本論文探討內容行銷在軟氣槍社群中的有效性。該社群屬於一個小眾市場，其消費者展現出高度參與度、獨特的偏好徵。研究聚焦於多種內容行銷要素，包括詳細的產品評測、量化的性能測試，以及升級展示，並評估這些策略對於消費者信任、參與程度與購買意圖的影響。本研究旨在辨識最能引起軟氣槍玩家共鳴的內容行銷要素，並分析其對消費者決策過程與品牌認知的影響。

本研究採用量化研究設計，透過線上問卷向全球軟氣槍社群發送調查。所蒐集之數據被用以評估各類內容行銷策略與消費者行為之間的關聯性，從初步興趣產生至最終購買決策。問卷涵蓋技術性產品評論、客觀性能指標及產品升級潛力等項目，並依據不同人口統計特徵進行分群分析。

研究結果可望提供關於內容行銷於利基市場中應用的實務見解。透過識別最能有效吸引軟氣槍消費者的內容屬性與呈現形式，本研究將為行銷人員提供實用建議，以強化品牌信任、提升品牌形象並促進銷售表現。本研究亦有助於擴展對於內容行銷在高器材依賴型運動中的影響力之理解。

This thesis examines the effectiveness of content marketing within the airsoft community, a niche market characterized by highly engaged consumers with distinct preferences and behaviors. Content marketing strategies, including detailed product reviews, quantified performance testing, and upgrade demonstrations, are evaluated for their influence on consumer trust, engagement, and purchase intent. This research aims to identify the key elements of content marketing that most effectively resonate with airsoft enthusiasts and analyze their impact on consumer decision-making processes and brand perception.
Employing a quantitative research design, the study utilized an online questionnaire distributed across global airsoft communities. Data collected were analyzed to assess the relationships between content marketing strategies and consumer behavior, from initial interest to purchase decisions. The questionnaire addressed consumer preferences for technical reviews, objective performance metrics, and upgrade potential, with findings segmented across different demographic groups.
The results are anticipated to provide actionable insights into the strategic use of content marketing within niche markets. By identifying the content attributes and formats that most effectively engage airsoft consumers, this research offers practical recommendations for marketers aiming to build trust, enhance brand image, and drive sales. The findings contribute to the broader understanding of content marketing’s role in influencing consumer behavior in heavily equiptment- reliant sports.

Thesis Validation Letter ................................................................................ i
Acknowledgement.......................................................................................... ii
Abstract (Chinese)............................................................................................iii
Abstract (English)............................................................................................iv

Chapter 1 Introduction.................................................................................. 1
Section 1.1 Context of Thesis..........................................................................1
Section 1.2 Research Objective. .................................................... 2
Section 1.3 Research Outline................................................................. 2

Chapter 2 Literature Review.................................................................... 4
Section 2.1 Airsoft................................................................................... 4
2.1.1 What is Airsoft? .................................................................................. 4
2.1.2 Origins and Evolution of Airsoft.................................................... 6
2.1.3 Global Expansion and Applications.................................................... 7
2.1.4 Technological Advancements and Modern Airsoft....................... 8
2.1.5 Cultural Impact and Community Growth ................................... 11
2.1.6 The Global Airsoft Market and Taiwanese Manufacturers...................12
2.1.7 The Manufacturing Process of Airsoft Replicas ................................ 14
2.1.8 The Re-emergence of Chinese Manufacturers .................................... 15

Section 2.2. Marketing in Niche Recreational Markets ................................ 17
2.2.1 The Consumers in Niche Markets ................................................... 17
2.2.2 Unique Challenges in Niche Markets ............................................... 18

Section 2.3 Content marketing......................................................... 20
2.3.1 Key Elements of Content Marketing .................................................... 20
2.3.2 The Role of Content Marketing in Niche Markets................................. 21
2.3.3 Challenges and Opportunities in Content Marketing .......................... 23

Section 2.4 Content Marketing in Airsoft .................................................... 25
Section 2.5 Psychology of Airsoft Players............................................ 27
2.5.1 Structured Simulated Combat and Mental Engagement .................... 29
2.5.2 Therapeutic Value for Neurodiverse Participants ...............................29
2.5.3 Community, Well‑Being, and Identity Affirmation ............................ 30



Section 2.6 Hypothesis on Creating Popular Airsoft marketing................. 30
2.6.1 Testing the Hypothesis ............................................. 34
2.6.2 Evaluation ..................................................................................... 36

Chapter 3 Research Methodology................................................... 37
Section 3.1 Research Design ..................................................................... 37
Section 3.2 Participants and Sampling ...................................... 38
Section 3.3 Questionnaire Design .................................................... 40
3.3.1 Section 1: Demographics ....................................................... 40
3.3.2 Section 2: Reviewing Internal Mechanisms ....................................... 41
3.3.3 Section 3: Quantified Performance Testing ........................ 41
3.3.4 Section 4: Upgrade Potential ..................................................................... 42
Section 3.4 Data Collection Procedures ............................................. 42
Section 3.5 Data Analysis ............................................................................... 43
Section 3.6 Ethical Considerations ............................................................ 43


Chapter 4 Analysis and Findings ....................................................................44
Section 4.1 Factor Analysis: Structural Validation via Heatmap .................. 44
Section 4.2 Individual Item-Level Analysis .................................................. 46
4.2.1 Individual Item Analysis of H1 ................................................... 47
4.2.2 Individual Item Analysis of H2 ......................................................... 57
4.2.3 Individual Item Analysis of H3 ................................................ 63
Section 4.3 Predictive Modeling: Ordinal Regression Analysis ................... 70

Chapter 5 Discussion .................................................................... 73
Section 5.1 Demographic Context ......................................................... 73
Section 5.2 Interpretation of Factor Structure via Heatmap ................... 74
Section 5.3 General Support for Hypotheses.............................................. 75
Section 5.4 Broader Value and Utility of Factor Analysis ......................... 77

Chapter 6 Conclusions ............................................................................... 78　　

Appendix ...................................................................................... 80
References ..............................................................................................86
Image Sources ...............................................................................89

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