スポーツマネジメント研究
Online ISSN : 2185-0313
Print ISSN : 1884-0094
ISSN-L : 1884-0094
原著論文
スポーツ選手が消費者の購買行動に及ぼす影響
商品推奨者としての役割
備前 嘉文原田 宗彦
著者情報
ジャーナル フリー

2010 年 2 巻 1 号 p. 19-32

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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.

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© 2010 日本スポーツマネジメント学会
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