Under Armour 購買者對品牌形象、知覺價值及購買意願之相關研究

本研究旨在探討臺北地區Under Armour購買者的品牌形象、知覺價值、購買意願之間的關係。本研究以問卷調查法進行研究，以臺北地區Under Armour購買者為主要對象，採便利抽樣調查方式，於2018年4月初至5月，於臺北地區9間專賣店進行發放問卷，總計獲得411份問卷，有效問卷為405份進行分析。並採取描述性統計分析、獨立樣本t檢定、單因子變異數分析、雪費事後考驗、皮爾森積差相關及多元逐步迴歸分析等統計方法進行資料分析，所得結論如下：臺北地區Under Armour購買者以男性、21~30歲之青壯年、大專以上學歷、未婚者居多；不同人口統計變項對品牌形象、知覺價值、購買意願皆有顯著影響；品牌形象、知覺價值、購買意願之間為影響關係；品牌形象及知覺價值對於購買意願具顯著的預測能力。

關鍵字

品牌形象；知覺價值；購買意願

並列摘要

This study discusses the correlation between the perception of Under Armour customers in Taipei towards their brand image, perceived value, and their purchase intention. Survey questionnaires are used to collect data, from Under Armour customers in Taipei, selected through random sampling. The questionnaires were distributed at nine Under Armour outlets in Taipei from early April to May 2018. A total of 411 questionnaires were collected, out of which 405 were valid. The analytical tools used include descriptive statistical analysis, Independent-Sample t Test, ANOVA, Scheffe Test, Pearson product-moment correlation coefficient (PPMCC), and stepwise linear regression analysis. The results show that Under Armour’s customers in Taipei are mostly single young men between the ages of 21 to 30 who have completed at least their tertiary education. Demographic variables have a significant impact on brand image perception, perceived value, and purchase intention. Brand image, perceived value, and purchase intention are directly correlated, in that brand image perception and perceived value are highly predictive of purchase intention. Hence, the findings of this study suggest that Under Armour could enhance their customers’ purchase intention by boosting their brand image and the perceived value of their merchandise. It could also expand its customer base through word-of-mouth.