桌球品牌形象、品牌知名度與購買意願之研究 ─以桌球BUTTERFLY為例

A Study of Brand Image, Brand Awareness and Purchase Intention ─Using Table Tennis Brand Butterfly as an Example

周明修(Ming-Hsiu Chou)

指導教授 ： 王明月 ； 許吉越

朝陽科技大學/管理學院/休閒事業管理系/碩士(2015年)

摘要

本研究探討大專校院桌球選手品牌形象、品牌知名度及購買意願的現況，並探究其差異情形、相關性及預測力。以大專校院桌球選手為研究對象，採用抽樣及問卷調查法蒐集資料，共發放問卷400份，回收352份，有效問卷回收率達88%。所得資料經描述性統計、獨立樣本t檢定、單因子變異數分析、典型相關與多元逐步迴歸進行分析，研究結果發現大專校院桌球選手在品牌形象較傾向於「經驗性」，其次為「功能性」及「象徵性」；品牌知名度較傾向於「品牌回憶」，其次為「品牌知名度」。在品牌形象方面，不同年齡的「功能性」、「經驗性」均達顯著差異；在品牌知名度方面，不同年齡及參賽組別的「品牌回憶」均達顯著差異。品牌形象與品牌知名度有顯著正向相關。品牌形象的「經驗性」、「功能性」及品牌知名度的「品牌知名度」對購買意願有顯著預測作用。

關鍵字

品牌知名度 ； 品牌形象 ； 大專校院 ； 購買意願

並列摘要

This study explores the influence of brand image, brand awareness, and purchase intention among college table tennis players. The differences, correlations and prediction levels among them were also investigated.The subjects were Taiwan college table tennis players. Random sampling and questionnaire survey methods were used for data collection. 400 survey questionnaires were given out; 352 of them were filled out and collected—88% ofwhich were valid. After statistic analysis, which includes descriptive statistics, independent sample t-tests, one-way ANOVA, and multiple stepwise regression analysis, the following findings were reached: In terms of Brand Image, Taiwan college table tennis players tend to value “experience” more; next to that, “functional” and “symbolic.” In terms of “Brand Awareness,” college players tend to value “brand memory” more; next to that, “brand awareness.”
College players with different ages or different sports achievements revealed significant differences in terms of “functional” and “symbolic,” which belongs to “Brand Image” category. Players with different ages, sports achievements, and in different competition groups revealed significant differences in their “brand memory,” which belongs to “Brand Awareness” category. In terms of Purchase Intention, players with different sports achievements shows significant differences.

There’s also significant positive correlation between Sports Image and Brand Awareness. Both “Experience” and “functional” in Brand Image as well as “Brand Awareness” in Brand Awareness reached a significant prediction level in terms of purchase intention.

並列關鍵字

brand awareness ； brand image ； college table tennis players ； purchase intention

參考文獻

謝羽榛(2013)。品牌形象、品牌知名度、知覺價值影響消費者購買保健食品意願之研究-以屏東縣消費者購買雞精為例。屏東科技大學研究所，未出版之碩士論文，屏東縣。

李城忠、曾淑萍（2011）。運動贊助對品牌知名度、品牌形象影響之研究－以歐都納為例。休閒運動健康評論，2(2)，119-143

王明月、許吉越（2006）：桌球課程樂趣教學法芻議。大專體育，84期，1-5 頁。

陳淑滿、蔡秀芳（1999）。桌球運動之體能結構及訓練方法。大專體育，45，54-59。

蔡耀庭(2012)。知覺價值、品牌形象、信任與購買意願關係研究─以智慧型手機產品為例。成功大學研究所，未出版之碩士論文，台南市。