羽球運動消費者對達克運動服務平台參與動機、體驗價值與滿意度之研究

Abstract

「漏斗」模式是近年行銷界最核心的「戰術」之一，由傳統的網絡行銷、數位營銷、電子行銷到較新興的成長行銷皆能適用。行銷漏斗理論根本的核心是在表達消費者從接觸到品牌後，一直到下購買決定之間的過程。本研究旨在探討羽球運動消費者對達克運動服務平台參與動機、體驗價值與滿意度之關係，以台灣羽球運動消費者為研究對象，透過立意抽樣方式進行問卷調查，共發放350份問卷，回收有效樣本共計316份，以描述性統計、獨立樣本t檢定、單因子變異數分析、皮爾森基差相關分析進行資料處理與分析，研究結果為參與者性別主要為男性，年齡為50歲-59歲為多，居住地以北部為主，教育程度以大專院校最多，職業以學生為主，「參與羽球運動」以5年以上為多，「每周進行羽球運動頻率」以1-3次為多，「每天平均上網時間」多為120分鐘以上。不同特性之達克運動平台消費者在參與動機、體驗價值、滿意度上呈現顯著差異，羽球運動消費者對達克運動服務平台參與動機、體驗價值與滿意度皆呈現顯著相關。因此，本研究建議達克運動服務平台可以針對剛開始接觸羽球運動的民眾跟每週參與1至3次的消費者，進行軟性的教學資訊或是戰報整理等方案，提高平台的普及性與消費者對羽球運動的興趣，進而推動平台的使用率以及訂閱人數每周羽球運動參與頻率。The "funnel" model is one of the core "tactics" in the marketing field in recent years, applicable to traditional online marketing, digital marketing, electronic marketing, and even newer growth marketing. The fundamental core of the marketing funnel theory expresses the process consumers go through from the moment they are exposed to a brand until they make a purchase decision. This study aims to explore the relationship between badminton consumers' motivations for participating in the Duck sports service platform, their experiential value, and their satisfaction. The research focuses on badminton consumers in Taiwan, conducting a questionnaire survey through purposive sampling, distributing a total of 350 questionnaires, and collecting 316 valid samples. Data processing and analysis were performed using descriptive statistics, independent samples t-tests, one-way ANOVA, and Pearson correlation analysis. The results indicate that the majority of participants are male, aged between 50 and 59, primarily residing in the northern region, with the highest education level being college or university. Most participants are students, with over five years of experience in"participating in badminton," and the frequency of playing badminton is mostly 1-3 times a week. Additionally, the average daily internet usage time is mostly over 120 minutes. Consumers of the Duck sports platform with different characteristics show significant differences in participation motivation, experiential value, and satisfaction. There is a significant correlation between badminton consumers' participation motivation, experiential value, and satisfaction with the Duck sports service platform. Therefore, this study suggests that the Duck Sports Service Platform could target individuals who are new to badminton as well as consumers who participate in the sport 1 to 3 times a week, by offering soft teaching resources or match reports. This approach can enhance the platform's popularity and increase consumer interest in badminton, thereby promoting higher usage rates and subscription numbers, as well as increasing the weekly participation frequency in badminton activities.