青少年在運動鞋探索性購買行為傾向量表之跨國研究

Cross-National Analysis of Adolescent Exploratory Consumer Buying Behavior in Athletic Footwear Inventory

陳美燕(Mei-Yen Chen) ； 謝立文(Li-Wen Hsieh) ； 葉允棋(Yun-Ci Ye)

《行銷評論》 4卷4期 (2007/12) Pp. 401-420

https://doi.org/10.29931/MR.200712.0002

摘要

15歲到20歲的青少年一直是從事規律運動最主要的族群之一，而逛街和購物也是青少年重要的休閒活動，因此，他們也是運動鞋的重要消費族群之一。運動行銷人員通常會將運動鞋廣告的對象鎖定青少年，認爲他們有較多的時間注意運動休閒相關資訊。再者，青少年族群的消費習慣通常是喜歡轉換品牌，容易接受創新性的產品與資訊，且承擔知覺風險程度也較高，這些都屬於探索性購買行爲的傾向。因此，本研究以多群體的分析方法，瞭解探索性購買行爲的不變性檢定。本研究對象爲臺灣、美國和法國的青少年，有效樣本數共計爲936份，而量表先以倒譯法進行信度檢核，在分別以因素分析建構其效度。最後，以結構方程模式來驗證探索性購買行爲傾向量表在不同國家的青少年樣本中是否具有不變性。研究結果顯示，該量表具有因素不變性，顯示量表題項具有良好的測量基礎。此外，研究結果也發現該量表違反結構不變性，表示在不同群體間對於潛在構念的反應態度具有差異性，因此未來研究將可以針對此項缺口進行模式修正與樣本調整。

關鍵字

探索性購買行為 ； 測量不變性 ； 多群體分析

並列摘要

Adolescents are target customers buying sport footwear and are usually considered consumers who like to switch brands, are likely to accept new products and information, and have higher exploratory buying tendency. The purpose of this study was to examine the measurement invariance of the exploratory buying behavior tendency (EBBT) for athletic footwear across Taiwan, France and USA adolescents. There were 936 valid subjects, and back-translation method was used in advance to ensure the wording equivalence across three languages. Based on the results of multi-groups analysis, EBBT was factorial invariance across the three groups, which indicated that the items were good for measurement basis. However, the factor structure was not invariance across the three groups. This suggested that the latent constructs might be response in a different way for Taiwan, France and USA adolescents. Consequently, future studies using the EBBT for athletic products should first confirm its factor structure on the specific sample employed before proceeding to test major research hypotheses.

並列關鍵字

Exploratory Buying Behavior ； Measurement Invariance ； Multi-groups Analysis

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