投資模式理論應用於羽球拍消費者品牌忠誠度之研究

The Study of investment model to the Loyalty of Badminton Rackets Consumers

黃少章(Shau-Chang Huang)

指導教授 ： 朱文增

國立臺灣師範大學/運動與休閒學院/運動與休閒管理研究所/碩士(2011年)

摘要

羽球是近年來國內很熱門的運動之一，對羽球產品廠商而言是很大的商機。相對的，羽球拍競爭的品牌很多，如何形成及維持消費者的品牌忠誠度的心理過程，是各大球拍品牌的目標。本研究擬透過社會交換理論中投資模式 (investment model) 的概念作為研究架構，消費者會透過對品牌的滿意度、替代品品質及個人投資程度的評估，形成對特定球拍品牌的承諾，進一步影響消費者品牌忠誠度。本研究之研究對象為臺北市及新北市羽球拍消費者，問卷發放時間為2011年4月1日至4月15日，以立意抽樣的方式，在臺北市及新北市運動中心、學校及球館發放700份問卷，資料回收後以套裝軟體 PASW 18.0 及 AMOS 18.0 進行統計分析，以驗證投資模式於羽球拍消費者品牌忠誠度的預測上是否適用。根據研究結果提出下列結論。首先，羽球拍消費者滿意度、替代品品質及投資程度的高低對品牌承諾的影響有顯著差異，當消費者具備較高滿意度、較低替代品品質及較高投資程度的認知時，品牌承諾較高；當消費者滿意度及替代品品質認知很低時，投資程度對於品牌承諾有顯著影響力。其次，在整體投資模式架構的預測力上，滿意度、替代品品質及投資程度對於品牌承諾有顯著解釋及預測力，品牌承諾對於品牌忠誠度有顯著解釋及預測力，品牌承諾能夠在投資模式中有效扮演中介變項的角色，同時也驗證投資模式在預測消費者品牌忠誠度的脈絡下也可適用。基於研究結論，本研究認為球拍廠商應不斷提升消費者滿意度、降低消費者對替代品牌的知覺及對消費者消費資料進行管理，同時善用行銷策略以增加球拍品牌的附加價值，形成轉換障礙，維持消費者品牌承諾。

關鍵字

投資模式 ； 品牌承諾 ； 品牌忠誠 ； 羽球拍消費者

並列摘要

Badminton has been one of the most popular sports, which means a huge potential business for badminton racket manufactures. Relatively, it's very competitive and how to maintain consumer's brand loyalty has been a target for every racket manufacture. This research is based on the investment model of social exchange theory and intended to evaluate consumer's brand commitment to a particular racket and brand loyalty through level of investment, quality of alternative, and brand satisfaction. The target audience is residents in both Taipei City and New Taipei County from 2011 Feb 15th to March 15th with a sample size of 640 people in the sports centers throughout Taipei City and New Taipei County, schools, and stadiums.
The data was collected and a statistical analysis was performed using PASW 18.0 and AMOS 18.0 to validate if the investment model is applicable to the prediction of consumer's brand loyalty to badminton rackets. The result of this study conclude that consumer satisfaction, the quality of alternative and the level of investment have significant effect on brand commitment; when consumer has perceived higher satisfcation, lower quality of alternative and higher level of investment, there's higher brand commitment. Vise versa. Secondly, regarding the prediction of overall level of investment, satisfaction, quality of alternative, and level of investment have significant impact on brand commitment, which has significant explanation and prediction over brand loyalty, which plays an important role as a middle variable in the investment model, which also verifies that investment model is applicable to consumer's brand commitment. Based on the result of this research, racekt companies should keep promoting consumer satisfaction,while lowering consumer's perception on alternative, perform consumer's data management,, and make the best of marketing strategies to increase the additional value of the brand, which eventually creates the transition barrel and maintain consumer’s commitment.

並列關鍵字

investment model ； brand commitment ； brand loyalty ； Badminton Rackets Consumers

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