廈門市網球運動參與者涉入程度對網球拍品牌忠誠度影響之研究

Abstract

本研究旨在探討廈門市網球運動參與者涉入程度與網球拍品牌忠誠度影響之研究，以廈門市網球運動參與者為研究對象，採用便利抽樣的方式進行問卷調查，共回收450份問卷，其中有效問卷440份，將資料通過PASW 20.0統計軟體進行描述性統計、項目分析、因素分析、信度分析、獨立樣本t檢定、單因子變異數分析以及多元逐步迴歸分析後，得到以下結論：一、廈門市網球運動參與者以男性居多，年齡大多分佈在20-29歲，教育程度以大專或本科為多，職業則以學生居多，月收入以2,000元人民幣以下居多，球齡以2-5年為主，每週參與網球運動的次數為1-2次的居多，購買一支網球拍可以接受的價格以1,001-1,500元人民幣的人數最多，目前主要使用的網球拍品牌為Wilson (威爾遜)的最多；二、廈門市網球運動參與者之涉入程度在「重要性」構面分數最高，其次為「愉悅性」構面；三、廈門市網球運動參與者之網球拍品牌忠誠度在「口碑推薦」構面得分最高，其次為「再購意願」構面；四、教育程度在大專程度的男性學生族群、球齡越長、參與網球運動次數較頻繁、可以接受中高價位網球拍的網球運動參與者，在涉入程度各構面中反應出較高的知覺同意程度；五、可以接受中高價位且使用主流品牌之網球拍的網球運動參與者，在品牌忠誠度各構面中反應出較高的知覺同意程度；六、廈門市網球運動參與者涉入程度對於網球拍品牌忠誠度之預測結果中，其整體解釋力為18.5％，其中以「中心性」之預測力為最強，其次為「風險性」、「重要性」、「愉悅性」。針對本研究結果提出以下建議：一、網球拍業者可鎖定該族群設計特別之促銷方式，除維持、提升該族群對網球拍品牌的投入程度外，亦可通過該族群以口碑推薦之方式來擴大市場佔有率；二、依據研究的分析結果顯示女性網球運動參與者在網球拍品牌忠誠度構面之數據有超越男性網球運動參與者之趨勢，故女性網球拍消費市場是有待網球拍業者開發之新市場；三、網球拍業者對主流品牌的網球拍進行新產品試打會，增加網球運動參與者對新款網球拍的接觸與體驗，可提升該品牌網球拍之銷量；四、網球拍業者欲推廣各品牌之網球拍，可通過成為當地網球賽事之獎品贊助商或者舉辦球拍試打會等促銷活動來增加其與網球拍的接觸，進而擴展市場。

This study aimed to explore the correlation between tennis participants’ involvements and their loyalty to tennis rackets’ brands in Xiamen City. The study subjects were tennis participants in Xiamen City, methodology of surveys was carried out by questionnaire. There were 450 questionnaires were distributed sample in total and 440 questionnaires were valid. The collected data was analysis by statistics software PASW 20, which includes descriptive, item analysis, factor analysis, reliability analysis, independent t-test, one-way ANOVA and multiple stepwise regression analysis. In conclusion, first of all, majority of tennis participants were male, age of most participants were around 20-29, level of education were mostly college or university. The monthly incomes were below 2,000 RMB, the experience of playing tennis was 2-5years. Frequency of playing tennis was 1-2 times per week, in terms of tennis racket, their acceptable price was 1,000-1,500 RMB, mainly tennis racket they used is Wilson brand. Secondly, in the tennis involvement of the tennis participants in Xiamen, important factor scored highest point. Thirdly, in the brand loyalty of the tennis racket of the tennis participants in Xiamen City, intention to recommend scored highest. Fourth, varied tennis participants’ demographics toward the tennis involvement were significantly different. Fifth, varied tennis participants’ demographics toward the brand loyalty of the tennis racket were significantly different. Sixth, the tennis involvement was predictor for the brand loyalty of tennis racket. The result of this study makes the following recommendations: 1. There are promotions for the target segmentation and improving the investment of the group of the racket brand, therefore recommendation could be a way to expand market share. 2. According to the results of research analysis, the female tennis participants’ brand loyalty on racket is beyond male tennis participants. Therefore, female consumption market can be a new market to explore. 3. Base on the results, the activity of launching new racket products could be helpful for the sale of the brand. 4. In order to promote the products and expand the market, tennis product companies should try to organize the promotion activities or sponsor the local tennis match.