부산대학교 도서관

The Tokyo Olympics was held under the COVID-19. When people were unable to go out due to COVID-19, social media played an important role in disseminating sports events and selling products. In the past, research on the Olympic Games mostly discussed history and culture, competition system, and sports technology analysis. This research explores consumer buying behavior through the Olympics and Athlete image, and uses social media marketing as an intermediary to understand the three items relationship. Method: Conduct surveys on demographic variables, social media marketing, sports celebrity images, and purchase intentions through online questionnaire surveys. The result: The image of sports stars could influence people's willingness to buy endorsement products through social media marketing intermediaries. Conclusion: Social media marketing had a partial intermediary between the image of sports stars and purchase intention, which show that social media marketing has an influence on purchase intention. In the process of increasing purchase intention, social media marketing played an important position. COVID-19 is an accelerated transition period or enterprises to adopt digital and social media. In the face of COVID-19, in order to increase people's willingness to buy endorsement products, social media marketing should take advantage of the characteristics of sports stars to attract people's attention and resonate with each other.