高師大學生對該校男子籃球隊之消費意圖影響研究

目的：本研究主要以國立高雄師範大學男子籃球隊為研究範圍，探討其學校形象、品牌個性、球隊認同對大學生消費意圖之關係，並進而探析該變項對消費意圖之解釋情形。方法：方法：研究係以問卷調查法，以國立高雄師範大學學生為研究對象，共計回收有效問卷為466 份，有效回收率達77.67％，其中，以描述性統計、Pearson 積差相關、多元階層迴歸分析等統計方法進行資料分析。結果：一、學校形象、品牌個性、球隊認同與消費意圖為顯著正向相關。相較於學術形象或整體形象，體育形象與球隊認同、消費意圖的顯著正相關情形較高。二、學生所知覺的學校形象、品牌個性與球隊認同可有效解釋其消費意圖。三、學校形象之體育形象及整體形象可顯著解釋消費意圖。在品牌個性方面，成功與迷人可顯著解釋消費意圖。此外，球隊認同是解釋消費意圖的重要因素。結論：經由本研究瞭解學校形象、品牌個性、球隊認同對大學生消費意圖之關係，建議未來高師大男子籃球隊，可著重於體育形象與整體形象的形塑與宣傳，運用突出的運動表現作為特色，增進大學生對該校球隊的消費意圖。此外，該校球隊亦可透過品牌個性的塑造，強調成功與迷人的特質，做為球隊行銷策略，以吸引大學生對學校球隊的關注與消費行為。

關鍵字

大專籃球聯賽；學校形象；品牌個性；球隊認同；運動消費行為

並列摘要

Purpose: This study aimed to examine the relationships among school image, brand personality, team identification and consumption intention. Methods: There were total 466 students participated in this survey. Descriptive statistics, Pearson correlation analysis and multiple hierarchical regression were computed for data analysis. Results: 1. The results revealed the positive relationships among school image, brand personality, team identification and consumption intention. 2. School image, brand personality, team identification could explain the consumption intention. 3. In school image, athletic image and overall image could efficiency explain consumption intention. In team brand personality, success and charming could efficiency explain consumption intention. Moreover, team identification is the most important factor for team consumption. Conclusion: We suggest that National Kaohsiung Normal University should focus on athletic image or team promotion in order to encourage students to support the men's basketball team. In addition, the team marketer should focus on the success and charming personality when planning marketing campaign.