Publication:

羽球拍消費者涉入程度、滿意度、忠誠度之研究-以桃園縣為例

本研究主要目的在瞭解瞭解桃園縣羽球拍市場現況，探討羽球拍消費者的涉入程度、滿意度、忠誠度之間的關聯性。問卷分為五個部份，採李克特氏五分量表計分，調查對象為年滿十六歲之桃園縣羽球拍消費者，以便利抽樣方式施測，共發放420份，有效問卷389，有效問卷率為92.6%%。

研究結果發現如下：

一、本研究對象以男性為主；以41至48歲居多；大多擁有大學(專)；職業以軍公教居多；球齡以11年(含)以上居多；最主要使用羽球拍分佈上，以YONEX居多。

二、羽球拍消費者重視每一次羽球拍的選購；羽球拍消費者最重視羽球拍的揮拍感覺；羽球拍消費者都願意口碑推薦。

三、由徑路分析發現，涉入程度、滿意度均會正向影響忠誠度，而涉入程度亦會正向影響滿意度。

The purpose of this research is to survey the situation of the badminton market in Taoyuan County and to explore the relationship among "Involvement","Satisfaction", and"Loyalty"of the badminton racket consumers. The questionnaire contains five sections, adopting the five-point Likert scale to investigate the research subjects'opinions. The research subjects are the badminton racket consumers above sixteen years old in Taoyuan County by the convenient random sampling. There are totally 420 copies and the effective copies of the questionnaire are 389. The effective rate of the questionnaire is 92%.

The result of this research shows that：

1.This research takes male as the main research subjects: most of them are from 41 to 48 years old, bachelor degree, and public officers. Besides, most of them have played badminton for 11 years and they all use the YONEX rackets.

2.The badminton racket consumers take account of each purchase of the racket. They focus mainly on the flapping of the rackets and they are all willing to recommend the racket they used.

3.According to the analysis of the path, it shows that "Involvement"and"Satisfaction"will both have the positive effect on"Loyalty"and"Involvement"will also have positive effect on"Satisfaction".