本研究旨在探討NIKE、Li-Ning籃球鞋品牌知名度與籃球鞋涉入程度對籃球鞋購買意圖之影響。本研究使用問卷調查法,以嘉義地區大學生從事籃球運動者為對象,並以NIKE、Li-Ning兩個品牌設計出兩種問卷,回收有效問卷為190份。本研究統計方式採用三因子變異數分析與集群分析探討變數間之關係。研究結果如下:消費者在不同品牌知名度與產品涉入程度不同時,對購買意圖皆有顯著差異;品牌知名度高低會影響購買意圖,當品牌知名度高時,消費者對NIKE的購買意圖會大於對Li-Ning的購買意圖;涉入程度高低亦會影響購買意圖,當涉入程度高時,消費者對NIKE的購買意圖會大於Li-Ning,而當涉入程度低時,消費者對NIKE的購買意圖會大於Li-Ning。本研究也提供相關行銷意涵。
The main purpose of this study was to explore the influence of brand awareness and product involvement on basketball shoes ( Nike, Li-Ning ) purchasing intention. Subjects were 200 college students selected by convenience sampling from Chia-Yi, and 190 questionnaires turned out to be valid. Three-way factorial ANOVA and Cluster Analysis were employed for data analysis. The results indicated that there were significant differences in purchasing intention based on different level of brand awareness and product involvement on; the level of brand awareness affects purchase intention; products involvement also affects purchase intention. Marketing implications were provided.