線上羽球消費者產品涉入、口碑傳播與購物導向之研究

Abstract

線上購物透過網際網路讓企業和消費者互動，消費者可通過搜尋引擎和購物網站尋找所需商品，隨著線上社群媒體的普及，網路口碑對購物影響日益重要，影響消費者的搜尋行為和資訊傳遞，且涉入程度的高低也會影響消費者對該產品的搜尋行為、資訊傳遞過程及其說服力等。因此，本研究目的在瞭解線上羽球產品消費者的人口統計變項，探究線上羽球消費者在產品涉入、口碑傳播與購物導向之差異性、關聯性以及預測情形。研究對象為線上羽球產品消費者，以問卷調查形式，利用SurveyCake 表單進行問卷設計，透過立意抽樣方法，在羽球產品活躍之社群平臺 (Instagram或Facebook)、線上群組與社團，共回收428份，有效問卷共計421份。研究結果為線上羽球消費者以男性、未婚人士、教育程度為大專校院、職業為學生居多，平均每週打球次數為2-3次居多，獲得羽球商品訊息的「主要」來源為網路，線上購買羽球商品的頻率一年一次、線上購買服飾類、平均花費為4,001元以上居多，性別變項在產品涉入和經驗導向變項有顯著差異、不同婚姻狀況在產品實用性變項有顯著差異、不同教育程度網路口碑傳播評論採用情況、經驗導向與價格導向變項有顯著差異產品涉入、口碑傳播與購物導向之間呈現顯著正相關，網路口碑傳播評論採用情況對於購物導向有顯著預測力。研究建議為線上羽球產品經營者除了維持男性消費者所形成的主要市場之外，並多於網路推播羽球相關商品資訊，並可以根據網路口碑傳播評論的採用情況，制定針對性的行銷活動和推廣策略，提高消費者線上購買行為。

Online shopping enables interaction between businesses and consumers through the internet. Consumers can search for desired products through search engines and online shopping websites. With the proliferation of online social media, the influence of online reputation on shopping is increasingly significant, impacting consumers’ search behavior and information dissemination. Moreover, the level of involvement also affects consumers’ search behavior, information dissemination process, and persuasiveness towards the product. Therefore, this study aims to understand the demographic variables of online badminton product consumers and explore the differences, correlations, and predictive scenarios of online badminton consumers in product involvement, word-of-mouth communication, and shopping orientation. The research subjects are online badminton product consumers surveyed through SurveyCake forms. Using purposive sampling, 428 responses were collected from active communities on social media platforms (Instagram or Facebook), online groups, and forums, resulting in 421 valid responses. The study findings indicate that online badminton consumers are predominantly male, unmarried individuals, with a majority having attained a college degree and being students. They engage in badminton activities 2-3 times per week on average, with the internet being the primary source of badminton product information. The frequency of online badminton product purchases is typically once a year, with purchases mostly focused on apparel, with an average spending of over NTD 4,001. Significant differences were found in gender variables regarding product involvement and experiential orientation, marital status variables regarding product utility, and education level variables regarding the adoption of online reputation communication comments. Significant positive correlations were observed between product involvement, WOM communication, and shopping orientation. The adoption of online reputation communication comments significantly predicts shopping orientation. Recommendations for online badminton product operators include maintaining their primary market among male consumers and increasing the dissemination of badminton-related product information online. Moreover, tailored marketing activities and promotional strategies can be developed based on the adoption of online reputation communication comments to enhance consumers’ online purchasing behavior.