影響消費者對運動品牌知名度、關係行銷、購買意願與顧客忠誠度之探討

隨著運動風氣的盛行，從事運動的人口數逐漸提升，也跟著帶動運動產業的興盛，而許多運動相關品牌運用關係行銷的策略，與顧客建立長期良好的關係並培養忠實的顧客，使其對品牌產生信任與依賴感，進而對品牌的產品重購買，甚至建立起口碑宣傳。本研究目的主要探討運動品牌知名度、購買意願與顧客忠誠度之關係，並探討關係行銷在運動品牌知名度、購買意願與顧客忠誠度之間是否存在中介效果，以網路與紙本問卷的方式進行發放，將問卷回收整理後，使用敘述性統計、信度分析、效度分析、信度分析、相關性分析與迴歸分析來探討各構面之間的相互影響，並給予研究結論學術和實務之建議。本次研究的結果如下 : 1. 品牌知名度會正向影響購買意願。 2. 品牌知名度會正向影響顧客忠誠度。 3. 品牌知名度會正向影響關係行銷效果。 4. 關係行銷在品牌知名度與購買意願間具有中介效果。 5. 關係行銷在品牌知名度與顧客忠誠度間具有中介效果。

關鍵字

品牌知名度；關係行銷；購買意願；顧客忠誠度；運動品牌

並列摘要

With the popularity of sports, the continuous growth of sports sports is also accompanied by the popularity of related sports industries, and many sports brands use marketing strategies to establish long-term loyal sports relationships with consumers, and relationship to sports support, relationships and relationships. With a sense of dependence, brand sales, and even establish word-of-mouth publicity. The main relationship of this study is the relationship with the brand, the relationship between purchasing and consumers, and the relationship between the online paper industry and consumers, and the relationship between the online paper industry and consumers, and the relationship between the online paper industry and consumers. Conduct communication and development in the way of consumers, and use narrative analysis, reliability analysis, utility analysis, reliability analysis, correlation analysis and regression analysis to explore the influence of various realities after in-depth research after recycling, and study the task of research conclusions. suggestion. The results of this study are as follows: (1)Brand awareness positively affects purchase intention.(2)Brand awareness positively affects customer loyalty. (3)Brand awareness will positively affect the effect of relationship marketing.(4)Relationship marketing has a mediating effect between brand awareness and purchase intention.(5) Relationship marketing has a mediating effect between brand awareness and customer loyalty.