運動鞋消費者顧客忠誠度之研究

A Study of Customer Loyalty on Sport Shoes

張清源(Ching-Yuan Chang) ； 王俊明(Junn-Ming Wang) ； 程慧雯(Hui-Wen Cheng)

《休閒觀光與運動健康學報》 1卷1期 (2010/09) Pp. 14-32

https://doi.org/10.29504/JLTSH.201009.0002

摘要

本研究的目的：(1)比較不同背景變項運動鞋消費者在產品屬性、品牌形象和顧客忠誠度上的差異；(2)探討運動鞋的產品屬性和品牌形象對消費者顧客忠誠度的影響。本研究以台中市317位大學生為研究對象，其中男性包括257位、女性包括60位。本研究使用工具為「產品屬性量表」、「品牌形象量表」和「顧客忠誠度量表」。並將所蒐集的資料以描述統計、獨立樣本t考驗、單因子變異數分析、線性結構方程模式進行探討。研究結果發現：(1)不同性別和不同購鞋頻率的大學生在產品屬性和顧客忠誠度有差異存在。(2)不同運動鞋使用頻率的大學生在產品屬性、品牌形象和顧客忠誠度有差異存在。(3)運動鞋的產品屬性和品牌形象可以有效地預測顧客忠誠度。

關鍵字

台中市大學生 ； 產品屬性 ； 品牌形象

並列摘要

The purposes of this study were (1) to compare the difference of product attribute, brand images, customer loyalty among backgrounds; (2) to explore the prediction of product attribute and brand images on customer loyalty。There were 317 college students drawn from Taichung city. All the participants were administered with Product Attribute Inventory, Brand Images Inventory and Customer Loyalty Inventory. The collected data were analyzed by descriptive analysis, t-test (independent), one-way ANOVA and Structure Equation Modeling. The findings were as follows: 1. There was difference of product attribute and brand images with different gender and purchase frequency. 2. There was difference of product attribute, brand images, and customer loyalty with different frequency of use 3. The product attribute factor and brand images factor could validly predict customer loyalty factors.

並列關鍵字

college students of Taichung city ； product attribute ； brand images