品牌形象對運動休閒鞋之購買行為影響之研究-以新竹市大學學生為例

Abstract

隨著經濟的起飛，科技的進步，國民的生活水準越來越高，運動與休閒活動逐漸成了人們生活中不可或缺的一部分。因此除了專業的運動員之外，一般的民眾對於健康休閒活動的投入帶起了全民運動的風潮。每一項運動所需要的服裝、配件、器材、鞋子等等皆不盡相同，隨著運動人口的增加，運動休閒鞋業者的商機也越來越龐大。然而依照不同的運動休閒活動，消費者對於運動休閒鞋已經有超越機能和專業性的考量。多功能性以及外觀的設計方面受到了流行服飾的影響。也因此運動休閒鞋業者越來越重視市場行銷，除了知名的國外品牌廠商，龐大的商業利益和市場需求逐漸吸引了新的市場競爭者，各個廠商如何精準的對於目標客群進行銷售，增加品牌價值成了未來的時尚運動潮流。

本研究針對運動休閒鞋進行研究，探討品牌形象與消費者購買行為之關係，了解品牌形象是否確實會影響消費者的購買行為，以新竹市大學學生為調查對象，利用問卷的方式進行採樣，回收問卷結果之後使用因素分析、卡方檢定、變異數分析、迴歸分析等統計方法對樣本進行資料分析。

研究結果顯示，運動休閒鞋消費者的人口統計變數和資訊來源有顯著的差異。而在品牌形象和產品屬性上則部分有顯著差異。而品牌形象和運動休閒鞋消費者的購買意願呈現正相關。

因此本研究建議運動休閒鞋業者可以針對不同的消費族群訂定不同的市場區隔策略，或透過與知名運動員或名人等進行代言以吸引更多消費者，增加消費者對品牌之熟悉度，並於未來透過虛擬通路增加市場行銷的潛力。

With the development of economics and improvement of technology, people can live a better life than before. Therefore, exercise becomes part of daily life for the masses. Exercise is not synonymous with athletes, it has become an emblem of health, lifestyle, and a regular part of life for people. In addition, different kinds of sports require different types of clothes, equipments and shoes. More and more people doing exercise bring more money in this market. However, the consumers would ask more than just the functions of the shoes. Multi-functional and the outlooking of the shoes are more important, which makes a company focus on marketing. Besides some famous companies, there are a lot of competitors that enter the market because of booming business opportunity. The question is how to send the accurate message to target audience and earn the brand value in the future.

This study focuses on the relationship of brand image and consumer behavior of sports shoes, in order to know if the brand image will affect consumer behavior. The questionnaires were collected form college students in Hsinchu city. After that the data would be analyzed by factor Analysis, Chi-Square Test, One way ANOVA analysis and Regression analysis.

The results of the study show that the consumers of sports shoes have difference in source of information. brand image and product attributes. The brand image has positive correlation to the consumer’s intention to buy.

Finally, this study suggests that the companies can focus on several target groups to do market segmentation and to develop different market strategies. They even can use some famous athlete or famous people to speak for the products to attract more consumers. Moreover, virtual channels are becoming one of the most important markets in the future.