學生購買運動鞋之消費行為及品牌忠誠度調查－以虎尾科技大學學生為例

A Survey of Student’s Consumer Behavior and Brand Loyalty in Purchasing Athletic Shoes: A Case Study on the National Formosa University’s Students

張淑錦(Shu-Chin Chang)

指導教授 ： 黃信豪

國立虎尾科技大學/管理學院/工業工程與管理研究所/碩士(2010年)

摘要

現代的企業必須重視消費者真正的需求，在生產新產品時必須不斷的創新和改善，來保持長期性市場的佔有率及穩定性，所以企業的成功仰賴重複購買的消費者，這就是所謂的品牌忠誠度。近年來因國內運動休閒產業的盛行，使得國人對於有關於運動鞋的需求日漸增加，加上現在的大學生對於運動鞋愈來愈重視，因此在選擇運動鞋的品牌時都希望能夠展現個人獨特風格。本研究主要目的在於了解不同消費者特性在品牌信任、市場結構、產品特性及生活型態上是否有顯著差異以及現在的大學生對於運動鞋是否有品牌忠誠度。研究對象以國立虎尾科技大學學生進行抽樣，共得473份有效問卷樣本資料，並根據實際調查所得到的資料，利用SPSS for Windows 12.0版套裝軟體作為分析工具進行資料處理，使用的資料分析方法包括：信度分析、敘述統計分析與單因子變異數分析。

本研究經實證調查後發現不同性別及學院在市場結構中的報章雜誌廣告、價格促銷上都有顯著差異；且不同性別和零用金在市場結構中的廣告看板上有顯著差異；不同性別在產品特性中除了在品牌知名度上沒有顯著差異，在其它產品特性上都有顯著差異；不同消費者特性在生活型態方面都有部分顯著差異；不同學院在品牌信任方面有部分顯著差異；另外，在消費特性中的不同零用金，市場結構中的報章雜誌廣告，和產品特性中的顏色、品質、耐久性及舒適性上是有品牌忠誠度的。由此可知，學生在購買品牌運動鞋上是有忠誠度的。

關鍵字

消費者行為 ； 品牌忠誠度 ； 品牌信任 ； 運動鞋

並列摘要

Modern enterprise not only has to continuously improve and innovate its products, but also has to pay more attention to the real needs of the consumers in order to maintain long-term market share and stability. A key factor in business success is the repeat purchase of the consumer which is the so-called brand loyalty. Hence, the study of brand loyalty has received more and more attention recently.

Leisure and sport industries has booming in recent years because of the prevalence, so there is an increasing demand for athletic shoes, especially in college students. More and more college students choose brand athletic shoes in order to show their personal style. Therefore, the main purpose of this study is to find out if the student’s brand loyalty exists in purchasing athletic shoes and to investigate if there are significant differences in consumer’s characteristics on brand trust, market structure, product characteristics and lifestyle. A total of 473 valid questionnaires are obtained, and the SPSS software is used as an analytical tool for data analysis. Data analysis methods include reliability analysis, describes statistical analysis, and one-way ANOVA.

The result of this research shows that there is a significant difference on “advertising” and “price promotion” factors in the market structure between different student’s gender and college; there is a significant difference on “billboard” factors in the market structure between different student’s gender and amount of allowance; there is a significant difference on all the factors except “brand awareness” in the product characteristics between different student’s gender; there is partial significant difference on lifestyle among different consumer’s characteristics; there is partial significant difference on brand trust between different student’s college. Furthermore, this research finds out that the brand loyalty exists in the “amount of allowance” factor in the consumer’s characteristics； the “advertising” factor in the market structure；and the “colors”, “quality”, “durability”, and “comfort” factor in the product characteristics. In conclusion, students have brand loyalty in purchasing athletic shoes.

並列關鍵字

Consumer Behavior ； Brand Loyalty ； Brand Trust ； Athletic Shoes

參考文獻

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