桌球運動品牌形象、重複購買與滿意度之研究

A Study on brand repeat purchases and player satisfaction in table tennis

張華驎(Hua-Lin Chang) ； 王李中羿(Chung-Yi Wang Li)

《休閒事業研究》 18卷4期 (2020/12) Pp. 35-40

https://doi.org/10.6746/LIR.202012_18(4).0003

摘要

本研究旨為探討桌球專用品牌形象、重複購買與滿意度之相關性。以高中與大專校院桌球選手為研究對象，採取便利取樣共取得211名高中及大專校院桌球選手，統計方法以因素分析、相關及多元逐步迴歸。結果得知不同性別之桌球選手在專用品牌形象上皆逹顯著；品牌形象、重複購買與滿意度呈顯著正相關；而且品牌形象的「品牌需求」、「品牌知覺」及「象徵型形象」可以預測重複購買。所以桌球專用品牌形象的「品牌需求」、「品牌知覺」及「象徵型形象」是桌球選手重複購買之重要條件，透過本研究協助相關單位之桌球專用品牌形象的提升與選手對品牌的信任度。

關鍵字

品牌需求 ； 品牌知覺 ； 象徵型形象

並列摘要

The purpose of the study is to discuss the correlation between brand image, repeat purchases and customer satisfaction in table tennis. By convenience sampling, the data of the study is collected by 211 players who are from high school or institutes of higher education. The statistics of data will be analyzed by factor analysis and stepwise regression. The results reveal that different gender prefer different brands; brand image, repeat purchases and customer satisfaction have a significantly positive correlation; besides, repeat purchases can be predicted by ＂Brand Necessary＂, ＂Brand Perception＂ and ＂Symbolic Image of brand＂. To sum up, the significant conditions of repeat purchases to players are ＂Brand Necessary＂, ＂Brand Perception＂ and ＂Symbolic Image of brand＂. The study benefits for corporations on raising brand image and brand trust.

並列關鍵字

Brand Necessary ； Brand Perception ； Symbolic Image