Facebook運動品牌粉絲團使用者網路口碑、運動產品涉入與購買決策關係之研究
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Date
2011
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本研究旨在探討Facebook運動品牌粉絲團使用者對網路口碑、運動產品涉入與購買決策之影響關係。以瀏覽過Facebook運動品牌粉絲團上的運動產品評論之使用者為研究對象，於2011年3月23日至4月23日透過網路問卷形式發放450份，有效問卷共404份，以瞭解使用者於網路口碑、運動產品涉入與購買決策之現況，並以描述性統計、單因子變異數分析、結構方程模式進行分析，研究發現如下：
一、Facebook運動品牌粉絲團使用者以17至24歲的男性學生為主要族群，教育程度以大專校院為主，多為Facebook高度使用者，每次使用Facebook運動品牌粉絲團時間僅在30分鐘以內。
二、Facebook運動品牌粉絲團使用者於網路口碑、運動產品涉入與購買決策知覺程度皆在「普通」至「同意」之間，屬於中等以上程度。
三、Facebook運動品牌粉絲團使用者之性別、使用Facebook運動品牌粉絲團目的、評論頻率與時間，會影響其網路口碑知覺程度。
四、Facebook運動品牌粉絲團使用者之性別、教育程度、使用Facebook運動品牌粉絲團目的、評論頻率與時間，會影響運動產品涉入知覺程度。
五、Facebook運動品牌粉絲團使用者之使用Facebook運動品牌粉絲團目的，會影響其對購買決策知覺程度。
六、Facebook運動品牌粉絲團使用者網路口碑、運動產品涉入對購買決策具有解釋力。
基於上述結論，建議粉絲團經營者應依據人口背景變項之特性，設計規畫能引起使用者注意的運動產品廣告資訊，並且試圖找出高度忠誠消費者或意見領袖，以提升網路口碑傳播效果；而若欲提升使用者黏性，應增加粉絲團頁面運動產品與運動員訊息的豐富性，開發創新的應用程式，且積極回應使用者的產品評論或問題，提升互動品質；再者，應設法將使用者由中等程度涉入，轉換為對運動產品高度涉入，以提升運動產品銷售率。
The study designed to reveal the relations among electronic word-of-mouth, sports products involvement and purchase decision. This research employed the internet questionnaire survey for analysis and 404 were vaild, targeted on who used or recommended sports product user comment via browsing the Facebook sports brand page. According to the data collected from the internet questionnaire, descriptive statistics, one-way ANOVA and Structural Equation Modeling were performed for data analysis. The results were derived as following: 1. The main group of Facebook sports brand page fans were male students, ranging from 17 to 24, educational background were colleges and universities. Most of them were heavy Facebook users, but just browsed Facebook sports brand page 30 minutes a day. 2. Electronic word-of-mouth, sports products involvement and purchase decision were only above average of evaluation in this study. 3. The gender, purpose of use, comment frequency and browsing time would affect how fans evaluate electronic word-of-mouth. 4. The gender, educational background, purpose of use, comment frequency and browsing time would affect how fans evaluate sports products involvement. 5. The purpose of use would affect how fans evaluate purchase decision. 6. The path model of electronic word-of-mouth, sports products involvement and purchase decision in Facebook sports brand page fans is appropriate. In other words, electronic word-of-mouth and sports products involvement would affect purchase decision. According to the research results, Facebook sports brand page manager should understand the situation of fans background to design sports product advertising.Then try to find opinion leaders or customers who have a high degree of loyalty so that the effect of electronic word-of-mouth communication will be enhanced; Furthermore, the manager should focus on interaction, the quality of information and the creative Application of page to increase page stickiness. Finally, try to enhance the involvement of fans so that sports product sales rate will be increased.
The study designed to reveal the relations among electronic word-of-mouth, sports products involvement and purchase decision. This research employed the internet questionnaire survey for analysis and 404 were vaild, targeted on who used or recommended sports product user comment via browsing the Facebook sports brand page. According to the data collected from the internet questionnaire, descriptive statistics, one-way ANOVA and Structural Equation Modeling were performed for data analysis. The results were derived as following: 1. The main group of Facebook sports brand page fans were male students, ranging from 17 to 24, educational background were colleges and universities. Most of them were heavy Facebook users, but just browsed Facebook sports brand page 30 minutes a day. 2. Electronic word-of-mouth, sports products involvement and purchase decision were only above average of evaluation in this study. 3. The gender, purpose of use, comment frequency and browsing time would affect how fans evaluate electronic word-of-mouth. 4. The gender, educational background, purpose of use, comment frequency and browsing time would affect how fans evaluate sports products involvement. 5. The purpose of use would affect how fans evaluate purchase decision. 6. The path model of electronic word-of-mouth, sports products involvement and purchase decision in Facebook sports brand page fans is appropriate. In other words, electronic word-of-mouth and sports products involvement would affect purchase decision. According to the research results, Facebook sports brand page manager should understand the situation of fans background to design sports product advertising.Then try to find opinion leaders or customers who have a high degree of loyalty so that the effect of electronic word-of-mouth communication will be enhanced; Furthermore, the manager should focus on interaction, the quality of information and the creative Application of page to increase page stickiness. Finally, try to enhance the involvement of fans so that sports product sales rate will be increased.
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臉書, 運動品牌, 網路口碑, 運動產品涉入, 購買決策, Facebook, sports brand, electronic word-of-mouth, sports products involvement, purchase decision