国产品牌体育用品消费者满意度分析——以李宁体育用品为例  

Analysis of Consumer Satisfaction of Domestic Brand Sports Goods:Take Li Ning sports goods as an example

作　　者：袁晗[1] YUAN Han(Fujian Jiangxia University Public Sports Department, Fuzhou 350108, China)

机构地区：[1]福建江夏学院公共体育部,福建福州350108

出　　处：《吉首大学学报（自然科学版）》2021年第5期70-74,共5页Journal of Jishou University(Natural Sciences Edition)

基　　金：福建省教育厅青年研究项目(JAS180543,JAS170543)。

摘　　要：为了探讨国产品牌体育产品的商品特性、服务质量、品牌形象与消费者满意度的关系,以国产品牌李宁体育用品为例,通过问卷调查的方式对统计样本进行定量分析验证.结果表明,年龄变项对于商品特性、服务质量、品牌形象及消费者满意度不存在明显组间差异,球龄变项对于商品特性、服务质量、品牌形象及消费者满意度在1~5年及6~10年两组之间存在明显的组间差异,月收入变项对于商品特性、服务质量、品牌形象及消费者满意度不存在明显的组间差异.皮尔森(Pearson)相关系数表明,商品特性、服务质量、品牌形象对消费者满意度有显著的正向影响.The article aims to explore the relationship between the product characteristics,service quality,brand image and consumer satisfaction of domestic brand sports products.Taking the domestic brand Li Ning sports goods as an example,through questionnaire surveys,the collected data are collected and the samples are analyzed and verified by statistical methods.The study found that:the demographic variables are different in product characteristics,service quality,brand image and consumer satisfaction,and there is no difference between age and product characteristics,service quality,brand image and consumer satisfaction.There are obvious differences between groups;among the various variables of golf age for product characteristics,service quality,brand image and consumer satisfaction,there is a difference between golf age and brand image between 1~5 years and 6~10 years.Obvious inter-group differences;there is no obvious inter-group difference among the variables of monthly income for product characteristics,service quality,brand image and consumer satisfaction.The relationship between product characteristics,service quality,brand image and consumer satisfaction is observed by Pearson's correlation coefficient value.It is found that product characteristics,service quality,and brand image have a significant positive impact on consumer satisfaction.And put forward relevant suggestions,hoping to provide theoretical reference for other domestic brands.

关 键 词：国产品牌 体育用品 消费者 满意度 

分 类 号：G8[文化科学—体育学]