台北縣運動服飾消費行為之研究

The Study of Consumer Behavior of Sport Clothing of Taipei County

10.6547/tassm.2003.0007

呂謙(Chien Lu)；林琴雯(Ching-Wen Lin)

消費行為 ； 智慧財產權 ； 品牌運動服飾 ； 仿冒運動服飾 ； consumer behavior ； copyright ； brand sport clothing ； counterfeit sport clothing

臺灣體育運動管理學報

2期（2003 / 11 / 01）

99 - 123

繁體中文

為瞭解台北縣民眾對智慧財產權的認知、購買品牌與仿冒運動服飾消費行為，以針對研究結果提出對智慧財產權及運動企業擬定行銷策略之參考，描述研究法探討問題並對300位台北縣民眾採問卷調查，最大抽樣誤差估計值為±5.77%。根據所得資料以次數、百分比、平均數、標準差與交叉分析表達結果，因素分析辨別代表資料結構的幾個因素，達到資料構面縮減的目的。獨立樣本t檢定(t-test)分析性別在購買「品牌運動服飾產品」與「仿冒運動服飾產品」之差異，二因子多變量(Two-Way MANOVA)分析教育程度與每月收入在購買「品牌運動服飾產品」與「仿冒運動服飾產品」之作用，α檢定數值為0.05。研究結果顯示：（一）法令認知方面，台北縣民眾知道智慧財產權法令的佔94.4%，知道意義的佔86.2%，支持的佔75.5%，而在對仿冒運動服飾產品的認知中，覺得仿冒運動服飾產品販賣相當多的佔96.7%；贊成仿冒運動服飾產品販賣則佔12.3%。（二）購買品牌運動服飾產品考慮因素包括滿足虛榮心、喜好代言產品明星、售後服務、朋友都用有品牌的運動服飾產品及跟隨流行。（三）購買仿冒運動服飾產品考慮因素包括個人購買信念有關、和朋友相同、和個人生活習慣有關、深受興趣影響以及品質優良。（四）性別在「品牌運動服飾產品考慮因素」獨立樣本t檢定未達顯著水準。（五）性別在「仿冒運動服飾產品考慮因素」獨立樣本t檢定達顯著水準。（六）教育程度與每月收入在「品牌運動服飾產品考慮因素」構面因素之多變量顯著性考驗未達顯著水準。（七）教育程度與每月收入在「仿冒運動服飾產品購買因素」構面因素之多變量顯著性考驗達顯著水準。

This study was aimed to understand citizens' recognition of copyright in Taipei county and the consumer behavior of counterfeit sport clothing. Also, based on the results finding, this study made suggestions of marketing strategies for sport related business references. Descriptive research and questionnaire survey were used among 300 citizens in Taipei county, the sampling error was±5.77%. The results were presented with frequency, percentage, means, standard deviation, and crosstabs, factor analysis was exercised for components as a variable reducing scheme, t-test analyzed gender differences in ”brand sport clothing” and ”counterfeit sport clothing”. Two-Way MANOVA was utilized to realize if education background and monthly income made any differences in consumer behavior of ”brand sport clothing” and ”counterfeit sport clothing”, α=0.05. The findings indicated: 1. In terms of law recognition, 94.4% citizens heard about the related laws of copyright, 86.2% of that known what they represented, and 75.5% supported this regulation. In terms of counterfeit sport clothing, 96.7% indicated there were plenty of selling of counterfeit sport clothing on the market, only 12.3% supported this counterfeit consumer behavior. 2. The factors of buying brand sport clothing, listed by means were vanity satisfied, stars spoke for the product, warranty, friend had it, and following the trend. 3. The factors of buying counterfeit sport clothing, listed by means were personal purchase belief, same with friends, individual living behavior, affected by interest, and its quality. 4. In applying t-test, there was no significant difference of gender differences in ”factors of buying brand sport clothing and product”. 5. In applying t-test, there were significant differences of gender differences in ”factors of buying counterfeit sport clothing”. 6. There was no significant interaction of education background and monthly income in ”factors of buying brand sport clothing” by applying Two-Way MANOVA. 7. There were significant interactions of education background and monthly income in ”factors of buying counterfeit sport clothing” by applying Two-Way MANOVA.

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