臺灣體育運動大學系網網站品質、滿意度與忠誠度之驗證性研究－以嘉義校區為例

A Research of Model Verify on Website Quality, Satisfaction and Loyalty-A Case Study on National University of Physical Education and Sport Chiayi Campus

林建安(Chien-An Lin) ； 王克武(Ko-Wu Wang)

《嶺東體育暨休閒學刊》 12期 (2014/06) Pp. 61-74

摘要

網際網路已成為現今運動組織或團隊極有效率的一種行銷手段。本研究之目的在探討線上運動消費行為中的關鍵變數間之理論關係，如運動消費者對於網站品質、滿意度與忠誠度之認知（看法）。也探討消費滿意度在網站品質與消費忠誠度之間的中介作用。數據資料採用結構方程模式（SEM）統計分析，結果表示運動團隊網站之忠誠度更可能顯現於運動粉絲發展出對於運動網站之正向（積極）看法與滿意度部分。消費滿意度在網站品質與消費忠誠度兩者之間具有中介效果。運動網站品質、消費滿意度與消費忠誠度三變項形成結構模式關係。

關鍵字

運動網站 ； 網站品質 ； 滿意度 ； 忠誠度

並列摘要

Internet has become the modern sports organization or team as a very efficient marketing tool. This study aimed to investigate the online sports consumption behavior of the key theoretical relationships between variables, such as sports consumer site quality, satisfaction and loyalty of cognition (perception). As well as exploring the mediator effect of consumer satisfaction between site quality and consumer loyalty. The gathered Data was computed via structural equation modeling (SEM) analysis, and the results indicate that the sports team website loyalty could effectively increase sport fans' satisfaction and perception. Consumer satisfaction was found to have a significant mediator effect between website quality and loyalty. Sports site quality, consumer satisfaction and consumer loyalty were proposed to form and triangle structural model relationships.

並列關鍵字

sports site ； consumer quality ； satisfaction ； loyalty