桌球膠皮消費者的決策型態與品牌忠誠度之關係使用者經驗為中介效果

Abstract

桌球運動的球、球桌、球板和膠皮是基本工具。近年來在比賽制度與比賽用球相繼的改變下，使得桌球膠皮的品牌和種類五花八門。因此，研究者對選手如何選擇合適的膠皮以及為何選購此膠皮的動機與行為著實好奇，且消費者的品牌忠誠度是否受到使用者經驗的影響之研究更是缺乏。本研究之主要目的，在於了解桌球膠皮消費者之決策型態與購買行為現況、不同背景變項之消費者之決策型態之差異情形，以及消費者決策型態是否會因為使用者經驗的關係進而影響品牌忠誠度。本研究採問卷調查法，研究對象為107全中運及全大運之選手和從事桌球運動的社會人士。研究結果顯示，桌球膠皮消費者的決策型態依序為：「習慣型」、「完美主義型」、「價格考量型」、「困擾型」、「品牌意識型」、「新穎流行意識型」、「休閒享受購物型」和「衝動型」。性別在每月購買球皮金額方面，有男性高於女性的差異。性別在消費者決策型態方面，在「困擾型」與「習慣型」沒有差異，其餘的六個型態皆有差異，且是男性高於女性。不同身分之消費者決策型態只有在「衝動型」、「困擾型」和「習慣型」有差異。不同地區之消費者決策型態只有在「習慣型」有差異，其他型態則沒有差異。在品牌忠誠度的預測效果方面，會受到「完美主義型」和「習慣型」的影響。使用者經驗完全中介消費者決策型態和品牌忠誠度間的關係。本研究之結果與結論可作為從事桌球運動相關的人員、膠皮販售業者及後續研究者等，購買球皮、販售膠皮及後續研究之參考。

The ball, table, racket and rubber are the equipment of playing table tennis. Recently, the competition rules and ball have changed. Those changes make rubber brand diversified and have lots of kinds. Thus, it is curious that how table tennis players selected appropriate rubber and why they did so. Moreover, the study about brand loyalty whether influence by user experience is lack. The purpose of this study was to understand that table tennis rubber consumers’ decision-making style, their purchasing behavior situation, the difference of consumer decision-making style in different background. Also, this study tried to understand that whether consumers’ decision-making style affects brand loyalty by his/her experience. The study utilized the questionnaire survey for collecting data. The samples were 48th National Intercollegiate Athletic Games players, 2018 National High School Athletic Games players and non-school persons who play table tennis. The results showed that table tennis rubber consumers’ decision-making style in order: ‘habitual, brand-loyal orientation toward consumption,’ ‘perfectionism or high-quality consciousness,’ ‘price and “value for money” shopping consciousness,’ ‘confusion from over choice,’ ‘brand consciousness,’ ‘novelty-fashion consciousness,’ ‘recreational, hedonistic shopping consciousness,’ and ‘impulsiveness.’ Gender in purchasing rubber each month had difference which male was greater female. Gender in consumers’ decision-making style had difference on ‘perfectionism or high-quality consciousness,’ ‘price and “value for money” shopping consciousness,’ ‘brand consciousness,’ ‘novelty-fashion consciousness,’ ‘recreational, hedonistic shopping consciousness,’ and ‘impulsiveness.’ Moreover, all of those style were male greater female. Identity in consumers’ decision-making style had difference on ‘impulsiveness,’ ‘confusion from over choice,’ ‘habitual, brand-loyal orientation toward consumption.’ Region in consumers’ decision-making style had difference on ‘habitual, brand-loyal orientation toward consumption.’ The effect of prediction on brand loyalty was influenced by ‘perfectionism or high-quality consciousness’ and ‘habitual, brand-loyal orientation toward consumption.’ User experience had full mediation between consumers’ decision-making style and brand loyalty. In conclusion, this study provides reference to table tennis players, rubber sellers and further researchers when buying rubber, selling rubber and studying.