The Study of the Badminton Racket Consumers' "Involvement", "Satisfaction" and "Loyalty"–take Taoyuan County as an example.

• Main Authors: Lu Ren-Mao, 盧仁茂
• Other Authors: Huang Yen-Hsiang
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/79878728719453579926

碩士 === 國立臺灣體育學院 === 運動管理學系碩士班 === 98 === The purpose of this research is to survey the situation of the badminton market in Taoyuan County and to explore the relationship among "Involvement","Satisfaction", and"Loyalty"of the badminton racket consumers. The questionnaire contains five sections, adopting the five-point Likert scale to investigate the research subjects'opinions. The research subjects are the badminton racket consumers above sixteen years old in Taoyuan County by the convenient random sampling. There are totally 420 copies and the effective copies of the questionnaire are 389. The effective rate of the questionnaire is 92%. The result of this research shows that： 1.This research takes male as the main research subjects: most of them are from 41 to 48 years old, bachelor degree, and public officers. Besides, most of them have played badminton for 11 years and they all use the YONEX rackets. 2.The badminton racket consumers take account of each purchase of the racket. They focus mainly on the flapping of the rackets and they are all willing to recommend the racket they used. 3.According to the analysis of the path, it shows that "Involvement"and"Satisfaction"will both have the positive effect on"Loyalty"and"Involvement"will also have positive effect on"Satisfaction".