消費者對泳裝品牌形象之研究－以高雄地區為例

潘臆如 ； 黃美珍

《高師大體育》 13期 (2015/02) Pp. 75-93

https://doi.org/10.6305/PENKNU.2015.13.6

摘要

本研究旨在了解高雄地區消費者對泳裝品牌形象之現況，並探討不同背景變項之消費者在泳裝品牌形象之差異。研究工具為自編問卷，共回收有效問卷472份。問卷結果經描述統計、獨立樣本T檢定與單因子變異數進行資料分析後，獲致以下結果：一、高雄地區游泳消費者以女性、20-30歲、大學/大專學歷、運動頻率每月1至2次之消費者為主，品牌第一印象為Mizuno最高。二、游泳消費者對泳裝品牌形象僅達中等程度。三、不同職業、運動頻率、會員∕非會員、品牌印象的游泳消費者對泳裝品牌形象有顯著差異。根據本研究之結論提供以下建議：各泳裝業者應可加強行銷方式，以提高品牌形象，並注入創新元素，滿足消費者的需求，提昇消費者對品牌的認識，進而增加品牌競爭優勢與開發潛在消費族群。

關鍵字

泳裝 ； 品牌 ； 品牌形象

並列摘要

The purpose of this study was to find out the swimsuit brand image of consumers in Kaohsiung, and to discuss the different backgrounds of the discrepancies on brand image. Using the questionnaire as study tool, there were 472 valid questionnaires in total. After analyzing the data with Descriptive Statistics Analysis, independent-sample t-test and one-way ANOVA, the results were as listed: 1.The major consumer group in Kaohsiung was 20-30 year-old, female, university /college degree, exercise once to twice per month and favor Mizuno the most. 2. The scores of swimsuit brand image in this study were slightly over the average. 3. Occupation, exercise frequencies, membership and impression of brand were significant different with brand image. According to this study, suggestions are as follows: Each swimsuit brand should improve advertising and brand image, add in innovative ideas, enhance the brand awareness and meet consumer's needs to increase competitive advantage and develop potential customer.

並列關鍵字

swimsuit ； brand ； brand image