以類神經網路探討影響台灣年輕族群運動商品購買意願之因素研究

本研究目的是以探討台灣年輕族群消費者影響運動商品購買意願之因素，並以國家文化、品牌來源國、品牌形象、知覺品質、知覺價值、贊助等等特質分析是否影響運動商品之購買意願。並透過發放問卷方式進行調查，問卷題項共有87題，共計發放300份問卷，實際回收271份，扣除無效問卷總計為240份，有效回收率為89%。本研究利用類神經網路模型中的多層感知模型（Multi-Layer Perceptron, MLP）作為本研究架構之模型及方法。根據研究結果發現，其14項自變數與運動商品購買意願這應變數皆有顯著影響。其中國家文化中的權力距離、集體主義、避免不確定性、長期導向、與品牌來源國5項項對於運動商品購買意願呈現負向影響。而國家文化中的男性主義、品牌形象中功能性、象徵性、經驗性、知覺品質的產品績效、服務性、聲望、知覺價值及贊助呈現正向影響，最後則提出本研究之貢獻與限制。

關鍵字

運動商品；購買意願；國家文化；品牌來源國；品牌形象；知覺品質；知覺價值；贊助

並列摘要

This study aims at investigating the purchase intentions of Taiwan young people for sport products by taking advantages of such factors as culture, impacts of country, brand image, perceived quality, perceived value and sponsorship. A survey questionnaire consisting of 87 questions was conducted among a sample of 300 respondents. From the total of 271 replied answers, only 240 answers (accounting for 89%) were valid to be used for the analysis stage. The study utilized the Multi-Layer Perceptron (MLP) model to evaluate the impacts of above factors on the purchase intentions of customers for sport products. The results show that 14 independent variables have significant influence on the customer's purchase intention for sport products. Five sub-factors of national culture including power distance, collectivism, long-term orientation, and uncertainty avoidance, and the impact of country have negative impacts on the purchase intention for sport products of Taiwanese young people. In the mean time, the sponsorship, masculinity under national culture factor, brand image including functionality, experiential and symbolic, perceived quality including performance, serviceability, and prestige show positive impacts on the dependent variable. Finally, this study provided remarkable contributions and some remained limitations.