運動部落格使用者滿意度、承諾與口碑傳播之研究

Abstract

網際網路的興起，讓人類的生活方式與習慣皆有嶄新的改變。網際網路成為資訊來源的重要媒介。Sun, Youn, Wu, 與Kunterporn提到透過網路做為媒介的口碑傳播（word-of-mouth, WOM），成為網路使用者在收集資訊與分享資訊的一種模式，更是網路世界傳遞訊息的新興模式之一。運動部落格是目前新興的網路媒介，其具備影音功能、文字敘述、圖片介紹、意見回應、人氣統計等獨特功能。本研究目的在瞭解運動部落格的使用現況與特性，並針對使用者對運動部落格之滿意度、承諾，及口碑傳播等三個變項進行相關研究。本研究以網路問卷調查方式進行資料收集，從7個不同的運動部落格主站中共收集了324份有效樣本。根據有效樣本以描述性統計、變異數分析、相關分析及多元迴歸分析進行正式施測的資料分析與處理發現以下結論：男性、高學歷、21至30歲與學生的使用者居多；使用者的滿意度、承諾與口碑傳播間具有高度的相關；使用者的學歷、使用滿意度與承諾對於口碑傳播具有顯著的影響；瞭解運動資訊為使用者最在意的功能；棒球與籃球則是最多人透過運動部落格瀏覽的運動項目；不同學歷對於使用者滿意度、承諾與口碑傳播具有顯著的差異；不同使用運動部落格時數與最在意的運動部落格功能對於使用者承諾與口碑傳播具有顯著的差異。 本研究建議運動相關產業單位可透過運動運動部落格進行運動推廣與行銷，除了需瞭解使用概況與使用者特性以外，並且需要重視使用者滿意度、承諾與口碑傳播之關係。運動部落格本身則需注意所提供的資訊品質與更新速度，以維繫使用者之滿意度、承諾與口碑傳播。The development of internet makes change in the human lifestyle and custom. The internet bbecomes the important medium of the information exchange among human beings. Sun, Youn, Wu, and Kunterporn mentioned that word-of-mouth(WOM) from internet is not only the model of searching information from internet surfer, but communicating to each other. Sport weblog is a new and developing internet medium that filled with many functions, such as watching video, listening music, posting article, inserting photo, video and music, guestbook and so on. This study explored the effects and relationship among sport weblog users’ satisfaction, commitment, and WOM. The self-administered questionnaire and specific directions were given to the users regarding recruitment to secure respondents who better represent the population. A total of 324 sport weblog users from seven main weblog websites. .Based on the descriptive statistical analysis, t-test, oneway ANOVA, correlation analysis, and multiple regression analysis, the main results of study are as follows:The results revealed that male users, high educational background users, 21 to 30 years old users, and students are the main users.There was a significant correlation among sport weblog users satisfaction, commitment, and WOM.There was an effect among the users’ educational background on satisfaction, commitment, and WOM.The most important function of the sport weblog is searching for the sport information which the discussion of baseball or basketball were the most popular topics on the sport weblog.There was a significant difference among the educational levels for sport weblog users on the satisfaction, commitment, and WOM. Also, the here was a significant difference among the using hour levels of weblog on commitment and WOM.

The study suggests that sport industry and educational organization can promote sport and engage in sport marketing by weblog. The administration should understand with the situation of weblog user, and they should focus on the relation of user satisfaction, commitment, and WOM.The weblog owners should care about the quality of information, and the updating rate of weblog, and maintain the user satisfaction, commitment, and WOM of their weblog.