廣告行銷、品牌知名度對消費意願影響之研究─以羽球拍為例

本研究以運動商品市場為背景，專注於羽球拍消費者的行為和決策過程。我們使用問卷調查的方法，在 2022 年 3 月至 4 月期間，在台南、高雄、屏東等地的羽球用品專賣店進行問卷發放，並隨機選取樣本進行調查。共發放問卷 151 份，回收有效樣本151 份。進一步探討後不同年齡層、性別和職業的羽球拍消費者在廣告行銷、品牌知名度和消費意願方面的差異。研究發現，年輕人對於廣告行銷的反應較為敏感，而年長的消費者則較為關注品牌知名度。女性較男性更傾向於受到廣告行銷的影響，而男性則更在意品牌的質量和性能。在職業方面，學生和上班族對於羽球拍的消費意願較高，而退休人士則較為注重品牌知名度和產品機能表現。透過這些差異性的了解，羽球拍業者可以針對不同族群量身訂做行銷策略，以提升品牌形象和銷售額。此外，本研究亦探討了消費者的購買決策因素，包括訊息搜尋、產品評價、價格因素、產品品質和售後服務等。結果顯示，消費者在做出決策前，會先尋找相關產品資訊和評價，並考慮價格和品質等因素。在購買後，消費者則較為重視售後服務和產品保固，以確保購買的產品能夠長期使用且享有完善的售後保障。以上的研究結果提供了對羽球拍消費者行為和決策過程的深入理解，為業者提供了寶貴的市場洞察和策略建議，以更好地滿足消費者需求，並在競爭激烈的運動商品市場中取得競爭優勢。

關鍵字

廣告行銷；品牌知名度；消費意願；羽毛球拍

並列摘要

This study focuses on the behavior and decision-making process of badminton racket consumers in the sports goods market. Using a questionnaire survey method, we distributed questionnaires in badminton equipment specialty stores in Tainan, Kaohsiung, Pingtung, and other areas from March to April 2022. A total of 151 questionnaires were distributed, and 151 valid samples were collected. The study further explores the differences in advertising marketing, brand awareness, and consumer willingness among badminton racket consumers of different ages, genders, and occupations. The research findings reveal that younger individuals are more sensitive to advertising marketing, while older consumers are more concerned about brand awareness. Women are more influenced by advertising marketing, while men are more concerned about brand quality and performance. In terms of occupation, students and working professionals have a higher willingness to consume badminton rackets, while retired individuals pay more attention to brand awareness and product functionality. By understanding these differences, badminton racket businesses can tailor marketing strategies to different target groups to enhance brand image and sales. Additionally, the study investigates consumers' purchasing decision factors, including information search, product evaluations, price factors, product quality, and after-sales service. The results indicate that consumers seek relevant product information and evaluations before making decisions, considering factors such as price and quality. After the purchase, consumers place greater importance on after-sales service and product warranty to ensure long-term usage and comprehensive post-purchase support. These research findings provide a comprehensive understanding of badminton racket consumer behavior and decision-making processes, offering valuable market insights and strategic recommendations for businesses to better meet consumer needs and gain a competitive advantage in the highly competitive sports goods market.