FACTOR PERCEPTION OF CELEBRITIES AFFECTS TO THE PURCHASE DECISION OF TRIATHLON PRODUCT
Article Sidebar
Main Article Content
Abstract
Purpose
This research was to study factors perception and measure in trustworthiness, expertise, attractiveness, respect and similarity that affects to the purchase decision of triathlon product.
Methods
The sample of research consisted 401 Thai people who were 5 criteria. This research used questionnaires as the method to collect data with coefficient alpha equal 0.79. Data were processed by applying descriptive statistics which were frequency, percentage, mean and standard deviation. The research also was analyzed by Multiple Regression with statistical significance at 0.05.
Results
Factors perception level and the purchase decision of triathlon product found that overall of the samples scored in high level. Perception of attractiveness, respect, similarity were affected to purchase decision of triathlon product who living in Bangkok. The most important factor to purchase of triathlon product was recommendations for online reviews and the decision to buy that kind of product again in the future when satisfied with the experience of consuming.
Conclusion
Therefore, business regarding triathlon products should to concern marketing in this channel.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
References
Adam, M.A. & Hussain, N. (2017). Impact of Celebrity Endorsement on Consumer Buying Behavior. British Journal of Marketing Studies. 5(3), 79-121.
Anekthammakul, P (2010). The effects of using celebrities as product presenters with variety of brands in advertising. Master of Individual Education, Thammasat University.
Charbonneau J., & Garland R. (2005). Talent, Looks or Brains? New Zealand Advertising Practitioners' Views on Celebrity and Athlete Endorsers. Retrieved from https://www.semanticscholar.org/
Davies, F., & Slater, S. (2017). Exploring the Power of Sporting Celebrity Endorsements: A Comparison of Contrasting Sports.
Department of Business Development. (2019). Registered "fitness" decrease, the half-year of 2019 reached almost 500 peoples. Retrieved from https://www.prachachat.net/local-economy/news-351603
Harvard Health Letter. (2020). Boredom busters to revamp your exercise routine. Retrieved from https://www.health.harvard.edu/staying-healthy/boredom-busters-to-revamp-your-exercise-routine
Ironman. (2020). Toyota ironman 70.3 Bangsaen presented by mama. Retrieved from www.ironman.com/im703-bangsaen-results
Jampanyakul, K., & Prajaknet, P. (2021). Consumer’s Purchasing Decision through e-WOM and Influencer’s Perceived Credibility. Siam Communication Review. 20(2), 166-184.
Jempaen, N. (2017). Celebrity endorsement in advertising affects the purchase decision of scotch's consumer in Bangkok area. Bangkok University.
Khalid, R. & Yasmeen, T. (2019). Celebrity Physical Attractiveness Effect on Consumer Buying Behavior. JEMA: Jurnal Ilmiah Bidang Akuntansi dan Manajemen 16 (2), 173-180.
Kutthakaphan, R. & Chokesamritpol, W. (2013). The Use of Celebrity Endorsement with the Help of Electronic Communication Channel (Instagram): Case study of Magnum Ice Cream in Thailand. Master's thesis, Mälardalen University School of Business, Society and Engineering, Thailand.
Laguna Phuket Tri. (2020). LAGUNA PHUKET TRIATHLON. Retrieved from https://www.lagunaphukettri.com
National Statistical Office Thailand. (2022). Digital Advertising Association Thailand. Retrieved from http://service.nso.go.thnso/nsopublish/themes/files/icthh56.pdf
Otte, C., Hart, S., Neylan, T. C., Marmar, C. R., Yaffe, K., & Mohr, D. C. (2005). A meta-analysis of cortisol response to challenge in human aging: importance of gender. Psychoneuroendocrinology, 30(1), 80–91.
Paalma, M. (2019). The Perception of Nike Brand Ambassadors in Estonia. Estonian Business School Department of Marketing and Communication.
Palaang, K. (2018). The Influence of Advertising using Celebrities on consumers' decision to purchase Nike sports shoes in Bangkok. Master of Business Administration, Bangkok University.
Rattanachart, P (2014). The influence of credibility image and retail strategy affects the decision of buy cosmetics in department stores of working women in Bangkok. Suthiparitat Journal. 28(88), 385-407.
Saonuam, P. (2019). ThaiHealth promotes the standard of “runners + running events”. Retrieved from https://www.thaipost.net/main/detail/50111.
Shimp, T.A. (2003). Advertising, promotion: Supplemental aspects of integrated marketing communications (5th ed.). Thomson South-Western.
Syed Rameez ul Hassan, R. A. J. (2014). Influence of celebrity endorsement on consumer purchase intention for existing products: a comparative study. Journal of Management Info. 4(1), 1-23.
The Challenge Award. (2019). WORLD’S BEST TRIATHLONS: 31 TO DO BEFORE YOU DIE. Retrieved from https://www.220triathlon.com/training/worlds-best-triathlons-31-to-do-before-you-die/
Wand S.W., & Scheinbaum, A.C (2018). Enhancing Brand Credibility Via Celebrity Endorsement Trustworthiness Trumps Attractiveness and Expertise. Journal of Advertising Research, 58 (1), 16-3.