足球愛好者消費策略與忠誠度之關係

Relationships between Football Devotees' Purchasing Strategy and their Loyalty

謝榮豐(Rong-Fong Shieh) ； 簡志豪(Chih-Hao Chien) ； 廖益足(I-Zu Liao)

《大專體育學術專刊》 100年度 (2011/10) Pp. 85-95

https://doi.org/10.6695/AUES.201110_100.0010

摘要

本研究目的為探討消費策略與忠誠度之相關性。根據相關文獻研究，消費者的消費策略會因多重因素影響，進而建立品牌忠誠度。本研究經過相關文獻為理論架構及參考相關問卷並加以修改，設計「足球愛好者忠誠度與消費策略之調查問卷」為研究工具，以瞭解北區校、系、社區足球隊足球愛好者的人口統計變項特徵情形、不同人口統計變項與背景變項在消費策略及忠誠度的差異情形、消費策略與忠誠度之關係。有效問卷330份，以統計軟體SPSS分析，使用描述性統計、項目分析、獨立樣本t檢定、單因子變異數、皮爾森相關分析。研究結果發現：性別在資訊收集、球隊忠誠、產品的擴散作用達顯著差異；年齡在消費策略各因子均達顯著差異；學歷在評估標準、資訊收集達顯著性差異；個人每月所得在資訊收集、球隊忠誠達顯著性差異；每月足球平均消費金額在資訊收集、球隊忠誠達顯著差異；每月平均參與或觀看足球活動次數在評估標準、產品信念、資訊收集、球隊忠誠達顯著差異；半年內足球平均消費次數與資訊收集及球隊忠誠呈現正相關；每年內每月平均參與或觀看足球活動次數與評估標準、資訊收集、球員忠誠、球隊忠誠呈現正相關。消費策略構面與忠誠度構面除了參考群體與球隊忠誠為負相關外，其餘因子皆呈現正相關。依照研究結果，建議協會或廠商多舉辦推廣或行銷活動，提供產品資訊建立球迷的忠誠度，並重視女性市場的需求。

關鍵字

資訊收集 ； 球隊忠誠 ； 產品的擴散作用 ； 評估標準

並列摘要

The purpose of this study was to explore the relationship between purchasing strategy and loyalty. Based on some related literatures, there were many factors which affect consumers' purchasing strategy, which may lead to brand loyalty. The theoretical framework of this study was based on the related literatures and some modified questionnaires, which contributed to ”a questionnaire for the survey of football devotees' purchasing strategy and their loyalty, which was taken as the research tool. This study intends to realize the phenomena emerging in the areas of schools, department, and communities in the northern part of Taiwan. They are: The characteristics of demographic statistical variables of the football devotees in the area, the difference between consumers' purchasing strategies and their loyalty in different demographic statistical variables and background variables, the relationship between consumers' purchasing strategy and their loyalty. The number of the valid questionnaire is 330. SPSS statistical software was employed as a way of analysis. We used descriptive statistic, item analysis, independent sample t-test, one-way ANOVA, and Pearson correlation analysis. The findings are: Sex factor played in thes aspects of information collecting, team loyalty, and the diffusion of the product appears significant difference. Age in each factor of the purchasing strategy appears significant significance. Academic background appears significant difference in the aspects of assessment criterion and information collecting. Individual monthly income achieves significant difference in the respects of information collecting and team loyalty. Monthly average consuming amount of money appears significant difference in the aspects of information collecting and team loyalty. The number of monthly average participation in or watching football games appears significant difference in the aspects of assessment criterion, belief in products, information collecting, and team loyalty. The correlation among the average number of consuming in football within half a year, information collecting, and assessment criterion appears positive. The correlation among the average number of monthly participation in football activity or watching football games and assessment criterion, information collecting, players loyalty appears positive. In the dimensions of purchasing strategy and degree of loyalty, except for reference clusters and team loyalty which appears negative correlation, the rest of the factors appear positive correlation. Based on the study result, we suggest that the football association or merchant persons should organize more developing or marketing activities, provide information about products, build up ball fans' loyalty, and emphasize women's market need.

並列關鍵字

information collecting ； team loyalty ； diffusion of the product ； assessment criterion