大專籃球運動聯賽公開二級女子籃球員對Nike運動品牌運動鞋品牌偏好及購買動機之研究

Study on the brand preference and purchase motivation of Nike sports shoes in the second open section female basketball players in University Basketball Association

鄭凱仁(Kai-Jen Cheng) ； 黃永旺(Yong-Wang Huang) ； 鄭俊傑(Chun-Chieh Cheng) ； 李麗珍(Li-Chen Lee)

《運動知識學報》 16期 (2019/07) Pp. 82-92

摘要

本研究之目的主要探討107學年度大專籃球運動聯賽公開二級女子籃球員購買Nike運動鞋品牌偏好之程度與不同背景之購買動機差異情形。研究問卷以便利抽樣方式施測，以107學年度大專籃球運動聯賽公開二級女子籃球員作為施測對象，共發放351份，總計回收有效樣本為302份，回收率86%。研究結果發現：（1）100%的球員都有使用過Nike的運動鞋產品，超過90%的球員都能夠迅速辨認Nike標誌，Nike品牌產品提供較佳的舒適度為最重要因素。Nike運動鞋以產品樣式好看及產品舒適度佳占購買時首要考慮的兩個重要因素，大多數該級別球員願意花3,000元以下金額去購買Nike運動鞋，學生會考量金錢因素而影響購買動機。（2）不同年齡、入學管道、球隊司職位置在購買動機均無顯著差異存在。（3）在不同球齡的「功能因素」有顯著差異存在，其中1年以下大於10年以上；6～9年大於10年以上。表示球齡最短的球員及經過一段時間訓練後的球員，在運動鞋的功能會特別在意，並且納入購買所考量的重要標準之一。

關鍵字

公開二級 ； 籃球 ； 品牌偏好 ； 購買動機

並列摘要

The main purposes of this study were to discuss the difference between the brand preference and the purchase motivation of the second open section female basketball players in 107 year of University Basketball Association. Using random sample collected questionaires were distributed and 351 questionnaires, 302 valid questionnaires, the effective response rate was 86%, questionaires., the samples are the second open section female basketall players in 107 year of University Basketball Association cohort study. Following of the result: first, 100%players have used Nike's production, and more than 90% players can identify the logo fast. Nike's production offers better comfort is the important factor. Two of the most important factors to custumers buying is the productions looks good and comfortable. Most players are willing to spend less than 3,000 NT Dollars to buy. Students will influence the motivation by consider the money. Second, difference age, entrance-paths and the position of the team have no significant difference in the purchase motivation. Third, difference veteran has significant difference in function factor , less than one year veteran is more than over ten years veteran; 6~9years veteran is more than over ten years. It shows that the players has shortest veteran and who training a fews years will be particularly concerned with function, and who willed be the one of the important factors.

並列關鍵字

basketball ； purchase motivation ； brand preference