大學生對Nike和Adidas社群媒體行銷、參與行為及品牌權益之研究

本研究目的為探討運動品牌Adidas和Nike在臺灣的Facebook使用現況，並檢視性別、涉入程度和品牌對社群媒體行銷、社群媒體參與行為及品牌權益間之差異關係，並將三構面間的相關關係作為一個初探性研究。本研究對象為臺灣北部大學生，採問卷調查法，以Nike和Adidas作為本研究參考的運動品牌，問卷共回收328份，有效問卷為278份，並以描述性統計、獨立樣本t 檢定、單因子變異數分析和相關分析，加以統計分析。根據分析結果，歸納結論如下，第一，兩運動品牌社群媒體在「資訊性」上有較好表現，「互動性」則仍待加強，且研究對象對於社群媒體多為「瀏覽」參與行為，顯示整體涉入程度偏低。第二，在性別與運動品牌上變項上，在各構面間均呈現無顯著性差異，但不同涉入程度在部分構面中則呈現顯著性差異。第三，本研究所檢驗之各構面間絕大多數有其正向相關性關係，未來研究可進一步檢驗其因果關係。本研究之結果與結論可作為未來相關運動品牌發展行銷策略之參考。

關鍵字

社群媒體；運動品牌；品牌權益； Facebook ；社群行銷

並列摘要

The purpose of this research is to explore the Facebook use of the sports brands Adidas and Nike in Taiwan, while examining the relationship between gender, involvement, and brands’ use of social media marketing and social media engagement to create an exploratory study of the correlation between these three aspects. The subjects of this research are university students in northern Taiwan, and questionnaires were sent out using Nike and Adidas as reference sports brands. In total, 328 questionnaires were received, 278 of which were valid; questionnaires were analyzed using descriptive statistics, an independent-sample T test, one-way ANOVA, and Pearson correlative analysis. According to the analysis results, the following conclusions can be drawn: first, the two sports brands’ social media use performed well in the “information” category, but both had room for improvement in terms of “interactivity”. In addition, most study subjects described their social media participation as “browsing”, showing a relatively low level of involvement. Second, there was no statistically significant difference found in any of the three aspects caused by the gender variable, but different levels of involvement caused a statistically significant difference in a portion of the aspects studied. Third, there existed positive correlation between the majority of the aspects studied in this research; future research can test for possible cause-effect relationships. The results and conclusion of this study can be used as a reference for future market strategy development of sports brands.