羽球拍消費者行為之研究

The Study of Consumer Behaviors on Badminton Racket in Students of WuFeng University

石昌益(Chang-Yi Shih)

《國際休閒遊憩與運動管理發展趨勢研討會專刊》 2013 (2013/12) Pp. 295-306

摘要

隨著經濟的發展，休閒時間的增加和運動風氣的盛行及國人重視健康概念的提昇，參與運動休閒的人數有逐漸增多的趨勢；相對地，也使得運動產業蓬勃發展。因此，企業如何擬定有效的行銷策略以獲取本身的利潤，已為一重要的目標。本研究以吳鳳科技大學之學生為研究對象，採分層隨機取樣方法。研究工具為自編之「大專生羽球拍消費行為問卷」，依據所得資料分別進行敘述統計、獨立樣本t考驗、單因子變異數分析等統計程序，結果如下：一、不同性別之大專生，其消費行為之差異未達顯著水準；二、不同系所之大專生，其消費行為之差異未達顯著水準。本研究藉由瞭解大專生消費者行為之特性及其需求，期望提供業界在銷售商品時能有一參考之資訊，幫助本身研擬合適的策略，以期創造業界與消費者雙贏的局面。

關鍵字

羽球拍 ； 消費者行為

並列摘要

Today, the way it is popular of recreation and exercise, people's concept on health were important had promoted. There are many people attend sports more and more. Relatively, this sports goods industry had made tremendous improvement. Due to that, how to made efficient marketing plan for profit that it was important task to store. This study was student of Wufeng University for sample data. The instrument ＂The Questionnaire of consumer's Behavior on Badminton racket in College Student＂ was employed. Descriptive statistic , Independent T-test, One-way ANOVA were utilized for data analysis. The results showed that:1.There was not significantly different in student's gender,2.The students of different department had no significantly different.The purposes of this study were to reveal the traits and needs of badminton racket for consumers behavior. According to the consult information, It also provided some suggestions for the goods providers in choosing their adequate marketing strategy and develop. It could creative a situation possessing both stores and costomers.

並列關鍵字

Badminton racket ； Consumer behavior