運動產品之品牌聯想、品牌屬性及品牌利益對購買行為影響之研究

A Research of the Effect of the Brand Associations, Brand Attributes, and Brand Benefits for Purchasing Behaviors of Sporting Goods

陳鳳嬌(Feng Chiao Chen)

指導教授 ： 周少凱

嶺東科技大學/管理學院/國際企業研究所/碩士(2014年)

https://doi.org/10.6823/LTU.2014.00086

摘要

由於品牌概念逐漸被消費者所重視，品牌對於顧客的購買決策和判斷有著關鍵的影響力，因此，消費者在購買商品時，不僅只考量到產品所帶來的功能，同時也會考慮到產品品牌所帶來的其他利益，而此利益包括了心理層面及情感層面，甚至是象徵性的意義，因此品牌的經營對企業而言可說是一項重要的策略。本研究藉由探討運動產品之品牌聯想、品牌屬性及品牌利益與購買行為之關係。
本論文探究「運動產品之品牌聯想、品牌屬性及品牌利益對購買行為影響」，以知名運動品牌之消費者為研究對象，採用問卷調查方式，共發放500份問卷，回收有效問卷362份，主要是使用SPSS統計軟體來進行敘述性統計分析、信度分析、效度分析、因素分析、t檢定及變異數分析、迴歸分析等研究方式.
本研究結果包括：(一) 消費者所知覺之品牌聯想與購買行為有顯著正向影響。(二) 消費者所知覺之品牌屬性與購買行為有顯著正向影響。（三）消費者所知覺之品牌利益與購買行為有顯著正向影響。由此可發現，對於運動品牌而言，若能透過建立良好品牌形象，藉此提升消費者對品牌的聯想程度及其所獲得的利益，對於購買行為將有正向助益。

關鍵字

品牌聯想 ； 品牌屬性 ； 品牌利益 ； 購買行為 ； 運動產品

並列摘要

Due to the brand concept had been valued by the consumers; it plays a critical effect in purchasing decision and judgment. Thus, when the consumers purchasing goods, they were not only consider the function of the goods, but also consider the benefits of the goods. And the benefits cauld include the psychological and emotional dimensions, even just to be the symbolic meaning. As a result, the brand management would be an important strategy for the enterprises. The research tried to explore the brand associations, brand attributes, brand benefits, and brand benefits for purchasing behaviors of sporting goods.
This theme, “A Research of the Effect of the Brand Associations, Brand Attributes, and Brand Benefits for Purchasing Behaviors of Sporting Goods.”, adopts questionnaire interview, which was conducted with convenience sampling. There were 500 questionnaires be distributed, and 362 valid copies were collected. This survey mainly adopted SPSS statistical tool to process analytical methods, such as descriptive statistical analysis, reliability analysis, validity analysis, exploratory factor analysis, t-test, ANOVA, regression analysis, and more.
The study reveals that (1) " Brand Associations " had a positive effect on "Purchasing Behaviors"; (2)"Brand Attributes" had a positive effect on "Purchasing Behaviors "; (3)"Brand Benefits" had a positive effect on "Purchasing Behaviors".
Basing on the findings, sporting goods dealer were suggested to build brand associations, brand attributes and brand benefits. In this way, purchasing behaviors will be expected.

並列關鍵字

Brand Associations ； Brand Attributes ； Brand Benefits ； Purchasing Behaviors ； Sporting Goods

參考文獻

參考文獻

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