อิทธิพลของการรับรู้ความสอดคล้องระหว่างผู้แนะนำสินค้าที่เป็นนักกีฬาและสินค้ากีฬาที่มีผลต่อความตั้งใจซื้อ / ญาดา รังสิเสนา ณ อยุธยา = Influence of perceived fit between athlete endorser and sport product on purchase intention / Yada Rangsisena Na Ayudhya
Purpose: The objective of this study has two folds: to examine the perception of fit between famous athlete endorser and sport-related product versus nonsport-related product and to examine the effects of perceived fit on purchase intention among Thai consumers.Methods: Posttest-only experimental design was employed to answer research objectives. Subjects (n = 100) in this study were undergraduate students from Chulalongkorn Unviersity. They were randomly assigned into two groups. Two fictitious advertisements in which both using the same athlete endorser but different product type were designed. Independent sample t-test and simple linear regression were employed to test hypotheses. Conclusion: Results show that the level of perceived fit is significantly higher for athlete endorser and sport-related product. Moreover, perceived fit significantly and positively affects purchase intention. The results of this study has several practical contributions for practioners and marketers when trying to use sport marketing to sell products and services strategically in the future.