台灣地區消費者在有氧韻律服品牌形象認知之研究－以不同職業類別女性消費者為例

本研究主旨在瞭解台灣地區使用有氧韻律服的消費者中，以不同職業類別之女性消費者去探討，消費者對有氧韻律服品牌形象的感受，是否有所不同。從各職業類別的女性消費者選購NIKE、PUMA、灰姑娘、TOUCHAERO及力屋時，對該品牌形象之差異比較。以「台灣地區消費者在有氧韻律服品牌形象認知之調查問卷－以不同職業類別女性消費者為例」為工具；研究對象為北區、中區與南三區女性消費者並進行問卷發放，三區共發放750份問卷進行調查；資料處理以描述性統計分析消費者背景變項及屬性上的表現，並以雙因子獨立樣本多變量變異數(Two-way MANOVA)瞭解職業類別變項及各韻律服品牌在不同形象上之表現。結果發現職業類別變項與有氧韻律服品牌交互作用達顯著，進一步以事後比較Duncan法，探討各職業類別中與各品牌彼此於形象構面上表現有所不同；因此，各職業類別女性消費者對於有氧韻律服品牌在形象三構面認知有所差異。

關鍵字

消費者；有氧韻律服；品牌形象；女性消費者

並列摘要

This study was to investigate the factors that female consumers concern the brand image of aerobic clothing by the occupation in Taiwan. The study discussed the difference of famous brands like NIKE, PUMA, Cinderella, TOUCH AERO and POWERHOUSE while taking occupation into consideration. The questionnaire was used to gather data. This survey distributed consumers into three areas in Taiwan, which include north Taiwan, central Taiwan and south Taiwan. We send out 250 questionnaires to do the investigation. The collected data were be analyzed the demographics, attributes of image and image importance with descriptively statistics. Besides, Two-way MANOVA was applied to analyze the difference between different aerobic clothing brands and the demographics. According to the finding, there is an apparent effect on the interaction that between demographics and aerobic clothing brands. This result reflects that demographics and aerobic clothing brands have influence with each other.