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dc.contributor.author张惟智en_US
dc.contributor.authorChang, Wei-Chien_US
dc.contributor.author陈光华en_US
dc.contributor.authorChen, Quang-Huaen_US
dc.date.accessioned2014-12-12T01:32:14Z-
dc.date.available2014-12-12T01:32:14Z-
dc.date.issued2008en_US
dc.identifier.urihttp://140.113.39.130/cdrfb3/record/nctu/#GT079637532en_US
dc.identifier.urihttp://hdl.handle.net/11536/43060-
dc.description.abstract运动鞋产业发展悠久,是稳定成长的产业。但随着新技术、新材质的运用。使得运动鞋的种类范畴越来越广。此外,各大知名运动品牌与各大职业运动合作,设计推出了许多限量、酷炫的新潮商品,也替运动鞋产业带来了许多新生命。因此,给予各种类的运动鞋新的定义与分类是研究所必要的。而本研究除了给予运动鞋范畴的新定义之外,主要是希望透过运动鞋的消费行为,以瞭解运动鞋的哪些产品属性是消费者所重视,及消费者对于不同品牌形象认知程度,又会如何影响其购买行为。
本研究采Howard-Sheth模式为研究架构,以运动鞋之产品属性,消费者基本特征、资讯来源、购买动机、产品属性,及品牌形象等作为投入变数,透过消费实态变数为消费行为之描述,探讨其是否有显着差异。结果显示,运动鞋消费者在基本特征、资讯来源、购买动机、产品属性,以及品牌形象认知程度,在消费实态上皆有显着差异。
zh_TW
dc.description.abstractAthletic shoes industry is a developed and steady-growth industry. As new techniques and materials are adopted, there are much more kinds of athletic shoes out on the market. In addition, many famous sports brands cooperate with professional sports industries to design and launch new product out on the market. In order to complete my thesis, it is necessary to give athletic shoes a new definition. And then, the purpose of this study is to understand what product attributes athletic shoes consumers pay much attention on when making their purchasing decisions and if brand image influences their purchasing decisions.

The Howard-Sheth model is adopted as a conceptual framework in this study. The product attributes of athletic shoes, demographic factors, information sources, purchasing motives and brand image are added in this framework as independent variables. Consumption variables describe the behavior of consumers. The results show that the difference in athletic shoes consumers between consumption variables and the product attributes evaluation criteria, demographic factors, information sources, purchasing motives, and brand image are significant.
en_US
dc.language.isozh_TWen_US
dc.subject运动鞋zh_TW
dc.subject品牌形象zh_TW
dc.subject消费者行为zh_TW
dc.subject产品属性zh_TW
dc.subjectathletic shoesen_US
dc.subjectbrand imageen_US
dc.subjectconsumer behavioren_US
dc.subjectproduct attributeen_US
dc.title品牌形象对台北市国立大学学生运动鞋购买行为之研究zh_TW
dc.titleA Study of the Impact of Brand Images on the Students of Taipei City's National Universities on Athletic shoes’ Purchasing Behaviorsen_US
dc.typeThesisen_US
dc.contributor.department经营管理研究所zh_TW
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