本研究目的旨在探討理性購買因素、衝動性購買因素與消費者對籃球鞋購買意圖的效果,以及籃球鞋涉入程度與籃球鞋代言人對於理性購買因素、衝動性購買因素與購買意圖結構關係的調節效果。本研究採用問卷調查法,並以便利抽樣的方式針對臺灣北、中、南部各大籃球場打球人士為研究對象,回收之有效問卷為826份。本研究統計方法採用結構方程模式驗證本研究之模式路徑關係,並探討不同籃球鞋涉入程度與有無籃球鞋代言人對於理性購買因素、衝動性購買因素與購買意圖關係上之調節效果。獲得研究結果如下:理性購買因素與衝動性購買因素皆為籃球鞋購買意圖的顯著預測因子;理性購買因素與衝動性購買因素皆正向影響籃球鞋購買意圖;籃球鞋涉入程度在理性購買因素、衝動性購買因素與籃球鞋購買意圖的調節效果上無顯著差異;籃球鞋代言人在理性購買因素、衝動性購買因素與籃球鞋購買意圖的調節效果上有顯著差異。
The specific objectives of this research are as follow: 1. To explore the effect of rational factors and impulse factors for consumer purchase intention in basketball shoes. 2. To examine the moderating effect of shoes involvement and sneakers spokesperson for the relationship of rational and impulsive consumer. The method of this research is questionnaire survey, convenient sampling was used for data collection with 826 valid questionnaires collected. The subjects of this research are basketball players at the basketball court around northern, central and southern of Taiwan. Structural Equation Modeling was used for data analysis. The results of this study shows that rational and impulse buying factors are significant predictor of purchase intention; rational and impulse buying factors both affect purchase intention positively; there was no significant difference in the moderating effect on basketball shoes involvement; significant difference was found in the moderating effect on basketball shoes endorser.