Publication:

社群影響、媒體影響、球隊認同與購買價值對美國職業冰球聯盟 (NHL) 周邊商品購買意圖之影響研究─以臺灣地區冰上曲棍球球員為例

本研究以臺灣地區之冰上曲棍球球員購買美國職業冰球聯盟 (NHL) 周邊商品為研究標的，並藉以驗證NHL社群影響、媒體影響、球隊認同、周邊商品購買價值與購買意圖等變項之潛在關係。研究者參酌陳祺富（2010）、Hsieh (2003) 研究發展之量表，依研究目的所編修之「冰球球員NHL周邊商品消費行為調查問卷」為研究工具。於2011年6月至8月在臺北小巨蛋冰上樂園及高雄義大冰星球針對現場163位冰球球員進行問卷發放（平均年齡20.88歲，標準差1.56歲）。依研究目的施以結構方程模式分析結果顯示：(一)冰球球員參與行為方面：球齡以4至6年為多；每週參與冰球為1至2次；球季中購買周邊商品以1次居多；(二)冰球球員媒體消費行為方面：獲取NHL比賽轉播與相關資訊皆以網路為主；(三)冰球周邊商品消費行為整體模式適配度佳(χ²/ df =2.20、SRMR=.04、RMSEA=.08、GFI=.95、 CFI=.95、TLI(NNFI)=.91、PCFI=.54、PNFI=.52)；(四)結構係數最高為「球隊認同對購買價值」：.67, p< .05，其次為「社群影響對球隊認同」：.48, p< .05、「購買價值對購買意圖」：.44, p< .05與「球隊認同對購買意圖」：.33, p< .05。(五)購買價值在球隊認同與購買意圖間具有中介效果(Sobel test, Z=3.29)。根據結果，建議國內冰球運動之推廣者應調整行銷策略提升球隊認同與購買價值，以增進購買意圖，並可將「社群影響」因素納入行銷策略，以提升球隊認同。

The purpose of this study was to investigate the latent relationships among social influence, media influence, team identification, perceived value, and purchase intention of the National Hockey League (NHL) accessory products. The participants were 163 Taiwanese ice hockey players (mean age = 20.88 years old, SD = 1.56). The questionnaire, namely the consumer behavior survey on ice hockey players, was derived and modified from Chen’s (2010) and Hsieh’s (2003) instruments . Systematic sampling was utilized to recruit participants in the Taipei Arena and Kaohsiung Large Ice Planet from June to August, 2011. Using descriptive statistics, analysis of variance, and structural equation modeling to analyze the data, the results revealed that: (1) The majority of the participants have involved in the sport of ice hockey for 4-6 years; they normally participate in ice hockey 1-2 times per week and purchase 1 piece of NHL accessory products every season; (2) Participants watch NHL games and acquire game-related information through Internet; (3) the hypothesized model fit the data appropriately (χ²/df=2.20, SRMR=.04, RMSEA=.08, GFI=.95, CFI=.95, TLI(NNFI)=.91, PCFI=.54, PNFI=.52); (4) the structure coefficient between team identification and perceived value was the highest (.67), followed by social influence and team identification (.48), perceived value and purchase intention (.44), and team identification and purchase intention (.33); (5) purchase value have mediating effect among team identification and purchase intention (Sobel test, Z=3.29).Based on the results, the researcher suggested that the promoters of the NHL accessory products should improve marketing strategies in order to enhance consumers’ team identification, perceived value, and purchase intentions. Promoters may also include “social group” in the marketing strategies so as to increase team identification.