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題名:高師大學生對該校男子籃球隊之消費意圖影響研究
書刊名:臺灣體育學術研究
作者:倪瑛蓮趙詠真陳美燕 引用關係
作者(外文):Ni, Ying-lienChao, Yung-chenChen, Mei-yen
出版日期:2016
卷期:61
頁次:頁1-16
主題關鍵詞:大專籃球聯賽學校形象品牌個性球隊認同運動消費行為University basketball associationSchool imageBrand personalityTeam identificationSport consumer behavior
原始連結:連回原系統網址new window
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  • 被引用次數被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0)
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  • 共同引用共同引用:3
  • 點閱點閱:12
目的:本研究主要以國立高雄師範大學男子籃球隊為研究範圍,探討其學校形象、品牌個性、球隊認同對大學生消費意圖之關係,並進而探析該變項對消費意圖之解釋情形。方法:方法:研究係以問卷調查法,以國立高雄師範大學學生為研究對象,共計回收有效問卷為466 份,有效回收率達77.67%,其中,以描述性統計、Pearson 積差相關、多元階層迴歸分析等統計方法進行資料分析。結果:一、學校形象、品牌個性、球隊認同與消費意圖為顯著正向相關。相較於學術形象或整體形象,體育形象與球隊認同、消費意圖的顯著正相關情形較高。二、學生所知覺的學校形象、品牌個性與球隊認同可有效解釋其消費意圖。三、學校形象之體育形象及整體形象可顯著解釋消費意圖。在品牌個性方面,成功與迷人可顯著解釋消費意圖。此外,球隊認同是解釋消費意圖的重要因素。結論:經由本研究瞭解學校形象、品牌個性、球隊認同對大學生消費意圖之關係,建議未來高師大男子籃球隊,可著重於體育形象與整體形象的形塑與宣傳,運用突出的運動表現作為特色,增進大學生對該校球隊的消費意圖。此外,該校球隊亦可透過品牌個性的塑造,強調成功與迷人的特質,做為球隊行銷策略,以吸引大學生對學校球隊的關注與消費行為。
Purpose: This study aimed to examine the relationships among school image, brand personality, team identification and consumption intention. Methods: There were total 466 students participated in this survey. Descriptive statistics, Pearson correlation analysis and multiple hierarchical regression were computed for data analysis. Results: 1. The results revealed the positive relationships among school image, brand personality, team identification and consumption intention. 2. School image, brand personality, team identification could explain the consumption intention. 3. In school image, athletic image and overall image could efficiency explain consumption intention. In team brand personality, success and charming could efficiency explain consumption intention. Moreover, team identification is the most important factor for team consumption. Conclusion: We suggest that National Kaohsiung Normal University should focus on athletic image or team promotion in order to encourage students to support the men's basketball team. In addition, the team marketer should focus on the success and charming personality when planning marketing campaign.
期刊論文
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2.Chen, L. H.、Ye, Y.-C.、Chen, M. Y.、Tung, L. W.(2010)。Alegría! flow in leisure and life satisfaction: The mediating role of event satisfaction using data from an acrobatics show。Social Indicators Research,99(2),301-313。  new window
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4.End, C. M.(2001)。An Examination of NFL Fans' Computer Mediated BIRGing。Journal of Sport Behavior,24(2),162-181。  new window
5.Nguyen, N.、LeBlanc, G.(2001)。Image and reputation of higher education institutions in students' retention decisions。International Journal of Educational Management,15(6),303-311。  new window
6.程汶葦(20100300)。學校品牌發展之探討--以UCLA為例。國北教大體育,4,135-141。new window  延伸查詢new window
7.Kwon, H. H.、Trail, G. T.、James, J. D.(2007)。The mediating role of perceived value: Team identification and purchase intention of team-licensed apparel。Journal of Sport Management,21(4),540-554。  new window
8.Gladden, J. M.、Funk, D. C.(2002)。Developing an understanding of brand associations in team sport: empirical evidence from consumers of professional sport。Journal of Sport Management,16(1),54-81。  new window
9.袁新鋒(2008)。NCAA商業化運作對我國高校體育賽事的啟示。山東體育科技,30(4),18-20。  延伸查詢new window
10.陳美燕、蔡心怡、葉允棋(20140600)。以多層次線性模型探討大型運動賽會服務品質知覺之研究。臺灣體育運動管理學報,14(1),1-25。new window  延伸查詢new window
11.Alves, H.、Raposo, M.(2010)。The influence of university image on student behavior。International Journal of Educational Management,24(1),73-85。  new window
12.Arpan, L. M.、Raney, A. A.、Zivnuska, S.(2003)。A cognitive approach to understanding university image。Corporate Communications: An International Journal,8(2),97-113。  new window
13.Fisher, R. J.、Wakefield, K.(1998)。Factors leading to group identification: A field study of winners and losers。Psychology & Marketing,15(1),23-40。  new window
14.Kim, Y. K.、Trail, G. T.、Ko, Y. J.(2011)。The Influence of relationship quality on sport consumption behaviors: An empirical examination of the relationship quality framework。Journal of Sport Management,25(6),576-592。  new window
15.Judson, K. M.、Gorchels, L.、Aurand, T. W.(2008)。Building a university brand from within: A comparison of coaches' perspectives of internal branding。Journal of Marketing for Higher Education,16(1),97-114。  new window
16.Hill, B.、Green, B. C.(2000)。Repeat attendance as a function of involvement, loyalty, and the sportscape across three football contexts。Sport Management Review,3(2),145-162。  new window
17.Goff, B.(2000)。Effects of university athletics on the university: A review and extension of empirical assessment。Journal of Sport Management,14(2),85-104。  new window
18.Kwon, H. H.、Armstrong, K. L.(2006)。Impulse purchases of sport team licensed merchandise: What matters?。Journal of Sport Management,20(1),101-119。  new window
19.Trail, G. T.、Anderson, D. F.、Fink, J. S.(2005)。Consumer satisfaction and identity theory: A model of sport spectator conative loyalty。Sport Marketing Quarterly,14(2),98-111。  new window
20.Carlson, Brad D.、Donavan, D. Todd、Cumiskey, Kevin J.(2009)。Consumer-brand relationships in sport: brand personality and identification。International Journal of Retail & Distribution Management,37(4),370-384。  new window
21.Wann, Daniel L.、Branscombe, Nyla R.(1993)。Sports Fans: Measuring degree of identification with their team。International Journal of Sport Psychology,24(1),1-17。  new window
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圖書
1.Pitts, B. G.、Stotlar, D. K.(2007)。Fundamentals of sport marketing。Morgantown, WV:Fitness Information Technology。  new window
2.Kotler, Philip、Andreasen, Alan R.(1996)。Strategic marketing for nonprofit organizations。Upper Saddle River, New Jersey:Prentice Hall。  new window
3.陳柏蒼(2005)。品牌地圖:五大步驟營造品牌。臺北市:經典傳訊文化。  延伸查詢new window
4.Stotlar, D. K.(2009)。Developing successful sport marketing plans。Morgantown, WV:Fitness Information Technology。  new window
5.陳正昌、程炳林(1998)。SPSS、SAS、BMDP統計軟體在多變量統計上的應用。臺北市:五南圖書出版股份有限公司。  延伸查詢new window
6.Blackwell, Roger D.、Miniard, Paul W.、Engel, James F.(2001)。Consumer Behavior。Ft. Worth, Tex:Harcourt College Publishers。  new window
7.邱皓政(2010)。量化研究與統計分析。臺北市:五南。  延伸查詢new window
圖書論文
1.Wann, D. L.(2006)。The causes and consequences of sport team identification。Handbook of sports and media。Mahwah, NJ:Lawrence Erlbaum Associates。  new window
 
 
 
 
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