本研究旨在探討排球運動粉絲團使用者知覺價值、滿意度與口碑傳播之研究,目的在瞭解不同背景變項的排球運動粉絲團使用者在知覺價值、滿意度與口碑傳播之差異情形。本研究採用問卷調查法進行資料的採集與分析,並以立意抽樣的方式抽取樣本,研究對象為排球運動粉絲團使用者。問卷資料共計發放287份,剔除無效樣本數後,有效樣本數共計273份,有效回收率為95.47%。資料經描述性統計、獨立樣本t檢定、單因子變異數分析、皮爾森積差相關分析及多元迴歸分析進行資料分析。研究結果顯示,排球運動粉絲團使用者之知覺價值與滿意度會因不同職業及每週使用粉絲團頻率有顯著差異,顯示知覺價值與滿意度會因不同背景變項而有所差異。另外經皮爾森積差相關分析結果,排球運動粉絲團使用者知覺價值與滿意度之間及知覺價值與口碑傳播之間有正向相關存在,代表排球運動粉絲團使用者知覺價值越高者,其滿意度及口碑傳播相對越高。本研究根據分析結果,提出實質的建議及未來的研究方向。
The purpose of this study was to investigate the Perceived Value, Satisfaction and Word - of - mouth of Volleyball fans page. The purpose of this study is to understand the perceived value of different background variables, satisfaction and reputation of the volleyball fans page differences. In this study, questionnaire survey was used to collect data and Conception of sampling. Object of study are volleyball fans page. Questionnaire issued a total of 287, the recycling 273 copies. Data using descriptive statistics, t-test, one-way ANOVA, Pearson correlation and Multiple Regression Analysis. The results show that the perceived value and satisfaction of the users of the volleyball fans page will vary significantly depending on the frequency of the use of fans in different occupations and weeks, indicating that the perceived value and satisfaction will vary depending on the background variables. Volleyball fans page have a positive correlation between perceived value and satisfaction and perceived value and word of mouth. On behalf of the volleyball fans page, the higher the perceived value of the user, the higher the satisfaction and word of mouth. Based on the analysis results, this paper puts forward some suggestions and future research directions.