTITUDE) 17
一、態度之定義 17
二、品牌態度 19
第參章 研究設計與方法 20
第一節 研究架構 20
第二節 變數之定義與衡量 22
第三節 抽樣調查與問卷設計 23
一、抽樣調查 23
二、問卷設計 23
三、問卷各題項說明 24
第四節 資料分析方法 25
一、敘述性統計分析 25
二、信度分析 25
三、效度分析 26
四、變異數分析 26
第五節 實驗設計 27
第肆章 實證分析與結果 28
第一節 樣本結構分析 28
第二節 信度、效度分析 33
一、信度分析 33
二、效度分析 33
第三節 假設之驗證 36
第四節 本章小結 41
第伍章 結論與建議 42
第一節 研究結果與管理意涵 42
第二節 研究貢獻 45
第三節 研究限制與未來研究之建議 46
參考文獻 47
附錄 51


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