Nike與Adidas之球鞋消費者屬性重視度對品牌形象與品牌忠誠度關係之研究-以一中及逢甲商圈為例

The relationship between consumer’s attribute and “brand image and brand loyalty” on Nike and Adidas sports shoes – a case study made in Yi Zhong and Feng Jia Business Districts

謝岱麟(Tai-Lin Hsieh)

指導教授 ： 陳人維

朝陽科技大學/管理學院/休閒事業管理系/碩士(2011年)

摘要

本研究旨在探討Nike與Adidas之球鞋消費者屬性重視度對品牌形象與品牌忠誠度關係之研究。本研究係以「探討Nike與Adidas球鞋之球鞋消費者屬性重視度對品牌形象與品牌忠誠度關係 之調查問卷表」為資料蒐集工具。於2011年3月28日至4月28日在台中市一中及逢甲商圈等場地，以立意抽樣法針對現場球鞋消費者進行問卷調查。問卷總計發出350份問卷，回收扣除無效問卷後共得300份，有效回收率為85.7%。所得資料經描述性統計、獨立樣本t檢定、單因子變異數分析、簡單回歸分析、多元逐步迴歸分析進行資料分析後，研究結果如下：一、球鞋消費者以男性居多、年齡多介於21~25歲間、教育程度以大學(專)為主、職業多為學生、每月收入平均以10,000元以下居多、消費者多以Nike品牌為購買優先考慮、平均每年購買1~3雙球鞋，且每次購買每雙鞋的消費金額平均在3000元以下。二、不同性別在球鞋消費者屬性重視度、經驗性達顯著差異；不同年齡層在球鞋消費者屬性重視度、行為忠誠顯著差異；不同學歷在象徵性及功能性、行為忠誠顯著差異；不同職業在象徵性與功能性顯著差異；不同月收入在經驗性與象徵性顯著差異。三、當球鞋消費者對球鞋的屬性感到愈滿意時，也會對該球鞋的品牌形象的正面觀感也愈高；當球鞋消費者對於該品牌的品牌形象愈好時，對於該品牌的品牌忠誠度也會愈高。

關鍵字

品牌忠誠度 ； 品牌形象 ； 消費者屬性重視度

並列摘要

The purpose of this research is to probe the relationship between consumer’s attribute and “brand image and brand loyalty” on Nike and Adidas sports shoes. The research was made through questionnaire as an information collecting tool.From March 28, 2011 to April 28, 2011, a questionnaire was randomly given to the sports shoes consumers on-the-spot in Yi Zhong and Feng Jia Business Districts. Total 350 copies of questionnaire were given. After deducting the invalid questionnaires, total 300 copies were returned. The valid return ratio was 85.7%. After the collected information was analyzed through descriptive statistics, independent sample T-test, one-way ANOVA and，Person correlation，and simple regression analysis, the research results showed: 1. For sports shoes consumers, males aged between 21~25 were in the majority. Most of them were college students with an average monthly income less than NT$10,000. Their first choice was Nike brand. Averagely, they purchased 1~3 pairs of shoes every year at an average consuming amount below NT$3,000. 2. For sports shoes, different sexes had an obvious difference on consumer’s attribute and experience, and different age groups had an obvious difference on consumer’s attribute and behavior loyalty. Those with different educational backgrounds had an obvious difference on symbol, function and behavior loyalty. Those with different occupations had an obvious difference on symbol and function. Those with different monthly incomes had an obvious difference on experience and symbol.
3. When a spots shoes consumer became more satisfied with sports shoes attribute, he also had a higher and positive view on the brand image of said sports shoes. When the sports shoes consumer had a better impression on the brand image of said brand, he had a higher brand loyalty toward said brand.

並列關鍵字

brand loyalty ； brand image ； importance of consumer’s attribute

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