排球運動產品之消費者品牌信任與品牌忠誠度之影響因素探討－以美津濃為例

A Research on the Influences of Volleyball Consumers' Brand Trust and Brand Loyalty of Sport Product: A Case Study of Mizuno

10.6214/JSRM.201812_15(4).0001

楊朝行(Chao-Shing Yang)；陳克舟(Ke-Chou Chen)

排球運動 ； 品牌態度 ； 顧客導向行為 ； 知覺服務品質 ； 品牌聲譽 ； Volleyball ； Brand Attitude ； Customer-Oriented Behavior ； Perceived Service Quality ； Brand Reputation

運動休閒管理學報

15卷4期（2018 / 12 / 01）

1 - 18

繁體中文

本研究目的旨在探討排球運動產品消費者之品牌信任與品牌忠誠度之影響因素，本研究以品牌態度、顧客導向行為、知覺服務品質、品牌聲譽等為影響因素並以量表為研究工具；以2018年度臺中市之美津濃排球系列消費者為研究對象，針對樣本採用立意抽樣問卷調查方式，發放500份問卷，有效問卷為479份，有效回收率為95.8%。本研究採用SPSS 18.0 for Windows與Mplus 7.0版統計程式進行分析，方式包含描述性統計、因素分析、項目分析、相關分析、信效度分析、構面間區別效度與結構方程模式等統計方法進行問卷之分析，所得資料經統計分析後，本研究發現消費者之「品牌態度」、「顧客導向行為」、「知覺服務品質」、「品牌聲譽」對「品牌信任」呈現正向影響力，且「品牌信任」對「品牌忠誠度」呈現正向且高度影響力。

The purpose of this research was to explore the factors affecting the brand trust and brand loyalty of volleyball products consumers. This study takes brand attitude, customer-oriented behavior, perceived service quality, brand reputation as the influencing factors and scales as research tools. The purposive sampling taking the specific sports brand consumers of Taichung City in 2018 as the research subject. The subject of the study is the mizuno volleyball series consumers of the Taichung city, which 500 questionnaires were issued and 479 valid questionnaire were collected, and the effective rate was 95.8%. The analysis uses SPSS 18.0 for Windows and Mplus 7.0, including descriptive statistics, factor analysis, item analysis, correlation analysis, reliability and validity analysis, factors discriminant validity and structural equation models, the study results found that the ＂brand attitude＂, ＂customer- oriented behavior＂, ＂perceived service quality＂ and ＂brand reputation＂ of consumers have a positive influence on ＂brand trust＂, and ＂Brand trust＂ is positive and highly influence on brand loyalty.

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