大專校院桌球運動參與學生涉入程度對桌球拍品牌忠誠度影響之研究

A Study of the Relationship among Table Tennis Involvement and the Brand Loyalty of the Table Tennis of Player in College

哈尚傑(Shang-Jie Ha) ； 李秀華(Xiu-Hua Li) ； 鄭俊傑(Chun-Chieh Cheng)

《運動知識學報》 16期 (2019/07) Pp. 105-119

摘要

本研究旨在探討大專校院桌球運動參與學生涉入程度對桌球拍品牌忠誠度之關係研究，以國立體育大學、國立台北科技大學、長庚大學、台北市立大學桌球甲乙組校隊及桌球運動社團參與學生且有購買球拍經驗之桌球運動參與學生為研究對象，採用網絡問卷調查方式，共發出167份問卷，得到有效問卷156份；將資料透過SPSS 22.0統計軟體進行描述性統計、項目分析、因素分析、信度分析、獨立樣本t檢定、單因子變數分析以及皮爾森積差相關分析後，得到以下結論：一、大專校院桌球運動參與學生個人可花費月均額以10,000元以下的人居多，可接受球拍之價格為2,001～2,500元者最多，桌球運動參與年資以1～3年為最多，目前最主要使用的桌球拍品牌為Butterfly的最多；二、大專校院桌球運動參與學生對於涉入程度的得分大約介於「普通」至「同意」，表示大專校院桌球運動參與學生透過桌球運動是可以得到快樂的；三、大專校院桌球運動參與學生對於桌球拍品牌忠誠度之得分約介於「普通」至「同意」，在構面部分皆顯示出正向的品牌忠誠度，以「口碑推薦」構面分數高於「再購意願」；四、在大專校院桌球運動參與者之涉入程度與桌球拍品牌忠誠度以皮爾森積差相關分析出呈現中度正相關，本研究結果呈現桌球運動涉入程度與桌球拍品牌忠誠度存在正向相關，故建議未來球拍業者除了可以對競技選手推廣外，也可以透過獎品贊助業餘桌球比賽及定期向業餘桌球運動參與者發送最新資訊，進而擴展市場。

關鍵字

運動涉入程度 ； 消費者行為 ； 再購意願

並列摘要

This Study attempted to investigate the relationship among Table Tennis involvement and the brand loyalty of the table tennis of player in college. By using web survey method, the questionnaire was sent to college students. Out of 167 questionnaire distributed, 156 of them were valid. Independent sample t-test, one way ANOVA, correlation analysis were used for further analysis. The result were as following:(1) the main college table tennis player monthly cost were under $10,000 NT Dollars, the mainly acceptable price of buying a table tennis racket was $2,001~2,500 NT Dollars, mainly length of playing table tennis was 1~3 years, the mainly brand of table tennis racket is Butterfly; (2) in the table tennis involvement of table tennis players in college, pleasure factor scored highest point; (3) in the brand loyalty of the table tennis racket of the table tennis in college, intention to recommend scored highest; (4) in relationship among table tennis involvement and the brand loyalty of the table tennis of player in college, the result was positive correlation. According to the finding above, it is suggested that table tennis operator could not only recommended to competitive players, but also can send the latest news to amateur player and sponsored the games to expend the market.

並列關鍵字

Involvement ； Consumer behavior ； Brand loyalty