本研究以EKB模式作為消費者購買決策之基礎,探討消費者的生活型態、自我概念對運動慢跑鞋購買決策之關係。本研究採用問卷調查法進行,抽樣方式以便利抽樣方法為之,抽樣的地區範圍以臺灣中部地區的消費者為受訪對象。所蒐集的資料以因素分析、集群分析、卡方檢定、單因子變異數分析進行統計量檢定。 結果顯示,運動慢跑鞋之消費者可透過生活型態變數獲得有效的市場區隔群,分別為『品味成就型』、『獨立社交型』與『嚴謹健身型』,不同市場區隔群在購買決策中僅對產品重視屬性的『功能特性』、『流行與代言』、『外觀與價格』具顯著差異。至於在購買動機、資訊來源、品牌偏好、預算金額、購買通路、購買頻率等則不具顯著性。 在消費者自我概念方面,研究結果顯示,消費者自我概念對產品重視屬性的『功能特性』、『流行與代言』、『外觀與價格』、『品牌知名度』具顯著差異,再者也對品牌偏好有顯著差異。至於在購買動機、資訊來源、預算金額、購買通路、購買頻率等則不具顯著性。
This study is based on the EKB model which discusses the relationship between consumer lifestyle and self-concept to decision-making in purchasing jogging shoes. The study uses questionnaire survey and uses the convenience sampling as the sampling method. We take the consumer in the central part of Taiwan as the population. The collected data will be statistically analyzed by factor analysis, cluster analysis, chi-square test and single factor variance analysis. The result shows that consumers of jogging shoes can obtain effective market segmentation through life type variables, namely "taste achievement type", "independent social type" and "rigorous fitness type". Different market segment groups purchase the "functional characteristics", "popular and endorsement", "appearance and price" of the product are only significant in the decision making. As for the motives to purchase, sources of information, brand preferences, budget amount, purchase channels, purchase frequency, etc. are not significant. In terms of consumer self-concept, the results of the study show that the consumer self-concept has significant differences in the "functional characteristics", "popular and endorsement", "appearance and price", "brand awareness" There are significant differences in preferences. As for the motives to purchase, sources of information, budget amount, purchase channels, purchase frequency, etc. are not significant.