本研究主要探討運動鞋廠商在提供不同促銷誘因下,消費者對品牌評價及購買意願的看法。根據先前文獻資料彙整結果,將促銷方式分為現金折扣及附贈贈品二種促銷工具,分別探討在運動鞋市場中佔有率前三名的品牌:Nike、Adidas和Reebok,考量調查之便利性,乃以真理大學運動管理學系學生為實證對象,進行迴歸分析,以揭露運動鞋品牌評價與購買意願的關係。另外,利用多變量變異數分析(MANOVA)進一步比較不同運動鞋品牌及學生之人口統計變數在各項研究構面上之差異。實證結果顯示在現金與非現金形式的促銷方式下,除了Nike品牌評價中的因素「社會形象」和購買意願沒有顯著正向關係外,其餘品牌評價因素與購買意願皆呈現顯著正向關係;然而,不同的品牌、可支配所得及促銷方式下,消費者對運動鞋之品牌評價及購買意願則無明顯差異。此外,在二種促銷方式下,女性對運動鞋品牌的評價皆高於男性,而且只有在現金折扣之促銷方式下,不同的年級對品牌評價各項因素有顯著差異,其餘則無差異。因此,為了提高消費者對運動鞋之購買意願,運動鞋行銷人員的重要任務是塑造優良的運動鞋品牌評價。
This study is to explore the relationship of consumers' brand evaluation and purchase intention when the sport shoes companies use different strategies of sales promotions. According to the previous literature, the research divides the sales promotions into cash discounts and attached gifts respectively. The study conducts survey by questionnaire, based on the youngsters' favorite product, sports shoes, and focused on the top three brands, Nike, Adidas and Reebok, whose market shares are the top three ones. For convenience, the students majoring sport management in Aletheia University are designated as the sampling respondents, and then the regression method is employed to analyze the relationship between brand evaluation and purchase intention. In addition, the comparisons of brands and demographic variables with the main components of brand evaluation and purchase intention are further discussed through MANOVA. The empirical results show that brand evaluation is positively related to purchase intention in both cash and non-cash sales promotions except for the Nike's social image factors, but there are no significant differences between brand evaluation and purchase intention in brands, the disposable income levels, and the forms of sales promotions. Furthermore, under the proposed sales promotions, female is significantly higher than male in brand evaluation. As to grades, there is only a significant difference in brand evaluation under the cash discount promotion. Therefore, it may be concluded that the important task of marketing managers for encouraging consumer's purchase intention is to initiate a superior brand evaluation.