高雄市大學生生活型態與運動鞋購買決策之研究

The Study of Lifestyle and Sport Shoes' Decision Making of University Students in Kaohsiung City

張証期(Cheng-Chi Chang)

《休閒運動保健學報》 1期 (2011/06) Pp. 42-57

https://doi.org/10.6204/JRSHP.2011.01.05

摘要

本研究主要目的在於探討高雄市大學生生活型態與運動鞋購買決策之研究。本研究採用問卷調查法，其研究對象為高雄市七間大專院校學生，共發放620份問卷，回收有效問卷為578份。統計方法透過描述性統計、因素分析、集群分析、區別分析、卡方檢定、單因子變異數分析方式進行統計分析。研究結果顯示：一、運動鞋購買品牌以Nike和adidas最多，購買地點以運動用品連鎖店（39.3％）最多，購買運動鞋頻率以半年至一年最多，認為最合理的運動鞋價格以1,001～2,000元最多。二、不同生活型態在性別、打工和運動習慣有顯著差異。三、不同生活型態在運動鞋購買決策之「需求確認」、「購買前方案評估」、「購買」題項有顯著差異。

關鍵字

運動鞋消費者 ； 生活型態 ； 購買決策

並列摘要

The purposes of this study were to explore College students' Lifestyle and Sport Shoes Consumer Decide Process (CDP) in Kaohsiung City. And then, to understand the College students' Sport Shoes consumer experience, and the difference of Lifestyle clusters for College students' background in Kaohsiung City, and the difference of Lifestyle clusters for Sport Shoes CDP. The samples of study are College students in Kaohsiung City, and used questionnaire survey to distributed 620 questionnaire, with 578 returned samples, the returned rate was 93.2%. The data was analyzed by Descriptive statistics, factor analysis, cluster analysis, discriminant analysis, Chi-square test, and one-way ANOVA. The results of this study were as follows: 1.Main brand for buy Nike and Adidas shose rate were 37.7％ and 23.9％. Main location for a chain of sport goods retail stores rate and special sport brand store were 39.3％and 26.5％. Main of how long time to buy was half-year to one year. Main of reasonable price was 1,001～2,000 NT. 2.Three Lifestyle clusters show that significant differences among ”gender” ”part time or not?” ”Regular or Non-regular Exercising ”. 3. Three Lifestyle clusters show that significant differences among ”Need recognition” ”Evaluation of alternatives” ”Purchase”.

並列關鍵字

Sport shoes of consumer ； Lifestyle ； Consumer Decide Process(CDP)