Purpose

The aim of this research is to measure the impact of eWOM (electronic word of mouth) and brand celebrity use on the purchasing behavior of sports consumers.

Design/methodology/approach

To test the model hypotheses, sports consumers who use social media and have purchased at least one online sports product were selected as the research group. Online survey method was used, and 836 participants were reached. The model was tested with structural equation modeling (SEM) through smart PLS software.

Findings

As a result, the quality, credibility and usefulness of the information consumers encounter on online platforms cause them to adopt information about products or services, and then exhibit online purchase behavior. While the attractiveness and trustworthiness of celebrities are seen as important factors affecting consumers' online purchase of sports products, the effect of celebrity expertise was found to be ineffective in this study.

Practical implications

Marketers can develop more effective eWOM strategies by considering consumers' expectations. Businesses that want to implement an effective marketing strategy may prefer celebrities in product promotions or advertisements of their brands.

Originality/value

This research revealed the effect of eWOM and celebrity endorsement on the online purchase behavior of sports consumers in terms of the sports industry. Unlike previous studies, this study examined these variables together on sports consumers and contributed to the development of models.

中文翻译：

---

体育消费者的在线购买行为：网络口碑和名人代言的影响

 目的

本研究的目的是衡量 eWOM（电子口碑）和品牌名人的使用对体育消费者购买行为的影响。

设计/方法论/途径

为了检验模型假设，选择使用社交媒体并购买过至少一种在线体育产品的体育消费者作为研究组。采用网上调查方式，共调查836人。通过智能 PLS 软件对模型进行结构方程建模 (SEM) 测试。

 发现

因此，消费者在网络平台上遇到的信息的质量、可信度和有用性促使他们采用有关产品或服务的信息，然后表现出在线购买行为。虽然名人的吸引力和可信度被视为影响消费者在线购买体育产品的重要因素，但本研究发现名人专业知识的作用并不有效。

 实际影响

营销人员可以通过考虑消费者的期望来制定更有效的电子口碑策略。想要实施有效的营销策略的企业可能更喜欢名人在其品牌的产品促销或广告中。

 原创性/价值

本研究从体育产业角度揭示了网络口碑和明星代言对体育消费者在线购买行为的影响。与之前的研究不同，这项研究在体育消费者身上一起考察了这些变量，并有助于模型的开发。