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

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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 , Masters　　Advisor：陳人維　　

繁體中文

品牌忠誠度；品牌形象；消費者屬性重視度； brand loyalty ； brand image ； importance of consumer’s attribute

Abstract │ Reference (117) │ Times Cited (4) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

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.

Reference ( 117 ) 〈TOP〉

台中市政府主計處（2005）。2005年台中市商圈消費者喜好度調查報告調
連結：
石茱樺(2004)。消費者對休閒酒莊產品屬性偏好之研究。朝陽科技大學企業管理研究所碩士班，台中市。
連結：
李炳昭(1999)。台中地區高中學生運動鞋消費行為之研究。國立台灣師範大學體育研究所碩士論文，未出版，台北市。
連結：
張庭彰、何育敏（2008）。體育節目品牌形象、忠誠度影響之研究—以漢聲電台轉播中華職棒為例。真理大學運動知識學報，5，342-352。
連結：
彭小惠、陳全煌（2009）。中華職棒球隊品牌形象與球迷忠誠度之研究。臺灣體育運動管理學報，8，35-54。
連結：

Times Cited (4) 〈TOP〉

Altmetrics

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