學生族群對運動鞋的消費決策型態與品牌忠誠度關係之研究

The Study of the Correlation between the Consumer Decision-making Patterns of Athletic Shoes and the Brand Loyalty for Student Groups

10.6214/JSRM.200806_5(1).0004

林永森(Yung-Sen Lin)；林姵伶(Ling-Pei Lin)

運動鞋 ； 消費決策型態 ； 品牌忠誠度 ； athletic shoes ； consumer decision-making patterns ； brand loyalty

運動休閒管理學報

5卷1期（2008 / 06 / 01）

57 - 72

繁體中文

本研究目的旨在探討台中市大專校院學生對於運動鞋之消費決策型態及品牌忠誠度，並藉由人口統計變數及消費行為之調查瞭解其差異性。本研究將「消費決策型態」分為八個構面，分別為「完美主義者」、「新奇流行意識者」、「休閒享受購物者」、「價格考量者」、「衝動粗心者」、「過多選擇迷惑者」、「品牌忠誠者」與「品牌意識者」；而「品牌忠誠度」分為兩個構面，分別為「口碑溝通」與「抱怨行為」。總計發出問卷1,200份，共得有效問卷1,086份，有效問卷回收率為90.5%。研究結果發現：1.從人口統計變數當中得知：(1)性別－以女性居多(72.9%)；(2)年齡－以21~30 歲為最多(63.5%)；(3)學制－以日間部大學生居多(46.0%)。2.根據消費行為當中可得知：(1)消費者最常購買的運動鞋品牌以NIKE居多(21.18%)；(2)願意支付的價格以1,001~1,500元之間(26.80%)；(3)購買運動鞋之地點以運動用品專賣店為居多(35.16%)；(4)目前使用的運動鞋品牌以NIKE居多(23.57%)。3.消費決策型態可預測品牌忠誠度。

The study discussed the consumer decision-making patterns of athletic shoes and the brand loyalty for college students in Taichung, and knew the differences by demographics and investigation of consumer behavior. In the study, the aspect of ”consumer decision-making patterns” had eight types including ”perfectionism”, ”fashion consciousness”, ”leisure-enjoyment shopping”, ”price consideration”, ”impulse carelessness”, ”confused by many choices”, ”brand loyalty” and ”brand consciousness”. On the other hand, the aspect of ”brand loyalty” had two types including ”word-of-mouth communication” and ”complaint behavior.” Altogether, we sentl, 200 questionnaires, effective questionnaires were 1,086, and the response rate was 90.5%. The results were as follows: A. From the demographics, we knew: (1) Gender-Most was female (72.9%); (2) Age-Most was 21-30(63.5%); (3) Educational System-Most students were in the day school (46.0%). B. According to the consumer behavior, we knew: (1) NIKE (21.18%) was the brand of athletic shoes that mostconsumers bought.; (2) The price that consumers willing to pay was between NT$1,001 and NT$1,500(26.80%); (3) The place where consumers wanted to buy the athletic shoes was at the sports articles shop (35.16%); (4) NIKE (23.5%) was the brand of the athletic shoes which were most used recently. C. Consumer decision-making can predict to brand loyalty.

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