台灣地區有氧韻律服品牌形象之研究－以北中南地區女性消費者為例

The Study of the Brand Image of Aerobic Appreal in Taiwan-Take the Female Consumers Include North Taiwan, Central Taiwan and South Taiwan for Example

蔡旻熹(Min-Shi Tsai) ； 林宏恩(Hung-En Lin) ； 蔡淑惠(Shu-Huei Tsai)

《休閒暨觀光產業研究》 3卷2期 (2008/10) Pp. 123-142

https://doi.org/10.6158/JLTIR.200810_3(2).0007

摘要

本研究主要目的在瞭解台灣地區女性消費者對於有氧韻律服品牌形象看法。以探討年齡層、職業類型、從事有氧舞蹈年資、購買處及常用品牌等變項，在NIKE、PUMA、灰姑娘、TOUCH AERO、力屋之品牌形象上差異關係。方法係以「台灣地區女性有氧韻律服品牌形象之調查問卷」為工具，將消費者分為三區包括北區、中區與南區，每區發放250份問卷進行調查，所得資料以描述性統計分析背景變項、屬性表現及形象重要性，並以雙因子獨立樣本多變量變異數(Two-way MANOVA)分析各背景變項及不同韻律服品牌在不同形象上之差異。其結果瞭解到各變項與有氧韻律服品牌交互作用達顯著，進一步探討各變項中與各品牌彼此於形象構面上表現有所不同；因此，消費者對於有氣韻律服品牌在形象三構面有所差異。

關鍵字

女性有氧韻律服 ； 品牌形象

並列摘要

This study investigated the viewpoint that Taiwanese female consumers have toward the brand image of aerobic appreal. The study discussed the image differences among famous brands including NIKE, PUMA, Cinderella, TOUCH AERO and POWERHOUSE, taking age, occupation, years in participating of aerobic dance, purchase locations and preferred brands into consideration. A self-developed questionnaire was utilized to collect data. A total of 750 questionnaires were distributed to consumers living in northern, central and southern areas of Taiwan. The descriptive statistics was utilized to analyze the demographics and the brand images. In addition, TWO-way MANOVA was applied to analyze the difference between different aerobic appreal brands and the demographics. The finding indicated that there was a significant difference on the interaction between demographics and aerobic appreal brands.

並列關鍵字

the female aerobic appreal ； brand image

參考文獻

丁翠苓、王秀銀、黃碧月(2005)。十二週有氣舞蹈課程對健康體適能之影響。文化體育學刊。3，119-122。

王惠瑜(2003)。從專利分析Nike的品牌發展趨勢。全國傳碩士論文資訊網。

李立行(2001)。消費者解讀體驗行銷廣告之研究：以Nike "Just Do It"為例。全國博碩士論文資訊網。

林桓立、林桓正(2003)。有氣訓練的流程及其目的－以有氣舞蹈為例。大專體育。66，24-31。

林崇宏、田鈞獻(2006)。設計因素影響消費者對品牌認知之探討。建國科大學報。25(2)，13-28。