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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

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dc.contributor.advisor黃彥翔
dc.contributor.advisorHuang, Yen-Hsiang
dc.creator盧仁茂
dc.creatorLu, Ren-Mao
dc.date2010
dc.date.accessioned2017-02-22T16:26:01Z
dc.date.accessioned2025-07-30T15:25:06Z
dc.date.available2017-02-22T16:26:01Z
dc.date.issued2017-02-22T16:26:01Z
dc.description學位類別：碩士
dc.description校院名稱：國立台灣體育大學
dc.description系所名稱：運動管理學系碩士班
dc.description學號：19705110
dc.description畢業學年度：98年
dc.description論文頁數：150頁
dc.description.abstract　　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。
dc.description.abstractThe 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".
dc.description.tableofcontents目　次 第壹章　緒論…………………………………………………………1 　第一節　研究背景與動機…………………………………………1 　第二節　研究目的…………………………………………………5 　第三節　研究問題…………………………………………………5 　第四節　研究範圍與限制…………………………………………6 　第五節　研究貢獻…………………………………………………7 　第六節　操作型名詞定義…………………………………………7 第貳章　文獻探討……………………………………………………9 　第一節　涉入程度…………………………………………………9 　第二節　滿意度……………………………………………………20 　第三節　忠誠度……………………………………………………31 　第四節　涉入程度與滿意度之關係………………………………42 　第五節　涉入程度與忠誠度之關係………………………………45 　第六節　滿意度與忠誠度之關係…………………………………47 第参章　研究設計與實施……………………………………………49 　第一節　研究步驟…………………………………………………49 　第二節　研究架構…………………………………………………51 　第三節　研究假設…………………………………………………52 　第四節　研究對象…………………………………………………53 　第五節　研究工具…………………………………………………54 　第六節　資料處理…………………………………………………72 第肆章　研究結果與討論……………………………………………74 　第一節　羽球拍消費者特性分析…………………………………74 　第二節　最主要使用羽球拍品牌現況……………………………78 　第三節　羽球拍消費者涉入程度、滿意度、忠誠度現況………79 　第四節　人口統計變項在各構面之差異性檢定…………………82 　第五節　徑路分析…………………………………………………119 第五章　結論與建議…………………………………………………124 　第一節　研究結論與發現…………………………………………124 　第二節　建議………………………………………………………128 參考文獻………………………………………………………………131
dc.format.extent664851 bytes
dc.format.mimetypeapplication/pdf
dc.identifier.urihttps://ir.ntus.edu.tw/handle/987654321/70906
dc.languagezh-TW
dc.publisher運動管理學系碩士班
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dc.subject羽球拍消費者;涉入程度;滿意度;忠誠度
dc.subjectBadminton Racket Consumers;Involvement;Satisfaction;Loyalty
dc.title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
dc.titleThe Study of the Badminton Racket Consumers' "Involvement", "Satisfaction" and "Loyalty"–take Taoyuan County as an example.
dc.typethesis
dspace.entity.typePublication

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學位論文(103學年度之前)