美安SHOP.COM運動用品線上消費動機、滿意度與再購意願之研究

The Study of Purchase Motivation, Satisfaction and Repurchase Intention in Online Sporting Goods of SHOP.COM

李沅珉(Yuan-Min Lee)；彭小惠(Hsiao-Hwei Peng)；謝立文(Li-Wen Hsieh)；黃任閔(Jen-Min Huang)

網路消費者 ； 電商 ； 線上消費 ； 行銷 ； online consumer ； e-commerce ； online consumption ； marketing

臺南大學體育學報

18期（2023 / 12 / 01）

1 - 14

繁體中文;英文

目的：旨在了解美安SHOP.COM運動用品線上消費者不同背景變項現況及線上消費動機、滿意度與再購意願間的相關情形，並分析其消費動機、滿意度對再購意願之預測。方法：採問卷調查法，研究對象為美安SHOP.COM線上消費者，共發放504份有效問卷，以描述性統計、皮爾森積差相關及多元線性迴歸進行資料分析。結果：一、美安SHOP.COM線上消費族群以「女性」、「20－30歲」、「單身」、「大學（專科）」、「學生」人數居多；每次運動時間「小於1小時」、可支配消費金額為「3,001元－6,000元」、每天網購瀏覽時數「2小時（含）以下」、以網路購買運動商品的經驗「1年以上－3年」、使用網路購物買「運動配件」、最大單次消費金額不超過「1,001－3,000元」最多。二、消費動機、滿意度與再購意願呈正相關。三、消費動機、滿意度對再購意願具有顯著預測力。結論：根據研究結果證實三者有顯著關係，可補足相關領域對於線上購物消費者行為之了解，在實務上也可提供業者在運動用品制定行銷策略之參考。

Purpose: The aim of this study is to understand the current status of online consumers of sporting goods on SHOP.COM across various demographic variables and the correlations among online motivation, satisfaction, and repurchase intention. Additionally, the study conducts predictive analysis on repurchase intention by consumer motivation and satisfaction. Method: The data analysis was conducted using a questionnaire survey method among online consumers of sporting goods on SHOP.COM. A total of 504 valid questionnaires were distributed. The data analysis involved descriptive statistics, Pearson correlation, and multiple linear regression. Result: 1. The majority of online consumers of SHOP.COM were "physiological females," aged "20-30 years," "single," with educational backgrounds in "university (college)," and currently "students." They reported engaging in sports for "less than 1 hour" each time, with a disposable income range of "3,001 to 6,000 yuan." The average daily online shopping browsing time was "2 hours or less." They had "1 to 3 years" of experience in purchasing sports goods online, primarily buying "sporting accessories," with the highest single purchase amount not exceeding "1,001 to 3,000 yuan." 2. Consumer motivation and satisfaction exhibited a positive correlation with repurchase intention. 3. Consumer motivation and satisfaction significantly predicted repurchase intention. Conclusion: This study confirms a significant relationship among consumer motivation, satisfaction, and repurchase intention for online consumers of sporting goods on USA SHOP.COM. The findings contribute to a better understanding of consumer behavior in online shopping and can provide valuable insights for businesses in formulating marketing strategies for sporting goods.