| Summary: | 碩士 === 國立臺灣師範大學 === 運動與休閒管理研究所 === 99 === Badminton has been one of the most popular sports, which means a huge potential business for badminton racket manufactures. Relatively, it's very competitive and how to maintain consumer's brand loyalty has been a target for every racket manufacture. This research is based on the investment model of social exchange theory and intended to evaluate consumer's brand commitment to a particular racket and brand loyalty through level of investment, quality of alternative, and brand satisfaction. The target audience is residents in both Taipei City and New Taipei County from 2011 Feb 15th to March 15th with a sample size of 640 people in the sports centers throughout Taipei City and New Taipei County, schools, and stadiums.
The data was collected and a statistical analysis was performed using PASW 18.0 and AMOS 18.0 to validate if the investment model is applicable to the prediction of consumer's brand loyalty to badminton rackets. The result of this study conclude that consumer satisfaction, the quality of alternative and the level of investment have significant effect on brand commitment; when consumer has perceived higher satisfcation, lower quality of alternative and higher level of investment, there's higher brand commitment. Vise versa. Secondly, regarding the prediction of overall level of investment, satisfaction, quality of alternative, and level of investment have significant impact on brand commitment, which has significant explanation and prediction over brand loyalty, which plays an important role as a middle variable in the investment model, which also verifies that investment model is applicable to consumer's brand commitment. Based on the result of this research, racekt companies should keep promoting consumer satisfaction,while lowering consumer's perception on alternative, perform consumer's data management,, and make the best of marketing strategies to increase the additional value of the brand, which eventually creates the transition barrel and maintain consumer’s commitment.
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