| Summary: | 碩士 === 臺北市立教育大學 === 體育學系碩士班 === 100 === A Study on the Effect of Brand Image , Complaint Behavior on the Behavior Intention of Tennis Racket
Consumers
Chieh-Ju Wang
Taipei Municipal University of Education
Abstract
This study aims at analyzing the influence of behavior intentions of the brand image and complaint behavior connotation to the consumers of the tennis rackets. This study uses questionnaire methods, which takes 429 people who play tennis and buy tennis rackets for research target, including 10 regions: tennis courts in Taoyuan County, tennis courts in Taoyuan City, tennis courts in Taipei Tianmu, tennis courts in Taipei Rainbow Park, tennis courts in Taipei Shezih, tennis courts in Taipei's Youth Park, tennis courts in Hsin Chuang of Taipei county, tennis courts in Miaoli County, tennis courts in Chung Hsing of Taichung City and tennis courts in Taichung Park and so on. Out of the interviewee mentioned above, there are 201 people who have complaint experiences and behaviors; therefore, some statistical analysis is made. The date was analyzed by descriptive statistics, repeated measures, independent samples t test, one-way MANOVA, one-way ANOVA, Pearson correlation, multiple regression analysis and such methods are used. The significance level conclude as α=.05. The results showed as following: The numbers of consumers who complained, 201 complainants, were less than those who did not. Also, the brand “WILSON” is the one that most people complained about. Among the complainants, males are more than females, mostly ranging from the age of 46-55 and most of them are in public service. As for the complainants, most of them have more than sixteen years of experiences and their monthly incomes are over NT 60, 001.The rackets consumers pay the most attention to the “function" and “empiricism” of the brand image, and the most important reason that the rackets consumers complaint about is “after-care service" of behavior connotation. Moreover, the consumers value “loyalty” of behavior intentions.3. Among the factors of brand image, the racket consumers aging from 36 to 45 score in “function” more than those who are under 35. Players who have less than 5 years of experiences score more than who have over 6 years of experiences in the factor of “symbolism”. 4. The racket consumers to the three factors of brand image and behavior intentions are positively correlated; however, the three factors of behavior connotation of complaints and behavior intention are negatively correlated.5. In the “brand image” factor, the racket consumers can effectively predict behavioral intentions because of “symbolism” and “empiricism.” As for the factors of complaint behavior connotation, the factor of “production complaint” can effectively predict behavioral intentions.
Key words: brand image, complaint behavior, behavior intention
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