運動品牌對於現今社會已不侷限於運動方面，對於消費者而言也可以是一種時尚的代表，運動員在賽場上的表現也可以讓消費者有所共鳴，對其所代言的產品也會產生興趣進而增加購買意願。因此本研究NIKE和Lebron James為例，欲探討其偶像崇拜對於購買意願的影響力，以及透過品牌形象與廣告態度是否能更於增加與帶動購買意願。
本研究透過網路問卷，針對認識NIKE和Lebron James之消費者進行調查，共收集302位消費者作為研究樣本。實證結果顯示在偶像崇拜對購買意願的影響下，發現偶像崇拜是會透過品牌形象與廣告態度正向影響購買意願。此研究結果以提供運動品牌業者做為重要理論與管理意涵。
Sports brands are no longer limited to sports in today's society. They can also be a representative of fashion for consumers. The performance of athletes on the field can also resonate with consumers, and they will also be interested in the products they endorse. thereby increasing purchase intention. Therefore, this study takes NIKE and Lebron James as examples to explore the influence of their idol worship on purchase intention, and whether brand image and advertising attitude can more increase and drive purchase intention.
This study conducted a survey on consumers who knew NIKE and Lebron James through online questionnaires, and collected a total of 302 consumers as a research sample. The empirical results show that under the influence of idol worship on purchase intention, it is found that idol worship positively affects purchase intention through brand image and advertising attitude. The results of this study provide important theoretical and managerial implications for sports brands.
