疫情期間你有入手嗎？消費者對運動收藏品市場價格波動知覺與消費行為之關係

Did You Make a Purchase During the Pandemic? The Relationship Between Consumers' Awareness of Price Fluctuations and Consumption Behavior in the Sports Memorabilia Market

10.5297/ser.202212_24(4).0002

孫復威(Fu-Wei Sun)

資訊（創新）傳布理論 ； 人口統計 ； 亞馬遜土耳其機器人 ； 晚期大眾 ； information (innovation) diffusion theory ； demographics ； Amazon Mechanical Turk (MTurk) ； late majority

大專體育學刊

24卷4期（2022 / 12 / 31）

445 - 461

繁體中文;英文

自2019年末，嚴重特殊傳染性肺炎對職業運動及其周邊領域帶來不小衝擊與影響，本研究目的乃透過 E. M. Rogers的資訊（創新）傳布理論及人口統計變項，探討消費者在疫情期間運動收藏品市場價格波動知覺及其相關消費行為之間的關係。採網路問卷調查，並利用亞馬遜土耳其機器人蒐集北美地區消費者資料。研究結果顯示：該市場價格波動已達「晚期大眾」（多數消費者知覺並採納）之階段，對此一新穎社會現象有所知覺的消費者，其相對應的消費行為愈明顯；已婚、教育程度較高者，其知覺的比例與消費行為皆愈顯著；不同性別與家庭平均年收入在運動收藏品消費行為表現上亦有所差異。本研究結論是疫情期間，多數運動收藏品消費者已知曉並接受該市場價格波動之情況且具相關消費行為，而人口統計變項更為此現象提供了初探性地實證解釋，未來研究若能更進一步從消費者心理面向進行檢視，或能對於運動收藏品消費者有更全面的瞭解。

Since the end of 2019, the outbreak of coronavirus disease has brought a considerable impact on professional sports and related fields. The purpose of this study was to examine consumers' awareness of price fluctuations and consumption behavior in the sports memorabilia market during the pandemic, bringing to bear E. M. Rogers' information (innovation) diffusion theory and the perspective of demographics. This study employed online questionnaires and Amazon Mechanical Turk (MTurk) to collect consumer data in North America. The results indicate that the market price fluctuations were at the "late majority" stage (i.e., the majority of consumers were "aware and adopted"). Consumers who were aware of this novel social phenomenon have more obvious corresponding consumption behavior. Moreover, participants who were married and had a higher education level each had higher awareness percentages and showed increased purchase behavior. Finally, there were also differences in the consumption behavior of sports memorabilia/collections by gender and annual household income. In conclusion, during the pandemic, most consumers of sports memorabilia were aware of and accepted the market price fluctuations and made relevant purchases. In addition, consumer demographics provided a preliminary and empirical examination of this phenomenon. If further studies can be conducted on consumer psychology, the understanding of consumers of sports memorabilia may be more comprehensive.

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