運用跨層次分析探討影響運動商品購買意圖之研究

A Cross Level Analysis of Purchase Intention in Sport Goods

詹剛輝(Kang-Hui Chan)

指導教授 ： 呂慈恩

健行科技大學/民生與設計學院/國際企業經營系碩士班/碩士(2021年)

摘要

2020年受到嚴重特殊傳染性肺炎(COVID-19)疫情影響，改變了人們的生活型態，民眾對於健康及運動意識提升，加上政府在各地增建國民運動中心，健身房也如雨後春筍般的成立，讓民眾在運動時可以更加便利、更加安全，也因而帶動運動相關商品的需求。在消費者自我意識的提升，選擇喜好的運動品牌商品除了考量商品功能外，更在意品牌的象徵性所帶來的直接且主觀的感受，當品牌形象與商品品質的一致性與消費者期望相符合時，是否會激發消費者的購買意圖？而在產品知識與品牌真實性的影響下，消費者的購買意圖又會是如何？
本研究主要以計畫行為理論探討消費者對運動品牌商品的購買意圖，從消費者與企業組織兩個層面，分別探討自我一致性理論、產品知識、品牌真實性對計畫行為理論與購買意圖之影響。本研究以問卷統計調查來分析結果，共計510份問卷，回收494份有效問卷，有效問卷回收率為96.86%。

關鍵字

計畫行為理論 ； 自我一致性理論 ； 產品知識 ； 品牌真實性

並列摘要

In 2020, affected by the severe special infectious pneumonia (COVID-19) epidemic, people’s lifestyles have been changed. People’s awareness of health and exercise has increased. In addition, the government has built additional national sports centers in various places, and gyms have sprung up. , So that people can be more convenient and safer when exercising, and thus drive the demand for sports-related products. In the promotion of consumer self-awareness, in addition to considering the function of the product when choosing a favorite sports brand, it is more concerned about the direct and subjective feelings brought about by the symbolism of the brand. When the consistency of the brand image and the quality of the product is in line with consumer expectations Will it stimulate consumers’ purchase intentions? And under the influence of product knowledge and brand authenticity, what will consumers' purchase intentions be?
This research mainly discusses consumers’ purchase intentions of sports brand products based on the theory of planned behavior, and discusses the theory of self-consistency, product knowledge, brand authenticity and the theory of planned behavior and purchase intention from the two levels of consumers and corporate organizations. The impact. This study analyzed the results by questionnaire statistical survey. A total of 510 questionnaires were collected and 494 valid questionnaires were returned. The effective questionnaire recovery rate was 96.86%.

並列關鍵字

Theory of Planned Behavior ； Self-Congruity Theory ； Product Knowledge ； Brand Authenticity

參考文獻

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