羽球拍品牌形象、價格對購買意願之影響 姚昌華、呂崇銘
E-mail: 360019@mail.dyu.edu.tw
摘 要
本研究以問卷調查方式，探討羽球拍品牌形象、價格對消費者購買意願之影響，根據參考文獻衡量並設計問卷。本研究樣 本以台中市六家羽球館從事羽球運動的民眾為對象。共發放問卷420份，扣除無效問卷有效問卷共396份，有效回收率 為94.28%。再以SPSS統計軟體實證分析，得到以下結論： (1) 品牌形象對購買意願有顯著影響。 (2) 品牌形象對價格有顯著 影響。 (3) 價格對購買意願有顯著影響。 本研究給業者之建議為讓品牌形象深植人心、價格左右購買意願、提升女性消費 者的羽球運動人口、與時俱進以符合消費端的行銷策略。
關鍵詞 : 品牌形象、價格、購買意願、羽球拍
目錄
中文摘要 ．．．．．．．．．．．．．．．．．．．．． iii 英文摘要 ．．．．．．．．．．．．．．．．．．．．． iv 誌謝辭 ．．．．．．．．．．．．．．．．．．．．． v 內容目錄 ．．．．．．．．．．．．．．．．．．．．． vi 表目錄 ．．．．．．．．．．．．．．．．．．．．． viii 圖目錄 ．．．．．．．．．．．．．．．．．．．．
． ix 第一章 緒論．．．．．．．．．．．．．．．．．．． 1 第一節 研究背景．．．．．．．．．．．．．
．． 1 第二節 研究動機及目的．．．．．．．．．．．．．．． 2 第三節 研究範圍與對象．．．．．．．．．．
．．．．． 4 第四節 名詞解釋．．．．．．．．．．．．．．． 5 第二章 文獻探討．．．．．．．．．．．．．．．
．． 7 第一節 品牌羽球拍．．．．．．．．．．．．．．．． 7 第二節 品牌形象．．．．．．．．．．．．．．
．． 8 第三節 價格．．．．．．．．．．．．．．．．．． 15 第四節 購買意願．．．．．．．．．．．．
．．．．． 18 第五節 相關研究．．．．．．．．．．．．．．．． 20 第三章 研究方法．．．．．．．．．
．．．．．．．． 22 第一節 研究架構．．．．．．．．．．．．．．． 22 第二節 研究流程．．．．．．．．．
．．．．．． 23 第三節 研究假設．．．．．．．．．．．．．．． 33 25 第四節 操作型定義與衡量．．
．．．．．．．．． 25 第五節 問卷設計與抽樣方法．．．．．．．．．． 29 第六節 資料分析方法．．．．．
．．．．．．．． 30 第四章 研究結果與分析．．．．．．．．．．．．．． 34 第一節 描述性統計分析．．．．
．．．．．．．． 34 第二節 信效度分析．．．．．．．．．．．．．． 38 第三節 不同背景在品牌形象、價 格、購買意願的差 異性分析．．．．．．．．．．．．．．． 41 第四節 變項間的相關分析．．．．．．．．．
．． 47 第五節 變項間的迴歸分析．．．．．．．．．．． 49 第五章 結論與建議．．．．．．．．．．．．
．．．． 53 第一節 研究結論．．．．．．．．．．．．．．． 53 第二節 研究建議．．．．．．．．．．．．．
．． 56 參考文獻．．．．．．．．．．．．．．．．．．．．．． 60 附錄 研究問卷．．．．．．．．．．．．．．．．
．．． 71 參考文獻
一、中文部分 王沛泳（2001）。球迷參與行為及參與滿意度之影響因素－統一獅實証研究。國立成功大學企業管理研究所碩士論文。
古永嘉（2003 ）。矽牒巨人－萬國電腦，經濟部中小企業成功升級案例，節自「千錘百鍊」，經濟部中小企業處發行。 古德龍（2005
）。台北地區羽球拍消費者之市場區隔研究。臺灣體育運動管理學報，3，103-126。 林世弘（2008）。臺北市羽球拍消費者品牌形象對 顧客忠誠度影 響之研究－線性結構方程模式之驗證。臺北市立教育大學體育研究所碩士論文。 許士軍（1987）。管理學，台北市:東華 書局。 陳正絢（2008）。女性自我認同與品牌意識之研究。國立台灣師範大學社會教育學系碩士論文。 陳振甫（2001）。品牌形象與 設計策略之結合，設計雙月刊，101 期。 張健璜（2004）。從涉入類型觀點探討通路型態與品牌類型對品牌權益影響關係之研究。輔仁 大學織品服裝研究所碩士論文。 張嘉萍（2005）。產品造形特徵與品牌形象之一致性研究－以液晶電視為例。私立大同大學工業設計 研究所碩士論文。 梁文敏（2010）。李克特量尺的使用與信度評量。中國醫藥大學生統e報，41期。 葉公鼎（2001）。論運動產業之範 疇與分類。運動管理季刊，1，8-21。 楊孟芳（2010）。台灣化妝品購物意願之研究－促銷活動、認知價值、品牌形象與生活型態之應 用。未出版碩士論文，國立中興大學行銷學系。 楊緒永（2009）。品牌形象、知覺價值、口碑、產品知識與購買意願之研究－以手機 為例。未出版碩士論文，南華大學企業管理系。 溫卓謀（2001）。羽球運動員知覺預期能力與訓練策略之研究。未出版博士論文，國 立台灣師範大學體育研究所。 鄭芬姬、吳政達、鄭聖潔（2005，12月）。以策略矩陣分析法對統一星巴克連鎖咖啡店進入罐裝咖啡市 場分析研究。中小企業經營策略學術研討會論文集。雲林縣:環球技術學院。 劉衡江、王金城（1999）。國民參與體育運動意願調查。
台北市:行政院體育委員會。 賴忠毅（2009）。來源國形象、品牌聯盟與價格對網路購物消費者購買動機的影響。未出版碩士論文，東 華大學國際企業學系。 賴俊明（2003）。不同產品涉入程度下通路型態與促銷方式對品牌權益的影響。國防管理學院資源管理研究所 碩士論文。 虞積祥（2004）。品牌形象、品牌權益、顧客終身價值關聯性研究－以東森電視購物頻道為例。未出版碩士論文，義守大 學管理科學研究所。 二、英文部分 Ailawadi, K., Neslin, S. A. and Gedenk, K. (2001). Pursuing the value-conscious consumer: Store Brands versus National brand promotions. Journal of Marketing, 65,71-89. Aaker, D. A. (1991). Managing Brand Equity : Capitalizing on the Value of a Brand Name, N. Y. : The Free Press. Biel, A. L. (1992). How Brand Image Drives Brand Equity? Journal of Advertising Research, 32(6), 6-12.
Burton, S., Lichtenstein, D. R., Netemeyer, R.G., and Garretson, J. A. (1998), A scale for measuring attitude toward private label products and examination of its psychological and behavioral correlates, Journal of Academy of Marketing Science. 26(4), 293-306. Chernatony, L. D., and McWilliam, G. (1989). Branding terminology the real debate. Marketing Intelligence and Planning, 7(7), 29-32. Dickson, P. R., and Alan, G. S.
(1990). The Price Knowledge and Search of Supermarket Shoppers, Journal of Marketing,54(3), 42-53. Dobni, D., and Zinkhan, G. M. (1990). In search of brand image : A foundation analysis,. Advances in Consumer Research, 17(1), 110-119. Dodds, W. B., Monroe, K. B., and Grewal, D.
(1991). Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations, Journal of Marketing Research (28:3), 307-319. Engel, J.
F., Blackwell, R. D., and Miniard, P. W. (1993). Consumer Behavior, 7th edition, Dryden Press. Erevelles, S., Roy, A., and Vargo, S. L. (1991).
The Use of Price and Warranty Cues in Product Evaluation: A Comparison of U. S. and Hong Kong Consumers, Journal of International Consumer Marketing, 11(3), 67-91. Erickson, Gary M. and Jonansson K. (1985), The Role of Price in Multi-Attribute Product Evaluations, Journal of Consumer Research, 12,195-199. Fredericks, J. O., and Salter, J. M. (1995), Beyond Customer Satisfaction, Management Review, 84(5), 29-32.
Fishbein, M., and Ajzen, I. (1975). Belief Attitude Intention and Behavior: An Introduction to Theory and Research Reading, Journal of Leisure Research, 27(1), 61-84. Frederique, S. B. (1991). Badminton the lifetime games of the future. Journal of physical education recreation and dance,62(9), 28-33. Gambetti, R .C. and Graffigna , G. (2010). The Market Research SocietyInternational Journal of Market Research,
52(6),801-826. Grewal, D. (1995). Product Quality Expectations: Towards an Understanding of Their Antecedents and Consequences, Journal of Business and Psychology, (9:3), 225-240. Hamilton, Rebecca W. and Srivastava J. (2008). When 2+2 Is Not the Same As 1+3: Variations in Price Sensitivity Across Components of Partitioned Prices, Journal of Marketing Research,45, 450-461. Jacoby, J., and Olson, J. C. (1972). Cue utilization in the quality perception process. I M . Venkatesan(ed.), Proceeding of the third annual conference of the association for consumer research. Iowa City: Assocation for Consumer Research, 167-179. Jeong, M., and Lambert, C. U. (2001), Adaptation of information quality framework to measure customer’s behavioral intentions to use lodging web sites, Hospitality Management, 20(2), 129-146. Kannan, P. K., and Kopalle, P. K. (2001). Dynamic pricing on the internet : Importance and implications for consumer behavior. International Journal of Electronic Commerce, 5(3), 63-83. Keller, K. L. (1993). Conceptualizing Measuring, and Managing Customer-Based Brand Equity, Journal of Marketing , January,1-22. Keller, K.L. (2008). Strategic brand management : Building, measure brand equity(3rd ed.). Prentice Hall. Kimery, K. M., and McCord, M. (2002). Third-party assurances : Mapping the road to trust in e-retailing, Journal of Information Technology Theory and Application, 4(2), 63-82. Kim, C. K., Lavack, A. M., and Smith, M. (2001). Consumer evaluation of vertical brand extensions and core brand. Journal of Business Research, 52, 211-222. Kirmani, A., and Rao, A. R. (2000). No Pain, No Gain: A Critical Review of the Literature on Signaling
Unobservable Product Quality, Journal of Marketing (64:2), 66-79. Kotler, P. (1991). Marketing management: Analysis, planning, implementation, and control (7th ed.). Englewood Cliffs, NJ: Prentice-Hall. Kotler, P. (1999). 10 edition. NJ : Prentice-Hall International Inc. Marketing
Management. Kotler, P. (2000). Marketing Management. Englewood Cliffs, N.J.: Prentice Hall. Kotler, P. (2002). 11 edition. NJ : Prentice Hall.
Marketing Management. Kotler, P., and Keller, K. L. (2006). Marketing Management, 12th ed.Prentice-Hall, Upper Saddle River, NJ. Lasser, W., Mittal, B., and Sharma, A. (1995) , Measuring customer-based brand equity. Journal of Consumer Marketing,12(4), 11-20. Lichtenstein, D. R., Ridgway, N. M., and Netemeyer, R. G. (1993). Price perceptions and consumer shopping behavior : A field study. Journal of Marketing Research, (May), 234-245. Li, X. and Hitt, L. M. (2010). Price Effects in Online Product Reviews: An Analytical Model and Empirical Analysis, MIS Quarterly, (34: 4), 809-831. Mitchell, V. W., and Greatorex, M. (1993). Risk perception and reduction in the purchase of consumer services, Service Industries Journal, 13 (4), 179-200. Monroe, K. B., and Petroshius, S. M. (1981). Buyera’perception of price : AN update of the evidence ,perspectives in consumer behavior(3rd ed.). Illinois : Scott, Foresman and Company, 43-45. Monroe, K. B., and Krishman, R. (1985). The Effect of Price on Subjective Product Evaluation, Perceived Quality: How Consumers View Stores and Merchandise, Jacoby J. and J.C. Olson, eds.
Lexington, MA: Lexington Books, 209-232. Morwitz, V. G., and David, S. (1992). Using Segmentation to Improve Sales Forecasts Based on Purchase Intent: Which Intenders Actually Buy? Journal of Marketing Research, 391-405. Olshavsky, Richard W., Andrew B., Aylesworth, and Kempf D. S. (1995). The Price-Choice Relationship : A Contingent Processing Approach, Journal of Business Research, 207-218. Park, C. W., Jaworski, B. J., and Macinnis, D. J. (1986). Strategic Brand Concept-Image Management, Journal of Marketing, 50(4), 135-146. Perry, A., and Wisnom, III, D. (2002). Before the brand: Creating the unique DNA of an enduring brand identity. McGraw-Hill, NewYork. Petrick, J. F. (2002), Development of a multi-dimensional scale for measuring perceived value of a service, Journal of Leisure Research, 34(2), 119-136. Rao, Akshay R.
and Monroe K. B., (1989). Lu Qu, and Robert W. Ruekert, 1999.Signaling Unobservable Product Quality Through a Brand Ally, Journal of Marketing Research, 36(May),258-268. Schiffman, L. G., and Kanuk, L. L. (2000). Consumer behavior. (7td ed.). New Jersey : Prentice Hall.
Spreng, R. A., MacKenzie, S. B., and Olshavsky, R. W. (1996). A Reexamination of the Determinants of Consumer Satisfaction, Journal of Marketing (60:3), 15-32. Teas, R.K, and Agarwal, S. (2000), The Effect of Extrinsic Product Cues on Consumers` Perceptions of Quality, Sacrifice, and Value, Journal of the Academy of Marketing Science, 28(2), 278-290. Thakor, M. V., and Katsanis, L. P. (1997). A Model of Brand and
Country Effects on Quality Dimensions : Issues and Implications, Journal of International Consumer Marketing, 9 (3), 79-100. Ti, L., and Chiao, Y. C. (2001). An Integrated Model for the Effects of Perceived Product, Perceived Service Quality, and Perceived Price Fairness on Consumer Satisfaction and Loyalty, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, (14), 125-140. Varki, S., and Colgate, M.
(2001). Role of Price Perceptions in an Integrated Model of Behavioural Intentions, Journal of Service Research (3:3), 232-240. Ware JE, Jr, Brook RH, Davies AR, Lohr KN. Choosing measures of health status for individuals in general populations. Am J Public Health. 1981 Jun;71(6):620 –625. Zeithaml, V. A. (1988). Consumer Perceptions of Price and Value : A Means-End Model & Synthesis of Evidence, Journal of Marketing, 53, July, 2-22. Zeithaml, V. A., and Kirmani, A. (1993). Brand equity and advertising : Advertising’s role in building strong brands, In Aaker, D. A.
and Alexander, L. B. (Eds.), Advertising, Perceived Quality, and Brand Image, Lawrence Erlbaum Associates, Inc., Iowa City, IA. 三、網路部分 工商時報活動資訊（2011）。取自 http://www.mirdc.org.tw/news/News01_detail.aspx?Type=1&cond=893&Source=0&sty=02 經濟日報
（2011）。羽球拍高值化聯盟助產業拓藍海。取自 http: //pr.ntnu.edu.tw/newspaper/index.php?mode=data&id=8668 內政部內政統計年 報（2011）。台中市總人口數。取自 http://sowf.moi.gov.tw/stat/year/list.htm 勝利羽球拍官方網站（2012）。羽球拍基本介紹(1)─部位
。取自 http://www.victorsport.com.tw/classroom-contents.php?id=4pCMsXhCNNXCDt1hMN1BDMAhMf2rN2
