- 期刊
職棒周邊商品消費動機與心理因素之研究－以統一7-11獅球團為例
The Study of Consumer's Consumptive Motivation and Psychological Factors: An Example of Uni-President Lions Professional Baseball Teams
摘要
本研究旨在瞭解球迷購買統一7-11獅球團周邊商品時，其影響決策過程中消費者行為、購買動機與心理因素，從中探討消費者特性與購買動機及心理之關係，包括人口統計變數、外在環境、生活習慣以及經濟狀況。本研究以購買統一7-11獅球團周邊商品之球迷為研究對象，採用發放問卷的方式做為資料蒐集方法，並透過SPSS10.0統計分析軟體，以單因子變異數分析、獨立樣本t檢定及因素分析等統計方法，對問卷資料進一步作統計分析，以瞭解球迷消費者在消費商品過程中的購買動機與心理因素。最後將所得之研究結果提供給予統一7-11獅球團，並幫助球團行銷者擬定商品開發行銷策略時可供參考之數據，進而完成未來商品的研究與開發，促進商品之銷售成功。
並列摘要
The study aims to understand the influence of decision-making process in the consumer behavior, purchase motivation and psychological factors when 7-11 lion fans buy baseball merchandise, to probe the purchase of the consumer motivation and psychological characteristics of the relationship, including the demographic variables, the external environment, lifestyle and economic status. The study takes 7-11 lion fans that buy baseball merchandise as the research object, use a questionnaire survey as date collecting way. Through the SPSS10.0 statistical analysis software, ANOVA、independent-samples t test and factor analysis, to understand the fans' purchase motivation and psychological factors. Finally, the result of study would give to the 7-11 Lion baseball uniform. It could help their pellet marketers develop marketing strategy and reference data for product development, then would complete the research and develop of future merchandise, promote the success of business sales.