以計畫行為理論探討運動品牌購買意願影響之研究：以國中生為例

Purchase Intention of Sports Brands using Theory of Planned Behavior: the Case of Junior High School Students

白秀蓮(Hsue-Lien Pai)

指導教授 ： 呂慈恩

健行科技大學/商學院/國際企業經營系碩士班/碩士(2015年)

摘要

本研究探討國中生對於運動品牌的購買意願之影響，運動商品對於學生而言，每位學生都有購買運動商品的經驗及需求。現在的運動品牌商品不僅有各式各樣的流行款式與顏色，並講求其舒適性。除此之外，還針對不同的運動項目及運動型式，設計不同功能的運動商品，這讓學生也開始選擇在各種不同的運動項目時，使用不同運動商品，甚至在逛街或其他休閒活動也會穿著。因此，學生在選擇有品牌的運動商品行為上，是否會受到品牌認同或同儕的影響而購買運動品牌商品，這正是本研究所想要進行的探討。
因此，本研究主要探討品牌態度、主觀規範、知覺行為控制、品牌依附分別對於購買意願的影響。

本研究以問卷統計調查來分析結果，問卷對象以北區桃園市，新北市學校國中生為主，共計發放400份問卷，回收349份有效問卷，有效問卷回收率為87.25%。研究結果顯示如下：

1.品牌態度對購買意願不具顯著影響
2.主觀規範對購買意願不具顯著影響
3.知覺行為控制對購買意願具顯著影響關係
4.品牌依附對購買意願具顯著影響關係

關鍵字

計畫行為理論 ； 品牌依附 ； 品牌態度 ； 購買意願

並列摘要

This research investigated the influences of sports brands on purchase intention of junior high school students. Every student has the experiences and needs of purchasing sports products. There are not only various fashionable styles and colors but also comfortableness for present products of sports brands. Besides this, products are designed with different functions matched with each specific sports item and activity. Due to this, students start to choose different sports products in terms of different sports items, even they put them on when going out shopping or doing recreation activities. Thus, whether the brand identification or the peer preference has influences on students’ purchasing behaviors of products of sports brands was the purposed investigation of this research. As a result, this research focused on the individual impacts of brands attitudes, subject norm, perceived behavioral control, and brand attachment on purchase intention.

This research made use of Questionnaire Survey to analyze the results. The main questionnaire respondents were junior high school students from the north area of Taoyuan City and Xinbei City. The total delivered copies of questionnaires were 400, with 349 valid ones returned and 87.25% of effective responses. The research results showed as follows.

1. Brand attitude doesn’t have an obvious impact on purchase intention.
2. Subject norm doensn’t have an obvious impact on purchase intention.
3. Perceived behavioral contorl has an obvious impact on purchase intention.
4. Brand attachment has an obvious impact on purchase intention.

並列關鍵字

Theory of Planned Behavior ； Brand Attachement ； Brand Attitude ； Purchase Intention

參考文獻

中文部分

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