大學生對運動服飾之購買動機、滿意度與忠誠度之研究

A Study of the Purchasing Motivation of Sportswear, Satisfaction and Loyalty among Collegiate Students

王克武(Ko-Wu Wang) ； 賴姍姍(San-San Lai) ； 張煒昇(Wei-Sheng Chang)

《嶺東體育暨休閒學刊》 7期 (2009/06) Pp. 73-85

https://doi.org/10.29849/JPELLTU.200906.0008

摘要

本研究目的主要在探討大學生購買運動服飾時的消費行爲，並探討其運動服飾購買動機、滿意度與忠誠度之優先順序、差異與相關情形，以提供業者在擬訂行銷策略上之參考依據。研究問卷以桃竹苗地區曾購買運動服之大學生爲施測對象，以便利抽樣方式施測，共發放450份，有效問卷400份，有效問卷率爲89%。資料之分析依研究需要以SPSS進行分析。研究結果發現如下：(1)每週不同運動次數與不同金錢來源之大學生在購買動機上皆有顯著差異存在；不同性別與年齡之大學生在購買動機上均無顯著差異存在。(2)不同大學生人口統計變項在滿意度方面均無顯著差異存在。(3)不同大學生人口統計變項在忠誠度方面均無顯著差異存在及(4)購買動機、滿意度與忠誠度之間呈現正相關。

關鍵字

運動服飾 ； 購買動機 ； 滿意度 ； 忠誠度

並列摘要

The purpose of this study were to understand: 1). the ranking of purchasing motivation, satisfaction and loyalty; 2). the differences of demographics on different purchasing motivation, satisfaction and loyalty, and 3). the relationships between purchasing motivation, satisfaction and loyalty. Questionnaires consisted of four sections and a 5 point Likert scale was managed to gather datas from collegiate students who were purchasing sporting goods recently. The randomly sampling was applied and 450 questionnaires were distributed with a 400 valid response (89% return rate). Demographics, reliability and validity were measured by Statistical Package for Social Science (SPSS). The findings of this study show that: 1) There was significant difference of the purchasing motivation existing in different frequency of exercise and sources of money. 2), there was no significant difference of the purchasing motivation existing in different genders and ages. 3) there was no significant difference of the satisfaction existing in different demographic. 4) There was no significant difference of the loyalty existing in different demographic. and 5) The path analysis shows that involvement motivation, satisfaction and loyalty are positive correlated.

並列關鍵字

sportswear ； purchasing motivation ； satisfaction ； loyalty