臺灣博碩士論文加值系統

研究旨在探討台灣網球運動參與者對於網球拍品牌形象對於品牌忠誠度及顧客滿意度影響之研究，以台灣網球運動參與者為研究對象，採用便利抽樣之方式進行問卷調查，共發出150份問卷，其中有效問卷142份，資料透過SPSS統計分析軟體進行項目分析、因素分析、信度分析後，得到以下結論：台灣網球運動參與者以男性居多，年齡大多分布在20~29歲，球齡以5年以上為主，職業則以學生居多，目前主要使用的網球排品牌為W牌的最多。根據本研究發現，品牌形象對於顧客滿意度有正向影響；換言之，建立良好之品牌形象，有助於提升顧客滿意度。針對此研究結果提出以下建議：一、網球拍業者可以鎖定某群體進行促銷方式，提升該品牌的市場佔有率；二、網球拍業者對主流品牌進行新產品試用，增加網球運動參與者對新款球拍的認識，能夠有效提升新產品之銷量；三、網球拍業者欲推廣相關比賽，增加產品曝光度或舉辦試用會藉此推廣產品。

This study aims to explore relationships among brand image, customer satisfaction and brand loyalty by using Taiwanese tennis participants as the focus of the research. Questionnaire survey was conducted by means of convenient sampling. A total of 150 questionnaires were sent out, of which 142 were valid questionnaires. The data were analyzed by SPSS statistical Item analysis, Factor analysis, Reliability analysis, and the following conclusions were obtained: Taiwanese tennis participants Most of the males are mostly aged between 20 and 29 years old. The age of the ball is more than 5 years. The occupation is mostly students. The main tennis racket brand currently used is the Wilson. The following suggestions are made for this research result: The tennis racket player can lock a group to promote the brand and increase the market share of the brand. Second, the tennis player will try new products for mainstream brands, increase the awareness of tennis players on the new racket, and effectively improve the new products. Sales; Third, tennis shooters want to promote related games, increase product exposure or conduct trials to promote products.
Key Word: Tennis racket；Brand image；Customer satisfaction；Brand

目錄

封面內頁
簽名頁
中文摘要 III
英文摘要 IV
致謝 V
目錄 VI
圖目錄 VIII
表目錄 IX

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究範圍 2
第四節 研究流程 3
第二章 文獻探討 4
第一節 網球拍定義 4
第二節 品牌形象定義 5
第三節 顧客滿意度定義 7
第四節 品牌忠誠度定義 9
第五節 品牌形象、顧客滿意度與品牌忠誠度之關係 11
第三章 研究方法 14
第一節 研究架構 14
第二節 研究假設 14
第三節 研究樣本 15
第四節 問卷設計 15
第五節 統計分析 18
第四章 研究分析 20
第一節 樣本資料分析 20
第二節 信度分析 22
第三節 效度分析 23
第四節 相關分析 23
第五節 迴歸分析 24
第五章 結論與建議 29
第一節 研究發現與結論 29
第二節 後續研究之建議 30
參考文獻 31
第一節 中文部分 31
第二節 英文部分 32
附錄 37

參考文獻
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