運動品牌消費者購買決策因素之研究

The Study of Purchasing Decision Factors for Sportswear Consumers

楊尚銘(Shang-Ming Yang)

指導教授 ： 陳國嘉

共同指導教授 ： 劉自強(Z-JOHN LIU)

嶺東科技大學/商管學院/企業管理系碩士在職專班/碩士(2023年)

摘要

本研究主要探討運動品牌消費者購買決策因素有那些，本研究採取量化研究，進行問卷施測後共收回有效問卷204份。本研究經由信度分析、相關分析、變異數分析及迴歸分析等實證統計方法，發現重要結論：
一、所有運動品牌消費者購買決策因素之研究之Cronbach’s α值0.808符合文獻研究問卷之信度標 準。
二、最重要的運動品牌消費者購買決策因素有穿著舒適度、產品價格、運動需求、產品促銷活動、及產品功能等。
三、受訪者多數購買運動知名品牌產品，尤其是NIKE及ADIDAS。
四、不同性別受訪者在產品功能、符合時尚潮流、受意見領袖/代言人影響、受朋友/家人影響與品牌忠誠度等因素看法上有顯著差異。
五、不同年齡受訪者在產品價格、產品功能、產品獨特性/限量版、符合時尚潮流與品牌忠誠度等因素看法上有顯著差異。
六、不同教育程度受訪者在產品價格與運動需求等因素看法上有顯著差異。
七、不同行業受訪者在產品價格、穿著舒適度、產品功能、產品獨特性/限量版、符合時尚潮流、受意見領袖/代言人影響、受朋友/家人影響與品牌忠誠度等因素看法上有顯著差異。
八、不同婚姻狀況受訪者在產品功能、產品獨特性/限量版、符合時尚潮流、受朋友/家人影響與品牌忠誠度等因素看法上有顯著差異。

關鍵字

運動品牌 ； 品牌管理 ； 購買決策

並列摘要

This research mainly explores the purchase decision-making factors of sports brand consumers. This research adopts quantitative research. After the questionnaire is administered, a total of 204 valid questionnaires are collected. Through empirical statistical methods such as reliability analysis, correlation analysis, variance analysis and regression analysis, this study found important conclusions:
1.The Cronbach's α value of 0.808 is in line with the reliability standard of the literature research questionnaire.
2.The most important decision-making factors for consumers of sports brands are comfort, price, needs, product promotion, and product functions.
3.Most of the respondents buy products from well-known sports brands, especially NIKE and ADIDAS.
4.Respondents of different genders have significantly different views on factors such as product function, conformity to fashion trends, influence by opinion leaders/spokespersons, and influence by friends/family and brand loyalty.
5.Respondents of different ages have significant differences in their views on factors such as product price, product function, product uniqueness/limited edition, conformity to fashion trends and brand loyalty.
6.Respondents with different education levels have significant differences in their views on factors such as product price and their sporting needs.
7.Respondents in different industries have significant difference on views regarding factors such as product price, wearing comfort, product function, product uniqueness/limited edition, conformity to fashion trends, influence by opinion leaders/spokespersons, influence by friends/family and brand loyalty.
8.Respondents with different marital status have significant differences in their views on factors such as product function, product uniqueness/limited edition, conformity to fashion trends, influence by friends/family, and brand loyalty

並列關鍵字

Sportswear ； Purchasing Decision ； Brand Management

參考文獻

一、中文文獻

1. 戴維儂(2006)，產品經理的第一本書，台北市：麥格羅希爾。

2. 洪順慶著(2006)，臺灣品牌競爭力：臺灣企業從代工走向自創品牌的策略，台北市：天下雜誌出版。

3. 高登第譯(2001)，品牌管理（哈佛商業管理評論精選）台北市：天下遠見出版，民90。

4. 施振榮著 (2005)，全球品牌大戰略—品牌先生施振榮觀點，台北市：天下雜誌出版。