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題 名 | 北臺灣科技學院進修部學生選購羽球拍消費行為研究=A Study of Consumer Behavior of Badminton Racket in Northern Taiwan Institute of Science and Technology |
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作 者 | 呂子平; 林育田; | 書刊名 | 北臺灣運動休閒學刊 |
卷 期 | 2 2009.01[民98.01] |
頁 次 | 頁117-135 |
分類號 | 496.34 |
關鍵詞 | 羽球拍; 消費者行為; 產品屬性; Badminton racket; Consumer behavior; Product attributes; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究旨在瞭解北台灣科技學院修部羽球拍市場之現況,並探討羽球拍消費者購買行為及對其適當分群,針對各集群中之消費者的特徵與消費行為,加以描述與分析,以利針對不同區隔市場進行目標行銷並對消費者進行市場區隔,再進一步探討各市場區隔在人口變項及購買行為上之差異。研究對象為北台灣科技學院進修部107位選修羽球興趣選項同學。研究工具為「羽球拍消費者購買行為問卷」。依據所得資料分別以敘述統計、因素分析、獨立樣本t考驗、單因子變異數分析及卡方檢定進行資料處理,結果如下:一、北台灣科技學院修部羽球拍市場之現況需要確認以為了休閒/娛樂為最多。資訊來源以親友同學最多。評估準則方面,最重視產品的揮拍感覺、材質及重量。購買決策方面,球拍品牌以勝利牌(Vi c t o r);購買價格以501~1,500最多;購買地點以體育用品社最多;購買數量以1支最多。購後行為方面,滿意程度以滿意最多;再購相同品牌可能性以可能最多。二、北台灣科技學院進修部學生購買行為上之差異。北台灣科技學院進修部學生羽球拍消費者在購買羽球拍的需要確認、資訊來源、購買的球拍品牌、購買的價格、購買的地點、購買的數量、購買的考慮時間、購買後的滿意程度及再購相同品牌可能性達顯著水準。 |
英文摘要 | The purposes of this study were to reveal the reality of badminton racket for consumers in Northern Taiwan Institute of Science and Technology night time student. Using the sample data sampled from Northern Taiwan Institute of Science and Technology badminton racket subscribers; the present study investigates the purchase behaviors of the badminton racket subscribers and divides the whole badminton racket market properly into several segments. The characteristics and behaviors of the consumers in each segment are then analyzed and described such that it may help the service providers in choosing their adequate marketing strategy. The instrument “The Questionnaire of Purchase Behavior of badminton racket in Taipei” was employed. Descriptive statistic, Factor analysis, Independent t- test, One-way ANOVA, Chi-square test were utilized for data analysis. The results showed that: 1. The market of badminton racket in Taipei: Most consumers mainly purchase their rackets for sport and health use. Most information search from family, close friends and classmates. People to evaluate a racket depends on the feeling of swing, material and weight. The most popular brand is Victor, They will spend their rackets between the price range NT$1,001 and NT$1,500. They like to buy racket at sport goods stores. Most of them buy one racket. It seems that most consumer sare satisfied IV with their rackets now. The majority of them will even buy another racket from the same brand. Segment s o f Taipei badminton racket consumers: This study has mainly separated these consumers into 4 groups: Group 1: informed style; Group 2: economic style; Group 3: external style; Group 4 : functional style. 3. The demographics variables: age, marital status, occupation, educational background and personal monthly income in each segment are significantly different. Playing period and gender of the consumer sin each market segment is not significantly different. 4. The purchase decision making variables: need recognition, information search, purchasing brand, purchasing price, purchasing place, purchasing amount and post purchase behavior are significantly different. According to the conclusions, this study also provided some suggestions for the references of designing marketing strategies and further study by scholars who are interested in this issue. |
本系統中英文摘要資訊取自各篇刊載內容。