青少年購買運動鞋商品前資訊搜尋來源之研究

青少年消費習慣長期受到行銷人員與學者的重視，而運動鞋又是青少年消費關注的商品。本研究目的在探究青少年購買運動鞋前的資訊搜尋來源以及性別、運動參與程度和品牌使用傾向在資訊搜尋來源上的影響。研究以問卷調查500名青少年，有效問卷為373份，分析方法包含探索性因素分析、描述性統計及三因子多變項變異數分析。本研究結果發現青少年購買運動鞋前資訊搜尋來源可分為內部資訊來源、外部個人來源、外部市場來源與外部中立來源。購買運動鞋的主要資訊來源為內部搜尋來源，其次為外部資訊搜尋的個人來源，青少年較少依賴市場來源與中立來源。性別在購買前資訊搜尋來源上無顯著差異，而運動參與程度與品牌使用傾向有顯著影響。高運動參與程度以及有品牌使用傾向青少年資訊搜尋來源使用較高。本研究亦針對重要發現的應用加以討論，並提出未來研究之建議。

關鍵字

青少年；運動鞋；資訊搜尋來源

並列摘要

Adolescent consumption habits have long been a crucial topic for marketing professionals and researchers. Athletic footwear is a product that draws adolescents' interest. The purpose of this study was to explore the sources adolescents use to acquire information before purchasing athletic footwear and to determine the effects of gender, sports participation level, and brand consideration on information acquisition sources. We surveyed 500 teenagers and 373 valid questionnaires were returned. Exploratory factor analysis, descriptive statistics, and 3-way multivariate analysis of variance were used to analyze the data, and the results indicated that adolescents' information acquisition sources can be classified as internal information, external personal information, external marketing information, and external neutral information. The primary information acquisition source referenced before purchasing athletic footwear was internal information, followed by external personal information, and the adolescents used marketing information and neutral information less than they used the other 2 sources. No significant difference in the information acquisition sources used before purchasing between the genders were observed; however, significant differences were observed among sport participation levels and according to brand consideration. Adolescents with a high sport participation level who exhibited brand consideration tended to use more information sources than did other adolescents. Based on the results, crucial findings and applications are discussed.