運動鞋消費者行為與市場區隔關係之研究 －以大台北地區有購買意願消費者為例

Abstract

近年來受到美國消費下滑、歐債危機以及中國需求下降影響，我國運動鞋外銷市場略顯下滑，然而在內銷方面卻有優異的表現，在國民生活品質提升加上對個人健康管理議題逐漸重視的趨勢下，運動鞋之銷售將伴隨運動風氣興盛而有不錯的成長表現。 本研究採用問卷調查法來蒐集資料，以EKB消費者行為理論之模式作為本研究之架構，包括問題認知、資訊尋求等五個階段，發展出消費者行為變數，並且同時以AIO生活型態變數作為市場區隔之基礎，並透過運動鞋之產品屬性、消費實態變數作為消費者行為之描述。採用因素分析、集群分析、變異數分析、卡方檢定等統計方法，對資料進行統計分析。 研究結果顯示，有意願購買運動鞋之消費者可以透過生活型態作為有效的市場區隔變數，將消費者區分成三個集群。各個區隔市場之消費者在人口統計變數、購買動機、資訊來源、產品屬性及消費購買實態變數上有顯著差異。最後根據上述的分析，提出相關行銷策略之建議以提供運動鞋業者作為制定行銷策略時之參考。

The slump of consumption in the U.S., financial crisis in Europe, and decreasing demand in China exacerbated the poor export performance of sports shoes. However, due to the rising living standard and the awareness of health management, the domestic demand of Taiwan is gradually increasing and has a prospective growth.

The research uses questionnaire to collect data, and the EKB consumer purchasing behavior model is used as a conceptual framework in this study. The AIO lifestyle variables are used as a basis for consumer segmentation. Demographic factors, product properties, and consumption reality variables are also used to describe the characteristics and behavior of consumers. The data are analyzed with Factor Analysis, Reliability Analysis, Cluster Analysis, Discriminant Analysis, ANOVA Analysis, Scheffe’s Test and Chi-square Test.

The results indicate that the consumer of sports shoes can be effectively segregated by lifestyle variables into three segments. Among these three segments, demographic variables, purchase motive variable, sources of information, product properties and consumption reality variables are significant predictions of product choice. Eventually, based on the outcome above, I suggest the 4P marketing strategies to the managers of sports shoes for reference.