廈門市網球運動參與者涉入程度對網球拍品牌忠誠度影響之研究

A Study of the Correlation between Tennis Participants' Involvements and Their Loyalty to Tennis Rackets' Brands in Xiamen City

林彬(Bin Lin)

《運動知識學報》 10期 (2013/07) Pp. 131-146

摘要

本研究旨在探討廈門市網球運動參與者涉入程度與網球拍品牌忠誠度之關係研究，以廈門市網球運動參與者為研究對象，採用便利抽樣的方式進行問卷調查，共回收450份問卷，其中有效問卷440份，將資料通過PASW 20.0統計軟體進行描述性統計、項目分析、因素分析、信度分析以及多元逐步迴歸分析後，得到以下結論：一、廈門市網球運動參與者以男性居多，年齡大多分佈在20－29歲，教育程度以大專居多，職業則以學生居多，月收入以2000元人民幣以下居多，球齡以2－5年為主，每週參與網球運動的次數為1－2次的居多，購買一支網球拍可以接受的價格以1001－1500元人民幣的人數最多，目前主要使用的網球拍品牌為Wilson（威爾遜）的最多；二、廈門市網球運動參與者對於涉入程度之得分大多介於「同意」到「非常同意」之間；在構面部分，以重要性構面分數最高，表示在廈門市網球運動參與者心目中存在之重要性及意義，在風險性構面之得分較低；三、廈門市網球運動參與者對於網球拍品牌忠誠度之得分大多介於「普通」到「同意」上下；在構面部分皆顯示出正向的品牌忠誠度，以口碑推薦構面分數最高，在風險性構面之得分較低；四、廈門市網球運動參與者涉入程度對於網球拍品牌忠誠度之預測結果中，其整體解釋力為18.5%，其中以「中心性」預測力為最強，其次為「風險性」、「重要性」及「愉悅性」。

關鍵字

網球運動參與者 ； 涉入程度 ； 品牌忠誠度

並列摘要

The purpose of this study was to explore the correlation between tennis participants' involvements and their loyalty to tennis rackets' brands. . Questionnaire method and convenience sampling were adopted to collect data; statistic software PASW 20.0 was the data analysis tool. The totals given survey are 450 and the valid samples are 440. All the collected date was analyzed by PASW 20.0 statistical software with following conclusions: Firstly, most of tennis participant in Xiamen are male and their age are distribute between 20 and 29, majority of them have associate degree and bachelor degree, occupation is student at large amount, their income are below 2000 (RMB), the tennis experience of them are between 2 and 5 years and involve the tennis sport once or twice a week, the affordable price range of tennis racket (per one racket) for them is 1001(RMB) to 1500(RMB), they prefer using Wilson; Second, the involvement level of tennis in Xiamen are between 'agree' and 'strong agree' which based on the surveys. On the dimension level, the highest score was 'important', which means that tennis participants in Xiamen believe tennis sport is important and significant: on the other hand the risk dimension with lower score; Third, the brand loyalty of tennis racket in Xiamen are between 'normal' to 'agree' which based on the survey result. On the dimension level, the result show the tennis participants in Xiamen have positive brand loyalty and the high score was word-of mouth recommendation, on the contrary the other hand the risk dimension with lower score; Forth, the general explanatory power forecast result for tennis involvement and brand loyalty in Xiamen is 18.5%, in terms of forecast, 'centrality' is the strongest, then followed by 'risk', 'importance' and 'pleasure'.

並列關鍵字

Tennis participants ； involvement ； brand loyalty