品牌形象與產品屬性影響消費者 購買公路自行車行為之研究－以新竹地區為例

Abstract

近年來全球的資訊流通快速，讓一般大眾更能接觸到有關公路自行車的相關賽事，而且隨著增進健康等因素，也帶動了國內使用自行車通勤與進行賽事活動的風氣，進而刺激了國內公路自行車相關產業的市場需求。本研究採用人口統計變數、品牌形象與產品屬性變數分析公路自行車消費者的消費行為，為了得知如何有效的去行銷公路自行車這項產品。

本研究採用問卷調查法來蒐集資料，以HBC模式做為消費者行為的理論架構，藉由人口統計變數與公路自行車之產品屬性、品牌形象、購買動機、資訊來源與消費實態等變數對消費行為進行分析。本研究採因素分析、變異數分析、卡方檢定、迴歸分析等統計方法，並使用統計軟體SPSS 做為分析工具。

研究結果顯示： 1. 品牌形象變數與消費者購買公路自行車之間並無關聯 2. 公路自行車產品屬性中的「售後服務與品質」、「外觀設計」，會正向影響消費者願意花費較高的價格購買公路自行車；產品的「廣告與贈品」則反之。

In recent years, most people can contact fast about bicycle race more easily. The raise of popular on healthy make people interested in riding road bicycle and join the road bicycle race activities which have boost the market demand for road bicycle industry. The aim of this study is to know how to effective marketing the road bicycle, using the demographic variables, brand image, product variables to analyze the consumer behavior.

This study uses questionnaire to collect data, adopts HBC Model as the basic frame of consumer behavior and use demographic variables, purchase motive variable, sources of information, product properties and consumption reality variables to analyze consumer behavior. All data analyzed with following methods: factor analysis, ANOVA analysis, Chi-square test and Regression analysis. Using SPSS as a statistic tool. The results are showing as follows： 1. There is no related between the consumer behavior to brand image 2. Consumers will spend higher price on the road bicycle due to “Service and Quality” and”designs” of the product properties, but not due to”advertising”