本研究主要探討青少年購買自行車品牌忠誠度影響因素,希望藉由統計資料的分析,達成下列的研究目的: 一、探討青少年消費行為與購買自行車品牌忠誠度之關係。 二、分析青少年對自行車品牌形象與自行車品牌忠誠度的關係。 三、瞭解青少年對自行車品牌認知反應是否干擾消費行為、品牌形象進而影響購買自行車品牌忠誠度。 本研究以台南市高中職校之青少年為研究對象,研究採用立意抽樣的問卷調查方式進行,回收有效問卷總計449份,利用SPSS軟體進行?述性統計分析、因素分析、信度分析、迴歸分析、層級迴歸分析等方法,進行研究及假設驗證。研究結果顯示自行車「品牌形象」對青少年消費者「品牌忠誠度」有顯著影響;青少年「消費行為」對「品牌忠誠度」有顯著影響;「認知反應」分別對「品牌形象」、「消費行為」影響「品牌忠誠度」的過程具有顯著的干擾效果。
This research mainly discussed the determinant factors on bicycle brand loyalty of adolescents, to achieve following research purposes through statistical analysis: 1. Discuss the relationship between consumption behaviors and bicycle brand purchased by adolescents. 2. Analyze the relationship between adolescents’ perception upon image of bicycle brand and loyalty of such brand. 3. Realize whether the perceived responses presented by adolescents intervened their consumption behavior and perceived image, and further influenced their loyalty of bicycle brand purchased. This research took adolescents from senior high and vocational schools in Tainan city as samples, and adopted questionnaire survey of purposive sampling, with 449 valid questionnaires recycled. Further, this research conducted analysis of descriptive statistics, factor analysis, reliability analysis, regression analysis and hierarchical regression analysis through SPSS to gain the result and verify hypotheses in this research. The results showed that the “brand image” of bicycle had significant influence on “brand loyalty” to adolescent consumers, and “consumption behavior” of adolescent had significant influence on “brand loyalty”, while “brand image” and “consumption behavior” influenced “brand loyalty” through significantly mediating effect of “perceived response.”