運動鞋擺設方式之吸引力、商品組合、商品關注程度對銷售業績之相關研究：以臺北市銳跑商品經銷商店為例

A Study of Sport Product Display Attraction, Collocation, and Concerning on Reebook Sport Merchandise Sales

謝發銓(Fa-Chuan Hsieh) ； 蕭秋銘(Chiu-Ming Hsiao) ； 許義章(Yih-Jang Sheu) ； 呂佳霙(Doris Chia-Ying Lu) ； 王淑慎(Su-Sen Wang) ； 李秀華(Hsiu-Hua Li)

《大專體育學術專刊》 94年度 (2005/05) Pp. 170-178

https://doi.org/10.6695/AUES.200505_94.0016

摘要

本研究主要在於探討運動鞋擺設方式之吸引力、商品組合、商品關注程度對銷售業績之相關研究。本研究以問卷調查法進行調查來收集所需資料，問卷包含消費者基本資料、運動商品擺設方式之吸引力問卷、消費者對運動商品組合問卷及消費者對運動商品關注程度問卷。本研究以台北市四個銳跑商品經銷商店為界定，以18歲以上成年人、進入銳跑商品經銷商店購物者及進入銳跑商品經銷商店停留長達10分鐘以上者為研究對象，共390位消費者。資料處理採敘述統計及皮爾遜積差相關進行分析。本研究主要結論為：一、本研究之運動商品擺設方式之商品組合調查結果依序為銳跑商品／運動球鞋、銳跑商品／運動服、銳跑商品／籃球、銳跑商品／休閒背包、銳跑商品／有氧韻律服裝、銳跑商品／休閒鞋、銳跑商品／網球拍、銳跑商品／網球、銳跑商品／運動手錶、銳跑商品／太陽眼鏡、銳跑商品／攀岩器具、銳跑商品／腳踏車及銳跑商品／沐浴乳。二、運動商品擺設方式吸引力的調查結果依序為商品的色彩搭配、整體店面佈置、商品擺設與流行風潮、商品擺設位置設計、商品擺設高度設計、商品擺設方向設計、商品擺設角度設計、商品擺設與目前熱門的運動比賽、商品擺設與運動人物或明星海報搭配、商品擺設與聲光效果、商品擺設與影音效果及商品擺設與人體表現的搭配。三、消費者對運動商品擺設方式之吸引力、商品組合、商品關注呈顯著正相關（r=.37；.23，p＜.01）。同時，消費者對運動商品擺設方式之吸引力與商品關注呈顯著正相關（r=.38，p＜.001）。四、消費者經常在傳統體育用品店購買運動商品對商品擺設方式之吸引力與商品關注呈顯著正相關（r=.40，p＜.01）。此外，消費者在新潮運動用品專賣店消費時對商品擺設方式之吸引力、商品組合及商品關注呈現顯著正相關（r=.45＆.26＆.37，p＜.01）。五、消費者最常逛新潮運動用品專賣店之運動商品擺設方式之吸引力、商品組合及商品關注呈現顯著正相關（r=.42；.25，p＜.01）。研究結果也發現消費者在逛傳統體育用品店時對商品擺設方式之吸引力與商品關注呈顯著正相關（r=.49，p＜.01）。建議：一、商品擺設方式之吸引力能引起消費者對於運動商店的注意及入店動機，並促使消費者對運動商店之擺設及其對該商品留下深刻印象。所以建議銳跑經銷商店在商品擺設部分能針對顧客需求及喜好方面去做設計。二、以消費者而言，廣告媒體的運用與Point of Purchase（POP；例如：海報、布幕、招牌、旗幟等）管理運用，都能促使消費者對商品印象加深。所以建議銳跑經銷商店能增加商品曝光機率，並清楚告知商品明顯（確）價格、商品特性或是提升商店、購物場所或賣場氣氛，進而吸引消費者入店。

關鍵字

擺設之吸引力 ； 商品組合 ； 商品關注

並列摘要

The purpose of this study was to investigate the relationships between sport product display attraction, collocation, and concerning on Reebook Sport Merchandise Sales. The instruments of Individual Demographic Information, Sport Merchandise Display Attraction Questionnaire, Sport Merchandise Collocation Questionnaire, and Concerning of Sport Merchandise Scale were used to collect data. The date collection was located on 4 different stores of Reebook Sport Merchandise in Taipei City. The subjects entered and stop the stores of Reebook Sport Merchandise for 10 minutes that were considered target subjects. There were 390 subjects who were above 18 years old. The statistical methods for data analysis in this study included t-test, one-way ANOVA, Pearson Correlation Coefficient, and Regression. The results of this study were: The results from the study of Sport Merchandise collocation was Gym Shoes, Gym suit, basketball, Bags Packs, Sport Wears, Leisure-Shoe's, Tennis Racket, Tennis Ball, Sport Watch, Polaroid, rock-climbing appliance, Bicycle and Bath Foam. There was significantly positive relationship between display attraction, Sport Merchandise collocation, and Concerning of Sport Merchandises(r= .37; .23, p＜ .01). Further, display attraction of Sport Merchandises was significantly positive correlated to Concerning of Sport Merchandises(r= .38, p＜.001). For consumers' shopping in traditional shops, there was significantly positive relationship between display attraction, Sport Merchandise collocation, and Concerning of Sport Merchandises(r= .40, p＜.01). And for consumers' shopping in specialty shops, there was significantly positive relationship between display attraction, Sport Merchandise collocation, and Concerning of Sport Merchandises(r= .45 & .26 & .37, p＜.01). According to the results from the regression model, the factor of sport merchandise collocation was a major component of shopping for consumers(r= .42; .25, p＜.01). And the result also found that for consumers' shopping in traditional shops, there was significantly positive relationship between display attraction and Concerning of Sport Merchandises(r= .49, p＜.01). There was positive significant traditional shops for consumers' shopping on sport merchandise display attraction and concerning of

並列關鍵字

sport merchandise display attraction ； sport merchandise collocation ； concerning of sport merchandise