The purpose of this study were to explore the connection between nominated athletes’s behavior and teenagers’customer behaviors. The population of this study was students in 9 municipal senior high schools in the academic year 103. Stratified random sample was taken to conduct the questionnaire study. A total of 360 questionnaires were sent as samples, 321 valid questionnaires, the effective rate for 92%.
Analysis results were as follows: (1) There were significant differences due to different parts of the background variables on the degree of teenagers’ emphasis on sport celebrities personal behavior. (2) There were significant differences due to different parts of the background variables on the degree of teenagers’ consumer’s behavior influenced by sport celebrities’ behaviors. (3) There was positive relation between sport celebrities’personal behaviors and teenager’s consumer behaviors on sport products.