Z世代運動消費者特性之探討

Characteristics of Gen Z Sports Consumers

邱冠嘒(Kuan-Hui Chiu) ； 林怡秀(Yi-Hsiu Lin)

《休閒運動健康評論》 12卷1期 (2023/03) Pp. 45-60

摘要

本研究旨在探討Z世代運動消費者之消費特性。成長於網路發達且社群媒體蓬勃發展的Z世代即將成為未來的消費主力族群，因此本研究以文獻探討方式，搜集以Z世代消費者為研究對象的相關文獻，並整理出「易受社群媒體與網紅影響」、「易受網路口碑影響」、「較無品牌忠誠度」及「重視社會議題及道德消費」四個Z世代運動消費者的消費特性。期望能幫助運動行銷人員對於Z世代運動迷的消費特性能有更高的掌握度，也期待未來能有更多學者針對Z世代運動消費者進行相關的學術研究。

關鍵字

Z世代 ； 網紅行銷 ； 網路口碑 ； 品牌忠誠度 ； 道德消費

並列摘要

The goal of this research is to look into the consumption characteristics of Generation Z sports consumers. Generation Z, who grew up in an Internet-developed world with thriving social media, will soon become the primary consumer group in the future. As a result, through a literature review, this study collects relevant literature with Generation Z consumers as the mainly research object. This research also identified four consumption characteristics of Generation Z movement consumers: "easy to be influenced by social media and digital influencers", "easy to be influenced by online word of mouth", "less brand loyalty", and "value ethical consumption". It is expected to help sports marketers gain a better understanding of the consumption characteristics of Gen Z sports fans, and more scholars are expected to conduct relevant academic research on Gen Z sports consumers in the future.

並列關鍵字

Gen Z ； digital influencer ； electronic word of mouth(ewom) ； brand loyalty ； ethical consumption

參考文獻

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