Understanding the Choice Criteria in Golf Clubslibproject.hkbu.edu.hk/trsimage/hp/02007304.pdfGolf Company annual report, 2003). We can see that golf clubs is the most important market

Understanding the Choice Criteria of Golf Clubs

BY

Leung Chi Hang 02007304

Marketing

An Honours Degree Project Submitted to the School of Business in Partial Fulfilment

of the Graduation Requirement for the Degree of Bachelor of Business Administration (Honours)

Hong Kong Baptist University Hong Kong

April 2005

Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)

Acknowledgement

I would like to express my greatest gratitude to my supervisor of this project Ms Betsy Lee

Her helpful guidance and insightful advices give me so much inspiration I also want to say

special thanks to all staffs in Tai Po Shuen Wan Driving Range Their kindly assistance and

patience made important contribution to this project

Last but not least I would like to say thank you to my family and friends especially for Miss

Daphne Lau It was impossible to complete this project without all of their encouragement

and unlimited support

i


Executive Summary

This study attempts to find out the relative importance of choice criteria of golf club in the

evaluation process Through the quantitative research the mean score of 28 criteria were

generated and ranked in the order of their relative importance This paper also compared the

results between different groups of golf participants These group derived from six

dimensions include types of golfer golf age frequency of using golf facilities number of

purchasing golf club experience the degree of sport motivation for participation in golf and

the degree of social motivation for participation in golf

The results shown that the choice criteria related to functions and performance are the most

important for general golfers The importance of manufacturing and technology of the club

came second While the criteria related to style of the club have the lowest mean importance

rating among all choice criteria group Other criteria group ranked in middle includes ldquobrand

of the clubrdquo ldquoinformation about the clubrdquo and ldquoselling and value of the clubrdquo

ii

Content

Acknowledgementhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipi

Executive Summaryhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipii

1 Introductionhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip1

11 Literature Reviewhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip1

111 Choice Criteriahelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip1

112 Salience of Choice Criteriahelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip2

113 Definitions of about golfhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip2

12 Statement of Problemshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip3

2 Research Objectiveshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip5

3 ProceduresMethodologyhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip6

31 Research Design and Procedureshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip6

32 Data Analysishelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip7

4 Findings and Analysishelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip8

41 Demographic Characteristicshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip8

42 Chronbach Alpha Reliability testhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip10

43 Compare means and ranking of the salience of evaluative criteriahelliphelliphelliphelliphellip11

44 Independent T-Test and One-Way ANOVAhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip13

441 Independent t test on the importance of

evaluative criteria and golfer typehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip13

442 One Way ANOVA between the salience of

evaluative criteria and golf agehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip15


evaluative criteria and golf facilities usage ratehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip15


evaluative criteria and golf club purchasing experiencehelliphelliphelliphelliphelliphelliphelliphelliphelliphellip16

45 Pearson Correlation Analysis on the salience

evaluative criteria and the motivation of playing golfhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip17

451 Correlation between the salience evaluative criteria

and the agreement of the statement ldquoYou treat golf as a sport activityrdquohelliphelliphelliphelliphelliphelliphellip17


and the agreement of the statement ldquoYou treat golf as a social activityrdquohelliphelliphelliphelliphelliphellip18

5 Discussion and Recommendationshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip20

51 The Evaluative Criteria of Golf Clubhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip20


53 Correlation analysis on the salience


6 Limitationshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip29

7 Conclusionshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip30

8 Referenceshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip31

Appendixes

List of Tables

Table 1 The Demographic Characteristics of the Samplehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip9

Table 2 The motivation of playing golfhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip10

Table 3 Reliability analysishelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip11

Table 4a The means and ranking of the salience of evaluative criteriahelliphelliphelliphelliphelliphelliphelliphelliphellip12

Table 4b The means and ranking of the salience of

evaluative criteria groupshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip13

Table 5a Result of independent t test for salience of

evaluative criteria and golfer typehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip14

Table 5b Result of independent t test for salience of

evaluative criteria group and golfer typehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip14

Table 6a One Way ANOVA between the salience of

evaluative criteria and golf age (Excerpt)helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip15

Table 6b One Way ANOVA between the salience of

evaluative criteria group and golf age (Excerpt)helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip15

Table 7a One-Way ANOVA between the salience of

evaluative criteria and golf facilities usage rate (Excerpt)helliphelliphelliphelliphelliphelliphelliphelliphellip16

Table 7b One-Way ANOVA between the salience of

evaluative criteria group and golf facilities usage rate (Excerpt)helliphelliphelliphelliphelliphelliphellip16


evaluative criteria and golf club purchasing experience (Excerpt)helliphelliphelliphelliphelliphellip17

Table 8b One-Way ANOVA between the salience of evaluative criteria

group and golf club purchasing experience (Excerpt)helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip17

Table 9a Correlation between the salience of evaluative criteria and the

agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt)helliphelliphelliphelliphellip18

Table 9b Correlation between the salience evaluative criteria group and the


Table 10a Correlation between the salience evaluative criteria and the

agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt)helliphelliphellip19




1 Introduction

The consumer decision process has six stages They include need recognition search

pre-purchase alternative evaluation purchase consumption and post-consumption evaluation

In the third stage consumers will form some choice criteria which facilitate them to evaluate

alternative products These criteria will vary for various products consumers or even

purchase situations (Berkman Linquist and Sirgy 1997)

On the other hand in recent years golf becomes more and more popular in Hong Kong It

represents an attractive market for the golf equipment companies In order to succeed in the

market understand the behavior of target customers is a very important step Therefore this

paper will study the choice criteria of golf clubs through a quantitative research In this paper

the terms ldquochoice criteriardquo and ldquoevaluative criteriardquo are used interchangeably

11 Literature Review

111 Choice criteria

The choice criteria of certain product are regarded as the variety of criteria in evaluating

purchase alternatives These criteria are usually expressed in terms of important product

attributes (Schiffman and Kanuk 2004) Williams (2002) reviewed this subject and

summarized the decision criteria may relate to either utilitarian benefits or hedonic benefits

(Hirschman and Holbrook 1982 Holbrook and Hirschman 1982 Ahtola 1985 Havelena and

Holbrook 1986 Kivetz 1999 Blackwell et al 2001) He further explained that utilitarian

- 1 -


evaluative criteria relate to concrete objective economic rational and functional benefits

while hedonic evaluative criteria relate to abstract subjective emotional symbolic sensory

non-rational and aesthetic benefits (Hirschman and Holbrook 1982 Ahtola 1985) Examples

of utilitarian criteria include price brand name and country of origin reliability As for

hedonic criteria examples include prestige perceived quality style and appearance

112 Salience of choice criteria

Consumers will place different weight or relative importance to relevant evaluative criteria in

order to make the purchase decision Some criteria will have greater inference in decision

making while others have less impact (Blackwell et al 1995) A product gain higher scores

in relative important criteria will more likely get in to the retrieval set (Berkman Linquist and

Sirgy 1997) The relative importance of different evaluative criteria may vary across different

consumers The value of evaluative criteria may affected by the purchase situation similarity

of alternatives evaluated involvement level knowledge and experience on particular

purchase purchase motivation and buyer characteristics say gender income and social class

(Rothschild and Houston 1977 Miller and Ginter 1979 Wright and Rip 1980 Dickson

1982 Gensch and Javalgi 1987 Bettman and Sujan 1987 Johnson 1988 Corfman 1991

Blackwell et al 1995 Williams 2002)

113 Definitions about golf

Golf 2020 developed a set of common definitions about golf for the golf industry adoption

- 2 -


Here are some of the definitions

i) Participant A Participant is a person five years of age or above who played at least one

regulation round of golf or utilized an alternative facility or golf range at least once in the

past 12 months The total number of participants is determined by adding the number of

golfers alternative golfers junior participants and range users

ii) Golfer A Golfer is a person age 18 or above who has played at least one regulation round

of golf in the past 12 months

iii) Occasional Golfer An Occasional Golfer is a golfer who plays less than eight regulation

rounds in a year

iv) Core Golfer A Core Golfer is one who plays eight to 24 regulation rounds in a year

v) Alternative Golfer A person age 18 or above who has played at least one alternative round

in the past 12 months but has not played a regulation round

vi) Range User A Range User is anyone age 18 and above who participates in golf in the

course of a given year only by utilizing a golf range

(httpwwwgolfwebcompracticeteedefinitions)

12 Statement of Problems

Previous studies on product choice criteria usually study the general issue and rather board

product category There is not many published research on the specific choice criteria of

narrowly defined products especially in sporting goods field Williams (2002) stated that

- 3 -


better research results should be gained from more specified product study

On the other hand the golf equipment market has experienced some changes in recent years

First after the strong revenue growth in 90srsquo the rapid growth trend of golf equipment sales

becomes slow down While better technology and marketing effort allow manufacturers to

shorten the life cycle of their products (Smith and Marco 2004) New equipment launched

more frequently and hence increases competition between manufacturers Second golf has

become more and more popular sports in past ten years (Smith and Marco 2004) When the

golf participants are increasing the background of golfers also becomes more diverse Golf is

no longer a private sport played by the wealthy group in society (National Golf Foundation

2002 Smith and Marco 2004) Therefore the structure of consumption pattern like spending

and preferences for golf equipment may change and become more complex Thus equipment

manufacturers may need more consumer information to adapt the change

Marketing decisions in promotional work and product development should base on consumer

preferences Marketers should understand product choice criteria in order to deliver the

precise benefits that target consumers seeking in various purchase situations (Berkman

Linquist and Sirgy 1997 Williams 2002) Under the intense competition environment in golf

industry industry players who can master consumer preference will gain a big competitive

advantage

- 4 -


2 Research Objectives

This Research is aim to find out the criteria that consumers (golf participants) used when they

evaluating the golf clubs before purchase The relative importance of different evaluative

criteria were measured and ranked This research choosing golf clubs to study rather than

other golf equipment items it is because golf clubs is the largest business segment in the

industry According to the annual report of Callaway Golf Company the net sales come from

golf clubs is USD $6669 millions It contributes 819 of total net sales in 2003 (Callaway

Golf Company annual report 2003) We can see that golf clubs is the most important market

for the industry players

There are many different types of golf clubs - drivers fairway woods irons putters wedges

and hybrids each of which has some unique functions which may be regarded as product

attributes in the evaluation process For example one of the evaluative criteria of drivers will

be ldquolonger distancerdquo while that of wedges will be the ldquobounce levelrdquo However this study

will only examine the functions related attributes which can be commonly applied to all kinds

of clubs say ease of control forgiveness etc Those evaluative criteria related to unique

functions of a particular type of clubs would be out of the scope of this research

Through this research the concept of salience of evaluative criteria will be further proved and

examined in a practical situation This study hopes to apply the theory of consumer

decision-making in the real-life business environment The information in this research about

- 5 -


consumer behavior in golf equipment market may help golf equipment manufacturers or

retailers to better understand their target consumers

3 ProceduresMethodology

31 Research Design and Procedures

The population of interest for this research is the golf participants in Hong Kong This paper

follows the definitions set up by Golf 2020 to define the golf participants Data were

collected through a structured questionnaire in personal interview method Considering to the

difficulty in reaching and sampling the golf participants convenience sampling process was

adopted The personal interview was conducted in three places where easy to reach the golf

participants they include Tai Po Shuen Wan Driving Range outside the Asian Golf Club

located in Cheung Sha Wan and outside the City Golf Club located in Tsim Sha Tsui

Interviewer selected respondents arbitrarily Interviewer intercepted the respondents and

invited them to participate in the survey The whole data collection process took about three

weeks in March 2005 Questionnaire included a screening question to assure the sample is

representative ie golf participants In order to ensure the data findings are meaningful the

sample size of this research is 200

The questionnaire for this study has both English and Chinese versions The English version

was developed first and then translated to Chinese version In order to maintain the

- 6 -


agreement between two versions Chinese version translated back to English necessary

adjustment if any was made until the difference due to translation process minimized A

pre-testing was conducted to access the understandability of the questionnaire

The questionnaire included 28 evaluative criteria for selecting golf clubs These evaluative

criteria were grouped into six categories which represent different aspects of evaluation of

the golf clubs They include ldquogolf clubrsquos brandingrdquo ldquogolf club performance and

functionalityrdquo information about the clubrdquo ldquostyle of clubrdquo ldquoclub value and sellingrdquo and

ldquoclub manufacturing and technologyrdquo The questions format applied the Likert scale

Respondents were asked to rate the importance of these evaluative criteria on a five-point

scale Number 1 represents ldquototally unimportantrdquo while the number 5 represents ldquovery

importantrdquo The demographic information and information related to golf experience of

respondents were also collected

32 Data Analysis Method

All collected data were analyzed through the application of SPSS 115 It generated the

demographic characteristics of the sample which includes golf experience related data Then

the means scores for the relative importance of each choice criterion will be calculated and

ranked After that in order to investigate whether there are any differences between relative

importance of choice criteria and different types of golfer (including types of golfer golf age

the golf facilities usage rate and the golf club purchasing experience) the independent t-test

- 7 -


and one-way ANOVA analysis were employed Finally the Pearson correlation analysis was

used to further analyze the relationship between the salience of evaluative criteria and the

motivation of playing golf One notice point is that in order to provide a quicker view of the

result The analysis was also conducted with six choice criteria categories to give another

result picture

4 Findings and Analysis

41 Demographic Characteristics

Table 1 shows the characteristics of the sample In the 200 samples 85 respondents are

golfers ie a person age 18 or above who has played at least one regulation round of golf in

the past 12 months Their main difference from the non golfers is the experience of playing

golf in regulation course For the age of participation in golf activity 32 and 345 of the

respondents participated in golf ldquoone to two yearsrdquo and ldquothree to four yearsrdquo respectively

One-fourth of them are experienced golf participants 14 have five to six years experience

and 9 have 7 years or more Only 105 respondents have played golf less than one year

Besides 29 respondents use golf facilities two to three times per month while 285 of

them have four to five times usage rate per month More than one-third respondents are

frequent golf facilities users 145 11 and 14 of them indicated they use golf facilities

ldquosix to seven timesrdquo ldquoeight to nine timesrdquo and ldquomore than 10 timesrdquo per month respectively

- 8 -


As for the experience of purchasing golf clubs nearly half respondents (465) have one to

three times purchasing experience Slightly less than onendashthird (30) have four to six times

experience

Table 1 also describes some general demographic data Most of the respondents (87) were

male while only 13 were female We can observe that ldquoladies golfrdquo is still not very popular

in Hong Kong The age group of the sample mainly clustered in the middle age The largest

age group is 31 to 35 years old which constitutes 245 The age group ldquo26 to 30rdquo ldquo36 to

40rdquo ldquo41 to 45rdquo and ldquo46 to 50rdquo are each occupying about 15 of the sample Moreover the

personal monthly income of the respondents is generally quite high Nearly three-fourth

(755) respondents have $20001 or more monthly income which higher than the Hong

Kong GDP per capita in 2004 (Census and Statistic Department HKSAR Government)

Therefore even golf become more common in Hong Kong but still cannot turn around the

perception of ldquothe game of rich peoplerdquo

Table 1 The Demographic Characteristics of the Sample Item Data Data

Golfer types Golfer 85 Non Golfer 15 Less than 1 year 105 1 ndash 2 years 32

3 ndash 4 years 345 5 ndash 6 years 14 Golf age More than 7 years 9

1 times or less 3 2 ndash3 times 29 4 ndash 5 times 285 6 ndash 7 times 145

Golf facilities usage rate per month

8 ndash 9 times 11 10 times or more 14 No experience 4 1 ndash 3 times 465

4 ndash 6 times 30 7 ndash 9 times 85 Golf club purchasing

experience 10 times or more 11

Age 17 or below 0 18 ndash 25 2

- 9 -


26 ndash 30 15 31 ndash 35 245 36 ndash 40 175 41 ndash 45 16 46 ndash 50 155 51 ndash 55 5

56 ndash 60 35 61 or above 1 $5000 or less 3 $5000 ndash $10000 35

$10001 ndash $20000 18 $20001 ndash $30000 275 $30001 ndash $40000 235 $40001 ndash $50000 85

Personal monthly income

$50001 or above 16 Primary or below 3 Secondary 27 Education

Tertiary 11 University or above 59 Management 275 Write collar 9 Professionals 215 Education staff 45

Self-employed 175 Technicians 55 Service staff 55 Student 1 Unemployed 0 Retired 3

Occupation

Others 5 Sex Male 87 Female 23

The respondents were also asked to indicate the degree of agreement in five point scale

format question to two statements about the motivation of playing golf Table 2 shows that

the mean score of the statement ldquoYou treat playing golf as a sport activityrdquo (435) is higher

than the statement ldquoYou treat playing golf as a social activityrdquo (353) The above golf

experience related data would be used for further analysis in following sections in order to

see whether these demographic differences have relationship with the relative importance of

evaluative criteria

Table 2 The motivation of playing golf

Motivation statement Mean scores of degree of

agreement You treat playing golf as a sport activity 435 You treat playing golf as a social activity 353

42 Chronbach Alpha Reliability test

Chronbach alpha test was employed to measure the internal consistency of 28 evaluative

- 10 -


- 11 -

criteria Table 3 shows the result of this analysis The resulting coefficient alpha of all

evaluative criteria is 08225 which is above the general acceptable value 070

Table 3 Reliability analysis Reliability Coefficients

N of Cases = 2000 N of Items = 28

Alpha = 8225

43U Compare means and ranking of the salience of evaluative criteria

Table 3a shows that ldquocontrollability of the clubrdquo is the most important evaluative criteria for

selecting golf clubs Actually those club functions related criteria are rated much higher than

others The importance mean ratings for four out of five functions related criteria scored

above 40 and ranked in top five among all criteria Therefore the group golf club

performance and functionality is the most important evaluative criteria when choosing golf

club

The mean rating and ranking of importance for ldquovalue for moneyrdquo are much higher than

ldquopricerdquo It implies that lower club price does not mean that club providing good value to

consumers

Most of the evaluative criteria in the group of information about the club were rated less

important in evaluation process except the ldquochance to test clubrdquo ldquoManufacturerrsquos

introduction for the clubrdquo and ldquosalesmenrsquos recommendationsrdquo are the least important in all

evaluative criteria However ldquochance to test clubrdquo ranked the sixth important choice criteria

in overall This is the only one related to personal experience while the information in other


choice criteria was given by other people

The five choice criteria which related to club branding show pretty large differences in mean

scores and rankings among each other ldquobrand popularity among usersrdquo and ldquobrand reputation

on golf club performancerdquo which considered as more general measurements to branding

gained higher mean scores than the other three choice criteria which related to some specific

image dimension

The result also shows that the importance ratings of the criteria related to club manufacturing

and technology were rated quite high relative to other criteria All criteria under this category

ranked on the upper half

On the other hand the group ldquostyle of clubrdquo is the least important choice criteria category All

criteria under this category are ranked in the lower half

Table 4a The means and ranking of the salience of evaluative criteria Evaluative Criteria Mean scores Rank

1) Brand popularity among users 382 10 2) Brand reputation on golf club performance 411 7 3) Elegant and high class image of the brand 290 23 4) Brand popularity among professional players 315 20 5) Endorsement of the favorite golf players 278 25 6) Controllability of the club 439 1 7) Improve the weakness 382 10 8) Improve hitting performance 420 4 9) Good hitting feeling 438 2 10) Matching the skill level 423 3 11) Friendrsquos recommendations or adoptions 342 15 12) Salesmenrsquos recommendations 269 27 13) Golf magazine articles recommendations 317 19 14) Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites)

300 22

- 12 -


15) Manufacturerrsquos introduction for the club (include advertisement and official websites)

265 28

16) Chance to test the club 414 6 17) The sales figure of the club 326 18 18) Appearance of the club 340 16 19) The club is the latest model 307 21 20) Comprehensive club set (ie the club set offered under the same series model including driver fairway wood iron and putter)

277 26

21) Price 371 12 22) Value for money 420 4 23) Re-sale value 287 24 24) Maintenance Service 339 17 25) The club applied the latest technology 362 13 26) Materials of the shaft 393 9 27) Materials of the club head 396 8 28) The durability of the club 355 14 Table 4b The means and ranking of the salience of evaluative criteria groups

Evaluative Criteria Group Mean scores Rank 1) Golf clubrsquos branding (means of 1 to 5) 335 4 2) Golf club performance and functionality (means of 6 to 10) 420 1 3) Information about the club (means of 11 to 17) 319 5 4) Style of the club (means of 18 to 20) 308 6 5) Club value and selling (means of 21 to 24) 354 3 6) Club manufacturing and technology (means of 25 to 28) 376 2

44 Independent T-Test and One-Way ANOVA

441 Independent t test on the importance of evaluative criteria and golfer type

The independent t-test shows that there was significant difference between golfers and non-

golfers in eleven evaluative criteria Table 4a demonstrates the golfers attached higher rating

of importance on ldquocontrollability of the clubrdquo (t =044) ldquogood hitting feeling of the clubrdquo (t

=032) ldquochance to test clubrdquo (t =021) ldquogood re-sale valuerdquo (t =020) ldquothe materials of club

shaftrdquo (t =037) and ldquothe materials of club headrdquo (027) As for the non-golfers place higher

rating of importance on ldquobrand popularity among professional playersrdquo (t =026)

- 13 -


ldquoendorsement of favorite golf playersrdquo (t = 006) ldquogood appearance of clubrdquo (t = 048) ldquothe

club is the latest modelrdquo (t =047) and ldquothe comprehensive series setrdquo (t =000)

In the group view there was significant difference between two golfer types in ldquogolf clubrsquos

brandingrdquo (t =029) and ldquostyle of the clubrdquo (t =001) Non-golfers view the importance of

both choice criteria higher than the golfersrsquo opinions

Table 5a Result of independent t test for salience of evaluative criteria and golfer type

Evaluative Criteria N Mean

Score Standard Deviation

Levenersquos test for equality of variance

2-tailed Sig

Brand popularity among professional players

Golfer Non golfer

170 30

309347

858

730561 026

Endorsement of favorite golf players

Golfer Non golfer

170 30

270323

966

971813 006

Controllability of the club

Golfer Non golfer

170 30

442440

529

610486 044

Good hitting feeling Golfer Non golfer

170 30

441417

582

531002 032

Chance to test club Golfer Non golfer

170 30

418390

612

607246 021

Good appearance of club Golfer Non golfer

170 30

334370

898

988533 048

The club is the latest model Golfer Non golfer

170 30

301337

897

890588 047

The comprehensive series club set

Golfer Non golfer

170 30

266337

1004809

202 000

Good re-sale value Golfer Non golfer

170 30

293250

952

731239 020

The materials of shaft Golfer Non golfer

170 30

396370

661

466919 037

The materials of club head Golfer Non golfer

170 30

400373

586

521225 021

Table 5b Result of independent t test for salience of evaluative criteria group and golfer type

Golf clubrsquos branding Golfer Non golfer

170 30

331357

594

666423 029

- 14 -


Style of club Golfer Non golfer

170 30

300348

699

681809 001

442 One Way ANOVA between the salience of evaluative criteria and golf age

The ANOVA in Table 6a shows that there is significant difference exists among five different

golf age groups The less experience player see ldquobrand popularity among professional

golfersrdquo (p =036) ldquoendorsement of the favorite golf playersrdquo (p =006) and ldquocomprehensive

series setrdquo (p =014) more important than experience golfers In contrast experience golfers

rate the importance of ldquochance to test the clubrdquo (p=008) higher than beginners

Besides to view the evaluative criteria in group in table 6b it shows that less experience

groups rated higher importance on ldquogolf clubrsquos brandingrdquo (p=004) and ldquostyle of the clubrdquo (p

=022) compare with more experience group

Table 6a One Way ANOVA between the salience of evaluative criteria and golf age (Excerpt)Evaluative Criteria F Sig

Brand popularity among professional golfers 2619 036 Endorsement of the favorite golf players 3779 006 Chance to test club 3558 008 Comprehensive series set 3221 014 Table 6b One Way ANOVA between the salience of evaluative criteria group and golf age (Excerpt) Golf clubrsquos branding 3988 004 Style of the club 2943 022

443 One Way ANOVA between the salience of evaluative criteria and golf facilities

usage rate

In table 7a the ANOVA result told us that there is significant difference exists in different

groups based on golf facilities usage rate The less-frequent users demonstrate higher

- 15 -


importance ratings on ldquobrand popularity among professional golfersrdquo (p =035)

ldquoendorsement of the favorite golf playersrdquo (p =003) and ldquocomprehensive series setrdquo (p

=006) While the frequent golf facilities users more emphasize on ldquothe materials of shaftrdquo (p

=028) and ldquothe materials of club headrdquo (p =004) when evaluating golf club Besides the

group ldquo8 ndash 9 timesrdquo placed higher importance rating on the ldquosales figure of the club

In the view of choice of criteria group the analysis indicated that there is significant

difference exists too Less frequent users generally think the category of ldquogolf clubrsquos

brandingrdquo (p =035) and ldquostyle of the clubrdquo (p =007) are more important But frequent users

emphasize more on the ldquoclub manufacturing and technologyrdquo (p =006)

Table 7a One-Way ANOVA between the salience of evaluative criteria and golf facilities usage rate (Excerpt)

Evaluative Criteria F Sig Brand popularity among professional golfers 2454 035 Endorsement of the favorite golf players 3713 003 The sales figure of the club 2805 018 Comprehensive series set 3362 006 The materials of shaft 2564 028 The materials of club head 3623 004 Table 7b One-Way ANOVA between the salience of evaluative criteria group and golf facilities usage rate (Excerpt) Golf clubrsquos branding 2454 035 Style of the club 3301 007 Manufacturing and technology of the club 3412 006

444 One Way ANOVA between the salience of evaluative criteria and golf club

purchasing experience

In table 7a significant difference was found in six different groups based on golf club

- 16 -


purchasing experience Those who have less purchasing experience have higher means scores

of importance on ldquoendorsement of the favorite golf playersrdquo (p =008) ldquofriends

recommendations and adoptionsrdquo (p =035) ldquothe sales figure of the clubrdquo (p =025)

ldquoappearance of the clubrdquo (p=050) ldquocomprehensive series setrdquo (p =002) and ldquothe durability

of the clubrdquo (p =001)

Among the groups based on different purchasing experience there are significant differences

in different choice criteria as well The less purchasing experience respondents place higher

importance of the choice criteria ldquogolf clubrsquos brandingrdquo (p =036) and ldquostyle of the clubrdquo (p

=013) than the experienced consumers

Table 8a One-Way ANOVA between the salience of evaluative criteria and golf club purchasing experience (Excerpt)

Evaluative Criteria F Sig Endorsement of the favorite golf players 3582 008 Friendsrsquo recommendations and adoptions 2650 035 The sales figure of the club 2852 025 Good appearance of the club 2413 050 Comprehensive series set 4461 002 The durability of the club 4657 001 Table 8b One-Way ANOVA between the salience of evaluative criteria group and golf club purchasing experience (Excerpt) Golf clubrsquos branding 2624 036 Style of the club 3239 013

45 Pearson Correlation Analysis on the salience evaluative criteria and the

motivation of playing golf

451 Correlation between the salience evaluative criteria and the degree of agreement

to the statement ldquoYou treat golf as a sport activityrdquo

- 17 -


There are total six evaluative criteria have positive relationships with the degree of agreement

of the statement ldquoyou treat golf as a sport activity They include ldquobrand popularity among

usersrdquo (p =019 r = 166) ldquobrand reputation on club performancerdquo (p =002 r = 222) ldquobrand

popularity among professional golfersrdquo (p =048 r = 140) ldquoendorsement of the favorite golf

playersrdquo (p =049 r = 139) ldquogood appearance of the clubrdquo (p =036 r = 149) and ldquothe price

of the clubrdquo (p =025 r = 158) However within all evaluative criteria groups only the

importance of ldquogolf clubrsquos brandingrdquo (p= 397) has positive relationship with the degree of

agreement of the statement

Table 9a Correlation between the salience evaluative criteria and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt)

Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among user 166 019 Brand reputation on club performance 222 002 Brand popularity among professional golfers 140 048 Endorsement of the favorite golf players 139 049 Good appearance of the club 149 036 The price of the club 158 025 Table 9b Correlation between the salience evaluative criteria group and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt) Golf clubrsquos branding 186 008 Correlation is significant at the 001 level (2 tailed)

Correlation is significant at the 005 level (2 tailed)


to the statement ldquoYou treat golf as a social activityrdquo

The mean importance of all five evaluative criteria under the ldquogolf clubrsquos brandingrdquo group

has positive relationships with the degree of agreement of the statement ldquoyou treat playing

- 18 -


golf as a social activityrdquo The mean importance of ldquoelegant and high class image of brandrdquo (p

=000 r = 453) has the strongest positive relationship While other branding related criteria

have weaker positive relationships but all correlation indexes still above 02 Moreover the

importance of ldquofriendsrsquo recommendations or adoptionsrdquo (p =031 r = 152) ldquothe club is the

latest modelrdquo (p =001 r = 230) ldquocomprehensive series setrdquo (p =007 r = 192) ldquothe club

applied latest technologyrdquo (p =002 r = 215) and ldquothe materials of club headrdquo (p =042 r

=144) are also shown positive relationship with the degree of agreement with that statement

in analysis

As expected the importance of the group ldquogolf clubrsquos brandingrdquo (p =000 r =397) has a

strong relationship with the degree of agreement with the statement While the ldquostyle of the

clubrdquo (p =001 r =241) and ldquoclub manufacturing and technologyrdquo (p =013 r = 175) have

moderate to weak relationship with the degree of agreement with the statement

Table 10a Correlation between the salience evaluative criteria and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt)

Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among users 242 001 Brand reputation on golf club performance 225 001 Elegant and high class image of brand 435 000 Brand popularity among professional golfers 204 004 Endorsement of favorite golf players 235 001 Friendsrsquo recommendations and adoptions 152 031 The club is the latest model 230 001 Comprehensive series set 192 007 The club applied latest technology 215 002 The materials of club head 144 042

- 19 -


Table 10b Correlation between the salience evaluative criteria group and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt) Golf clubrsquos branding 397 000 Style of the club 241 001 Club manufacturing and technology 175 013 Correlation is significant at the 001 level (2 tailed)


5 Discussion and Recommendations

51 The Evaluative Criteria of Golf Club

Among six evaluative criteria categories ldquogolf club performance and functionalityrdquo is the

most important criteria category when evaluating golf club for purchasing decision making

ldquoClub manufacturing and technologyrdquo category comes in the second The third important

category is ldquoclub value and sellingrdquo while ldquogolf clubrsquos brandingrdquo fourth ldquoinformation about

the clubrdquo fifth and the ldquostyle of the clubrdquo is the least important category

Golf club performance and functionality becomes the most important choice criteria category

It implies that the value of the golf club is attached with the golfing experience In other

words a good golf club should enhance the game experience which may represent better

hitting performance better game scores easier to swing reduce slice problem or so on

Besides there are five choice criteria under this category The top three criteria

ldquocontrollability of the clubrdquo ldquogood hitting feelingrdquo and ldquomatching own skill levelrdquo are all

related to the actual experience in using the club for driving making shot pitching or putting

As for less important two criteria ldquoimprove the skill weaknessesrdquo and ldquoimprove hitting

- 20 -


performancerdquo are related to the result of using club ie the quality of the shot We can

observe that golfers emphasize more on the using experience In contrast the result of using

the club is greatly affected by playing skills In the perspective of golf club manufacturers it

is very difficult to communicate the club performance or functions to consumers Only when

potential buyers tried the club personally the performance and functions of the club could be

fully felt and understood Hence manufacturers should hold more demonstration day which

let the golfers experience the feeling of using the products Moreover the RampD on the new

golf club should emphasize on improving the weight balance of the club which will lead to

better controllability of the club In addition a clear cut target segment of each golf club

series is preferred This practice gives a clear picture to the customer to know which golf club

that is matching their skill level

Although the ldquoclub manufacturing and technologyrdquo category ranked as the second most

important choice criteria category however the four criteria under this category scored and

ranked in moderate level only But the importance of two criteria related to materials still

ranked in top ten Therefore the characteristics and benefits of the materials should mention

in the communication programs For example the characteristics of the materials and

fabrication technology can be described in detail on the print advertisements The ranking of

the clubrsquos durability is out of expected In general sense golf club is a very durable product

Therefore durability of the club should not be a problem usually Also it is hard to

- 21 -


distinguish the durability differences between two clubs This question will discuss more in

next sections to see any demographic factors may have impact on that

The category ldquoclub value and sellingrdquo ranked third The importance ratings and rankings of

the four criteria under this category have quite large differences with each other One

interesting point is that the mean of ldquovalue of moneyrdquo (420) is much higher than the mean of

ldquoclub pricerdquo (371) It implies that a good price does not mean a good value to customers

when purchasing golf clubs Therefore just like other luxury goods low price is not

sufficient to attract customers They are more concerned about what and how much they get

from the product at the given price Hence for the retailer salespersons they are better to

emphasize the club functions and value first and then use price tactics for closing deal

Besides the importance of maintenance service ranked slightly below the mid point Even itrsquos

not a determinant factor but still should not be omitted Since it might affects the impression

towards the manufacturer or brand Manufacturers should provide good maintenance services

including sufficient warrant period convenience shipment method etc

The fourth important choice criteria category is ldquogolf clubrsquos brandingrdquo However the slightly

low mean score dose not imply that the brand image is not important among buyers Letrsquos

break down the evaluative criteria in this category ldquoBrand popularity among usersrdquo and

ldquoBrand reputation on golf club performancerdquo which considered as more general

measurements to brand image gained very good mean scores (382 and 411) and rankings

- 22 -


(10th and 7th) It shows that the brand image related to product performance and popularity are

important for the general golfers On the other hand the other three choice criteria include

ldquoelegant and high class brand imagerdquo ldquobrand popularity among professional golfersrdquo and

ldquoendorsement of favorite golf playerrdquo are related to some specific image dimension Thus

the high social class image and the ldquostar effectrdquo have little contribution to the development of

positive brand image for general golfers

The category ldquoinformation about clubrdquo ranked fifth That means the respondents do not

consider existing information so much when choosing golf clubs The lowest mean scores of

the information provided by two selling parties reflect that consumers suspect the

creditability of such information Besides the information provided by two media parties

magazines and websites got better score but still quite low The average result of friendsrsquo

recommendations and adoptions shows that the words of month are more important than

other information sources Furthermore the ldquochance to test the clubrdquo has a high mean rating

(414) and ranked the 6th important choice criteria Many golfers believe that through the

testing of the club they can feel and know more about the functions and performance of that

particular club This result further supports the suggestion of holding demonstration day that

previously mentioned

Furthermore the ldquostyle of clubrdquo is the least important choice criteria category General

golfers do not pay much attention on the style issues of the club However ldquogood appearance

- 23 -


of clubrdquo ranked 16 so golfers are not totally ignored the aesthetics side of the golf club As a

result manufacturers should consider recruiting art designer to involve in the club designing

process


Firstly for the difference between golfer and non-golfer results show that the golfer attached

higher importance on the controllability and hitting feeling of the golf clubs Since the golfers

have regulation game experience they may consider different in-game situations when

selecting golf club They may have deeper understanding on the importance of club control

and hitting feeling to improve game performance In addition the golfers more emphasize on

the materials on both shaft and club head It might result from similar reasons that the games

experiences make golfers concern the effect of the materials on the game performance

On the other hand non-golfers rated higher importance rating on ldquobrand popularity among

professional golfersrdquo and ldquoendorsement of favorite golf playersrdquo It may only reflect the

attitude of beginners All three criteria under the style of club category have higher mean

importance for the non-golfers

Moreover the less experience golfers view ldquobrand popularity among professional golfersrdquo

and ldquoendorsement of the favorite golf playersrdquo more important than experienced golfers

Since the less experience golfers are lack of necessary experience to evaluate a golf club by

them They need more existed reliable information to help them making decision Apparently

- 24 -


the ldquostar effectrdquo is a good reference for them to pick a good club The less experience golfers

also place higher importance on comprehensive series set That means they prefer all of their

golf club under the same category In fact different golf club brands and series have different

strength area Just like Cleveland have a dominant position on producing sand wedges while

Odyssey Two-Ball is the most popular putter Therefore those experienced golfers prefer

their golf bag has several manufacturer brands in order to utilize the strength of different

series Apart from the styling reasons less experience golfers prefer comprehensive series

may only reflect the characteristic of lack of the knowledge about golf club Furthermore

experienced golfers think the chance to test club is more important compare with the less

experience golfers Experienced golfers are more confidence on their experience for

evaluating a club The less experience golfers rely more on brand related information to

compensate the lack of golf experience and club knowledge

In addition low facilities usage rate golfers see brand popularity among professional golfers

and endorsement of favorite players are more important in evaluation process than the

frequent users The reason for this result is just similar to previously mentioned The less

frequent users also indicated higher mean importance of ldquogood sales figurerdquo and ldquogood club

sales appearancerdquo On the other hand frequent users place higher rating on the importance of

the club materials used Since the frequent users accumulate golf experience faster than less

frequent groups Therefore they are more likely to discover and understand the effect of the

- 25 -


materials of the club

Finally less golf club purchasing experience buyers attached higher importance in ldquofriendsrsquo

recommendations and adoptions That means the words of mouth have greater influence on

the less experience buyers They need more information about the golf club from other

sources to compensate their experience In fact the endorsement of favorite players and good

sales figure are also act as this role for the less experience buyers Good club appearance and

comprehensive series club set show relatively important for less purchasing experience

buyers too Less purchasing experience buyers also concern more about the durability of the

club

From the above discussion we discover that the analysis in four dimensions shown very

similar results Actually all four dimensions are related to a common characteristic that is the

experience in golf activity Base on all analysis in this section several recommendations was

given

First for the high forgivenesscavity golf clubs (suitable for beginners) golf equipment

companies should employ professional golf star in promotion program For example the star

endorser should appear on both print and TV advertisements Besides these beginner golf

clubs should offered in a comprehensive series set which will more appeal to the target

customers Club designers should pay more attention to the aesthetic issue of the club

Moreover market leaders are wise to mention the clubrsquos sales figure in the advertisements

- 26 -


since it is an effective way to attract the attention of beginners Although it should be no big

difference in durability of different club in fact but the retailers should talk more about the

durability issues when selling clubs designed for beginners

In contrast for the professional clubs like blade type irons which are more suitable for high

skill level golfers The club manufacturers should provide more chance for them to test the

club Demonstration day is an ideal program to achieve this purpose In promotion program

like print advertisements golf equipment companies should emphasize more on the club

functions and the materials for the professional clubs Some technical terms should be applied

in order to communicate a professional image

53 Correlation analysis on the salience evaluative criteria and the motivation of

playing golf

The results show that there are positive relationships between mean importance for four

branding related criteria and the degree of sport motivation Therefore those who regard

playing golf with strong sporting motivations are more concerned about the brand image of

clubs One notice point is that the importance of brand reputation on club performance shows

the strongest positive relationship (r = 222) with the sport motivation Therefore those

golfers with stronger sport motivations emphasized the club performance Moreover both the

mean importance of the price factor and the club appearance show positive relationships with

the degree of sport motivation However the results indicated the above relationships only

- 27 -


have moderate to weak predictive power

In addition the results revealed that the positive relationships between all five branding

related criteria and the social motivation have moderate to strong predictive power

Especially for the importance rating of elegant and high class image of brand it shows the

strongest predictive power with the social motivation In other words those who have

stronger social reasons to playing golf are more emphasize on elegant brand image when

selecting golf club They may want to enhance their social image through the brand image of

the club This observation supports the golf club market can accommodate a high end

segment and the target market should be those who playing golf with social contact reasons

It explains why the high end brand like Honma and Kasko are popular in Asia market

Obviously the manufacturers of the high end brand should forging an elegant and high class

brand image They should put more hedonic element in the communication program Besides

the analysis indicated moderate positive relationship between the degree of social motivation

and both the importance of the criteria ldquothe club is the latest modelrdquo and ldquothe club applied the

latest technologyrdquo Therefore the high end golf club brandings should introduce new model

more frequently and adding new technology features in each new model

Furthermore there are two more implications for the high end golf club manufacturers in the

correlation analysis The degree of social motivation was related to mean importance for the

criteria ldquocomprehensive series setrdquo and ldquothe materials of club headrdquo Thus high-end branding

- 28 -


should offer more full set golf clubs They should also focus the RampD effort on the club head

materials and the technology applied Finally there was a positive relationship between the

degree of social motivation and the importance of friendsrsquo recommendations or adoptions

Manufacturers and retailers of high end golf club should pay attention to the selling service It

is because the words of mouth have certain influences on their target customers

6 Limitations

Although the above analysis successfully examined the issues of the choice criteria of golf

clubs the research still subjected to some limitations that should be noticed

First this research only investigates the golf club evaluative criteria in general sense

However there are many different types of clubs include drivers fairway wood iron putter

etc These golf clubs have different functions for different situations in the game Thus each

type of golf club should have some specific evaluative criteria tied to that particular club type

For example the hitting distance is one of the very important criteria for drivers while

spinning is an important feature for sand wedges Therefore many valuable specific criteria

were omitted in this research

Besides the convenience sampling and subjective selecting respondents might create bias and

affect the credibility of the findings Moreover grouping different evaluative criteria into six

categories only based on subjective judgment Thus the selected criteria may not perfectly

- 29 -


represent the particular category

7 Conclusions

In this research the relative importance of choice criteria of golf club was examined

Performance and the functions of golf club is the most important factor for selecting golf club

in the evaluation process Actually this aspect of choice criteria is the primary function of a

golf club which is playing golf game Therefore there is no fast track for the club

manufacturers They have to focus their work on improving the club quality

Besides different types of golf participants view the importance of evaluation criteria

differently Golfers who have less experience in golf activity tend to more focus on the

branding They tend to confidence in the choice of the profession al golfers or star players

Thus it should be a focus selling point in promotion

I hope the results of this research can provide some insights for the industry especially for

those who want to expand or plan to enter the Hong Kong market

Finally 28 choice criteria were grouped into six criteria categories These categories provide

a quicker view of the results However each criterion has its own market implications for the

golf industry participants Therefore in order to obtain a clearer picture I strongly

recommend the users of this report should study each criterion separately

- 30 -


8 [Reference]

1 Athola OT (1985) Hedonic and utilitarian aspects of consumer behavior an attitudinal perspective in Rothschild M and McAlister L (Eds) Advances in Consumer Research Vol 20 pp 7-10

2 Bettman JR and Sujan M (1987) Effects of framing on evaluation of comparable and

noncomparable alternatives by expert and novice consumers Journal of Consumer Research Vol 14 September pp 141-54

3 Blackwell RD Miniard PW and Engel JF (2001) Consumer Behavior 9th ed

Harcourt College Pubishers New York NY 4 Berkman Harold W Lindquist Jay D Sirgy M Joseph (1997) Consumer Behavior

Lincolnwood Ill NTC Business Books c1997 5 Blackwell RD Miniard PW and Engel JF (1995) Consumer Behavior 8th ed

Harcourt College Pubishers New York NY 6 Callaway Golf Company (2003) ldquoCallway Golf Company annual report 2003rdquo 7 Census and Statistic Department HKSAR Government ldquoNational Income and Balance of

paymentrdquo [Online] Available (httpwwwinfogovhkcenstatdenghkstathkinfnat_account_indexhtml)

8 Corfman KP (1991) Comparability and comparison levels used in choices among

consumer products Journal of Marketing Research Vol 28 August pp 368-74 9 Dickson PR (1982) Person-situation segmentations missing link Journal of

Marketing Vol 46 Fall pp 56-64 10 Gensch DH and Javalgi RG (1987) The influence of involvement on disaggregate

attribute choice models Journal of Consumer Research Vol 14 June pp 71-82 11 Havelena WJ and Holbrook MB (1986) The varieties of consumption experience

comparing two typologies of emotion and consumer behavior Journal of Consumer Research Vol 13 December pp 394-404

- 31 -


12 Hirschman EC and Holbrook MB (1982) Hedonic consumption emerging methods and propositions Journal of Marketing Vol 46 Summer pp 92-101

13 Holbrook MB and Hirschman EC (1982) The experiential aspects of consumption

consumer fantasies feelings and fun Journal of Consumer Research Vol 9 September ov 132-40

14 Johnson MLD (1988) Comparability and hierarchical processing in multi-alternative

choice Journal of Consumer Research Vol 15 December pp 303-14 15 Kivetz R (1999) Hedonic and utilitarian motivations in consumer choice Advances in

Consumer Research Vol 27 p 286 16 Miller KE and Ginter JL (1979) An investigation of situational variation in brand

choice behavior and attitude Journal of Marketing Research Vol 16 February pp 111-23

17 National Golf Foundation (2001) ldquoGolf participation in the United Statesrdquo [Online] Available (wwwngforg)

18 PGA TOUR Inc (2004) ldquoGolf Industry Definitionsrdquo [Online] Available

(httpwwwgolfwebcompracticeteedefinitions) 19 Rothschild M and Houston MJ (1977) The consumer involvement matrix some

preliminary findings in Greenberg BA and Bellinger DN (Eds) Contemporary Marketing Thought American Marketing Association Chicago IL pp 95-8

20 Schiffman Leon G Kanuk Leslie Lazar (2004) Consumer Behavior 8 ed th Upper

Saddle River NJ Pearson Prentice Hall 21 Smith Alan D Marco Gayle (2004) ldquoStrategic Perspectives Associated With the Golf

Industryrdquo Journal of American Academy of Business Cambridge Hollywood Sep 2004 Vol5 Iss12 p367-373 (7pp)

22 Williams Terrell G (2002) ldquoSocial class influences on purchase evaluation criteriardquo The

Jounal of Consumer Marketing Santa Barbara 2002 vol19 Iss23 p249 (28pp) 23 Wright P and Rip PD (1980) Product class advertising effects in first-time buyers

decision strategies Journal of Consumer Research Vol 7 September pp 176-88

- 32 -


Appendixes

- 33 -


- 34 -

Chinese Version Questionnaire Questionnaire no_______

U有關選購高爾夫球球桿問卷調查您好本人是香港浸會大學三年級學生現正進行一項有關選購高爾夫球球桿的問卷調

查煩請閣下抽出數分鐘時間完成此問卷當中收集的所有資料只會用作學術研究用

途多謝閣下合作 U第一部份過濾問題 1 在過去十二個月內你有否使用高爾夫球的設施 (包括在標準高爾夫球場進行球

局或使用高爾夫球練習場或使用三桿球洞或使用推桿場或使用練習用果嶺) 有沒有終止訪問

U第二部份球桿選擇因UU素U

以下有 28 項關於選購高爾夫球球桿時的購買選擇考慮因素請圈出合適答案以顯示該

因素對你選購球桿時的重要程度

II ) 球桿性能及表現

7球桿是否易於操控 1 2 3 4 5

8球桿能否改善球技的弱點 1 2 3 4 5

9球桿能否改善擊球表現 1 2 3 4 5

10該款球桿能提供良好的打球感覺 1 2 3 4 5

11該球桿是否適合個人球技水平 1 2 3 4 5

III ) 球桿資訊

12朋友的推介或採用

13球具店店員的推介

14高爾夫球雜誌內文的推介

I ) 球桿品牌

2該球桿的品牌受到用家歡迎 1 2 3 4 5

3該球桿的品牌的球桿表現有良好口碑 1 2 3 4 5

4該球桿的品牌擁有尊貴高級的形象 1 2 3 4 5

5該球桿的品牌受到職業球員的歡迎 1 2 3 4 5

6該球桿品牌由你欣賞的高爾夫球球星作代言人 1 2 3 4 5

完全

不重要

完全

不重要

1

1

1

不重要

不重要

2 3

2 3

2 3

重要

重要

4

4

4

非常

重要

非常

重要

中立

中立

完全

不重要

不重要

重要

非常

重要

中立

5

5

5


- 35 -

15高爾夫球網站的推介(不包括品牌的官方網站) 1 2 3 4 5

16該款球桿的官方介紹(包括廣告及官方網站) 1 2 3 4 5

17你能夠試打該款球桿 1 2 3 4 5

18該款球桿有良好的銷售數字 1 2 3 4 5

IV ) 球桿款式

19球桿外形是否美觀

20該款球桿是否最新款式

21該款球桿有一套完整的系列 (即該款式系列包括了 1 號木球道木桿鐵桿及推桿供選購)

V ) 球桿價值與銷售

22球桿的價格

23該球桿是否物有所值

24該款球桿有良好的二手價值

25該款球桿有完善保養服務提供

VI ) 球桿製造技術

26球桿是否運用了最新的科技

27製造桿身的物料

28製造桿頭的物料

29球桿的耐用程度

U第三部份高爾夫球相關項目 30 在過去十二個月內你有否在標準高爾夫

有沒有 31 你參與高爾夫球運動多久少於 1 年 1 ndash 2 年 7 年或以上

完全

不重要

不重要

不重要

重要

重要

非常

重要中立

完全

不重要

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

球場進行球局

3 ndash 4 年

完全

不重要不重要

中立

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

5 ndash 6 年

重要

中立

非常

重要

5

5

5

完全

不重要

中立

非常

重要

不重要

重要

5

5

5

5

5

5

5

5

非常

重要


- 36

32 你每月平均會使用高爾夫球設施多少次 1 次或以下 2 ndash 3 次 4 ndash 5 次 6 ndash 7 次 8 ndash 9 次 10 次或以上 33 你有多少次購買高爾夫球球桿的經驗沒有經驗 1 ndash 3 次 4 ndash 6 次 7ndash 9 次 10 次或以上請圈出合適的答案以表示對以下句子的同意程度

34 高爾夫球是一項運動項目

35 高爾夫球是一項社交活動 U第四部份個人資料 36 年齡 17 或以下 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 個人每月收入 $5000 或以下 $5001 ndash 10 $20001 ndash $30000 $30001 ndash

50001 或以上 38 學歷小學或以下中學大學或以上 39 職業管理及行政人員白領自僱人士技術人

待業已退休 40 性別男女

問卷完

非常

不同意

-

1

1

ndash 30 ndash 55

000 $40000

大

多謝

不同意

2

2

31 56

專(非學位

專業人

服務業

其他

中立

3

3

ndash 35 ndash 60

$10001 $40001

如文憑

士人員

同意

4

4

ndash $20 ndash $50

及副

教

學

非常

同意

5

5

36 ndash 40 61 或以上

000 000

學士)

育人員生


- 3

English Version Questionnaire Questionnaire no_______

UChoice Criteria of Golf Clubs Research I am a Hong Kong Baptist University year three student I am now conducting a research about the choice criteria of purchasing golf clubs Please spend few minutes to finish this questionnaire All information gathered from this research will only be used for academic analysis Thank you for your cooperation USection 1 Screening Question In the past twelve months did you used golf facilities (including a round of golf in regulation golf course or golf driving range or par 3 hole or practice green)

Yes No End of interview

USection 2 Choice Criteria of Golf Clubs The following are 27 choice criteria that could be considered when purchasing golf clubs Please circle an appropriate answer which indicates the importance of that particular criterion

to you II ) Golf club performance

and functionality 7The club can be control easily

8The club can improve the weaknesses of your skills

9The club can improve your hitting performa

10The club can provide you good hitting feeli

11The club matches for your skill level

I ) Golf clubrsquos branding

2The brand is popular in the market

3The brand has good reputation

on golf clubs performance

4The brand shows an elegant and high-class imag

5The brand is hot among professional golfers

6The brand is endorsed by your favorite golf play

Unimportant

Totally

unimportant

7 -

1 2

1 2 nce 1 2

ng 1 2

1 2

1 2 3 4 5

1 2 3 4 5

e 1 2 3 4 5

1 2 3 4 5

er 1 2 3 4 5

Unim

Neutral

3

3 3

3

3

Important

4

4 4

4

4

Very

important

Totally

unimportant

Very

important

Neutral

Important

portant

5

5 5

5

5


III ) Club information

12Friendsrsquo recommendations or adoptions 1 2 3 4 5

13Salesmenrsquos recommendations 1 2 3 4 5

14Golf magazine articlesrsquo recommendations 1 2 3 4 5

15Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites) 1 2 3 4 5

16Manufacturerrsquos introduction for the club (include advertisement and official websites) 1 2 3 4 5

17You have chance to test the club 1 2 3 4 5

18The club has a good sales figure in the market 1 2 3 4 5

Totally

unimportant

Unimportt


- 39

28The materials of the club head 1 2 3 4 5

29The durability of the club 1 2 3 4 5

USection 3 Golf related questions 30 In the past 12 months did you play a round of golf in the regulation golf course

Yes No

31 How long have you playing golf less than 1 year 1 ndash 2 years 3 ndash 4 years 5 ndash 6 years more than 7 years 32 How many times you use golf facilities in a month 1 time or less 2 ndash 3 times 4 ndash 5 times 6 ndash 7 times 8 ndash 9 times 10 times or more 33 How many purchasing golf club experience you have no experience 1 ndash 3 times 4 ndash 6 times 7ndash 9 times

10 times or more Please circle an appropriate answer which indicates your degree of agreement to the following statement

34 Golf is a sport activity

35 Golf is a social activity

USection 4 Personal Information 36 Age 17or below 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 Personal monthly income $5000 or below $5001 ndash 1 $20001 ndash $30000 $30001 ndash

50001 or above

Totally

unimportant

Unimportant Important Neutral

Very

important

Very

Disagree

-

1

1

ndash 30 ndash 55

0000 $4000

Disagree

2

2

0

Neutral

3

3

31 ndash 35 56 ndash 60

$100 $400

Agree

4

4

01 ndash $2001 ndash $50

Very

Agree

5

5

36 ndash 40 61or above

000 000


- 40 -

38 Education level Primary school or below Secondary school

Tertiary (non degree like diploma or associate degree) University or above 39 Occupation ManagementAdministrative Write collar Professionals

Education staff Self-employed Technicians Service staff Student Unemployed Retired Others

40 Sex Male Female

End of questionnaire thank you


- 41 -

SPSS Output

Independent t test on the importance of evaluative criteria and golfer type

Independent Samples Test

1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539

7966 005 896 198 371 11 125 -134 358

694 34033 492 11 161 -215 439

485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490

338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672

056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922

488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023

112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342

049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226

10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030

1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036

Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed

Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed

The brand is popular in themarket

The brand has goodreputation on golf clubsperformance

The brand shows an elegantand high-class image

The brand is hot amongprofessional golfers

The brand is endorsed byyour favorite golf player

The club can be control easily

The club can improve theweaknesses of your skill

The club can improve yourhitting performance

The club can provide yougood hitting feeling

The club matches for yourskill level

F Sig

Levenes Test for Equalityof Variances

t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper

95 Confidence Intervalof the Difference

t-test for Equality of Means


- 42 -


742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557

043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521

3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469

3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589

189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133

1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039

603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553

389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750

295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711

1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043

5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594

003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238

1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124

266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154

726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144

010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066

1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055

5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467

Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed

Friends recommendations oradoptions

Salesmens recommendations

Golf magazine articlesrecommendations

Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub

The club has a good slaesfigure

The club has a goodappearance

The club is the latest model

The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club

The club is vale for money

The club has good re-salevalue

Comprehensive maintenanceservice is provided

The club applied the latesttechnology

The materials of the shaft

The materials of the club head

The durability of the club

F Sig






- 43 -

One Way ANOVA between the salience of evaluative criteria and golf age

ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199

Between GroupsWithin GroupsTotalBetween GroupsWithin Groups

Total

Between GroupsWithin GroupsTotal

Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups

Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal














Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub


Sum of Squares df Mean Square F Sig


- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199

Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal

Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal



The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)

THe price of the club









ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199

Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal

brand

functions

information

style

value

techlonogy



- 45 -

One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate

ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -

One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience

ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -

The means and ranking of the salience of evaluative criteria based on golf age Evaluative

Criteria

Less than

1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7

year Rank

1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative

Criteria

Less than


year Rank

Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2


- 50 -

The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative

Criteria

1 time or

less Rank 2 ndash 3

times Rank 4 ndash 5

timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank

1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month

Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank

Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2


- 51 -

The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative

Criteria

No

experience Rank 1 ndash 3


timesRank 7 ndash 9

timesRank More than

10 timesRank

1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative

Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank



Acknowledgement

I would like to express my greatest gratitude to my supervisor of this project Ms Betsy Lee

Her helpful guidance and insightful advices give me so much inspiration I also want to say

special thanks to all staffs in Tai Po Shuen Wan Driving Range Their kindly assistance and

patience made important contribution to this project

Last but not least I would like to say thank you to my family and friends especially for Miss

Daphne Lau It was impossible to complete this project without all of their encouragement

and unlimited support

i


Executive Summary













ii

Content








































Appendixes

List of Tables
































1 Introduction












111 Choice criteria







- 1 -





















- 2 -










rounds in a year











- 3 -



















advantage

- 4 -





















- 5 -




















- 6 -





















- 7 -






result picture














- 8 -




experience




















- 9 -









Occupation








evaluative criteria






- 10 -


- 11 -





Alpha = 8225







club



consumers












image dimension








300 22

- 12 -



265 28


277 26











- 13 -











2-tailed Sig


Golfer Non golfer

170 30

309347

858

730561 026


Golfer Non golfer

170 30

270323

966

971813 006


Golfer Non golfer

170 30

442440

529

610486 044


170 30

441417

582

531002 032


170 30

418390

612

607246 021


170 30

334370

898

988533 048


170 30

301337

897

890588 047


Golfer Non golfer

170 30

266337

1004809

202 000


170 30

293250

952

731239 020


170 30

396370

661

466919 037


170 30

400373

586

521225 021



170 30

331357

594

666423 029

- 14 -



170 30

300348

699

681809 001













usage rate



- 15 -
















- 16 -

















- 17 -

















- 18 -









in analysis







- 19 -



















- 20 -





















- 21 -





















- 22 -





















- 23 -




process

















- 24 -





















- 25 -










club




given







- 26 -












playing golf









- 27 -





















- 28 -







6 Limitations













- 29 -



7 Conclusions
















- 30 -


8 [Reference]














- 31 -



















- 32 -


Appendixes

- 33 -


- 34 -















III ) 球桿資訊




I ) 球桿品牌






完全

不重要

完全

不重要

1

1

1

不重要

不重要

2 3

2 3

2 3

重要

重要

4

4

4

非常

重要

非常

重要

中立

中立

完全

不重要

不重要

重要

非常

重要

中立

5

5

5


- 35 -





IV ) 球桿款式





22球桿的價格











完全

不重要

不重要

不重要

重要

重要

非常

重要中立

完全

不重要

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

球場進行球局

3 ndash 4 年

完全

不重要不重要

中立

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

5 ndash 6 年

重要

中立

非常

重要

5

5

5

完全

不重要

中立

非常

重要

不重要

重要

5

5

5

5

5

5

5

5

非常

重要


- 36






問卷完

非常

不同意

-

1

1

ndash 30 ndash 55

000 $40000

大

多謝

不同意

2

2

31 56

專(非學位

專業人

服務業

其他

中立

3

3

ndash 35 ndash 60

$10001 $40001

如文憑

士人員

同意

4

4

ndash $20 ndash $50

及副

教

學

非常

同意

5

5


000 000

學士)

育人員生


- 3


















Unimportant

Totally

unimportant

7 -

1 2

1 2 nce 1 2

ng 1 2

1 2

1 2 3 4 5

1 2 3 4 5

e 1 2 3 4 5

1 2 3 4 5

er 1 2 3 4 5

Unim

Neutral

3

3 3

3

3

Important

4

4 4

4

4

Very

important

Totally

unimportant

Very

important

Neutral

Important

portant

5

5 5

5

5










Totally

unimportant

Unimportt


- 39




Yes No






50001 or above

Totally

unimportant


Very

important

Very

Disagree

-

1

1

ndash 30 ndash 55

0000 $4000

Disagree

2

2

0

Neutral

3

3


$100 $400

Agree

4

4


Very

Agree

5

5


000 000


- 40 -




40 Sex Male Female



- 41 -

SPSS Output



1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539

7966 005 896 198 371 11 125 -134 358

694 34033 492 11 161 -215 439

485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490

338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672

056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922

488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023

112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342

049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226

10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030

1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036













F Sig






- 42 -


742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557

043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521

3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469

3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589

189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133

1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039

603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553

389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750

295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711

1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043

5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594

003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238

1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124

266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154

726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144

010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066

1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055

5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467

















F Sig






- 43 -


ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199


Total





















- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank



Executive Summary













ii

Content








































Appendixes

List of Tables
































1 Introduction












111 Choice criteria







- 1 -





















- 2 -










rounds in a year











- 3 -



















advantage

- 4 -





















- 5 -




















- 6 -





















- 7 -






result picture














- 8 -




experience




















- 9 -









Occupation








evaluative criteria






- 10 -


- 11 -





Alpha = 8225







club



consumers












image dimension








300 22

- 12 -



265 28


277 26











- 13 -











2-tailed Sig


Golfer Non golfer

170 30

309347

858

730561 026


Golfer Non golfer

170 30

270323

966

971813 006


Golfer Non golfer

170 30

442440

529

610486 044


170 30

441417

582

531002 032


170 30

418390

612

607246 021


170 30

334370

898

988533 048


170 30

301337

897

890588 047


Golfer Non golfer

170 30

266337

1004809

202 000


170 30

293250

952

731239 020


170 30

396370

661

466919 037


170 30

400373

586

521225 021



170 30

331357

594

666423 029

- 14 -



170 30

300348

699

681809 001













usage rate



- 15 -
















- 16 -

















- 17 -

















- 18 -









in analysis







- 19 -



















- 20 -





















- 21 -





















- 22 -





















- 23 -




process

















- 24 -





















- 25 -










club




given







- 26 -












playing golf









- 27 -





















- 28 -







6 Limitations













- 29 -



7 Conclusions
















- 30 -


8 [Reference]














- 31 -



















- 32 -


Appendixes

- 33 -


- 34 -















III ) 球桿資訊




I ) 球桿品牌






完全

不重要

完全

不重要

1

1

1

不重要

不重要

2 3

2 3

2 3

重要

重要

4

4

4

非常

重要

非常

重要

中立

中立

完全

不重要

不重要

重要

非常

重要

中立

5

5

5


- 35 -





IV ) 球桿款式





22球桿的價格











完全

不重要

不重要

不重要

重要

重要

非常

重要中立

完全

不重要

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

球場進行球局

3 ndash 4 年

完全

不重要不重要

中立

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

5 ndash 6 年

重要

中立

非常

重要

5

5

5

完全

不重要

中立

非常

重要

不重要

重要

5

5

5

5

5

5

5

5

非常

重要


- 36






問卷完

非常

不同意

-

1

1

ndash 30 ndash 55

000 $40000

大

多謝

不同意

2

2

31 56

專(非學位

專業人

服務業

其他

中立

3

3

ndash 35 ndash 60

$10001 $40001

如文憑

士人員

同意

4

4

ndash $20 ndash $50

及副

教

學

非常

同意

5

5


000 000

學士)

育人員生


- 3


















Unimportant

Totally

unimportant

7 -

1 2

1 2 nce 1 2

ng 1 2

1 2

1 2 3 4 5

1 2 3 4 5

e 1 2 3 4 5

1 2 3 4 5

er 1 2 3 4 5

Unim

Neutral

3

3 3

3

3

Important

4

4 4

4

4

Very

important

Totally

unimportant

Very

important

Neutral

Important

portant

5

5 5

5

5










Totally

unimportant

Unimportt


- 39




Yes No






50001 or above

Totally

unimportant


Very

important

Very

Disagree

-

1

1

ndash 30 ndash 55

0000 $4000

Disagree

2

2

0

Neutral

3

3


$100 $400

Agree

4

4


Very

Agree

5

5


000 000


- 40 -




40 Sex Male Female



- 41 -

SPSS Output



1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539

7966 005 896 198 371 11 125 -134 358

694 34033 492 11 161 -215 439

485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490

338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672

056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922

488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023

112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342

049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226

10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030

1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036













F Sig






- 42 -


742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557

043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521

3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469

3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589

189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133

1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039

603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553

389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750

295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711

1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043

5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594

003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238

1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124

266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154

726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144

010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066

1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055

5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467

















F Sig






- 43 -


ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199


Total





















- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Content








































Appendixes

List of Tables
































1 Introduction












111 Choice criteria







- 1 -





















- 2 -










rounds in a year











- 3 -



















advantage

- 4 -





















- 5 -




















- 6 -





















- 7 -






result picture














- 8 -




experience




















- 9 -









Occupation








evaluative criteria






- 10 -


- 11 -





Alpha = 8225







club



consumers












image dimension








300 22

- 12 -



265 28


277 26











- 13 -











2-tailed Sig


Golfer Non golfer

170 30

309347

858

730561 026


Golfer Non golfer

170 30

270323

966

971813 006


Golfer Non golfer

170 30

442440

529

610486 044


170 30

441417

582

531002 032


170 30

418390

612

607246 021


170 30

334370

898

988533 048


170 30

301337

897

890588 047


Golfer Non golfer

170 30

266337

1004809

202 000


170 30

293250

952

731239 020


170 30

396370

661

466919 037


170 30

400373

586

521225 021



170 30

331357

594

666423 029

- 14 -



170 30

300348

699

681809 001













usage rate



- 15 -
















- 16 -

















- 17 -

















- 18 -









in analysis







- 19 -



















- 20 -





















- 21 -





















- 22 -





















- 23 -




process

















- 24 -





















- 25 -










club




given







- 26 -












playing golf









- 27 -





















- 28 -







6 Limitations













- 29 -



7 Conclusions
















- 30 -


8 [Reference]














- 31 -



















- 32 -


Appendixes

- 33 -


- 34 -















III ) 球桿資訊




I ) 球桿品牌






完全

不重要

完全

不重要

1

1

1

不重要

不重要

2 3

2 3

2 3

重要

重要

4

4

4

非常

重要

非常

重要

中立

中立

完全

不重要

不重要

重要

非常

重要

中立

5

5

5


- 35 -





IV ) 球桿款式





22球桿的價格











完全

不重要

不重要

不重要

重要

重要

非常

重要中立

完全

不重要

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

球場進行球局

3 ndash 4 年

完全

不重要不重要

中立

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

5 ndash 6 年

重要

中立

非常

重要

5

5

5

完全

不重要

中立

非常

重要

不重要

重要

5

5

5

5

5

5

5

5

非常

重要


- 36






問卷完

非常

不同意

-

1

1

ndash 30 ndash 55

000 $40000

大

多謝

不同意

2

2

31 56

專(非學位

專業人

服務業

其他

中立

3

3

ndash 35 ndash 60

$10001 $40001

如文憑

士人員

同意

4

4

ndash $20 ndash $50

及副

教

學

非常

同意

5

5


000 000

學士)

育人員生


- 3


















Unimportant

Totally

unimportant

7 -

1 2

1 2 nce 1 2

ng 1 2

1 2

1 2 3 4 5

1 2 3 4 5

e 1 2 3 4 5

1 2 3 4 5

er 1 2 3 4 5

Unim

Neutral

3

3 3

3

3

Important

4

4 4

4

4

Very

important

Totally

unimportant

Very

important

Neutral

Important

portant

5

5 5

5

5










Totally

unimportant

Unimportt


- 39




Yes No






50001 or above

Totally

unimportant


Very

important

Very

Disagree

-

1

1

ndash 30 ndash 55

0000 $4000

Disagree

2

2

0

Neutral

3

3


$100 $400

Agree

4

4


Very

Agree

5

5


000 000


- 40 -




40 Sex Male Female



- 41 -

SPSS Output



1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539

7966 005 896 198 371 11 125 -134 358

694 34033 492 11 161 -215 439

485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490

338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672

056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922

488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023

112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342

049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226

10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030

1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036













F Sig






- 42 -


742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557

043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521

3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469

3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589

189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133

1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039

603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553

389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750

295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711

1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043

5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594

003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238

1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124

266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154

726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144

010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066

1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055

5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467

















F Sig






- 43 -


ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199


Total





















- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


















Appendixes

List of Tables
































1 Introduction












111 Choice criteria







- 1 -





















- 2 -










rounds in a year











- 3 -



















advantage

- 4 -





















- 5 -




















- 6 -





















- 7 -






result picture














- 8 -




experience




















- 9 -









Occupation








evaluative criteria






- 10 -


- 11 -





Alpha = 8225







club



consumers












image dimension








300 22

- 12 -



265 28


277 26











- 13 -











2-tailed Sig


Golfer Non golfer

170 30

309347

858

730561 026


Golfer Non golfer

170 30

270323

966

971813 006


Golfer Non golfer

170 30

442440

529

610486 044


170 30

441417

582

531002 032


170 30

418390

612

607246 021


170 30

334370

898

988533 048


170 30

301337

897

890588 047


Golfer Non golfer

170 30

266337

1004809

202 000


170 30

293250

952

731239 020


170 30

396370

661

466919 037


170 30

400373

586

521225 021



170 30

331357

594

666423 029

- 14 -



170 30

300348

699

681809 001













usage rate



- 15 -
















- 16 -

















- 17 -

















- 18 -









in analysis







- 19 -



















- 20 -





















- 21 -





















- 22 -





















- 23 -




process

















- 24 -





















- 25 -










club




given







- 26 -












playing golf









- 27 -





















- 28 -







6 Limitations













- 29 -



7 Conclusions
















- 30 -


8 [Reference]














- 31 -



















- 32 -


Appendixes

- 33 -


- 34 -















III ) 球桿資訊




I ) 球桿品牌






完全

不重要

完全

不重要

1

1

1

不重要

不重要

2 3

2 3

2 3

重要

重要

4

4

4

非常

重要

非常

重要

中立

中立

完全

不重要

不重要

重要

非常

重要

中立

5

5

5


- 35 -





IV ) 球桿款式





22球桿的價格











完全

不重要

不重要

不重要

重要

重要

非常

重要中立

完全

不重要

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

球場進行球局

3 ndash 4 年

完全

不重要不重要

中立

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

5 ndash 6 年

重要

中立

非常

重要

5

5

5

完全

不重要

中立

非常

重要

不重要

重要

5

5

5

5

5

5

5

5

非常

重要


- 36






問卷完

非常

不同意

-

1

1

ndash 30 ndash 55

000 $40000

大

多謝

不同意

2

2

31 56

專(非學位

專業人

服務業

其他

中立

3

3

ndash 35 ndash 60

$10001 $40001

如文憑

士人員

同意

4

4

ndash $20 ndash $50

及副

教

學

非常

同意

5

5


000 000

學士)

育人員生


- 3


















Unimportant

Totally

unimportant

7 -

1 2

1 2 nce 1 2

ng 1 2

1 2

1 2 3 4 5

1 2 3 4 5

e 1 2 3 4 5

1 2 3 4 5

er 1 2 3 4 5

Unim

Neutral

3

3 3

3

3

Important

4

4 4

4

4

Very

important

Totally

unimportant

Very

important

Neutral

Important

portant

5

5 5

5

5










Totally

unimportant

Unimportt


- 39




Yes No






50001 or above

Totally

unimportant


Very

important

Very

Disagree

-

1

1

ndash 30 ndash 55

0000 $4000

Disagree

2

2

0

Neutral

3

3


$100 $400

Agree

4

4


Very

Agree

5

5


000 000


- 40 -




40 Sex Male Female



- 41 -

SPSS Output



1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539

7966 005 896 198 371 11 125 -134 358

694 34033 492 11 161 -215 439

485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490

338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672

056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922

488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023

112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342

049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226

10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030

1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036













F Sig






- 42 -


742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557

043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521

3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469

3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589

189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133

1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039

603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553

389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750

295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711

1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043

5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594

003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238

1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124

266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154

726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144

010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066

1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055

5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467

















F Sig






- 43 -


ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199


Total





















- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


List of Tables
































1 Introduction












111 Choice criteria







- 1 -





















- 2 -










rounds in a year











- 3 -



















advantage

- 4 -





















- 5 -




















- 6 -





















- 7 -






result picture














- 8 -




experience




















- 9 -









Occupation








evaluative criteria






- 10 -


- 11 -





Alpha = 8225







club



consumers












image dimension








300 22

- 12 -



265 28


277 26











- 13 -











2-tailed Sig


Golfer Non golfer

170 30

309347

858

730561 026


Golfer Non golfer

170 30

270323

966

971813 006


Golfer Non golfer

170 30

442440

529

610486 044


170 30

441417

582

531002 032


170 30

418390

612

607246 021


170 30

334370

898

988533 048


170 30

301337

897

890588 047


Golfer Non golfer

170 30

266337

1004809

202 000


170 30

293250

952

731239 020


170 30

396370

661

466919 037


170 30

400373

586

521225 021



170 30

331357

594

666423 029

- 14 -



170 30

300348

699

681809 001













usage rate



- 15 -
















- 16 -

















- 17 -

















- 18 -









in analysis







- 19 -



















- 20 -





















- 21 -





















- 22 -





















- 23 -




process

















- 24 -





















- 25 -










club




given







- 26 -












playing golf









- 27 -





















- 28 -







6 Limitations













- 29 -



7 Conclusions
















- 30 -


8 [Reference]














- 31 -



















- 32 -


Appendixes

- 33 -


- 34 -















III ) 球桿資訊




I ) 球桿品牌






完全

不重要

完全

不重要

1

1

1

不重要

不重要

2 3

2 3

2 3

重要

重要

4

4

4

非常

重要

非常

重要

中立

中立

完全

不重要

不重要

重要

非常

重要

中立

5

5

5


- 35 -





IV ) 球桿款式





22球桿的價格











完全

不重要

不重要

不重要

重要

重要

非常

重要中立

完全

不重要

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

球場進行球局

3 ndash 4 年

完全

不重要不重要

中立

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

5 ndash 6 年

重要

中立

非常

重要

5

5

5

完全

不重要

中立

非常

重要

不重要

重要

5

5

5

5

5

5

5

5

非常

重要


- 36






問卷完

非常

不同意

-

1

1

ndash 30 ndash 55

000 $40000

大

多謝

不同意

2

2

31 56

專(非學位

專業人

服務業

其他

中立

3

3

ndash 35 ndash 60

$10001 $40001

如文憑

士人員

同意

4

4

ndash $20 ndash $50

及副

教

學

非常

同意

5

5


000 000

學士)

育人員生


- 3


















Unimportant

Totally

unimportant

7 -

1 2

1 2 nce 1 2

ng 1 2

1 2

1 2 3 4 5

1 2 3 4 5

e 1 2 3 4 5

1 2 3 4 5

er 1 2 3 4 5

Unim

Neutral

3

3 3

3

3

Important

4

4 4

4

4

Very

important

Totally

unimportant

Very

important

Neutral

Important

portant

5

5 5

5

5










Totally

unimportant

Unimportt


- 39




Yes No






50001 or above

Totally

unimportant


Very

important

Very

Disagree

-

1

1

ndash 30 ndash 55

0000 $4000

Disagree

2

2

0

Neutral

3

3


$100 $400

Agree

4

4


Very

Agree

5

5


000 000


- 40 -




40 Sex Male Female



- 41 -

SPSS Output



1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539

7966 005 896 198 371 11 125 -134 358

694 34033 492 11 161 -215 439

485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490

338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672

056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922

488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023

112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342

049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226

10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030

1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036













F Sig






- 42 -


742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557

043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521

3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469

3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589

189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133

1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039

603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553

389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750

295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711

1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043

5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594

003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238

1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124

266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154

726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144

010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066

1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055

5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467

















F Sig






- 43 -


ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199


Total





















- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank











1 Introduction












111 Choice criteria







- 1 -





















- 2 -










rounds in a year











- 3 -



















advantage

- 4 -





















- 5 -




















- 6 -





















- 7 -






result picture














- 8 -




experience




















- 9 -









Occupation








evaluative criteria






- 10 -


- 11 -





Alpha = 8225







club



consumers












image dimension








300 22

- 12 -



265 28


277 26











- 13 -











2-tailed Sig


Golfer Non golfer

170 30

309347

858

730561 026


Golfer Non golfer

170 30

270323

966

971813 006


Golfer Non golfer

170 30

442440

529

610486 044


170 30

441417

582

531002 032


170 30

418390

612

607246 021


170 30

334370

898

988533 048


170 30

301337

897

890588 047


Golfer Non golfer

170 30

266337

1004809

202 000


170 30

293250

952

731239 020


170 30

396370

661

466919 037


170 30

400373

586

521225 021



170 30

331357

594

666423 029

- 14 -



170 30

300348

699

681809 001













usage rate



- 15 -
















- 16 -

















- 17 -

















- 18 -









in analysis







- 19 -



















- 20 -





















- 21 -





















- 22 -





















- 23 -




process

















- 24 -





















- 25 -










club




given







- 26 -












playing golf









- 27 -





















- 28 -







6 Limitations













- 29 -



7 Conclusions
















- 30 -


8 [Reference]














- 31 -



















- 32 -


Appendixes

- 33 -


- 34 -















III ) 球桿資訊




I ) 球桿品牌






完全

不重要

完全

不重要

1

1

1

不重要

不重要

2 3

2 3

2 3

重要

重要

4

4

4

非常

重要

非常

重要

中立

中立

完全

不重要

不重要

重要

非常

重要

中立

5

5

5


- 35 -





IV ) 球桿款式





22球桿的價格











完全

不重要

不重要

不重要

重要

重要

非常

重要中立

完全

不重要

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

球場進行球局

3 ndash 4 年

完全

不重要不重要

中立

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

5 ndash 6 年

重要

中立

非常

重要

5

5

5

完全

不重要

中立

非常

重要

不重要

重要

5

5

5

5

5

5

5

5

非常

重要


- 36






問卷完

非常

不同意

-

1

1

ndash 30 ndash 55

000 $40000

大

多謝

不同意

2

2

31 56

專(非學位

專業人

服務業

其他

中立

3

3

ndash 35 ndash 60

$10001 $40001

如文憑

士人員

同意

4

4

ndash $20 ndash $50

及副

教

學

非常

同意

5

5


000 000

學士)

育人員生


- 3


















Unimportant

Totally

unimportant

7 -

1 2

1 2 nce 1 2

ng 1 2

1 2

1 2 3 4 5

1 2 3 4 5

e 1 2 3 4 5

1 2 3 4 5

er 1 2 3 4 5

Unim

Neutral

3

3 3

3

3

Important

4

4 4

4

4

Very

important

Totally

unimportant

Very

important

Neutral

Important

portant

5

5 5

5

5










Totally

unimportant

Unimportt


- 39




Yes No






50001 or above

Totally

unimportant


Very

important

Very

Disagree

-

1

1

ndash 30 ndash 55

0000 $4000

Disagree

2

2

0

Neutral

3

3


$100 $400

Agree

4

4


Very

Agree

5

5


000 000


- 40 -




40 Sex Male Female



- 41 -

SPSS Output



1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539

7966 005 896 198 371 11 125 -134 358

694 34033 492 11 161 -215 439

485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490

338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672

056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922

488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023

112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342

049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226

10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030

1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036













F Sig






- 42 -


742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557

043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521

3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469

3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589

189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133

1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039

603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553

389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750

295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711

1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043

5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594

003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238

1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124

266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154

726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144

010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066

1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055

5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467

















F Sig






- 43 -


ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199


Total





















- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank



1 Introduction












111 Choice criteria







- 1 -





















- 2 -










rounds in a year











- 3 -



















advantage

- 4 -





















- 5 -




















- 6 -





















- 7 -






result picture














- 8 -




experience




















- 9 -









Occupation








evaluative criteria






- 10 -


- 11 -





Alpha = 8225







club



consumers












image dimension








300 22

- 12 -



265 28


277 26











- 13 -











2-tailed Sig


Golfer Non golfer

170 30

309347

858

730561 026


Golfer Non golfer

170 30

270323

966

971813 006


Golfer Non golfer

170 30

442440

529

610486 044


170 30

441417

582

531002 032


170 30

418390

612

607246 021


170 30

334370

898

988533 048


170 30

301337

897

890588 047


Golfer Non golfer

170 30

266337

1004809

202 000


170 30

293250

952

731239 020


170 30

396370

661

466919 037


170 30

400373

586

521225 021



170 30

331357

594

666423 029

- 14 -



170 30

300348

699

681809 001













usage rate



- 15 -
















- 16 -

















- 17 -

















- 18 -









in analysis







- 19 -



















- 20 -





















- 21 -





















- 22 -





















- 23 -




process

















- 24 -





















- 25 -










club




given







- 26 -












playing golf









- 27 -





















- 28 -







6 Limitations













- 29 -



7 Conclusions
















- 30 -


8 [Reference]














- 31 -



















- 32 -


Appendixes

- 33 -


- 34 -















III ) 球桿資訊




I ) 球桿品牌






完全

不重要

完全

不重要

1

1

1

不重要

不重要

2 3

2 3

2 3

重要

重要

4

4

4

非常

重要

非常

重要

中立

中立

完全

不重要

不重要

重要

非常

重要

中立

5

5

5


- 35 -





IV ) 球桿款式





22球桿的價格











完全

不重要

不重要

不重要

重要

重要

非常

重要中立

完全

不重要

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

球場進行球局

3 ndash 4 年

完全

不重要不重要

中立

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

5 ndash 6 年

重要

中立

非常

重要

5

5

5

完全

不重要

中立

非常

重要

不重要

重要

5

5

5

5

5

5

5

5

非常

重要


- 36






問卷完

非常

不同意

-

1

1

ndash 30 ndash 55

000 $40000

大

多謝

不同意

2

2

31 56

專(非學位

專業人

服務業

其他

中立

3

3

ndash 35 ndash 60

$10001 $40001

如文憑

士人員

同意

4

4

ndash $20 ndash $50

及副

教

學

非常

同意

5

5


000 000

學士)

育人員生


- 3


















Unimportant

Totally

unimportant

7 -

1 2

1 2 nce 1 2

ng 1 2

1 2

1 2 3 4 5

1 2 3 4 5

e 1 2 3 4 5

1 2 3 4 5

er 1 2 3 4 5

Unim

Neutral

3

3 3

3

3

Important

4

4 4

4

4

Very

important

Totally

unimportant

Very

important

Neutral

Important

portant

5

5 5

5

5










Totally

unimportant

Unimportt


- 39




Yes No






50001 or above

Totally

unimportant


Very

important

Very

Disagree

-

1

1

ndash 30 ndash 55

0000 $4000

Disagree

2

2

0

Neutral

3

3


$100 $400

Agree

4

4


Very

Agree

5

5


000 000


- 40 -




40 Sex Male Female



- 41 -

SPSS Output



1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539

7966 005 896 198 371 11 125 -134 358

694 34033 492 11 161 -215 439

485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490

338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672

056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922

488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023

112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342

049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226

10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030

1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036













F Sig






- 42 -


742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557

043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521

3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469

3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589

189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133

1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039

603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553

389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750

295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711

1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043

5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594

003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238

1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124

266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154

726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144

010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066

1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055

5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467

















F Sig






- 43 -


ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199


Total





















- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank






















- 2 -










rounds in a year











- 3 -



















advantage

- 4 -





















- 5 -




















- 6 -





















- 7 -






result picture














- 8 -




experience




















- 9 -









Occupation








evaluative criteria






- 10 -


- 11 -





Alpha = 8225







club



consumers












image dimension








300 22

- 12 -



265 28


277 26











- 13 -











2-tailed Sig


Golfer Non golfer

170 30

309347

858

730561 026


Golfer Non golfer

170 30

270323

966

971813 006


Golfer Non golfer

170 30

442440

529

610486 044


170 30

441417

582

531002 032


170 30

418390

612

607246 021


170 30

334370

898

988533 048


170 30

301337

897

890588 047


Golfer Non golfer

170 30

266337

1004809

202 000


170 30

293250

952

731239 020


170 30

396370

661

466919 037


170 30

400373

586

521225 021



170 30

331357

594

666423 029

- 14 -



170 30

300348

699

681809 001













usage rate



- 15 -
















- 16 -

















- 17 -

















- 18 -









in analysis







- 19 -



















- 20 -





















- 21 -





















- 22 -





















- 23 -




process

















- 24 -





















- 25 -










club




given







- 26 -












playing golf









- 27 -





















- 28 -







6 Limitations













- 29 -



7 Conclusions
















- 30 -


8 [Reference]














- 31 -



















- 32 -


Appendixes

- 33 -


- 34 -















III ) 球桿資訊




I ) 球桿品牌






完全

不重要

完全

不重要

1

1

1

不重要

不重要

2 3

2 3

2 3

重要

重要

4

4

4

非常

重要

非常

重要

中立

中立

完全

不重要

不重要

重要

非常

重要

中立

5

5

5


- 35 -





IV ) 球桿款式





22球桿的價格











完全

不重要

不重要

不重要

重要

重要

非常

重要中立

完全

不重要

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

球場進行球局

3 ndash 4 年

完全

不重要不重要

中立

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

5 ndash 6 年

重要

中立

非常

重要

5

5

5

完全

不重要

中立

非常

重要

不重要

重要

5

5

5

5

5

5

5

5

非常

重要


- 36






問卷完

非常

不同意

-

1

1

ndash 30 ndash 55

000 $40000

大

多謝

不同意

2

2

31 56

專(非學位

專業人

服務業

其他

中立

3

3

ndash 35 ndash 60

$10001 $40001

如文憑

士人員

同意

4

4

ndash $20 ndash $50

及副

教

學

非常

同意

5

5


000 000

學士)

育人員生


- 3


















Unimportant

Totally

unimportant

7 -

1 2

1 2 nce 1 2

ng 1 2

1 2

1 2 3 4 5

1 2 3 4 5

e 1 2 3 4 5

1 2 3 4 5

er 1 2 3 4 5

Unim

Neutral

3

3 3

3

3

Important

4

4 4

4

4

Very

important

Totally

unimportant

Very

important

Neutral

Important

portant

5

5 5

5

5










Totally

unimportant

Unimportt


- 39




Yes No






50001 or above

Totally

unimportant


Very

important

Very

Disagree

-

1

1

ndash 30 ndash 55

0000 $4000

Disagree

2

2

0

Neutral

3

3


$100 $400

Agree

4

4


Very

Agree

5

5


000 000


- 40 -




40 Sex Male Female



- 41 -

SPSS Output



1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539

7966 005 896 198 371 11 125 -134 358

694 34033 492 11 161 -215 439

485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490

338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672

056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922

488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023

112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342

049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226

10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030

1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036













F Sig






- 42 -


742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557

043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521

3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469

3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589

189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133

1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039

603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553

389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750

295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711

1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043

5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594

003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238

1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124

266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154

726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144

010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066

1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055

5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467

















F Sig






- 43 -


ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199


Total





















- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank











rounds in a year











- 3 -



















advantage

- 4 -





















- 5 -




















- 6 -





















- 7 -






result picture














- 8 -




experience




















- 9 -









Occupation








evaluative criteria






- 10 -


- 11 -





Alpha = 8225







club



consumers












image dimension








300 22

- 12 -



265 28


277 26











- 13 -











2-tailed Sig


Golfer Non golfer

170 30

309347

858

730561 026


Golfer Non golfer

170 30

270323

966

971813 006


Golfer Non golfer

170 30

442440

529

610486 044


170 30

441417

582

531002 032


170 30

418390

612

607246 021


170 30

334370

898

988533 048


170 30

301337

897

890588 047


Golfer Non golfer

170 30

266337

1004809

202 000


170 30

293250

952

731239 020


170 30

396370

661

466919 037


170 30

400373

586

521225 021



170 30

331357

594

666423 029

- 14 -



170 30

300348

699

681809 001













usage rate



- 15 -
















- 16 -

















- 17 -

















- 18 -









in analysis







- 19 -



















- 20 -





















- 21 -





















- 22 -





















- 23 -




process

















- 24 -





















- 25 -










club




given







- 26 -












playing golf









- 27 -





















- 28 -







6 Limitations













- 29 -



7 Conclusions
















- 30 -


8 [Reference]














- 31 -



















- 32 -


Appendixes

- 33 -


- 34 -















III ) 球桿資訊




I ) 球桿品牌






完全

不重要

完全

不重要

1

1

1

不重要

不重要

2 3

2 3

2 3

重要

重要

4

4

4

非常

重要

非常

重要

中立

中立

完全

不重要

不重要

重要

非常

重要

中立

5

5

5


- 35 -





IV ) 球桿款式





22球桿的價格











完全

不重要

不重要

不重要

重要

重要

非常

重要中立

完全

不重要

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

球場進行球局

3 ndash 4 年

完全

不重要不重要

中立

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

5 ndash 6 年

重要

中立

非常

重要

5

5

5

完全

不重要

中立

非常

重要

不重要

重要

5

5

5

5

5

5

5

5

非常

重要


- 36






問卷完

非常

不同意

-

1

1

ndash 30 ndash 55

000 $40000

大

多謝

不同意

2

2

31 56

專(非學位

專業人

服務業

其他

中立

3

3

ndash 35 ndash 60

$10001 $40001

如文憑

士人員

同意

4

4

ndash $20 ndash $50

及副

教

學

非常

同意

5

5


000 000

學士)

育人員生


- 3


















Unimportant

Totally

unimportant

7 -

1 2

1 2 nce 1 2

ng 1 2

1 2

1 2 3 4 5

1 2 3 4 5

e 1 2 3 4 5

1 2 3 4 5

er 1 2 3 4 5

Unim

Neutral

3

3 3

3

3

Important

4

4 4

4

4

Very

important

Totally

unimportant

Very

important

Neutral

Important

portant

5

5 5

5

5










Totally

unimportant

Unimportt


- 39




Yes No






50001 or above

Totally

unimportant


Very

important

Very

Disagree

-

1

1

ndash 30 ndash 55

0000 $4000

Disagree

2

2

0

Neutral

3

3


$100 $400

Agree

4

4


Very

Agree

5

5


000 000


- 40 -




40 Sex Male Female



- 41 -

SPSS Output



1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539

7966 005 896 198 371 11 125 -134 358

694 34033 492 11 161 -215 439

485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490

338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672

056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922

488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023

112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342

049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226

10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030

1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036













F Sig






- 42 -


742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557

043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521

3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469

3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589

189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133

1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039

603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553

389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750

295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711

1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043

5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594

003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238

1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124

266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154

726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144

010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066

1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055

5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467

















F Sig






- 43 -


ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199


Total





















- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank




















advantage

- 4 -





















- 5 -




















- 6 -





















- 7 -






result picture














- 8 -




experience




















- 9 -









Occupation








evaluative criteria






- 10 -


- 11 -





Alpha = 8225







club



consumers












image dimension








300 22

- 12 -



265 28


277 26











- 13 -











2-tailed Sig


Golfer Non golfer

170 30

309347

858

730561 026


Golfer Non golfer

170 30

270323

966

971813 006


Golfer Non golfer

170 30

442440

529

610486 044


170 30

441417

582

531002 032


170 30

418390

612

607246 021


170 30

334370

898

988533 048


170 30

301337

897

890588 047


Golfer Non golfer

170 30

266337

1004809

202 000


170 30

293250

952

731239 020


170 30

396370

661

466919 037


170 30

400373

586

521225 021



170 30

331357

594

666423 029

- 14 -



170 30

300348

699

681809 001













usage rate



- 15 -
















- 16 -

















- 17 -

















- 18 -









in analysis







- 19 -



















- 20 -





















- 21 -





















- 22 -





















- 23 -




process

















- 24 -





















- 25 -










club




given







- 26 -












playing golf









- 27 -





















- 28 -







6 Limitations













- 29 -



7 Conclusions
















- 30 -


8 [Reference]














- 31 -



















- 32 -


Appendixes

- 33 -


- 34 -















III ) 球桿資訊




I ) 球桿品牌






完全

不重要

完全

不重要

1

1

1

不重要

不重要

2 3

2 3

2 3

重要

重要

4

4

4

非常

重要

非常

重要

中立

中立

完全

不重要

不重要

重要

非常

重要

中立

5

5

5


- 35 -





IV ) 球桿款式





22球桿的價格











完全

不重要

不重要

不重要

重要

重要

非常

重要中立

完全

不重要

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

球場進行球局

3 ndash 4 年

完全

不重要不重要

中立

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

5 ndash 6 年

重要

中立

非常

重要

5

5

5

完全

不重要

中立

非常

重要

不重要

重要

5

5

5

5

5

5

5

5

非常

重要


- 36






問卷完

非常

不同意

-

1

1

ndash 30 ndash 55

000 $40000

大

多謝

不同意

2

2

31 56

專(非學位

專業人

服務業

其他

中立

3

3

ndash 35 ndash 60

$10001 $40001

如文憑

士人員

同意

4

4

ndash $20 ndash $50

及副

教

學

非常

同意

5

5


000 000

學士)

育人員生


- 3


















Unimportant

Totally

unimportant

7 -

1 2

1 2 nce 1 2

ng 1 2

1 2

1 2 3 4 5

1 2 3 4 5

e 1 2 3 4 5

1 2 3 4 5

er 1 2 3 4 5

Unim

Neutral

3

3 3

3

3

Important

4

4 4

4

4

Very

important

Totally

unimportant

Very

important

Neutral

Important

portant

5

5 5

5

5










Totally

unimportant

Unimportt


- 39




Yes No






50001 or above

Totally

unimportant


Very

important

Very

Disagree

-

1

1

ndash 30 ndash 55

0000 $4000

Disagree

2

2

0

Neutral

3

3


$100 $400

Agree

4

4


Very

Agree

5

5


000 000


- 40 -




40 Sex Male Female



- 41 -

SPSS Output



1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539

7966 005 896 198 371 11 125 -134 358

694 34033 492 11 161 -215 439

485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490

338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672

056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922

488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023

112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342

049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226

10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030

1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036













F Sig






- 42 -


742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557

043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521

3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469

3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589

189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133

1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039

603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553

389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750

295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711

1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043

5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594

003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238

1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124

266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154

726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144

010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066

1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055

5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467

















F Sig






- 43 -


ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199


Total





















- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank






















- 5 -




















- 6 -





















- 7 -






result picture














- 8 -




experience




















- 9 -









Occupation








evaluative criteria






- 10 -


- 11 -





Alpha = 8225







club



consumers












image dimension








300 22

- 12 -



265 28


277 26











- 13 -











2-tailed Sig


Golfer Non golfer

170 30

309347

858

730561 026


Golfer Non golfer

170 30

270323

966

971813 006


Golfer Non golfer

170 30

442440

529

610486 044


170 30

441417

582

531002 032


170 30

418390

612

607246 021


170 30

334370

898

988533 048


170 30

301337

897

890588 047


Golfer Non golfer

170 30

266337

1004809

202 000


170 30

293250

952

731239 020


170 30

396370

661

466919 037


170 30

400373

586

521225 021



170 30

331357

594

666423 029

- 14 -



170 30

300348

699

681809 001













usage rate



- 15 -
















- 16 -

















- 17 -

















- 18 -









in analysis







- 19 -



















- 20 -





















- 21 -





















- 22 -





















- 23 -




process

















- 24 -





















- 25 -










club




given







- 26 -












playing golf









- 27 -





















- 28 -







6 Limitations













- 29 -



7 Conclusions
















- 30 -


8 [Reference]














- 31 -



















- 32 -


Appendixes

- 33 -


- 34 -















III ) 球桿資訊




I ) 球桿品牌






完全

不重要

完全

不重要

1

1

1

不重要

不重要

2 3

2 3

2 3

重要

重要

4

4

4

非常

重要

非常

重要

中立

中立

完全

不重要

不重要

重要

非常

重要

中立

5

5

5


- 35 -





IV ) 球桿款式





22球桿的價格











完全

不重要

不重要

不重要

重要

重要

非常

重要中立

完全

不重要

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

球場進行球局

3 ndash 4 年

完全

不重要不重要

中立

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

5 ndash 6 年

重要

中立

非常

重要

5

5

5

完全

不重要

中立

非常

重要

不重要

重要

5

5

5

5

5

5

5

5

非常

重要


- 36






問卷完

非常

不同意

-

1

1

ndash 30 ndash 55

000 $40000

大

多謝

不同意

2

2

31 56

專(非學位

專業人

服務業

其他

中立

3

3

ndash 35 ndash 60

$10001 $40001

如文憑

士人員

同意

4

4

ndash $20 ndash $50

及副

教

學

非常

同意

5

5


000 000

學士)

育人員生


- 3


















Unimportant

Totally

unimportant

7 -

1 2

1 2 nce 1 2

ng 1 2

1 2

1 2 3 4 5

1 2 3 4 5

e 1 2 3 4 5

1 2 3 4 5

er 1 2 3 4 5

Unim

Neutral

3

3 3

3

3

Important

4

4 4

4

4

Very

important

Totally

unimportant

Very

important

Neutral

Important

portant

5

5 5

5

5










Totally

unimportant

Unimportt


- 39




Yes No






50001 or above

Totally

unimportant


Very

important

Very

Disagree

-

1

1

ndash 30 ndash 55

0000 $4000

Disagree

2

2

0

Neutral

3

3


$100 $400

Agree

4

4


Very

Agree

5

5


000 000


- 40 -




40 Sex Male Female



- 41 -

SPSS Output



1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539

7966 005 896 198 371 11 125 -134 358

694 34033 492 11 161 -215 439

485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490

338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672

056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922

488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023

112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342

049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226

10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030

1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036













F Sig






- 42 -


742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557

043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521

3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469

3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589

189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133

1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039

603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553

389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750

295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711

1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043

5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594

003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238

1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124

266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154

726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144

010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066

1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055

5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467

















F Sig






- 43 -


ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199


Total





















- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank





















- 6 -





















- 7 -






result picture














- 8 -




experience




















- 9 -









Occupation








evaluative criteria






- 10 -


- 11 -





Alpha = 8225







club



consumers












image dimension








300 22

- 12 -



265 28


277 26











- 13 -











2-tailed Sig


Golfer Non golfer

170 30

309347

858

730561 026


Golfer Non golfer

170 30

270323

966

971813 006


Golfer Non golfer

170 30

442440

529

610486 044


170 30

441417

582

531002 032


170 30

418390

612

607246 021


170 30

334370

898

988533 048


170 30

301337

897

890588 047


Golfer Non golfer

170 30

266337

1004809

202 000


170 30

293250

952

731239 020


170 30

396370

661

466919 037


170 30

400373

586

521225 021



170 30

331357

594

666423 029

- 14 -



170 30

300348

699

681809 001













usage rate



- 15 -
















- 16 -

















- 17 -

















- 18 -









in analysis







- 19 -



















- 20 -





















- 21 -





















- 22 -





















- 23 -




process

















- 24 -





















- 25 -










club




given







- 26 -












playing golf









- 27 -





















- 28 -







6 Limitations













- 29 -



7 Conclusions
















- 30 -


8 [Reference]














- 31 -



















- 32 -


Appendixes

- 33 -


- 34 -















III ) 球桿資訊




I ) 球桿品牌






完全

不重要

完全

不重要

1

1

1

不重要

不重要

2 3

2 3

2 3

重要

重要

4

4

4

非常

重要

非常

重要

中立

中立

完全

不重要

不重要

重要

非常

重要

中立

5

5

5


- 35 -





IV ) 球桿款式





22球桿的價格











完全

不重要

不重要

不重要

重要

重要

非常

重要中立

完全

不重要

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

球場進行球局

3 ndash 4 年

完全

不重要不重要

中立

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

5 ndash 6 年

重要

中立

非常

重要

5

5

5

完全

不重要

中立

非常

重要

不重要

重要

5

5

5

5

5

5

5

5

非常

重要


- 36






問卷完

非常

不同意

-

1

1

ndash 30 ndash 55

000 $40000

大

多謝

不同意

2

2

31 56

專(非學位

專業人

服務業

其他

中立

3

3

ndash 35 ndash 60

$10001 $40001

如文憑

士人員

同意

4

4

ndash $20 ndash $50

及副

教

學

非常

同意

5

5


000 000

學士)

育人員生


- 3


















Unimportant

Totally

unimportant

7 -

1 2

1 2 nce 1 2

ng 1 2

1 2

1 2 3 4 5

1 2 3 4 5

e 1 2 3 4 5

1 2 3 4 5

er 1 2 3 4 5

Unim

Neutral

3

3 3

3

3

Important

4

4 4

4

4

Very

important

Totally

unimportant

Very

important

Neutral

Important

portant

5

5 5

5

5










Totally

unimportant

Unimportt


- 39




Yes No






50001 or above

Totally

unimportant


Very

important

Very

Disagree

-

1

1

ndash 30 ndash 55

0000 $4000

Disagree

2

2

0

Neutral

3

3


$100 $400

Agree

4

4


Very

Agree

5

5


000 000


- 40 -




40 Sex Male Female



- 41 -

SPSS Output



1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539

7966 005 896 198 371 11 125 -134 358

694 34033 492 11 161 -215 439

485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490

338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672

056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922

488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023

112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342

049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226

10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030

1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036













F Sig






- 42 -


742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557

043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521

3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469

3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589

189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133

1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039

603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553

389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750

295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711

1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043

5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594

003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238

1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124

266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154

726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144

010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066

1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055

5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467

















F Sig






- 43 -


ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199


Total





















- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank






















- 7 -






result picture














- 8 -




experience




















- 9 -









Occupation








evaluative criteria






- 10 -


- 11 -





Alpha = 8225







club



consumers












image dimension








300 22

- 12 -



265 28


277 26











- 13 -











2-tailed Sig


Golfer Non golfer

170 30

309347

858

730561 026


Golfer Non golfer

170 30

270323

966

971813 006


Golfer Non golfer

170 30

442440

529

610486 044


170 30

441417

582

531002 032


170 30

418390

612

607246 021


170 30

334370

898

988533 048


170 30

301337

897

890588 047


Golfer Non golfer

170 30

266337

1004809

202 000


170 30

293250

952

731239 020


170 30

396370

661

466919 037


170 30

400373

586

521225 021



170 30

331357

594

666423 029

- 14 -



170 30

300348

699

681809 001













usage rate



- 15 -
















- 16 -

















- 17 -

















- 18 -









in analysis







- 19 -



















- 20 -





















- 21 -





















- 22 -





















- 23 -




process

















- 24 -





















- 25 -










club




given







- 26 -












playing golf









- 27 -





















- 28 -







6 Limitations













- 29 -



7 Conclusions
















- 30 -


8 [Reference]














- 31 -



















- 32 -


Appendixes

- 33 -


- 34 -















III ) 球桿資訊




I ) 球桿品牌






完全

不重要

完全

不重要

1

1

1

不重要

不重要

2 3

2 3

2 3

重要

重要

4

4

4

非常

重要

非常

重要

中立

中立

完全

不重要

不重要

重要

非常

重要

中立

5

5

5


- 35 -





IV ) 球桿款式





22球桿的價格











完全

不重要

不重要

不重要

重要

重要

非常

重要中立

完全

不重要

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

球場進行球局

3 ndash 4 年

完全

不重要不重要

中立

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

5 ndash 6 年

重要

中立

非常

重要

5

5

5

完全

不重要

中立

非常

重要

不重要

重要

5

5

5

5

5

5

5

5

非常

重要


- 36






問卷完

非常

不同意

-

1

1

ndash 30 ndash 55

000 $40000

大

多謝

不同意

2

2

31 56

專(非學位

專業人

服務業

其他

中立

3

3

ndash 35 ndash 60

$10001 $40001

如文憑

士人員

同意

4

4

ndash $20 ndash $50

及副

教

學

非常

同意

5

5


000 000

學士)

育人員生


- 3


















Unimportant

Totally

unimportant

7 -

1 2

1 2 nce 1 2

ng 1 2

1 2

1 2 3 4 5

1 2 3 4 5

e 1 2 3 4 5

1 2 3 4 5

er 1 2 3 4 5

Unim

Neutral

3

3 3

3

3

Important

4

4 4

4

4

Very

important

Totally

unimportant

Very

important

Neutral

Important

portant

5

5 5

5

5










Totally

unimportant

Unimportt


- 39




Yes No






50001 or above

Totally

unimportant


Very

important

Very

Disagree

-

1

1

ndash 30 ndash 55

0000 $4000

Disagree

2

2

0

Neutral

3

3


$100 $400

Agree

4

4


Very

Agree

5

5


000 000


- 40 -




40 Sex Male Female



- 41 -

SPSS Output



1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539

7966 005 896 198 371 11 125 -134 358

694 34033 492 11 161 -215 439

485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490

338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672

056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922

488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023

112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342

049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226

10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030

1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036













F Sig






- 42 -


742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557

043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521

3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469

3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589

189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133

1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039

603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553

389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750

295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711

1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043

5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594

003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238

1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124

266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154

726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144

010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066

1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055

5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467

















F Sig






- 43 -


ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199


Total





















- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank







result picture














- 8 -




experience




















- 9 -









Occupation








evaluative criteria






- 10 -


- 11 -





Alpha = 8225







club



consumers












image dimension








300 22

- 12 -



265 28


277 26











- 13 -











2-tailed Sig


Golfer Non golfer

170 30

309347

858

730561 026


Golfer Non golfer

170 30

270323

966

971813 006


Golfer Non golfer

170 30

442440

529

610486 044


170 30

441417

582

531002 032


170 30

418390

612

607246 021


170 30

334370

898

988533 048


170 30

301337

897

890588 047


Golfer Non golfer

170 30

266337

1004809

202 000


170 30

293250

952

731239 020


170 30

396370

661

466919 037


170 30

400373

586

521225 021



170 30

331357

594

666423 029

- 14 -



170 30

300348

699

681809 001













usage rate



- 15 -
















- 16 -

















- 17 -

















- 18 -









in analysis







- 19 -



















- 20 -





















- 21 -





















- 22 -





















- 23 -




process

















- 24 -





















- 25 -










club




given







- 26 -












playing golf









- 27 -





















- 28 -







6 Limitations













- 29 -



7 Conclusions
















- 30 -


8 [Reference]














- 31 -



















- 32 -


Appendixes

- 33 -


- 34 -















III ) 球桿資訊




I ) 球桿品牌






完全

不重要

完全

不重要

1

1

1

不重要

不重要

2 3

2 3

2 3

重要

重要

4

4

4

非常

重要

非常

重要

中立

中立

完全

不重要

不重要

重要

非常

重要

中立

5

5

5


- 35 -





IV ) 球桿款式





22球桿的價格











完全

不重要

不重要

不重要

重要

重要

非常

重要中立

完全

不重要

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

球場進行球局

3 ndash 4 年

完全

不重要不重要

中立

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

5 ndash 6 年

重要

中立

非常

重要

5

5

5

完全

不重要

中立

非常

重要

不重要

重要

5

5

5

5

5

5

5

5

非常

重要


- 36






問卷完

非常

不同意

-

1

1

ndash 30 ndash 55

000 $40000

大

多謝

不同意

2

2

31 56

專(非學位

專業人

服務業

其他

中立

3

3

ndash 35 ndash 60

$10001 $40001

如文憑

士人員

同意

4

4

ndash $20 ndash $50

及副

教

學

非常

同意

5

5


000 000

學士)

育人員生


- 3


















Unimportant

Totally

unimportant

7 -

1 2

1 2 nce 1 2

ng 1 2

1 2

1 2 3 4 5

1 2 3 4 5

e 1 2 3 4 5

1 2 3 4 5

er 1 2 3 4 5

Unim

Neutral

3

3 3

3

3

Important

4

4 4

4

4

Very

important

Totally

unimportant

Very

important

Neutral

Important

portant

5

5 5

5

5










Totally

unimportant

Unimportt


- 39




Yes No






50001 or above

Totally

unimportant


Very

important

Very

Disagree

-

1

1

ndash 30 ndash 55

0000 $4000

Disagree

2

2

0

Neutral

3

3


$100 $400

Agree

4

4


Very

Agree

5

5


000 000


- 40 -




40 Sex Male Female



- 41 -

SPSS Output



1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539

7966 005 896 198 371 11 125 -134 358

694 34033 492 11 161 -215 439

485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490

338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672

056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922

488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023

112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342

049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226

10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030

1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036













F Sig






- 42 -


742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557

043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521

3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469

3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589

189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133

1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039

603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553

389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750

295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711

1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043

5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594

003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238

1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124

266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154

726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144

010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066

1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055

5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467

















F Sig






- 43 -


ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199


Total





















- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank





experience




















- 9 -









Occupation








evaluative criteria






- 10 -


- 11 -





Alpha = 8225







club



consumers












image dimension








300 22

- 12 -



265 28


277 26











- 13 -











2-tailed Sig


Golfer Non golfer

170 30

309347

858

730561 026


Golfer Non golfer

170 30

270323

966

971813 006


Golfer Non golfer

170 30

442440

529

610486 044


170 30

441417

582

531002 032


170 30

418390

612

607246 021


170 30

334370

898

988533 048


170 30

301337

897

890588 047


Golfer Non golfer

170 30

266337

1004809

202 000


170 30

293250

952

731239 020


170 30

396370

661

466919 037


170 30

400373

586

521225 021



170 30

331357

594

666423 029

- 14 -



170 30

300348

699

681809 001













usage rate



- 15 -
















- 16 -

















- 17 -

















- 18 -









in analysis







- 19 -



















- 20 -





















- 21 -





















- 22 -





















- 23 -




process

















- 24 -





















- 25 -










club




given







- 26 -












playing golf









- 27 -





















- 28 -







6 Limitations













- 29 -



7 Conclusions
















- 30 -


8 [Reference]














- 31 -



















- 32 -


Appendixes

- 33 -


- 34 -















III ) 球桿資訊




I ) 球桿品牌






完全

不重要

完全

不重要

1

1

1

不重要

不重要

2 3

2 3

2 3

重要

重要

4

4

4

非常

重要

非常

重要

中立

中立

完全

不重要

不重要

重要

非常

重要

中立

5

5

5


- 35 -





IV ) 球桿款式





22球桿的價格











完全

不重要

不重要

不重要

重要

重要

非常

重要中立

完全

不重要

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

球場進行球局

3 ndash 4 年

完全

不重要不重要

中立

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

5 ndash 6 年

重要

中立

非常

重要

5

5

5

完全

不重要

中立

非常

重要

不重要

重要

5

5

5

5

5

5

5

5

非常

重要


- 36






問卷完

非常

不同意

-

1

1

ndash 30 ndash 55

000 $40000

大

多謝

不同意

2

2

31 56

專(非學位

專業人

服務業

其他

中立

3

3

ndash 35 ndash 60

$10001 $40001

如文憑

士人員

同意

4

4

ndash $20 ndash $50

及副

教

學

非常

同意

5

5


000 000

學士)

育人員生


- 3


















Unimportant

Totally

unimportant

7 -

1 2

1 2 nce 1 2

ng 1 2

1 2

1 2 3 4 5

1 2 3 4 5

e 1 2 3 4 5

1 2 3 4 5

er 1 2 3 4 5

Unim

Neutral

3

3 3

3

3

Important

4

4 4

4

4

Very

important

Totally

unimportant

Very

important

Neutral

Important

portant

5

5 5

5

5










Totally

unimportant

Unimportt


- 39




Yes No






50001 or above

Totally

unimportant


Very

important

Very

Disagree

-

1

1

ndash 30 ndash 55

0000 $4000

Disagree

2

2

0

Neutral

3

3


$100 $400

Agree

4

4


Very

Agree

5

5


000 000


- 40 -




40 Sex Male Female



- 41 -

SPSS Output



1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539

7966 005 896 198 371 11 125 -134 358

694 34033 492 11 161 -215 439

485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490

338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672

056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922

488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023

112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342

049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226

10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030

1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036













F Sig






- 42 -


742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557

043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521

3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469

3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589

189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133

1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039

603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553

389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750

295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711

1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043

5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594

003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238

1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124

266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154

726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144

010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066

1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055

5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467

















F Sig






- 43 -


ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199


Total





















- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank










Occupation








evaluative criteria






- 10 -


- 11 -





Alpha = 8225







club



consumers












image dimension








300 22

- 12 -



265 28


277 26











- 13 -











2-tailed Sig


Golfer Non golfer

170 30

309347

858

730561 026


Golfer Non golfer

170 30

270323

966

971813 006


Golfer Non golfer

170 30

442440

529

610486 044


170 30

441417

582

531002 032


170 30

418390

612

607246 021


170 30

334370

898

988533 048


170 30

301337

897

890588 047


Golfer Non golfer

170 30

266337

1004809

202 000


170 30

293250

952

731239 020


170 30

396370

661

466919 037


170 30

400373

586

521225 021



170 30

331357

594

666423 029

- 14 -



170 30

300348

699

681809 001













usage rate



- 15 -
















- 16 -

















- 17 -

















- 18 -









in analysis







- 19 -



















- 20 -





















- 21 -





















- 22 -





















- 23 -




process

















- 24 -





















- 25 -










club




given







- 26 -












playing golf









- 27 -





















- 28 -







6 Limitations













- 29 -



7 Conclusions
















- 30 -


8 [Reference]














- 31 -



















- 32 -


Appendixes

- 33 -


- 34 -















III ) 球桿資訊




I ) 球桿品牌






完全

不重要

完全

不重要

1

1

1

不重要

不重要

2 3

2 3

2 3

重要

重要

4

4

4

非常

重要

非常

重要

中立

中立

完全

不重要

不重要

重要

非常

重要

中立

5

5

5


- 35 -





IV ) 球桿款式





22球桿的價格











完全

不重要

不重要

不重要

重要

重要

非常

重要中立

完全

不重要

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

球場進行球局

3 ndash 4 年

完全

不重要不重要

中立

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

5 ndash 6 年

重要

中立

非常

重要

5

5

5

完全

不重要

中立

非常

重要

不重要

重要

5

5

5

5

5

5

5

5

非常

重要


- 36






問卷完

非常

不同意

-

1

1

ndash 30 ndash 55

000 $40000

大

多謝

不同意

2

2

31 56

專(非學位

專業人

服務業

其他

中立

3

3

ndash 35 ndash 60

$10001 $40001

如文憑

士人員

同意

4

4

ndash $20 ndash $50

及副

教

學

非常

同意

5

5


000 000

學士)

育人員生


- 3


















Unimportant

Totally

unimportant

7 -

1 2

1 2 nce 1 2

ng 1 2

1 2

1 2 3 4 5

1 2 3 4 5

e 1 2 3 4 5

1 2 3 4 5

er 1 2 3 4 5

Unim

Neutral

3

3 3

3

3

Important

4

4 4

4

4

Very

important

Totally

unimportant

Very

important

Neutral

Important

portant

5

5 5

5

5










Totally

unimportant

Unimportt


- 39




Yes No






50001 or above

Totally

unimportant


Very

important

Very

Disagree

-

1

1

ndash 30 ndash 55

0000 $4000

Disagree

2

2

0

Neutral

3

3


$100 $400

Agree

4

4


Very

Agree

5

5


000 000


- 40 -




40 Sex Male Female



- 41 -

SPSS Output



1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539

7966 005 896 198 371 11 125 -134 358

694 34033 492 11 161 -215 439

485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490

338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672

056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922

488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023

112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342

049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226

10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030

1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036













F Sig






- 42 -


742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557

043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521

3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469

3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589

189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133

1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039

603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553

389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750

295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711

1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043

5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594

003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238

1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124

266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154

726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144

010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066

1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055

5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467

















F Sig






- 43 -


ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199


Total





















- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank



- 11 -





Alpha = 8225







club



consumers












image dimension








300 22

- 12 -



265 28


277 26











- 13 -











2-tailed Sig


Golfer Non golfer

170 30

309347

858

730561 026


Golfer Non golfer

170 30

270323

966

971813 006


Golfer Non golfer

170 30

442440

529

610486 044


170 30

441417

582

531002 032


170 30

418390

612

607246 021


170 30

334370

898

988533 048


170 30

301337

897

890588 047


Golfer Non golfer

170 30

266337

1004809

202 000


170 30

293250

952

731239 020


170 30

396370

661

466919 037


170 30

400373

586

521225 021



170 30

331357

594

666423 029

- 14 -



170 30

300348

699

681809 001













usage rate



- 15 -
















- 16 -

















- 17 -

















- 18 -









in analysis







- 19 -



















- 20 -





















- 21 -





















- 22 -





















- 23 -




process

















- 24 -





















- 25 -










club




given







- 26 -












playing golf









- 27 -





















- 28 -







6 Limitations













- 29 -



7 Conclusions
















- 30 -


8 [Reference]














- 31 -



















- 32 -


Appendixes

- 33 -


- 34 -















III ) 球桿資訊




I ) 球桿品牌






完全

不重要

完全

不重要

1

1

1

不重要

不重要

2 3

2 3

2 3

重要

重要

4

4

4

非常

重要

非常

重要

中立

中立

完全

不重要

不重要

重要

非常

重要

中立

5

5

5


- 35 -





IV ) 球桿款式





22球桿的價格











完全

不重要

不重要

不重要

重要

重要

非常

重要中立

完全

不重要

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

球場進行球局

3 ndash 4 年

完全

不重要不重要

中立

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

5 ndash 6 年

重要

中立

非常

重要

5

5

5

完全

不重要

中立

非常

重要

不重要

重要

5

5

5

5

5

5

5

5

非常

重要


- 36






問卷完

非常

不同意

-

1

1

ndash 30 ndash 55

000 $40000

大

多謝

不同意

2

2

31 56

專(非學位

專業人

服務業

其他

中立

3

3

ndash 35 ndash 60

$10001 $40001

如文憑

士人員

同意

4

4

ndash $20 ndash $50

及副

教

學

非常

同意

5

5


000 000

學士)

育人員生


- 3


















Unimportant

Totally

unimportant

7 -

1 2

1 2 nce 1 2

ng 1 2

1 2

1 2 3 4 5

1 2 3 4 5

e 1 2 3 4 5

1 2 3 4 5

er 1 2 3 4 5

Unim

Neutral

3

3 3

3

3

Important

4

4 4

4

4

Very

important

Totally

unimportant

Very

important

Neutral

Important

portant

5

5 5

5

5










Totally

unimportant

Unimportt


- 39




Yes No






50001 or above

Totally

unimportant


Very

important

Very

Disagree

-

1

1

ndash 30 ndash 55

0000 $4000

Disagree

2

2

0

Neutral

3

3


$100 $400

Agree

4

4


Very

Agree

5

5


000 000


- 40 -




40 Sex Male Female



- 41 -

SPSS Output



1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539

7966 005 896 198 371 11 125 -134 358

694 34033 492 11 161 -215 439

485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490

338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672

056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922

488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023

112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342

049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226

10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030

1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036













F Sig






- 42 -


742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557

043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521

3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469

3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589

189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133

1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039

603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553

389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750

295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711

1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043

5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594

003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238

1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124

266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154

726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144

010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066

1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055

5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467

















F Sig






- 43 -


ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199


Total





















- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank








image dimension








300 22

- 12 -



265 28


277 26











- 13 -











2-tailed Sig


Golfer Non golfer

170 30

309347

858

730561 026


Golfer Non golfer

170 30

270323

966

971813 006


Golfer Non golfer

170 30

442440

529

610486 044


170 30

441417

582

531002 032


170 30

418390

612

607246 021


170 30

334370

898

988533 048


170 30

301337

897

890588 047


Golfer Non golfer

170 30

266337

1004809

202 000


170 30

293250

952

731239 020


170 30

396370

661

466919 037


170 30

400373

586

521225 021



170 30

331357

594

666423 029

- 14 -



170 30

300348

699

681809 001













usage rate



- 15 -
















- 16 -

















- 17 -

















- 18 -









in analysis







- 19 -



















- 20 -





















- 21 -





















- 22 -





















- 23 -




process

















- 24 -





















- 25 -










club




given







- 26 -












playing golf









- 27 -





















- 28 -







6 Limitations













- 29 -



7 Conclusions
















- 30 -


8 [Reference]














- 31 -



















- 32 -


Appendixes

- 33 -


- 34 -















III ) 球桿資訊




I ) 球桿品牌






完全

不重要

完全

不重要

1

1

1

不重要

不重要

2 3

2 3

2 3

重要

重要

4

4

4

非常

重要

非常

重要

中立

中立

完全

不重要

不重要

重要

非常

重要

中立

5

5

5


- 35 -





IV ) 球桿款式





22球桿的價格











完全

不重要

不重要

不重要

重要

重要

非常

重要中立

完全

不重要

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

球場進行球局

3 ndash 4 年

完全

不重要不重要

中立

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

5 ndash 6 年

重要

中立

非常

重要

5

5

5

完全

不重要

中立

非常

重要

不重要

重要

5

5

5

5

5

5

5

5

非常

重要


- 36






問卷完

非常

不同意

-

1

1

ndash 30 ndash 55

000 $40000

大

多謝

不同意

2

2

31 56

專(非學位

專業人

服務業

其他

中立

3

3

ndash 35 ndash 60

$10001 $40001

如文憑

士人員

同意

4

4

ndash $20 ndash $50

及副

教

學

非常

同意

5

5


000 000

學士)

育人員生


- 3


















Unimportant

Totally

unimportant

7 -

1 2

1 2 nce 1 2

ng 1 2

1 2

1 2 3 4 5

1 2 3 4 5

e 1 2 3 4 5

1 2 3 4 5

er 1 2 3 4 5

Unim

Neutral

3

3 3

3

3

Important

4

4 4

4

4

Very

important

Totally

unimportant

Very

important

Neutral

Important

portant

5

5 5

5

5










Totally

unimportant

Unimportt


- 39




Yes No






50001 or above

Totally

unimportant


Very

important

Very

Disagree

-

1

1

ndash 30 ndash 55

0000 $4000

Disagree

2

2

0

Neutral

3

3


$100 $400

Agree

4

4


Very

Agree

5

5


000 000


- 40 -




40 Sex Male Female



- 41 -

SPSS Output



1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539

7966 005 896 198 371 11 125 -134 358

694 34033 492 11 161 -215 439

485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490

338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672

056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922

488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023

112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342

049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226

10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030

1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036













F Sig






- 42 -


742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557

043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521

3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469

3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589

189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133

1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039

603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553

389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750

295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711

1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043

5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594

003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238

1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124

266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154

726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144

010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066

1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055

5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467

















F Sig






- 43 -


ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199


Total





















- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank




265 28


277 26











- 13 -











2-tailed Sig


Golfer Non golfer

170 30

309347

858

730561 026


Golfer Non golfer

170 30

270323

966

971813 006


Golfer Non golfer

170 30

442440

529

610486 044


170 30

441417

582

531002 032


170 30

418390

612

607246 021


170 30

334370

898

988533 048


170 30

301337

897

890588 047


Golfer Non golfer

170 30

266337

1004809

202 000


170 30

293250

952

731239 020


170 30

396370

661

466919 037


170 30

400373

586

521225 021



170 30

331357

594

666423 029

- 14 -



170 30

300348

699

681809 001













usage rate



- 15 -
















- 16 -

















- 17 -

















- 18 -









in analysis







- 19 -



















- 20 -





















- 21 -





















- 22 -





















- 23 -




process

















- 24 -





















- 25 -










club




given







- 26 -












playing golf









- 27 -





















- 28 -







6 Limitations













- 29 -



7 Conclusions
















- 30 -


8 [Reference]














- 31 -



















- 32 -


Appendixes

- 33 -


- 34 -















III ) 球桿資訊




I ) 球桿品牌






完全

不重要

完全

不重要

1

1

1

不重要

不重要

2 3

2 3

2 3

重要

重要

4

4

4

非常

重要

非常

重要

中立

中立

完全

不重要

不重要

重要

非常

重要

中立

5

5

5


- 35 -





IV ) 球桿款式





22球桿的價格











完全

不重要

不重要

不重要

重要

重要

非常

重要中立

完全

不重要

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

球場進行球局

3 ndash 4 年

完全

不重要不重要

中立

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

5 ndash 6 年

重要

中立

非常

重要

5

5

5

完全

不重要

中立

非常

重要

不重要

重要

5

5

5

5

5

5

5

5

非常

重要


- 36






問卷完

非常

不同意

-

1

1

ndash 30 ndash 55

000 $40000

大

多謝

不同意

2

2

31 56

專(非學位

專業人

服務業

其他

中立

3

3

ndash 35 ndash 60

$10001 $40001

如文憑

士人員

同意

4

4

ndash $20 ndash $50

及副

教

學

非常

同意

5

5


000 000

學士)

育人員生


- 3


















Unimportant

Totally

unimportant

7 -

1 2

1 2 nce 1 2

ng 1 2

1 2

1 2 3 4 5

1 2 3 4 5

e 1 2 3 4 5

1 2 3 4 5

er 1 2 3 4 5

Unim

Neutral

3

3 3

3

3

Important

4

4 4

4

4

Very

important

Totally

unimportant

Very

important

Neutral

Important

portant

5

5 5

5

5










Totally

unimportant

Unimportt


- 39




Yes No






50001 or above

Totally

unimportant


Very

important

Very

Disagree

-

1

1

ndash 30 ndash 55

0000 $4000

Disagree

2

2

0

Neutral

3

3


$100 $400

Agree

4

4


Very

Agree

5

5


000 000


- 40 -




40 Sex Male Female



- 41 -

SPSS Output



1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539

7966 005 896 198 371 11 125 -134 358

694 34033 492 11 161 -215 439

485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490

338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672

056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922

488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023

112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342

049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226

10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030

1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036













F Sig






- 42 -


742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557

043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521

3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469

3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589

189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133

1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039

603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553

389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750

295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711

1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043

5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594

003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238

1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124

266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154

726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144

010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066

1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055

5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467

















F Sig






- 43 -


ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199


Total





















- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank












2-tailed Sig


Golfer Non golfer

170 30

309347

858

730561 026


Golfer Non golfer

170 30

270323

966

971813 006


Golfer Non golfer

170 30

442440

529

610486 044


170 30

441417

582

531002 032


170 30

418390

612

607246 021


170 30

334370

898

988533 048


170 30

301337

897

890588 047


Golfer Non golfer

170 30

266337

1004809

202 000


170 30

293250

952

731239 020


170 30

396370

661

466919 037


170 30

400373

586

521225 021



170 30

331357

594

666423 029

- 14 -



170 30

300348

699

681809 001













usage rate



- 15 -
















- 16 -

















- 17 -

















- 18 -









in analysis







- 19 -



















- 20 -





















- 21 -





















- 22 -





















- 23 -




process

















- 24 -





















- 25 -










club




given







- 26 -












playing golf









- 27 -





















- 28 -







6 Limitations













- 29 -



7 Conclusions
















- 30 -


8 [Reference]














- 31 -



















- 32 -


Appendixes

- 33 -


- 34 -















III ) 球桿資訊




I ) 球桿品牌






完全

不重要

完全

不重要

1

1

1

不重要

不重要

2 3

2 3

2 3

重要

重要

4

4

4

非常

重要

非常

重要

中立

中立

完全

不重要

不重要

重要

非常

重要

中立

5

5

5


- 35 -





IV ) 球桿款式





22球桿的價格











完全

不重要

不重要

不重要

重要

重要

非常

重要中立

完全

不重要

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

球場進行球局

3 ndash 4 年

完全

不重要不重要

中立

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

5 ndash 6 年

重要

中立

非常

重要

5

5

5

完全

不重要

中立

非常

重要

不重要

重要

5

5

5

5

5

5

5

5

非常

重要


- 36






問卷完

非常

不同意

-

1

1

ndash 30 ndash 55

000 $40000

大

多謝

不同意

2

2

31 56

專(非學位

專業人

服務業

其他

中立

3

3

ndash 35 ndash 60

$10001 $40001

如文憑

士人員

同意

4

4

ndash $20 ndash $50

及副

教

學

非常

同意

5

5


000 000

學士)

育人員生


- 3


















Unimportant

Totally

unimportant

7 -

1 2

1 2 nce 1 2

ng 1 2

1 2

1 2 3 4 5

1 2 3 4 5

e 1 2 3 4 5

1 2 3 4 5

er 1 2 3 4 5

Unim

Neutral

3

3 3

3

3

Important

4

4 4

4

4

Very

important

Totally

unimportant

Very

important

Neutral

Important

portant

5

5 5

5

5










Totally

unimportant

Unimportt


- 39




Yes No






50001 or above

Totally

unimportant


Very

important

Very

Disagree

-

1

1

ndash 30 ndash 55

0000 $4000

Disagree

2

2

0

Neutral

3

3


$100 $400

Agree

4

4


Very

Agree

5

5


000 000


- 40 -




40 Sex Male Female



- 41 -

SPSS Output



1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539

7966 005 896 198 371 11 125 -134 358

694 34033 492 11 161 -215 439

485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490

338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672

056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922

488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023

112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342

049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226

10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030

1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036













F Sig






- 42 -


742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557

043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521

3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469

3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589

189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133

1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039

603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553

389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750

295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711

1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043

5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594

003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238

1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124

266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154

726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144

010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066

1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055

5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467

















F Sig






- 43 -


ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199


Total





















- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank




170 30

300348

699

681809 001













usage rate



- 15 -
















- 16 -

















- 17 -

















- 18 -









in analysis







- 19 -



















- 20 -





















- 21 -





















- 22 -





















- 23 -




process

















- 24 -





















- 25 -










club




given







- 26 -












playing golf









- 27 -





















- 28 -







6 Limitations













- 29 -



7 Conclusions
















- 30 -


8 [Reference]














- 31 -



















- 32 -


Appendixes

- 33 -


- 34 -















III ) 球桿資訊




I ) 球桿品牌






完全

不重要

完全

不重要

1

1

1

不重要

不重要

2 3

2 3

2 3

重要

重要

4

4

4

非常

重要

非常

重要

中立

中立

完全

不重要

不重要

重要

非常

重要

中立

5

5

5


- 35 -





IV ) 球桿款式





22球桿的價格











完全

不重要

不重要

不重要

重要

重要

非常

重要中立

完全

不重要

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

球場進行球局

3 ndash 4 年

完全

不重要不重要

中立

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

5 ndash 6 年

重要

中立

非常

重要

5

5

5

完全

不重要

中立

非常

重要

不重要

重要

5

5

5

5

5

5

5

5

非常

重要


- 36






問卷完

非常

不同意

-

1

1

ndash 30 ndash 55

000 $40000

大

多謝

不同意

2

2

31 56

專(非學位

專業人

服務業

其他

中立

3

3

ndash 35 ndash 60

$10001 $40001

如文憑

士人員

同意

4

4

ndash $20 ndash $50

及副

教

學

非常

同意

5

5


000 000

學士)

育人員生


- 3


















Unimportant

Totally

unimportant

7 -

1 2

1 2 nce 1 2

ng 1 2

1 2

1 2 3 4 5

1 2 3 4 5

e 1 2 3 4 5

1 2 3 4 5

er 1 2 3 4 5

Unim

Neutral

3

3 3

3

3

Important

4

4 4

4

4

Very

important

Totally

unimportant

Very

important

Neutral

Important

portant

5

5 5

5

5










Totally

unimportant

Unimportt


- 39




Yes No






50001 or above

Totally

unimportant


Very

important

Very

Disagree

-

1

1

ndash 30 ndash 55

0000 $4000

Disagree

2

2

0

Neutral

3

3


$100 $400

Agree

4

4


Very

Agree

5

5


000 000


- 40 -




40 Sex Male Female



- 41 -

SPSS Output



1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539

7966 005 896 198 371 11 125 -134 358

694 34033 492 11 161 -215 439

485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490

338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672

056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922

488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023

112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342

049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226

10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030

1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036













F Sig






- 42 -


742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557

043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521

3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469

3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589

189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133

1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039

603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553

389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750

295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711

1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043

5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594

003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238

1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124

266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154

726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144

010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066

1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055

5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467

















F Sig






- 43 -


ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199


Total





















- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank

















- 16 -

















- 17 -

















- 18 -









in analysis







- 19 -



















- 20 -





















- 21 -





















- 22 -





















- 23 -




process

















- 24 -





















- 25 -










club




given







- 26 -












playing golf









- 27 -





















- 28 -







6 Limitations













- 29 -



7 Conclusions
















- 30 -


8 [Reference]














- 31 -



















- 32 -


Appendixes

- 33 -


- 34 -















III ) 球桿資訊




I ) 球桿品牌






完全

不重要

完全

不重要

1

1

1

不重要

不重要

2 3

2 3

2 3

重要

重要

4

4

4

非常

重要

非常

重要

中立

中立

完全

不重要

不重要

重要

非常

重要

中立

5

5

5


- 35 -





IV ) 球桿款式





22球桿的價格











完全

不重要

不重要

不重要

重要

重要

非常

重要中立

完全

不重要

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

球場進行球局

3 ndash 4 年

完全

不重要不重要

中立

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

5 ndash 6 年

重要

中立

非常

重要

5

5

5

完全

不重要

中立

非常

重要

不重要

重要

5

5

5

5

5

5

5

5

非常

重要


- 36






問卷完

非常

不同意

-

1

1

ndash 30 ndash 55

000 $40000

大

多謝

不同意

2

2

31 56

專(非學位

專業人

服務業

其他

中立

3

3

ndash 35 ndash 60

$10001 $40001

如文憑

士人員

同意

4

4

ndash $20 ndash $50

及副

教

學

非常

同意

5

5


000 000

學士)

育人員生


- 3


















Unimportant

Totally

unimportant

7 -

1 2

1 2 nce 1 2

ng 1 2

1 2

1 2 3 4 5

1 2 3 4 5

e 1 2 3 4 5

1 2 3 4 5

er 1 2 3 4 5

Unim

Neutral

3

3 3

3

3

Important

4

4 4

4

4

Very

important

Totally

unimportant

Very

important

Neutral

Important

portant

5

5 5

5

5










Totally

unimportant

Unimportt


- 39




Yes No






50001 or above

Totally

unimportant


Very

important

Very

Disagree

-

1

1

ndash 30 ndash 55

0000 $4000

Disagree

2

2

0

Neutral

3

3


$100 $400

Agree

4

4


Very

Agree

5

5


000 000


- 40 -




40 Sex Male Female



- 41 -

SPSS Output



1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539

7966 005 896 198 371 11 125 -134 358

694 34033 492 11 161 -215 439

485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490

338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672

056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922

488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023

112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342

049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226

10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030

1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036













F Sig






- 42 -


742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557

043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521

3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469

3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589

189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133

1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039

603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553

389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750

295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711

1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043

5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594

003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238

1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124

266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154

726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144

010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066

1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055

5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467

















F Sig






- 43 -


ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199


Total





















- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


















- 17 -

















- 18 -









in analysis







- 19 -



















- 20 -





















- 21 -





















- 22 -





















- 23 -




process

















- 24 -





















- 25 -










club




given







- 26 -












playing golf









- 27 -





















- 28 -







6 Limitations













- 29 -



7 Conclusions
















- 30 -


8 [Reference]














- 31 -



















- 32 -


Appendixes

- 33 -


- 34 -















III ) 球桿資訊




I ) 球桿品牌






完全

不重要

完全

不重要

1

1

1

不重要

不重要

2 3

2 3

2 3

重要

重要

4

4

4

非常

重要

非常

重要

中立

中立

完全

不重要

不重要

重要

非常

重要

中立

5

5

5


- 35 -





IV ) 球桿款式





22球桿的價格











完全

不重要

不重要

不重要

重要

重要

非常

重要中立

完全

不重要

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

球場進行球局

3 ndash 4 年

完全

不重要不重要

中立

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

5 ndash 6 年

重要

中立

非常

重要

5

5

5

完全

不重要

中立

非常

重要

不重要

重要

5

5

5

5

5

5

5

5

非常

重要


- 36






問卷完

非常

不同意

-

1

1

ndash 30 ndash 55

000 $40000

大

多謝

不同意

2

2

31 56

專(非學位

專業人

服務業

其他

中立

3

3

ndash 35 ndash 60

$10001 $40001

如文憑

士人員

同意

4

4

ndash $20 ndash $50

及副

教

學

非常

同意

5

5


000 000

學士)

育人員生


- 3


















Unimportant

Totally

unimportant

7 -

1 2

1 2 nce 1 2

ng 1 2

1 2

1 2 3 4 5

1 2 3 4 5

e 1 2 3 4 5

1 2 3 4 5

er 1 2 3 4 5

Unim

Neutral

3

3 3

3

3

Important

4

4 4

4

4

Very

important

Totally

unimportant

Very

important

Neutral

Important

portant

5

5 5

5

5










Totally

unimportant

Unimportt


- 39




Yes No






50001 or above

Totally

unimportant


Very

important

Very

Disagree

-

1

1

ndash 30 ndash 55

0000 $4000

Disagree

2

2

0

Neutral

3

3


$100 $400

Agree

4

4


Very

Agree

5

5


000 000


- 40 -




40 Sex Male Female



- 41 -

SPSS Output



1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539

7966 005 896 198 371 11 125 -134 358

694 34033 492 11 161 -215 439

485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490

338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672

056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922

488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023

112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342

049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226

10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030

1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036













F Sig






- 42 -


742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557

043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521

3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469

3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589

189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133

1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039

603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553

389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750

295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711

1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043

5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594

003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238

1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124

266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154

726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144

010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066

1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055

5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467

















F Sig






- 43 -


ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199


Total





















- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


















- 18 -









in analysis







- 19 -



















- 20 -





















- 21 -





















- 22 -





















- 23 -




process

















- 24 -





















- 25 -










club




given







- 26 -












playing golf









- 27 -





















- 28 -







6 Limitations













- 29 -



7 Conclusions
















- 30 -


8 [Reference]














- 31 -



















- 32 -


Appendixes

- 33 -


- 34 -















III ) 球桿資訊




I ) 球桿品牌






完全

不重要

完全

不重要

1

1

1

不重要

不重要

2 3

2 3

2 3

重要

重要

4

4

4

非常

重要

非常

重要

中立

中立

完全

不重要

不重要

重要

非常

重要

中立

5

5

5


- 35 -





IV ) 球桿款式





22球桿的價格











完全

不重要

不重要

不重要

重要

重要

非常

重要中立

完全

不重要

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

球場進行球局

3 ndash 4 年

完全

不重要不重要

中立

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

5 ndash 6 年

重要

中立

非常

重要

5

5

5

完全

不重要

中立

非常

重要

不重要

重要

5

5

5

5

5

5

5

5

非常

重要


- 36






問卷完

非常

不同意

-

1

1

ndash 30 ndash 55

000 $40000

大

多謝

不同意

2

2

31 56

專(非學位

專業人

服務業

其他

中立

3

3

ndash 35 ndash 60

$10001 $40001

如文憑

士人員

同意

4

4

ndash $20 ndash $50

及副

教

學

非常

同意

5

5


000 000

學士)

育人員生


- 3


















Unimportant

Totally

unimportant

7 -

1 2

1 2 nce 1 2

ng 1 2

1 2

1 2 3 4 5

1 2 3 4 5

e 1 2 3 4 5

1 2 3 4 5

er 1 2 3 4 5

Unim

Neutral

3

3 3

3

3

Important

4

4 4

4

4

Very

important

Totally

unimportant

Very

important

Neutral

Important

portant

5

5 5

5

5










Totally

unimportant

Unimportt


- 39




Yes No






50001 or above

Totally

unimportant


Very

important

Very

Disagree

-

1

1

ndash 30 ndash 55

0000 $4000

Disagree

2

2

0

Neutral

3

3


$100 $400

Agree

4

4


Very

Agree

5

5


000 000


- 40 -




40 Sex Male Female



- 41 -

SPSS Output



1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539

7966 005 896 198 371 11 125 -134 358

694 34033 492 11 161 -215 439

485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490

338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672

056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922

488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023

112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342

049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226

10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030

1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036













F Sig






- 42 -


742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557

043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521

3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469

3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589

189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133

1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039

603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553

389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750

295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711

1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043

5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594

003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238

1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124

266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154

726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144

010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066

1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055

5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467

















F Sig






- 43 -


ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199


Total





















- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank










in analysis







- 19 -



















- 20 -





















- 21 -





















- 22 -





















- 23 -




process

















- 24 -





















- 25 -










club




given







- 26 -












playing golf









- 27 -





















- 28 -







6 Limitations













- 29 -



7 Conclusions
















- 30 -


8 [Reference]














- 31 -



















- 32 -


Appendixes

- 33 -


- 34 -















III ) 球桿資訊




I ) 球桿品牌






完全

不重要

完全

不重要

1

1

1

不重要

不重要

2 3

2 3

2 3

重要

重要

4

4

4

非常

重要

非常

重要

中立

中立

完全

不重要

不重要

重要

非常

重要

中立

5

5

5


- 35 -





IV ) 球桿款式





22球桿的價格











完全

不重要

不重要

不重要

重要

重要

非常

重要中立

完全

不重要

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

球場進行球局

3 ndash 4 年

完全

不重要不重要

中立

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

5 ndash 6 年

重要

中立

非常

重要

5

5

5

完全

不重要

中立

非常

重要

不重要

重要

5

5

5

5

5

5

5

5

非常

重要


- 36






問卷完

非常

不同意

-

1

1

ndash 30 ndash 55

000 $40000

大

多謝

不同意

2

2

31 56

專(非學位

專業人

服務業

其他

中立

3

3

ndash 35 ndash 60

$10001 $40001

如文憑

士人員

同意

4

4

ndash $20 ndash $50

及副

教

學

非常

同意

5

5


000 000

學士)

育人員生


- 3


















Unimportant

Totally

unimportant

7 -

1 2

1 2 nce 1 2

ng 1 2

1 2

1 2 3 4 5

1 2 3 4 5

e 1 2 3 4 5

1 2 3 4 5

er 1 2 3 4 5

Unim

Neutral

3

3 3

3

3

Important

4

4 4

4

4

Very

important

Totally

unimportant

Very

important

Neutral

Important

portant

5

5 5

5

5










Totally

unimportant

Unimportt


- 39




Yes No






50001 or above

Totally

unimportant


Very

important

Very

Disagree

-

1

1

ndash 30 ndash 55

0000 $4000

Disagree

2

2

0

Neutral

3

3


$100 $400

Agree

4

4


Very

Agree

5

5


000 000


- 40 -




40 Sex Male Female



- 41 -

SPSS Output



1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539

7966 005 896 198 371 11 125 -134 358

694 34033 492 11 161 -215 439

485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490

338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672

056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922

488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023

112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342

049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226

10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030

1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036













F Sig






- 42 -


742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557

043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521

3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469

3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589

189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133

1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039

603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553

389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750

295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711

1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043

5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594

003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238

1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124

266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154

726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144

010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066

1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055

5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467

















F Sig






- 43 -


ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199


Total





















- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank




















- 20 -





















- 21 -





















- 22 -





















- 23 -




process

















- 24 -





















- 25 -










club




given







- 26 -












playing golf









- 27 -





















- 28 -







6 Limitations













- 29 -



7 Conclusions
















- 30 -


8 [Reference]














- 31 -



















- 32 -


Appendixes

- 33 -


- 34 -















III ) 球桿資訊




I ) 球桿品牌






完全

不重要

完全

不重要

1

1

1

不重要

不重要

2 3

2 3

2 3

重要

重要

4

4

4

非常

重要

非常

重要

中立

中立

完全

不重要

不重要

重要

非常

重要

中立

5

5

5


- 35 -





IV ) 球桿款式





22球桿的價格











完全

不重要

不重要

不重要

重要

重要

非常

重要中立

完全

不重要

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

球場進行球局

3 ndash 4 年

完全

不重要不重要

中立

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

5 ndash 6 年

重要

中立

非常

重要

5

5

5

完全

不重要

中立

非常

重要

不重要

重要

5

5

5

5

5

5

5

5

非常

重要


- 36






問卷完

非常

不同意

-

1

1

ndash 30 ndash 55

000 $40000

大

多謝

不同意

2

2

31 56

專(非學位

專業人

服務業

其他

中立

3

3

ndash 35 ndash 60

$10001 $40001

如文憑

士人員

同意

4

4

ndash $20 ndash $50

及副

教

學

非常

同意

5

5


000 000

學士)

育人員生


- 3


















Unimportant

Totally

unimportant

7 -

1 2

1 2 nce 1 2

ng 1 2

1 2

1 2 3 4 5

1 2 3 4 5

e 1 2 3 4 5

1 2 3 4 5

er 1 2 3 4 5

Unim

Neutral

3

3 3

3

3

Important

4

4 4

4

4

Very

important

Totally

unimportant

Very

important

Neutral

Important

portant

5

5 5

5

5










Totally

unimportant

Unimportt


- 39




Yes No






50001 or above

Totally

unimportant


Very

important

Very

Disagree

-

1

1

ndash 30 ndash 55

0000 $4000

Disagree

2

2

0

Neutral

3

3


$100 $400

Agree

4

4


Very

Agree

5

5


000 000


- 40 -




40 Sex Male Female



- 41 -

SPSS Output



1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539

7966 005 896 198 371 11 125 -134 358

694 34033 492 11 161 -215 439

485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490

338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672

056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922

488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023

112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342

049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226

10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030

1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036













F Sig






- 42 -


742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557

043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521

3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469

3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589

189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133

1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039

603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553

389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750

295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711

1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043

5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594

003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238

1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124

266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154

726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144

010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066

1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055

5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467

















F Sig






- 43 -


ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199


Total





















- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank






















- 21 -





















- 22 -





















- 23 -




process

















- 24 -





















- 25 -










club




given







- 26 -












playing golf









- 27 -





















- 28 -







6 Limitations













- 29 -



7 Conclusions
















- 30 -


8 [Reference]














- 31 -



















- 32 -


Appendixes

- 33 -


- 34 -















III ) 球桿資訊




I ) 球桿品牌






完全

不重要

完全

不重要

1

1

1

不重要

不重要

2 3

2 3

2 3

重要

重要

4

4

4

非常

重要

非常

重要

中立

中立

完全

不重要

不重要

重要

非常

重要

中立

5

5

5


- 35 -





IV ) 球桿款式





22球桿的價格











完全

不重要

不重要

不重要

重要

重要

非常

重要中立

完全

不重要

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

球場進行球局

3 ndash 4 年

完全

不重要不重要

中立

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

5 ndash 6 年

重要

中立

非常

重要

5

5

5

完全

不重要

中立

非常

重要

不重要

重要

5

5

5

5

5

5

5

5

非常

重要


- 36






問卷完

非常

不同意

-

1

1

ndash 30 ndash 55

000 $40000

大

多謝

不同意

2

2

31 56

專(非學位

專業人

服務業

其他

中立

3

3

ndash 35 ndash 60

$10001 $40001

如文憑

士人員

同意

4

4

ndash $20 ndash $50

及副

教

學

非常

同意

5

5


000 000

學士)

育人員生


- 3


















Unimportant

Totally

unimportant

7 -

1 2

1 2 nce 1 2

ng 1 2

1 2

1 2 3 4 5

1 2 3 4 5

e 1 2 3 4 5

1 2 3 4 5

er 1 2 3 4 5

Unim

Neutral

3

3 3

3

3

Important

4

4 4

4

4

Very

important

Totally

unimportant

Very

important

Neutral

Important

portant

5

5 5

5

5










Totally

unimportant

Unimportt


- 39




Yes No






50001 or above

Totally

unimportant


Very

important

Very

Disagree

-

1

1

ndash 30 ndash 55

0000 $4000

Disagree

2

2

0

Neutral

3

3


$100 $400

Agree

4

4


Very

Agree

5

5


000 000


- 40 -




40 Sex Male Female



- 41 -

SPSS Output



1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539

7966 005 896 198 371 11 125 -134 358

694 34033 492 11 161 -215 439

485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490

338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672

056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922

488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023

112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342

049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226

10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030

1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036













F Sig






- 42 -


742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557

043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521

3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469

3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589

189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133

1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039

603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553

389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750

295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711

1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043

5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594

003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238

1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124

266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154

726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144

010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066

1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055

5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467

















F Sig






- 43 -


ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199


Total





















- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank






















- 22 -





















- 23 -




process

















- 24 -





















- 25 -










club




given







- 26 -












playing golf









- 27 -





















- 28 -







6 Limitations













- 29 -



7 Conclusions
















- 30 -


8 [Reference]














- 31 -



















- 32 -


Appendixes

- 33 -


- 34 -















III ) 球桿資訊




I ) 球桿品牌






完全

不重要

完全

不重要

1

1

1

不重要

不重要

2 3

2 3

2 3

重要

重要

4

4

4

非常

重要

非常

重要

中立

中立

完全

不重要

不重要

重要

非常

重要

中立

5

5

5


- 35 -





IV ) 球桿款式





22球桿的價格











完全

不重要

不重要

不重要

重要

重要

非常

重要中立

完全

不重要

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

球場進行球局

3 ndash 4 年

完全

不重要不重要

中立

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

5 ndash 6 年

重要

中立

非常

重要

5

5

5

完全

不重要

中立

非常

重要

不重要

重要

5

5

5

5

5

5

5

5

非常

重要


- 36






問卷完

非常

不同意

-

1

1

ndash 30 ndash 55

000 $40000

大

多謝

不同意

2

2

31 56

專(非學位

專業人

服務業

其他

中立

3

3

ndash 35 ndash 60

$10001 $40001

如文憑

士人員

同意

4

4

ndash $20 ndash $50

及副

教

學

非常

同意

5

5


000 000

學士)

育人員生


- 3


















Unimportant

Totally

unimportant

7 -

1 2

1 2 nce 1 2

ng 1 2

1 2

1 2 3 4 5

1 2 3 4 5

e 1 2 3 4 5

1 2 3 4 5

er 1 2 3 4 5

Unim

Neutral

3

3 3

3

3

Important

4

4 4

4

4

Very

important

Totally

unimportant

Very

important

Neutral

Important

portant

5

5 5

5

5










Totally

unimportant

Unimportt


- 39




Yes No






50001 or above

Totally

unimportant


Very

important

Very

Disagree

-

1

1

ndash 30 ndash 55

0000 $4000

Disagree

2

2

0

Neutral

3

3


$100 $400

Agree

4

4


Very

Agree

5

5


000 000


- 40 -




40 Sex Male Female



- 41 -

SPSS Output



1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539

7966 005 896 198 371 11 125 -134 358

694 34033 492 11 161 -215 439

485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490

338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672

056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922

488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023

112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342

049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226

10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030

1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036













F Sig






- 42 -


742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557

043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521

3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469

3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589

189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133

1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039

603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553

389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750

295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711

1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043

5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594

003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238

1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124

266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154

726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144

010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066

1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055

5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467

















F Sig






- 43 -


ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199


Total





















- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank






















- 23 -




process

















- 24 -





















- 25 -










club




given







- 26 -












playing golf









- 27 -





















- 28 -







6 Limitations













- 29 -



7 Conclusions
















- 30 -


8 [Reference]














- 31 -



















- 32 -


Appendixes

- 33 -


- 34 -















III ) 球桿資訊




I ) 球桿品牌






完全

不重要

完全

不重要

1

1

1

不重要

不重要

2 3

2 3

2 3

重要

重要

4

4

4

非常

重要

非常

重要

中立

中立

完全

不重要

不重要

重要

非常

重要

中立

5

5

5


- 35 -





IV ) 球桿款式





22球桿的價格











完全

不重要

不重要

不重要

重要

重要

非常

重要中立

完全

不重要

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

球場進行球局

3 ndash 4 年

完全

不重要不重要

中立

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

5 ndash 6 年

重要

中立

非常

重要

5

5

5

完全

不重要

中立

非常

重要

不重要

重要

5

5

5

5

5

5

5

5

非常

重要


- 36






問卷完

非常

不同意

-

1

1

ndash 30 ndash 55

000 $40000

大

多謝

不同意

2

2

31 56

專(非學位

專業人

服務業

其他

中立

3

3

ndash 35 ndash 60

$10001 $40001

如文憑

士人員

同意

4

4

ndash $20 ndash $50

及副

教

學

非常

同意

5

5


000 000

學士)

育人員生


- 3


















Unimportant

Totally

unimportant

7 -

1 2

1 2 nce 1 2

ng 1 2

1 2

1 2 3 4 5

1 2 3 4 5

e 1 2 3 4 5

1 2 3 4 5

er 1 2 3 4 5

Unim

Neutral

3

3 3

3

3

Important

4

4 4

4

4

Very

important

Totally

unimportant

Very

important

Neutral

Important

portant

5

5 5

5

5










Totally

unimportant

Unimportt


- 39




Yes No






50001 or above

Totally

unimportant


Very

important

Very

Disagree

-

1

1

ndash 30 ndash 55

0000 $4000

Disagree

2

2

0

Neutral

3

3


$100 $400

Agree

4

4


Very

Agree

5

5


000 000


- 40 -




40 Sex Male Female



- 41 -

SPSS Output



1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539

7966 005 896 198 371 11 125 -134 358

694 34033 492 11 161 -215 439

485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490

338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672

056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922

488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023

112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342

049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226

10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030

1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036













F Sig






- 42 -


742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557

043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521

3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469

3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589

189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133

1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039

603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553

389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750

295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711

1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043

5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594

003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238

1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124

266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154

726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144

010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066

1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055

5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467

















F Sig






- 43 -


ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199


Total





















- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank





process

















- 24 -





















- 25 -










club




given







- 26 -












playing golf









- 27 -





















- 28 -







6 Limitations













- 29 -



7 Conclusions
















- 30 -


8 [Reference]














- 31 -



















- 32 -


Appendixes

- 33 -


- 34 -















III ) 球桿資訊




I ) 球桿品牌






完全

不重要

完全

不重要

1

1

1

不重要

不重要

2 3

2 3

2 3

重要

重要

4

4

4

非常

重要

非常

重要

中立

中立

完全

不重要

不重要

重要

非常

重要

中立

5

5

5


- 35 -





IV ) 球桿款式





22球桿的價格











完全

不重要

不重要

不重要

重要

重要

非常

重要中立

完全

不重要

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

球場進行球局

3 ndash 4 年

完全

不重要不重要

中立

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

5 ndash 6 年

重要

中立

非常

重要

5

5

5

完全

不重要

中立

非常

重要

不重要

重要

5

5

5

5

5

5

5

5

非常

重要


- 36






問卷完

非常

不同意

-

1

1

ndash 30 ndash 55

000 $40000

大

多謝

不同意

2

2

31 56

專(非學位

專業人

服務業

其他

中立

3

3

ndash 35 ndash 60

$10001 $40001

如文憑

士人員

同意

4

4

ndash $20 ndash $50

及副

教

學

非常

同意

5

5


000 000

學士)

育人員生


- 3


















Unimportant

Totally

unimportant

7 -

1 2

1 2 nce 1 2

ng 1 2

1 2

1 2 3 4 5

1 2 3 4 5

e 1 2 3 4 5

1 2 3 4 5

er 1 2 3 4 5

Unim

Neutral

3

3 3

3

3

Important

4

4 4

4

4

Very

important

Totally

unimportant

Very

important

Neutral

Important

portant

5

5 5

5

5










Totally

unimportant

Unimportt


- 39




Yes No






50001 or above

Totally

unimportant


Very

important

Very

Disagree

-

1

1

ndash 30 ndash 55

0000 $4000

Disagree

2

2

0

Neutral

3

3


$100 $400

Agree

4

4


Very

Agree

5

5


000 000


- 40 -




40 Sex Male Female



- 41 -

SPSS Output



1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539

7966 005 896 198 371 11 125 -134 358

694 34033 492 11 161 -215 439

485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490

338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672

056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922

488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023

112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342

049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226

10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030

1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036













F Sig






- 42 -


742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557

043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521

3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469

3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589

189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133

1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039

603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553

389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750

295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711

1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043

5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594

003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238

1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124

266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154

726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144

010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066

1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055

5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467

















F Sig






- 43 -


ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199


Total





















- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank






















- 25 -










club




given







- 26 -












playing golf









- 27 -





















- 28 -







6 Limitations













- 29 -



7 Conclusions
















- 30 -


8 [Reference]














- 31 -



















- 32 -


Appendixes

- 33 -


- 34 -















III ) 球桿資訊




I ) 球桿品牌






完全

不重要

完全

不重要

1

1

1

不重要

不重要

2 3

2 3

2 3

重要

重要

4

4

4

非常

重要

非常

重要

中立

中立

完全

不重要

不重要

重要

非常

重要

中立

5

5

5


- 35 -





IV ) 球桿款式





22球桿的價格











完全

不重要

不重要

不重要

重要

重要

非常

重要中立

完全

不重要

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

球場進行球局

3 ndash 4 年

完全

不重要不重要

中立

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

5 ndash 6 年

重要

中立

非常

重要

5

5

5

完全

不重要

中立

非常

重要

不重要

重要

5

5

5

5

5

5

5

5

非常

重要


- 36






問卷完

非常

不同意

-

1

1

ndash 30 ndash 55

000 $40000

大

多謝

不同意

2

2

31 56

專(非學位

專業人

服務業

其他

中立

3

3

ndash 35 ndash 60

$10001 $40001

如文憑

士人員

同意

4

4

ndash $20 ndash $50

及副

教

學

非常

同意

5

5


000 000

學士)

育人員生


- 3


















Unimportant

Totally

unimportant

7 -

1 2

1 2 nce 1 2

ng 1 2

1 2

1 2 3 4 5

1 2 3 4 5

e 1 2 3 4 5

1 2 3 4 5

er 1 2 3 4 5

Unim

Neutral

3

3 3

3

3

Important

4

4 4

4

4

Very

important

Totally

unimportant

Very

important

Neutral

Important

portant

5

5 5

5

5










Totally

unimportant

Unimportt


- 39




Yes No






50001 or above

Totally

unimportant


Very

important

Very

Disagree

-

1

1

ndash 30 ndash 55

0000 $4000

Disagree

2

2

0

Neutral

3

3


$100 $400

Agree

4

4


Very

Agree

5

5


000 000


- 40 -




40 Sex Male Female



- 41 -

SPSS Output



1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539

7966 005 896 198 371 11 125 -134 358

694 34033 492 11 161 -215 439

485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490

338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672

056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922

488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023

112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342

049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226

10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030

1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036













F Sig






- 42 -


742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557

043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521

3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469

3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589

189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133

1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039

603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553

389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750

295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711

1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043

5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594

003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238

1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124

266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154

726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144

010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066

1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055

5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467

















F Sig






- 43 -


ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199


Total





















- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank











club




given







- 26 -












playing golf









- 27 -





















- 28 -







6 Limitations













- 29 -



7 Conclusions
















- 30 -


8 [Reference]














- 31 -



















- 32 -


Appendixes

- 33 -


- 34 -















III ) 球桿資訊




I ) 球桿品牌






完全

不重要

完全

不重要

1

1

1

不重要

不重要

2 3

2 3

2 3

重要

重要

4

4

4

非常

重要

非常

重要

中立

中立

完全

不重要

不重要

重要

非常

重要

中立

5

5

5


- 35 -





IV ) 球桿款式





22球桿的價格











完全

不重要

不重要

不重要

重要

重要

非常

重要中立

完全

不重要

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

球場進行球局

3 ndash 4 年

完全

不重要不重要

中立

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

5 ndash 6 年

重要

中立

非常

重要

5

5

5

完全

不重要

中立

非常

重要

不重要

重要

5

5

5

5

5

5

5

5

非常

重要


- 36






問卷完

非常

不同意

-

1

1

ndash 30 ndash 55

000 $40000

大

多謝

不同意

2

2

31 56

專(非學位

專業人

服務業

其他

中立

3

3

ndash 35 ndash 60

$10001 $40001

如文憑

士人員

同意

4

4

ndash $20 ndash $50

及副

教

學

非常

同意

5

5


000 000

學士)

育人員生


- 3


















Unimportant

Totally

unimportant

7 -

1 2

1 2 nce 1 2

ng 1 2

1 2

1 2 3 4 5

1 2 3 4 5

e 1 2 3 4 5

1 2 3 4 5

er 1 2 3 4 5

Unim

Neutral

3

3 3

3

3

Important

4

4 4

4

4

Very

important

Totally

unimportant

Very

important

Neutral

Important

portant

5

5 5

5

5










Totally

unimportant

Unimportt


- 39




Yes No






50001 or above

Totally

unimportant


Very

important

Very

Disagree

-

1

1

ndash 30 ndash 55

0000 $4000

Disagree

2

2

0

Neutral

3

3


$100 $400

Agree

4

4


Very

Agree

5

5


000 000


- 40 -




40 Sex Male Female



- 41 -

SPSS Output



1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539

7966 005 896 198 371 11 125 -134 358

694 34033 492 11 161 -215 439

485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490

338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672

056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922

488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023

112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342

049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226

10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030

1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036













F Sig






- 42 -


742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557

043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521

3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469

3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589

189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133

1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039

603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553

389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750

295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711

1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043

5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594

003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238

1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124

266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154

726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144

010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066

1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055

5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467

















F Sig






- 43 -


ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199


Total





















- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank













playing golf









- 27 -





















- 28 -







6 Limitations













- 29 -



7 Conclusions
















- 30 -


8 [Reference]














- 31 -



















- 32 -


Appendixes

- 33 -


- 34 -















III ) 球桿資訊




I ) 球桿品牌






完全

不重要

完全

不重要

1

1

1

不重要

不重要

2 3

2 3

2 3

重要

重要

4

4

4

非常

重要

非常

重要

中立

中立

完全

不重要

不重要

重要

非常

重要

中立

5

5

5


- 35 -





IV ) 球桿款式





22球桿的價格











完全

不重要

不重要

不重要

重要

重要

非常

重要中立

完全

不重要

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

球場進行球局

3 ndash 4 年

完全

不重要不重要

中立

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

5 ndash 6 年

重要

中立

非常

重要

5

5

5

完全

不重要

中立

非常

重要

不重要

重要

5

5

5

5

5

5

5

5

非常

重要


- 36






問卷完

非常

不同意

-

1

1

ndash 30 ndash 55

000 $40000

大

多謝

不同意

2

2

31 56

專(非學位

專業人

服務業

其他

中立

3

3

ndash 35 ndash 60

$10001 $40001

如文憑

士人員

同意

4

4

ndash $20 ndash $50

及副

教

學

非常

同意

5

5


000 000

學士)

育人員生


- 3


















Unimportant

Totally

unimportant

7 -

1 2

1 2 nce 1 2

ng 1 2

1 2

1 2 3 4 5

1 2 3 4 5

e 1 2 3 4 5

1 2 3 4 5

er 1 2 3 4 5

Unim

Neutral

3

3 3

3

3

Important

4

4 4

4

4

Very

important

Totally

unimportant

Very

important

Neutral

Important

portant

5

5 5

5

5










Totally

unimportant

Unimportt


- 39




Yes No






50001 or above

Totally

unimportant


Very

important

Very

Disagree

-

1

1

ndash 30 ndash 55

0000 $4000

Disagree

2

2

0

Neutral

3

3


$100 $400

Agree

4

4


Very

Agree

5

5


000 000


- 40 -




40 Sex Male Female



- 41 -

SPSS Output



1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539

7966 005 896 198 371 11 125 -134 358

694 34033 492 11 161 -215 439

485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490

338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672

056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922

488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023

112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342

049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226

10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030

1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036













F Sig






- 42 -


742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557

043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521

3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469

3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589

189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133

1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039

603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553

389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750

295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711

1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043

5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594

003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238

1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124

266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154

726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144

010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066

1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055

5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467

















F Sig






- 43 -


ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199


Total





















- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank






















- 28 -







6 Limitations













- 29 -



7 Conclusions
















- 30 -


8 [Reference]














- 31 -



















- 32 -


Appendixes

- 33 -


- 34 -















III ) 球桿資訊




I ) 球桿品牌






完全

不重要

完全

不重要

1

1

1

不重要

不重要

2 3

2 3

2 3

重要

重要

4

4

4

非常

重要

非常

重要

中立

中立

完全

不重要

不重要

重要

非常

重要

中立

5

5

5


- 35 -





IV ) 球桿款式





22球桿的價格











完全

不重要

不重要

不重要

重要

重要

非常

重要中立

完全

不重要

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

球場進行球局

3 ndash 4 年

完全

不重要不重要

中立

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

5 ndash 6 年

重要

中立

非常

重要

5

5

5

完全

不重要

中立

非常

重要

不重要

重要

5

5

5

5

5

5

5

5

非常

重要


- 36






問卷完

非常

不同意

-

1

1

ndash 30 ndash 55

000 $40000

大

多謝

不同意

2

2

31 56

專(非學位

專業人

服務業

其他

中立

3

3

ndash 35 ndash 60

$10001 $40001

如文憑

士人員

同意

4

4

ndash $20 ndash $50

及副

教

學

非常

同意

5

5


000 000

學士)

育人員生


- 3


















Unimportant

Totally

unimportant

7 -

1 2

1 2 nce 1 2

ng 1 2

1 2

1 2 3 4 5

1 2 3 4 5

e 1 2 3 4 5

1 2 3 4 5

er 1 2 3 4 5

Unim

Neutral

3

3 3

3

3

Important

4

4 4

4

4

Very

important

Totally

unimportant

Very

important

Neutral

Important

portant

5

5 5

5

5










Totally

unimportant

Unimportt


- 39




Yes No






50001 or above

Totally

unimportant


Very

important

Very

Disagree

-

1

1

ndash 30 ndash 55

0000 $4000

Disagree

2

2

0

Neutral

3

3


$100 $400

Agree

4

4


Very

Agree

5

5


000 000


- 40 -




40 Sex Male Female



- 41 -

SPSS Output



1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539

7966 005 896 198 371 11 125 -134 358

694 34033 492 11 161 -215 439

485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490

338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672

056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922

488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023

112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342

049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226

10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030

1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036













F Sig






- 42 -


742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557

043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521

3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469

3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589

189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133

1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039

603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553

389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750

295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711

1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043

5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594

003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238

1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124

266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154

726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144

010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066

1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055

5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467

















F Sig






- 43 -


ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199


Total





















- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank








6 Limitations













- 29 -



7 Conclusions
















- 30 -


8 [Reference]














- 31 -



















- 32 -


Appendixes

- 33 -


- 34 -















III ) 球桿資訊




I ) 球桿品牌






完全

不重要

完全

不重要

1

1

1

不重要

不重要

2 3

2 3

2 3

重要

重要

4

4

4

非常

重要

非常

重要

中立

中立

完全

不重要

不重要

重要

非常

重要

中立

5

5

5


- 35 -





IV ) 球桿款式





22球桿的價格











完全

不重要

不重要

不重要

重要

重要

非常

重要中立

完全

不重要

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

球場進行球局

3 ndash 4 年

完全

不重要不重要

中立

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

5 ndash 6 年

重要

中立

非常

重要

5

5

5

完全

不重要

中立

非常

重要

不重要

重要

5

5

5

5

5

5

5

5

非常

重要


- 36






問卷完

非常

不同意

-

1

1

ndash 30 ndash 55

000 $40000

大

多謝

不同意

2

2

31 56

專(非學位

專業人

服務業

其他

中立

3

3

ndash 35 ndash 60

$10001 $40001

如文憑

士人員

同意

4

4

ndash $20 ndash $50

及副

教

學

非常

同意

5

5


000 000

學士)

育人員生


- 3


















Unimportant

Totally

unimportant

7 -

1 2

1 2 nce 1 2

ng 1 2

1 2

1 2 3 4 5

1 2 3 4 5

e 1 2 3 4 5

1 2 3 4 5

er 1 2 3 4 5

Unim

Neutral

3

3 3

3

3

Important

4

4 4

4

4

Very

important

Totally

unimportant

Very

important

Neutral

Important

portant

5

5 5

5

5










Totally

unimportant

Unimportt


- 39




Yes No






50001 or above

Totally

unimportant


Very

important

Very

Disagree

-

1

1

ndash 30 ndash 55

0000 $4000

Disagree

2

2

0

Neutral

3

3


$100 $400

Agree

4

4


Very

Agree

5

5


000 000


- 40 -




40 Sex Male Female



- 41 -

SPSS Output



1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539

7966 005 896 198 371 11 125 -134 358

694 34033 492 11 161 -215 439

485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490

338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672

056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922

488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023

112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342

049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226

10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030

1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036













F Sig






- 42 -


742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557

043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521

3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469

3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589

189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133

1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039

603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553

389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750

295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711

1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043

5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594

003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238

1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124

266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154

726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144

010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066

1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055

5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467

















F Sig






- 43 -


ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199


Total





















- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank




7 Conclusions
















- 30 -


8 [Reference]














- 31 -



















- 32 -


Appendixes

- 33 -


- 34 -















III ) 球桿資訊




I ) 球桿品牌






完全

不重要

完全

不重要

1

1

1

不重要

不重要

2 3

2 3

2 3

重要

重要

4

4

4

非常

重要

非常

重要

中立

中立

完全

不重要

不重要

重要

非常

重要

中立

5

5

5


- 35 -





IV ) 球桿款式





22球桿的價格











完全

不重要

不重要

不重要

重要

重要

非常

重要中立

完全

不重要

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

球場進行球局

3 ndash 4 年

完全

不重要不重要

中立

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

5 ndash 6 年

重要

中立

非常

重要

5

5

5

完全

不重要

中立

非常

重要

不重要

重要

5

5

5

5

5

5

5

5

非常

重要


- 36






問卷完

非常

不同意

-

1

1

ndash 30 ndash 55

000 $40000

大

多謝

不同意

2

2

31 56

專(非學位

專業人

服務業

其他

中立

3

3

ndash 35 ndash 60

$10001 $40001

如文憑

士人員

同意

4

4

ndash $20 ndash $50

及副

教

學

非常

同意

5

5


000 000

學士)

育人員生


- 3


















Unimportant

Totally

unimportant

7 -

1 2

1 2 nce 1 2

ng 1 2

1 2

1 2 3 4 5

1 2 3 4 5

e 1 2 3 4 5

1 2 3 4 5

er 1 2 3 4 5

Unim

Neutral

3

3 3

3

3

Important

4

4 4

4

4

Very

important

Totally

unimportant

Very

important

Neutral

Important

portant

5

5 5

5

5










Totally

unimportant

Unimportt


- 39




Yes No






50001 or above

Totally

unimportant


Very

important

Very

Disagree

-

1

1

ndash 30 ndash 55

0000 $4000

Disagree

2

2

0

Neutral

3

3


$100 $400

Agree

4

4


Very

Agree

5

5


000 000


- 40 -




40 Sex Male Female



- 41 -

SPSS Output



1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539

7966 005 896 198 371 11 125 -134 358

694 34033 492 11 161 -215 439

485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490

338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672

056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922

488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023

112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342

049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226

10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030

1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036













F Sig






- 42 -


742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557

043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521

3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469

3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589

189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133

1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039

603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553

389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750

295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711

1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043

5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594

003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238

1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124

266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154

726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144

010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066

1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055

5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467

















F Sig






- 43 -


ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199


Total





















- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank



8 [Reference]














- 31 -



















- 32 -


Appendixes

- 33 -


- 34 -















III ) 球桿資訊




I ) 球桿品牌






完全

不重要

完全

不重要

1

1

1

不重要

不重要

2 3

2 3

2 3

重要

重要

4

4

4

非常

重要

非常

重要

中立

中立

完全

不重要

不重要

重要

非常

重要

中立

5

5

5


- 35 -





IV ) 球桿款式





22球桿的價格











完全

不重要

不重要

不重要

重要

重要

非常

重要中立

完全

不重要

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

球場進行球局

3 ndash 4 年

完全

不重要不重要

中立

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

5 ndash 6 年

重要

中立

非常

重要

5

5

5

完全

不重要

中立

非常

重要

不重要

重要

5

5

5

5

5

5

5

5

非常

重要


- 36






問卷完

非常

不同意

-

1

1

ndash 30 ndash 55

000 $40000

大

多謝

不同意

2

2

31 56

專(非學位

專業人

服務業

其他

中立

3

3

ndash 35 ndash 60

$10001 $40001

如文憑

士人員

同意

4

4

ndash $20 ndash $50

及副

教

學

非常

同意

5

5


000 000

學士)

育人員生


- 3


















Unimportant

Totally

unimportant

7 -

1 2

1 2 nce 1 2

ng 1 2

1 2

1 2 3 4 5

1 2 3 4 5

e 1 2 3 4 5

1 2 3 4 5

er 1 2 3 4 5

Unim

Neutral

3

3 3

3

3

Important

4

4 4

4

4

Very

important

Totally

unimportant

Very

important

Neutral

Important

portant

5

5 5

5

5










Totally

unimportant

Unimportt


- 39




Yes No






50001 or above

Totally

unimportant


Very

important

Very

Disagree

-

1

1

ndash 30 ndash 55

0000 $4000

Disagree

2

2

0

Neutral

3

3


$100 $400

Agree

4

4


Very

Agree

5

5


000 000


- 40 -




40 Sex Male Female



- 41 -

SPSS Output



1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539

7966 005 896 198 371 11 125 -134 358

694 34033 492 11 161 -215 439

485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490

338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672

056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922

488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023

112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342

049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226

10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030

1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036













F Sig






- 42 -


742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557

043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521

3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469

3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589

189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133

1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039

603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553

389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750

295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711

1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043

5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594

003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238

1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124

266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154

726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144

010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066

1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055

5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467

















F Sig






- 43 -


ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199


Total





















- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank




















- 32 -


Appendixes

- 33 -


- 34 -















III ) 球桿資訊




I ) 球桿品牌






完全

不重要

完全

不重要

1

1

1

不重要

不重要

2 3

2 3

2 3

重要

重要

4

4

4

非常

重要

非常

重要

中立

中立

完全

不重要

不重要

重要

非常

重要

中立

5

5

5


- 35 -





IV ) 球桿款式





22球桿的價格











完全

不重要

不重要

不重要

重要

重要

非常

重要中立

完全

不重要

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

球場進行球局

3 ndash 4 年

完全

不重要不重要

中立

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

5 ndash 6 年

重要

中立

非常

重要

5

5

5

完全

不重要

中立

非常

重要

不重要

重要

5

5

5

5

5

5

5

5

非常

重要


- 36






問卷完

非常

不同意

-

1

1

ndash 30 ndash 55

000 $40000

大

多謝

不同意

2

2

31 56

專(非學位

專業人

服務業

其他

中立

3

3

ndash 35 ndash 60

$10001 $40001

如文憑

士人員

同意

4

4

ndash $20 ndash $50

及副

教

學

非常

同意

5

5


000 000

學士)

育人員生


- 3


















Unimportant

Totally

unimportant

7 -

1 2

1 2 nce 1 2

ng 1 2

1 2

1 2 3 4 5

1 2 3 4 5

e 1 2 3 4 5

1 2 3 4 5

er 1 2 3 4 5

Unim

Neutral

3

3 3

3

3

Important

4

4 4

4

4

Very

important

Totally

unimportant

Very

important

Neutral

Important

portant

5

5 5

5

5










Totally

unimportant

Unimportt


- 39




Yes No






50001 or above

Totally

unimportant


Very

important

Very

Disagree

-

1

1

ndash 30 ndash 55

0000 $4000

Disagree

2

2

0

Neutral

3

3


$100 $400

Agree

4

4


Very

Agree

5

5


000 000


- 40 -




40 Sex Male Female



- 41 -

SPSS Output



1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539

7966 005 896 198 371 11 125 -134 358

694 34033 492 11 161 -215 439

485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490

338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672

056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922

488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023

112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342

049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226

10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030

1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036













F Sig






- 42 -


742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557

043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521

3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469

3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589

189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133

1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039

603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553

389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750

295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711

1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043

5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594

003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238

1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124

266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154

726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144

010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066

1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055

5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467

















F Sig






- 43 -


ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199


Total





















- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank



Appendixes

- 33 -


- 34 -















III ) 球桿資訊




I ) 球桿品牌






完全

不重要

完全

不重要

1

1

1

不重要

不重要

2 3

2 3

2 3

重要

重要

4

4

4

非常

重要

非常

重要

中立

中立

完全

不重要

不重要

重要

非常

重要

中立

5

5

5


- 35 -





IV ) 球桿款式





22球桿的價格











完全

不重要

不重要

不重要

重要

重要

非常

重要中立

完全

不重要

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

球場進行球局

3 ndash 4 年

完全

不重要不重要

中立

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

5 ndash 6 年

重要

中立

非常

重要

5

5

5

完全

不重要

中立

非常

重要

不重要

重要

5

5

5

5

5

5

5

5

非常

重要


- 36






問卷完

非常

不同意

-

1

1

ndash 30 ndash 55

000 $40000

大

多謝

不同意

2

2

31 56

專(非學位

專業人

服務業

其他

中立

3

3

ndash 35 ndash 60

$10001 $40001

如文憑

士人員

同意

4

4

ndash $20 ndash $50

及副

教

學

非常

同意

5

5


000 000

學士)

育人員生


- 3


















Unimportant

Totally

unimportant

7 -

1 2

1 2 nce 1 2

ng 1 2

1 2

1 2 3 4 5

1 2 3 4 5

e 1 2 3 4 5

1 2 3 4 5

er 1 2 3 4 5

Unim

Neutral

3

3 3

3

3

Important

4

4 4

4

4

Very

important

Totally

unimportant

Very

important

Neutral

Important

portant

5

5 5

5

5










Totally

unimportant

Unimportt


- 39




Yes No






50001 or above

Totally

unimportant


Very

important

Very

Disagree

-

1

1

ndash 30 ndash 55

0000 $4000

Disagree

2

2

0

Neutral

3

3


$100 $400

Agree

4

4


Very

Agree

5

5


000 000


- 40 -




40 Sex Male Female



- 41 -

SPSS Output



1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539

7966 005 896 198 371 11 125 -134 358

694 34033 492 11 161 -215 439

485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490

338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672

056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922

488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023

112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342

049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226

10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030

1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036













F Sig






- 42 -


742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557

043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521

3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469

3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589

189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133

1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039

603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553

389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750

295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711

1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043

5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594

003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238

1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124

266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154

726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144

010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066

1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055

5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467

















F Sig






- 43 -


ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199


Total





















- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank



- 34 -















III ) 球桿資訊




I ) 球桿品牌






完全

不重要

完全

不重要

1

1

1

不重要

不重要

2 3

2 3

2 3

重要

重要

4

4

4

非常

重要

非常

重要

中立

中立

完全

不重要

不重要

重要

非常

重要

中立

5

5

5


- 35 -





IV ) 球桿款式





22球桿的價格











完全

不重要

不重要

不重要

重要

重要

非常

重要中立

完全

不重要

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

球場進行球局

3 ndash 4 年

完全

不重要不重要

中立

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

5 ndash 6 年

重要

中立

非常

重要

5

5

5

完全

不重要

中立

非常

重要

不重要

重要

5

5

5

5

5

5

5

5

非常

重要


- 36






問卷完

非常

不同意

-

1

1

ndash 30 ndash 55

000 $40000

大

多謝

不同意

2

2

31 56

專(非學位

專業人

服務業

其他

中立

3

3

ndash 35 ndash 60

$10001 $40001

如文憑

士人員

同意

4

4

ndash $20 ndash $50

及副

教

學

非常

同意

5

5


000 000

學士)

育人員生


- 3


















Unimportant

Totally

unimportant

7 -

1 2

1 2 nce 1 2

ng 1 2

1 2

1 2 3 4 5

1 2 3 4 5

e 1 2 3 4 5

1 2 3 4 5

er 1 2 3 4 5

Unim

Neutral

3

3 3

3

3

Important

4

4 4

4

4

Very

important

Totally

unimportant

Very

important

Neutral

Important

portant

5

5 5

5

5










Totally

unimportant

Unimportt


- 39




Yes No






50001 or above

Totally

unimportant


Very

important

Very

Disagree

-

1

1

ndash 30 ndash 55

0000 $4000

Disagree

2

2

0

Neutral

3

3


$100 $400

Agree

4

4


Very

Agree

5

5


000 000


- 40 -




40 Sex Male Female



- 41 -

SPSS Output



1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539

7966 005 896 198 371 11 125 -134 358

694 34033 492 11 161 -215 439

485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490

338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672

056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922

488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023

112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342

049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226

10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030

1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036













F Sig






- 42 -


742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557

043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521

3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469

3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589

189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133

1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039

603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553

389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750

295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711

1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043

5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594

003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238

1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124

266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154

726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144

010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066

1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055

5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467

















F Sig






- 43 -


ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199


Total





















- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank



- 35 -





IV ) 球桿款式





22球桿的價格











完全

不重要

不重要

不重要

重要

重要

非常

重要中立

完全

不重要

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

1 2

球場進行球局

3 ndash 4 年

完全

不重要不重要

中立

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

3 4

5 ndash 6 年

重要

中立

非常

重要

5

5

5

完全

不重要

中立

非常

重要

不重要

重要

5

5

5

5

5

5

5

5

非常

重要


- 36






問卷完

非常

不同意

-

1

1

ndash 30 ndash 55

000 $40000

大

多謝

不同意

2

2

31 56

專(非學位

專業人

服務業

其他

中立

3

3

ndash 35 ndash 60

$10001 $40001

如文憑

士人員

同意

4

4

ndash $20 ndash $50

及副

教

學

非常

同意

5

5


000 000

學士)

育人員生


- 3


















Unimportant

Totally

unimportant

7 -

1 2

1 2 nce 1 2

ng 1 2

1 2

1 2 3 4 5

1 2 3 4 5

e 1 2 3 4 5

1 2 3 4 5

er 1 2 3 4 5

Unim

Neutral

3

3 3

3

3

Important

4

4 4

4

4

Very

important

Totally

unimportant

Very

important

Neutral

Important

portant

5

5 5

5

5










Totally

unimportant

Unimportt


- 39




Yes No






50001 or above

Totally

unimportant


Very

important

Very

Disagree

-

1

1

ndash 30 ndash 55

0000 $4000

Disagree

2

2

0

Neutral

3

3


$100 $400

Agree

4

4


Very

Agree

5

5


000 000


- 40 -




40 Sex Male Female



- 41 -

SPSS Output



1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539

7966 005 896 198 371 11 125 -134 358

694 34033 492 11 161 -215 439

485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490

338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672

056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922

488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023

112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342

049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226

10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030

1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036













F Sig






- 42 -


742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557

043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521

3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469

3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589

189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133

1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039

603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553

389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750

295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711

1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043

5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594

003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238

1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124

266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154

726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144

010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066

1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055

5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467

















F Sig






- 43 -


ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199


Total





















- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank



- 36






問卷完

非常

不同意

-

1

1

ndash 30 ndash 55

000 $40000

大

多謝

不同意

2

2

31 56

專(非學位

專業人

服務業

其他

中立

3

3

ndash 35 ndash 60

$10001 $40001

如文憑

士人員

同意

4

4

ndash $20 ndash $50

及副

教

學

非常

同意

5

5


000 000

學士)

育人員生


- 3


















Unimportant

Totally

unimportant

7 -

1 2

1 2 nce 1 2

ng 1 2

1 2

1 2 3 4 5

1 2 3 4 5

e 1 2 3 4 5

1 2 3 4 5

er 1 2 3 4 5

Unim

Neutral

3

3 3

3

3

Important

4

4 4

4

4

Very

important

Totally

unimportant

Very

important

Neutral

Important

portant

5

5 5

5

5










Totally

unimportant

Unimportt


- 39




Yes No






50001 or above

Totally

unimportant


Very

important

Very

Disagree

-

1

1

ndash 30 ndash 55

0000 $4000

Disagree

2

2

0

Neutral

3

3


$100 $400

Agree

4

4


Very

Agree

5

5


000 000


- 40 -




40 Sex Male Female



- 41 -

SPSS Output



1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539

7966 005 896 198 371 11 125 -134 358

694 34033 492 11 161 -215 439

485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490

338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672

056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922

488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023

112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342

049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226

10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030

1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036













F Sig






- 42 -


742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557

043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521

3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469

3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589

189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133

1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039

603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553

389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750

295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711

1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043

5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594

003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238

1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124

266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154

726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144

010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066

1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055

5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467

















F Sig






- 43 -


ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199


Total





















- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank



- 3


















Unimportant

Totally

unimportant

7 -

1 2

1 2 nce 1 2

ng 1 2

1 2

1 2 3 4 5

1 2 3 4 5

e 1 2 3 4 5

1 2 3 4 5

er 1 2 3 4 5

Unim

Neutral

3

3 3

3

3

Important

4

4 4

4

4

Very

important

Totally

unimportant

Very

important

Neutral

Important

portant

5

5 5

5

5










Totally

unimportant

Unimportt


- 39




Yes No






50001 or above

Totally

unimportant


Very

important

Very

Disagree

-

1

1

ndash 30 ndash 55

0000 $4000

Disagree

2

2

0

Neutral

3

3


$100 $400

Agree

4

4


Very

Agree

5

5


000 000


- 40 -




40 Sex Male Female



- 41 -

SPSS Output



1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539

7966 005 896 198 371 11 125 -134 358

694 34033 492 11 161 -215 439

485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490

338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672

056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922

488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023

112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342

049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226

10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030

1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036













F Sig






- 42 -


742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557

043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521

3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469

3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589

189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133

1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039

603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553

389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750

295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711

1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043

5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594

003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238

1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124

266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154

726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144

010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066

1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055

5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467

















F Sig






- 43 -


ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199


Total





















- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank











Totally

unimportant

Unimportt


- 39




Yes No






50001 or above

Totally

unimportant


Very

important

Very

Disagree

-

1

1

ndash 30 ndash 55

0000 $4000

Disagree

2

2

0

Neutral

3

3


$100 $400

Agree

4

4


Very

Agree

5

5


000 000


- 40 -




40 Sex Male Female



- 41 -

SPSS Output



1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539

7966 005 896 198 371 11 125 -134 358

694 34033 492 11 161 -215 439

485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490

338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672

056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922

488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023

112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342

049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226

10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030

1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036













F Sig






- 42 -


742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557

043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521

3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469

3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589

189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133

1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039

603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553

389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750

295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711

1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043

5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594

003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238

1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124

266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154

726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144

010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066

1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055

5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467

















F Sig






- 43 -


ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199


Total





















- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank



- 39




Yes No






50001 or above

Totally

unimportant


Very

important

Very

Disagree

-

1

1

ndash 30 ndash 55

0000 $4000

Disagree

2

2

0

Neutral

3

3


$100 $400

Agree

4

4


Very

Agree

5

5


000 000


- 40 -




40 Sex Male Female



- 41 -

SPSS Output



1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539

7966 005 896 198 371 11 125 -134 358

694 34033 492 11 161 -215 439

485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490

338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672

056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922

488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023

112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342

049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226

10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030

1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036













F Sig






- 42 -


742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557

043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521

3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469

3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589

189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133

1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039

603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553

389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750

295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711

1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043

5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594

003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238

1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124

266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154

726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144

010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066

1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055

5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467

















F Sig






- 43 -


ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199


Total





















- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank



- 40 -




40 Sex Male Female



- 41 -

SPSS Output



1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539

7966 005 896 198 371 11 125 -134 358

694 34033 492 11 161 -215 439

485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490

338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672

056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922

488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023

112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342

049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226

10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030

1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036













F Sig






- 42 -


742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557

043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521

3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469

3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589

189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133

1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039

603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553

389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750

295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711

1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043

5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594

003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238

1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124

266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154

726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144

010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066

1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055

5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467

















F Sig






- 43 -


ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199


Total





















- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank



- 41 -

SPSS Output



1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539

7966 005 896 198 371 11 125 -134 358

694 34033 492 11 161 -215 439

485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490

338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672

056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922

488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023

112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342

049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226

10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030

1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036













F Sig






- 42 -


742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557

043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521

3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469

3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589

189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133

1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039

603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553

389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750

295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711

1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043

5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594

003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238

1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124

266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154

726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144

010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066

1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055

5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467

















F Sig






- 43 -


ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199


Total





















- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank



- 42 -


742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557

043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521

3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469

3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589

189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133

1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039

603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553

389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750

295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711

1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043

5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594

003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238

1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124

266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154

726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144

010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066

1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055

5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467

















F Sig






- 43 -


ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199


Total





















- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank



- 43 -


ANOVA

5114 4 1278 2373 054105041 195 539110155 199

2013 4 503 1278 280

76782 195 394

78795 199

6211 4 1553 1734 144174584 195 895

180795 199

7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006

178484 195 915192320 199

074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094

174918 195 897182155 199

164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243

65036 195 33466875 1991387 4 347 786 536

86033 195 44187420 1993663 4 916 1552 189

115057 195 590118720 199

3189 4 797 1178 322131966 195 677135155 199

1634 4 408 683 604

116586 195 598118220 199

2964 4 741 1290 275112031 195 575114995 199

2313 4 578 996 411113187 195 580115500 199

5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711

113241 195 581114480 199


Total





















- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank



- 44 -

ANOVA

6090 4 1522 1836 123161705 195 829167795 199

5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014

189439 195 971

201955 199

1222 4 306 473 756125958 195 646127180 199

3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729

171564 195 880173355 199

1335 4 334 407 804160020 195 821161355 199

2265 4 566 927 449119090 195 611121355 199

3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376

66236 195 34067680 1992593 4 648 897 467

140907 195 723143500 199















ANOVA

5614 4 1403 3988 00468626 195 35274240 199

297 4 074 310 87146663 195 23946960 199

613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022

95906 195 492101695 199

090 4 023 077 98956965 195 29257055 199

687 4 172 647 63051782 195 26652469 199


brand

functions

information

style

value

techlonogy



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank



- 45 -


ANOVA

1296 5 259 462 804108859 194 561110155 199

1000 5 200 499 777

77795 194 401

78795 199

5380 5 1076 1190 315175415 194 904

180795 199

8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003

175522 194 905192320 199

498 5 100 328 89658857 194 30359355 199

930 5 186 199 963181225 194 934182155 199

668 5 134 306 90984727 194 43785395 1991309 5 262 774 569

65566 194 33866875 199

454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118

113506 194 585118720 199

5571 5 1114 1668 144129584 194 668135155 199

6333 5 1267 2196 056

111887 194 577118220 199

5816 5 1163 2067 071109179 194 563114995 199

1858 5 372 634 674113642 194 586115500 199

2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018

106761 194 550114480 199


Total





















- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank



- 46 -

ANOVA

7848 5 1570 1904 095159947 194 824167795 199

4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006

185849 194 958

201955 199

5062 5 1012 1608 160122118 194 629127180 199

3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683

170620 194 879173355 199

1799 5 360 438 822159556 194 822161355 199

6293 5 1259 2122 064115062 194 593121355 199

5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004

61900 194 31967680 1997531 5 1506 2149 061

135969 194 701143500 199















ANOVA

4416 5 883 2454 03569824 194 36074240 199

130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056

40665 194 21042971 1997973 5 1595 3301 007

93722 194 483101695 199

711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006

48227 194 24952469 199


brand

functions

information

style

value

techlonogy



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank



- 47 -


ANOVA

3980 4 995 1828 125106175 195 544110155 199

2304 4 576 1468 213

76491 195 392

78795 199

2816 4 704 771 545177979 195 913

180795 199

3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008

179158 195 919192320 199

1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612

179675 195 921182155 199

619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386

65473 195 33666875 1991296 4 324 734 570

86124 195 44287420 1996121 4 1530 2650 035

112599 195 577118720 199

2987 4 747 1102 357132168 195 678135155 199

3443 4 861 1462 215

114777 195 589118220 199

1925 4 481 830 508113070 195 580114995 199

1429 4 357 611 655114071 195 585115500 199

2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025

108152 195 555114480 199


Total





















- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank



- 48 -

ANOVA

7913 4 1978 2413 050159882 195 820167795 199

3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002

185025 195 949

201955 199

1725 4 431 670 613125455 195 643127180 199

2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336

169373 195 869173355 199

557 4 139 169 954160798 195 825161355 199

781 4 195 316 867120574 195 618121355 199

3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571

66680 195 34267680 19912513 4 3128 4657 001

130987 195 672143500 199















ANOVA

3792 4 948 2624 03670448 195 36174240 199

353 4 088 369 83046607 195 23946960 199

823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013

95360 195 489101695 199

377 4 094 324 86256678 195 29157055 199

816 4 204 770 54651653 195 26552469 199


brand

functions

information

style

value

techlonogy



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank



- 49 -


Criteria

Less than


year Rank


Criteria

Less than


year Rank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank



- 50 -


Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank


Evaluative

Criteria

1 time or

less Rank 2 ndash 3


timesRank 6 ndash 7

timesRank 8 ndash 9

times Rank 10 times

or moreRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank



- 51 -


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Criteria

No



timesRank 7 ndash 9

timesRank More than

10 timesRank


Documents

Understanding the Choice Criteria in Golf Clubslibproject.hkbu.edu.hk/trsimage/hp/02007304.pdfGolf Company annual report, 2003). We can see that golf clubs is the most important market