NIKE Facebook粉絲團使用者涉入程度與品牌忠誠度關係之研究

Abstract

本研究目的旨在探討NIKE Facebook粉絲團使用者在涉入程度與品牌忠誠度之關係，以曾經購買NIKE產品之NIKE Facebook粉絲團使用者為研究對象，採用問卷調查法蒐集相關資料，共回收400份問卷，所得資料以描敘述性統計、項目分析、信度分析、因素分析、獨立樣本t檢定、單因子變異數分析與多元逐步迴歸分析，並得到以下結論：一、NIKE Facebook運動品牌粉絲團使用者組成結構抽樣樣本，以男性居多，年齡大多分布在18至24歲與25至34歲，教育程度則以大專院校為多，職業則以學生為多數，每半年於NIKE消費金額則以千元至五千元不等，在網路使用特性部分大多為Facebook頻繁使用者，使用經驗多超過一年以上，每日使用時間介於一至兩小時，逾半數以上者會在NIKE Facebook粉絲團給予評論，惟其一天使用時間較短，多在30分鐘以內；二、涉入程度與品牌忠誠度兩變項得分皆達中等以上程度；三、教育程度、每半年在NIKE的消費金額、使用NIKE Facebook粉絲團頻率、使用Facebook時間（一天）、使用NIKE Facebook粉絲團評論與使用NIKE Facebook粉絲團時間（一天）在涉入程度與品牌忠誠度上均有顯著差異；四、涉入程度與品牌忠誠度間有中度的相關性存在。根據以上結果，建議經營者應持續針對人口背景特性，設計提供資訊和活動，持續針對女性市場努力、分享產品和品牌背景故事，並增加與使用者的互動，因應使用者短暫的瀏覽時間。

The purpose of this study was to investigate the relationship among involvement and brand loyalty to NIKE Facebook fans. The study used questionnaire as the method, subjects were NIKE Facebook fans who ever bought NIKE products. The valid samples are 400, the statistical techniques are descriptive statistics, independent-samples t-test, one-way ANOVA, Pearson’s correlation coefficients. The major findings as follows: 1. The main NIKE Facebook fans were male students, ranging from 18 to 24, educational background were colleges and universities, the average spending on NIKE was $1000~5000/ half year. Most of them were heavy Facebook users, but just browsed NIKE Facebook fan pages 30 minutes a day; 2. Involvement and brand loyalty were above average of evaluation in this study; 3. The background of educational, half year spending on NIKE, comment frequency, browsing time on Facebook and NIKE Facebook fan page influence their involvement and brand loyalty; 4. There is a moderately unique relationship among the involvement and brand loyalty. Based on the above result, suggestions to the NIKE Facebook fan pages manager are: Create information and events according to demography of the fans; Keep working on female market, share the story of the products and NIKE. Also, increase interaction with Facebook fans during their short-time fan page visit.