不同游泳運動參與程度對游泳衣褲的消費者行為研究

林炯霖

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不同游泳運動參與程度對游泳衣褲的消費者行為研究

The Study of Consumer-Behavior on Swimwear within Different Swimming Participation Level

林炯霖 , Masters　　Advisor：朱文增　　

繁體中文

消費者行為；游泳運動參與程度；產品屬性；再購意願； consumer behavior ； swimming participation ； product attribute ； repurchase intention

Abstract │ Reference (66) │ Times Cited (1) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

This research aimed to investigate the interrelationship between different-level swimming participation and product-attribute evaluations, customer satisfaction and repurchase intentions of swimwear.  The framework of the study was based on E-K-B Model in an attempt to analyze how different-level swimming participation affected the consumer behavior on swimwear.   Evaluation and satisfaction measurement tables were used to understand customer satisfaction and repurchase intentions.
    With the questionnaire-based methodology, the target subjects included swimming participants with different identities, ranging from college swimming-team members, members from adult swimming clubs to swimming lovers.  530 questionnaires were mainly sent out in Taipei city and Taipei County, with 484 returned and 471 valid.  The return rate was 91.32%; the valid rate was 97.31%.  476 valid copies consisted of 140 from college swimming-team members, 179 from members of adult swimming clubs and 152 from swimming lovers.  The results of this research were generated by statistic analyses, including Chi-Square Test, One-Way ANOVA and Spearman’s coefficient of rank correlation.
    The research results were as follows:
I.    Brand preference and prospective choices for swimmers with different participation levels:
1.    High-frequency participants: Most of them use OLYMATE at present, but prefer Arena in the future.
2.    Medium-frequency participants: Most of them use Arena at present, and prefer Arena in the future.
3.    Low-frequency participants: Most of them use “Other” brands at present, but prefer SPEEDO and “Other” brands in the future.
4.    Non-participants: Most of them use “Other” brands at present and in the future.
II.    Consumer behavior, product-attribute evaluation, customer satisfaction and overall customer satisfaction in terms of different-level swimming participation were remarkably distinguished.
III.    Overall customer satisfaction about swimwear and its repurchase intentions were distinctly related in terms of different swimming participation levels.
The findings would understand the practical consumer behavior on swimwear in terms of different swimming participation levels and serve as a reference for enterprises to work out their marketing strategies, and for researchers on consumer behavior about swimwear to do further studies.

Reference ( 66 ) 〈TOP〉

古德龍（2003）。台北縣市羽球拍消費者之消費行為研究。未出版之碩士論文，國立體育學院體育研究所，桃園市。
連結：
李炳昭（1998）。台中地區高中學生運動鞋消費行為之研究。未出版之碩士論文，國立台灣師範大學體育研究所，台北市。
連結：
林恩霈（2004）。台北市撞球運動消費者生活型態、個人價值觀與消費者行為之研究。未出版之碩士論文，國立台灣大學運動與休閒管理研究所，台北市。
連結：
梁伊傑（2001）。台北市大學生參與休閒運動消費行為之研究。未出版之碩士論文，國立台灣師範大學運動與休閒管理研究所，台北市。
連結：
Assael, H. (1992). Consumer behavior and marketing action (4th ed). Boston, MA: PWSKENT Publishing Company.
連結：

Times Cited (1) 〈TOP〉

周鉑桐(2007)。臺北市羽球消費者行為之研究。臺灣師範大學運動與休閒管理研究所在職碩士班學位論文。2007。1-162。

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