Title

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

Translated Titles

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

Authors

周明修

Key Words

品牌知名度 ; 品牌形象 ; 大專校院 ; 購買意願 ; brand awareness ; brand image ; college table tennis players ; purchase intention

PublicationName

朝陽科技大學休閒事業管理系學位論文

Volume or Term/Year and Month of Publication

2015年

Academic Degree Category

碩士

Advisor

王明月;許吉越

Content Language

繁體中文

Chinese Abstract

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。

English Abstract

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.

Topic Category 人文學 > 地理及區域研究
管理學院 > 休閒事業管理系
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