應用決策實驗室分析法於運動休閒鞋消費者之購買決策關鍵評估因素分析

Analysis of Critical Evaluation Factors of Buying Decision-Making for Sneakers Customers Using DEMATEL

吳泓怡(Hong-Yi Wu) ； 陳挺豪(Ting-Hao Chen) ； 張洧銘(Wei-Ming Chang)

《運動健康休閒學報》 5期 (2014/06) Pp. 74-86

摘要

本研究係以某大型連鎖運動休閒鞋店之消費者為研究對象，使用決策實驗室分析法（DEMATEL），探討其購買決策評估因素間之因果關係與重要性。研究結果發現，運動休閒鞋專業消費者購買決策之前三項最重要關鍵評估因素為「產品樣式與設計」、「品牌」、及「品牌價值」；而「產品增值與否」為主要影響要素；「品牌形象」則為主要被影響要素。此外，運動休閒鞋一般消費者購買決策之前三項最重要關鍵評估因素為「產品包裝」、「品牌形象」、及「品牌」；而「避免一般產品」為主要影響要素；「產品包裝」則為主要被影響要素。故建議相關運動休閒鞋業者可優先從產品式樣創新與機能性設計作為發展策略，參與社會公益活動，藉以有效地塑造品牌形象，符合一般消費者需求趨勢；並利用提高限量鞋款之增值空間作為主要行銷計畫，以提昇品牌價值著手，俾以吸引更多專業消費者，創造更大之潛在商機。

關鍵字

運動休閒鞋 ； 決策實驗室分析法 ； 購買決策 ； 專業消費者 ； 品牌

並列摘要

This research is to focus on the consumers of a large-scale chain store of sneakers by using decision-making trial and evaluation laboratory (DEMATEL) to explore the importance and causal relationships among the evaluation factors of consumers' buying decision-making. From the research findings, for the prosumers' buying decision-making, it indicates that the top three critical evaluation factors are ＂product style and design＂, ＂brand＂, and ＂brand value＂; ＂increasing value of product＂ is the key ＂cause＂ factor influence others; and ＂brand image＂ is the key ＂effect＂ factor influenced by the others. In addition, for the common consumers' buying decision-making, it indicates that the top three critical evaluation factors are ＂product package＂, ＂brand image＂, and ＂brand＂; ＂unique product＂ is the key ＂cause＂ factor influence others; and ＂brand package＂ is the key ＂effect＂ factor. Consequently, the recommendations for the related businesses are as follows: enhancing product innovation of design and functionality as development strategy for the first priority; taking part in the activities of public service to build up product image and meet the trend of the common consumers' requirements; and making use of the increasing value of ＂limited quantity＂ as a main marketing plan to upgrade the product value for attracting more prosumers to enter the movement of sneakers collection and creating greater potential market share.

並列關鍵字

Sneaker ； DEMATEL (Decision-Making Trial and Evaluation Laboratory) ； Buying Decision ； Prosumer ； Brand