學生運動員消費能量飲料態度模式之建構－兼論價格敏感為干擾變項

The construction of attitude model on consumption of energy drinks among student-athletes: Price sensitivity as an intervening variable

宋永坤(Yung-Kun Sung) ； 曠章傑(Chang-Chieh Kuang) ； 魏冠傑(Kuan-Chieh, Wei)

《運動休閒餐旅研究》 15卷4期 (2020/12) Pp. 43-62

https://doi.org/10.29429/JSLHR.202012_15(4).04

摘要

本研究目的為探討學生運動員能量飲量消費動機、正向情感和行為意圖之間的關係；並進一步探討驗證價格敏感的干擾（調節）作用。採立意抽樣調查學生運動員，共回收440份有效問卷。研究發現，消費動機對正向情感有正向的影響；正向情感對行為意圖有正向的影響；消費動機對行為意圖有正向的影響；正向情感存在部份中介效果，此外，價格敏感亦具有調節作用在消費動機和正向情感之間及在消費動機和行為意圖之間。理論上，上述構面之間因果關係的建立亦符合了Wilkie（1994）態度模型的建構。實務上，業者應採多元策略激發年輕學生運動員的消費動機，以提昇其對能量飲料的正向情緒，同時，廠商在行銷上考量產品的訂價策略，以提高其購買能量飲料的意願。

關鍵字

能量飲料 ； 態度模式 ； 價格敏感 ； 學生運動員

並列摘要

The purpose of this study was to investigate the relationships among consumption motivation, positive emotion, and behavioral intention for the student -athletes; as well as; to verify the moderation effect of price sensitivity. The purposeful sampling was used to collect 440 valid questionnaires among student-athletes. Results showed that consumption motivation had a positive impact on positive emotion, positive emotion had a positive impact on behavioral intention, and consumption motivation had a positive impact on behavioral intention, positive emotion had the partial mediating effect. Moreover, price sensitivity had the moderating effects between consumption motivation and positive emotion, as well as, between consumption motivation and behavioral intention. Theoretically, the establishment of causal relationships of above constructs was to meet the framework of the Wilkie Attitude Model (1994). Practically, sellers should select multiple strategies to simulate the purchasing motivations of young-student-athletes in order to arouse the positive emotions toward energy drinks; meanwhile, the markets should consider the pricing strategy to increase the buying intention of energy drinks.

並列關鍵字

Energy Drinks ； Attitude Model ； Price Sensitivity ； Student-Athlete

參考文獻

黃芳銘 (2004) 。社會科學統計方法學：結構方程模式。臺北：五南。

張偉豪 (2011)。SEM 論文寫作不求人。台北：鼎茂。

Al-Mamun, A., Rahman, M., & Robel, S. D. (2014). A critical review of consumers’ sensitivity to price: Managerial and theoretical issues. Journal of International Business and Economics, 2(2), 1-9.

Al-Shaar, L., Vercammen, K., Lu, C., Richardson, S., Tamez, M. & Mattei, J. (2017). Health effects and public health concerns of energy drink consumption in the United States: A mini-review. Frontiers in Public Health, 5, 1-6.

Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice : A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423.