A Study of Relationship Between Involvement Degrees and Satisfaction of Marketing Strategies - An Example of UNI Lions Fans

• Main Authors: CHEN YI LING, 陳怡伶
• Other Authors: WANG YI FONG
• Format: Others
• Language: zh-TW
• Published: 104
• Online Access: http://ndltd.ncl.edu.tw/handle/9bfvqr

碩士 === 南臺科技大學 === 休閒事業管理系 === 103 === The purpose of this study was to discuss involvement degree and marketing strategies. Subjects of this research are UNI Lions fans. By using the online questionnaire survey, 400 questionnaires were collected. The data were analyzed by reliability and validity analysis, factor analysis, descriptive statistics, independent sample T-test, and one-way ANOVA. Statistical results and findings were concluded as the following: （1） Fans with different sex, age, education degree, occupation, income, which reached to the significant difference on marketing strategy satisfaction. （2） Low-involvement fans with different sex, age, education degree, occupation, income, which reached to the significant difference on marketing strategy satisfaction. （3） Mid-involvement fans with different sex, age, education degree, occupation, income, which reached to the significant difference on marketing strategy satisfaction. （4） High-involvement fans with different age, education degree, occupation, income, which reached to the significant difference on marketing strategy satisfaction.