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涉入程度、滿意度及購買意願之研究-以觀賞運動賽事民眾為例 / A Study on the Degree of Involvement, Satisfaction, and Purchase Intention -A Case Study of the People Watching Sports

Authors
  • LI, CHIA- FANG
Publication Date
Jul 28, 2017
Source
FirstTech Institutional Repository
Language
Chinese
License
Unknown

Abstract

[[abstract]]隨著運動彩券的合法化,在我國發行已邁入第九年,其所產生的盈餘對國家體育發展有相當多的貢獻,運動彩券可視為一種商品,需要被購買,若消費者不熟悉運動,中獎率可能會降低,其購買意願亦將隨之下降,故運動彩券消費者為了要對賽事精準的分析與關注,而更涉入運動觀賞。本研究主要目的在瞭解個人屬性對於觀賞運動賽事之涉入程度、滿意度及購買意願等變數是否有差異存在,並進一步分析涉入程度、滿意度及購買意願之間的關聯性。本研究採用量性研究的敘述性統計、獨?樣本t檢定、單因子變??分析、驗證式因素分析、迴歸分析等統計方式進?分析,針對觀賞運動賽事之台南市民眾進?問卷調查,共計發放問卷262份,有效問卷回收251份,其回收?為96%,分析結果發現:一.在涉入程?方面來看,以男性的涉入高於?性,服務業高於其他職業,每月所得NT$60,001元以上之民眾高於每月所得NT$20000元以下;二.每週觀賞運動賽事的頻率落在3次及以上,以男性、年齡在30-39歲、專科或大學教育程度、從事服務業及每月所NT$20,000~40,000元為主要觀賞族群;三.觀賞運動賽事之涉入越深時,對運動彩券之滿意度越高;四.民眾對運動彩券的滿意度越高時,會影響其購買運動彩券的意願相對提高。綜合以上結論,冀望本研究能提供主管機關及發行機構未來行銷策略之?考依據。關鍵詞:涉入程度、滿意度、購買意願 / [[abstract]]WiththelegalizationofsportslotteryinTaiwannineyearsago,thesurplusgeneratedbythedevelopmentofnationalsportshavealotofcontributions.Sportslotterycanberegardedasacommoditywhichcanbepurchased.Iftheconsumerisnotfamiliarwiththesports,thewinningratemaybereduced,thepurchasewillalsodecline,sothesportslotteryconsumersaremotivatedtoanalyzeandpayattentiontosportseventsandtowatchsportgames.Themainpurposeofthisstudyistoexplorewhetherindividualattributeswoulddifferintermsofinvolvement,satisfaction,andpurchaseintention.Furtherweanalyzethecorrelationbetweendegreeofinvolvement,satisfaction,andpurchaseintention.Inthisstudy,weapplied:descriptivestatistics,t-test,one-wayANOVA,confirmatoryfactoranalysis,regressionanalysisandotherstatisticalmethods.FocusingontheanalysisofthesportingeventsinTainanCity,aquestionnairesurveywasconducted,atotalof252questionnairesandthe251effectivequestionnaire,werecollected.Theresultsfound(1)Intermsofdegreeofinvolvement,Men?sinvolvementdegreeishigherthanwomen,theserviceindustryworkerishavinghigherdegreeofinvolvementthanotheroccupations,monthlyincomeisaboveNT$60,001,thedegreeofinvolvementishigherthanthemonthlyincomeofNT$20,000orless.(2)Thefrequencyofwatchingsportseventsperweekfallsthreetimesormore,male,age30-39,educationlevelofbachelororcollegedegree,andthemonthlyincomefallsinbetweenNT$20,000~40,000arethemainviewingaudience.(3)Thedeepertheinvolvementofthesportingeventthehigherthedegreeofsatisfactionwiththesportinglottery.(4)Thehigherthesatisfactionofthesportslottery,thehighertheirpurchaseintentionforsportslottery.Basedontheaboveconclusions,thisstudyprovidessuggestionsforthefuturemarketingstrategyofgaming&Lotteryauthorities.Keywords:degreeofinvolvement,satisfaction,purchaseintention

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