銀髮族品牌認同、品牌忠誠度與購後行為

休閒運動不僅能提升自身健康及體能狀態，亦能幫助個人在自信、自尊、快樂及情感滿足的發展，甚至可以增進社會人際關係。然而隨著醫療技術和生活科技的進步，國人平均壽命得以延長；再加上晚婚、生育率低及少子化，已間接造成我國人口結構產生巨大改變。有鑑於新北市已邁入高齡化社會、國民運動中心普及與國民運動中心文獻鮮少觸及品牌認同，本研究以新北市銀髮族最多人口的四個行政區（新莊、板橋、土城與永和）的國民運動中心進行隨機問卷抽樣，共獲得285位有效的銀髮族使用者，並搭配結構方程模型（structural equation modeling, SEM）來檢視品牌認同、品牌忠誠度與重購意願的因果性。另外，本研究也同時驗證銀髮族休閒動機之於本研究模型是否有顯著調節效果。實證顯示：銀髮族對國民運動中心的品牌認同與品牌忠誠度皆會顯著正向影響重購意願；而銀髮族對國民運動中心的品牌認同也會顯著正向影響其品牌忠誠度。另一方面，銀髮族休閒動機並無法調節本研究模型的因果性。

關鍵字

品牌─消費者關係；消費者行為；高齡者；休閒動機；調節效果

並列摘要

Leisure sports can improve one's health and physical fitness but also help him/her to develop self-confidence, self-esteem, happiness, and emotional satisfaction, and even enhance social and interpersonal relationships. However, the extension of the average life expectancy of people is due to the advancement of medical skills and life technology. Moreover, late marriage, low fertility rates, and declining birthrates have indirectly caused tremendous changes in the population structure. Since New Taipei City has entered an aging society and the popularity of the Civil Sports Center, in which extant literature rarely focus on brand identification, a total of 285 valid elderly collected by questionnaire with random sampling from four Civil Sports Center in New Taipei City (Xinzhuang, Banqiao, Tucheng, and Yonghe). This study uses structural equation modeling (SEM) to explore the relationships among brand identity, brand loyalty, and repurchase intentions. In addition, this study also verified the moderating effect of the elderly's leisure motivation on this model. The empirical findings indicate that both brand identity and brand loyalty of the elderly to the Civil Sports Center will significantly positively affect the repurchase intention. At the same time, the brand identity of the elderly to the Civil Sports Center will also significantly positively affect his or her brand loyalty. On the other hand, the leisure motivation of the elderly cannot significantly moderate our measurement model.

並列關鍵字

brand-consumer relationship ； consumer behavior ； old adults ； leisure motivation ； moderating effect

參考文獻

王勇勝、吳兆欣 (2020)。臺南市永華國民運動中心體驗行為意圖之研究。休閒與遊憩研究，11(1)，45-66。doi:10.6157/ALRR.202004_11(1).0002[Wang, Y.-S., & Wu, C.-H. (2020). A study on the behavior intention of the experience at Tainan Yonghua National Sports Center. Annals of Leisure and Recreation Research, 11(1), 45-66. doi:10.6157/ALRR.202004_11(1).0002]

吳嘉浚、張文榮、林美玲、吳福明(2016)。休閒動機、體驗價值與參與滿意度之研究—以新北市土城國民運動中心為例，運動研究，25(1)，35-50。doi:10.6167/JSR/2016.25(1)4[Wu, C.-C., Chang, W.-J., Lin, M.-L., & Wu, F.-M. (2016). The relationships among leisure motivation, experiential value and participation satisfaction—A case of Tucheng Civil Sports Center, New Taipei City. Journal of Sports Research, 25(1), 35- 50. doi:10.6167/JSR/2016.25(1)4]

吳嘉浚、張文榮、張佩婷、陳慧峰(2015)。品牌形象、品牌認同與品牌忠誠度之關聯性研究—以 2013 臺灣 NBA 熱身賽之休士頓火箭與印第安那溜馬為例，運動研究，24(1)，25-43。doi:10.6167/JSR/ 2015.24(1)2[Wu, C.-C., Chang, W.-J., Chang, P.-T., & Chen, H.-F. (2015). Assessment of relationship among brand image, brand identification and brand loyalty: Taking 2013 NBA Taiwan warm-up match as an example. Journal of Sports Research, 24(1), 25-43. doi:10.6167/JSR/2015.24(1)2]

洪連進、韓大衛、盧居福 (2010)。臺北市運動中心羽球、健身、舞蹈運動消費者休閒運動效益之研究。臺北市立教育大學學報，41(1)，27-48。doi:10.6336/JUTh /2010.41(1)2[Hong, L.-J., Han, T.-W., & Lu, J.-F. (2010). A research on customers’ leisure sport benefits in badminton, working out and dancing of Taipei Sports Center. Journal of Taipei Municipal University of Education, 41(1), 27-48. doi:10.6336/JUTh/2010.41(1)2]

孫宇萱、李秀珠 (2016)。品牌個性與自我概念一致性對於品牌態度之影響—以臺灣購物網站為例。資訊社會研究，30，25-60．doi:10.29843/JCCIS.201601_(30).0002[Sun, Y. H., & Li, S.-C. (2016). The congruence between brand personality and self-concept and its effect on consumer’s attitude towards online shopping. Journal of Cyber Culture and Information Society, 30, 25-60. doi:10.29843/JCCIS.201601_(30).0002]

國際替代計量

銀髮族品牌認同、品牌忠誠度與購後行為

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