青少年購買運動鞋考量因素及品牌忠誠度之研究

The Sports Shoe Buying Determinate Factors of Young People and Their Brand Loyalty

林樹旺(Shu-Wang Lin) ； 黃宗成(Tzung-Cheng (T. C.) Huanh)

《大專體育學刊》 5卷2期 (2003/12) Pp. 77-90

https://doi.org/10.5297/ser.200312_5(2).0006

摘要

台灣曾享有「製鞋王國」及「運動鞋王國」的美譽，雖然製鞋工業在台灣已快成「夕陽工業」，然而在整個製鞋工業中，運動鞋的設計與製造卻屹立不搖。但是近年來，在運動休閒鞋的市場上，歐美進口品牌在積極的行銷策略下漸漸成為市場上的主流，國內業者在台灣有限的消費人口且競爭激烈的環境之下，應如何掌握消費者的動向，擬定有效的行銷策略，使企業立於不敗之地，是必要且值得探討的。本研究基於此，乃對青少年之基本特性、購買運動鞋考量因素、品牌忠誠度、及之間的關係進行探討。期能藉此研究的發現，提供廠商擬定行銷策略之參考。本研究發現青少年所重視的部分仍然在鞋子本身的價格、品質與設計。廠商對較考量「價格」因素的顧客，比較難建立其品牌忠誠度；而對較考量品質包括「有形產品特徵」及「無形產品內涵」因素的顧客較易建立其品牌忠誠度。因此，本研究建議製造商可在運動鞋品質與設計方面多加投資，以創新、流行、特色，並以物有所值的運動鞋產品培養顧客對其品牌之忠誠度。

關鍵字

運動鞋 ； 購買考量因素 ； 品牌忠誠度

並列摘要

Taiwan was once described as the Shoe Making Kingdom and Sports Shoe Kingdom. Although Taiwan’s shoe manufacturing industry is in decline, selling sports shoes is still big business. In recent years, European and American sports shoe companies have carried out aggressive marketing campaign directed at the sports shoe market in Taiwan. Domestic sports shoe manufactures face extreme competition for a share of the limited market. Therefore, understanding market trends and mapping out a more effective marketing strategy for the domestic product are both vitally important for the survival of Taiwan’s sports shoe industry. This research seeks to examine the relationship between the young sports shoe buyer’s attributes, their sport shoe buying and brand loyalty. The research was designed to determine the level of importance that young people place on the price of sport shoes, quality, brand and design of the shoe itself. Buyers driven by price are not an easy target to build brand loyalty. On the contrary, a company stands a chance of obtaining the loyalty of those customers who indicate that they care a lot about “tangible product features” and “intangible product characteristics”. Therefore this research suggest sports shoe manufacture place their concern and investment on the design of sports shoe with research to target design features that are valued enough that domestic products will be compared with off-shore competition and found superior given features, quality and price.

並列關鍵字

sports shoe ； determinate factor ； brand loyalty

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