促銷方式對台北市消費者購買運動服飾意願影響之研究

近年來全球運動風氣蓬勃發展，其中台灣以騎乘自行車與慢跑的風氣最為興盛，運動休閒人口大幅提升，促使運動產業成為一個龐大的新興市場，連帶著驅動運動服飾、鞋類、配件、健身器材、競賽活動等相關商機，不論是從事何種運動類型，服飾類是最不可或缺的基本配備，然坊間運動服飾之品牌、功能、價格、設計迥異，故本研究深入探討不同促銷方式，對於消費者購買運動服飾意願之影響程度。本研究採用哈佛修正模式之消費者決策程序作為研究架構，研究變數包含：人口統計變數、產品屬性、促銷方式與購買意願，共四個主要變數；研究的樣本資料乃透過網路問卷發行，調查對象為曾購買運動服飾之台北市消費者，共發放478份問卷，其中有效問卷數為445份；其後採用SPSS統計分析軟體進行因素分析、卡方檢定、t檢定、變異數分析以及迴歸分析。研究結果顯示，不同人口統計變數對於運動服飾產品屬性的重視程度、購買意願與促銷方式皆有顯著的差異，而促銷方式對於消費者購買運動服飾的意願有正向的關聯，本研究根據此一結果做進一步的分析，並在最後提出對行銷管理方面的實務建議，以供業者作為參考。

關鍵字

運動服飾；促銷；購買意願

並列摘要

Recent years, exercising becomes a more and more popular activity in the world. An increasing number of populations engaging in leisure and sports make sports industry a huge emerging markets. In addition, related merchandises such as sportswear, shoes, accessory and equipment are driven by this trend and bear highly potential growth business. It is worth mentioned that, among all the merchandises, sportswear is the most essential one when it comes to do sports. However, there are various kinds of brands, functions, price or designs in sportswear industry. Therefore, this study focuses on how different promotion methods can influence the consumer purchase intention. This study adopts Harvard correction mode in consumer decision-making process as the research framework. The research variables include demographics, product attributes, promotions and purchase intention. The study’s sample investigates from the consumer in Taipei city via Internet. The total number of questionnaires collected is 478, in which 445 of them are effective. The study use SPSS as statistical analysis tool. The result shows that different demographics have the significant impact on product attributes of sportswear, purchasing intention and promotion method. Promotion method has the positive impact on the purchase intention. Based on the results, the study provides managerial suggestion to marketing management for practical use.