不同游泳運動參與程度對游泳衣褲的消費者行為研究

Abstract

本研究旨在探討不同游泳運動參與程度在游泳衣褲的消費者行為與游泳衣褲產品屬性重視、滿意程度與整體滿意程度、再購意願的關係。研究的架構參考消費者購買決策模式（E-K-B模式）分析不同游泳運動參與程度在購買游泳衣褲的消費者行為。使用產品屬性的重視、滿意程度量表衡量不同游泳運動參與程度在游泳衣褲產品屬性重視、滿意程度，並且瞭解不同游泳運動參與程度在游泳衣褲整體的滿意程度與再購意願的實際狀況。 使用問卷調查法的方式，以不同屬性游泳參與者：大專院校學校游泳代表隊隊員、地區早泳會會員、其他（一般游泳運動愛好者）為調查對象。設定台北縣市為主要抽樣範圍。依研究目的分組對象，以隨機抽樣的方式發放問卷共計530份，回收問卷總計484份，剔除填答不完整的無效問卷後，有效問卷共471份，問卷回收率為91.32%，有效問卷率為97.31%。三組有效問卷，大專院校學校游泳代表隊隊員140份、地區早泳會會員179份、其他（一般游泳運動愛好者）152份。利用卡方檢定、單因子變異數分析、史匹曼等級相關係數(Spearman’s coefficient of rank correlation)等統計方法分析後，主要研究的結果如下：

一、不同游泳運動參與程度在游泳衣褲目前使用的品牌與未來選擇的品牌為： （一）重度參與者：目前使用「OLYMATE」、未來選擇「Arena」佔大多數。 （二）中度參與者：目前使用「Arena」、未來選擇「Arena」最多。 （三）輕度參與者：目前使用「其他」、未來選擇「SPEEDO、其他」品牌最多。 （四）從未參與者：目前使用、未來選擇以「其他」品牌居多。 二、不同游泳運動參與程度在游泳衣褲消費者行為、產品屬性重視、滿意程度、游泳衣褲整體的滿意程度有顯著差異。 三、不同游泳運動參與程度在游泳衣褲整體的滿意程度與游泳衣褲再購意願有顯著相關。

根據以上研究結果，瞭解不同游泳運動參與程度在游泳衣褲消費行為的實際情況，據以提供游泳衣褲運動用品業者進行行銷策略擬定之參考；並提供運動用品產業研究者，尤其是游泳衣褲運動用品消費者行為之研究參考。

This research aimed to investigate the interrelationship between different-level swimming participation and product-attribute evaluations, customer satisfaction and repurchase intentions of swimwear. The frameworkof the study was based on E-K-B Model in an attempt to analyze how different-level swimming participation affected the consumer behavior on swimwear. Evaluation and satisfaction measurement tables were used to understand customer satisfaction and repurchase intentions. With the questionnaire-based methodology, the target subjects included swimming participants with different identities, ranging from college swimming-team members, members from adult swimming clubs to swimming lovers. 530 questionnaires were mainly sent out in Taipei city and Taipei County, with 484 returned and 471 valid. The return rate was 91.32%; the valid rate was 97.31%. 476 valid copies consisted of 140 from college swimming-team members, 179 from members of adult swimming clubs and 152 from swimming lovers. The results of this research were generated by statistic analyses, including Chi-Square Test, One-Way ANOVA and Spearman’s coefficient of rank correlation. The research results were as follows: I. Brand preference and prospective choices for swimmers with different participation levels: 1. High-frequency participants: Most of them use OLYMATE at present, but prefer Arena in the future. 2. Medium-frequency participants: Most of them use Arena at present, and prefer Arena in the future. 3. Low-frequency participants: Most of them use “Other” brands at present, but prefer SPEEDO and “Other” brands in the future. 4. Non-participants: Most of them use “Other” brands at present and in the future. II. Consumer behavior, product-attribute evaluation, customer satisfaction and overall customer satisfaction in terms of different-level swimming participation were remarkably distinguished. III. Overall customer satisfaction about swimwear and its repurchase intentions were distinctly related in terms of different swimming participation levels. The findings would understand the practical consumer behavior on swimwear in terms of different swimming participation levels and serve as a reference for enterprises to work out their marketing strategies, and for researchers on consumer behavior about swimwear to do further studies.