球鞋之品牌形象對消費者行為意圖之影響

The Sneakers' Brand Image on Consumer Behavior

卞廣祥(Kuang-Hsiang Bien)

球鞋 ； 品牌形象 ； 行為意圖 ； basketball ； brand image

休閒運動期刊

12期（2013 / 08 / 01）

13 - 28

繁體中文

由於經濟快速成長，使得產業間競爭也日漸激烈，如何在產業中脫穎而出，企業除了產品、服務的創新，更需要建立良好的品牌形象，方能藉此在消費者心目中建立良好的之品牌形象，以提高消費者之行為意圖，因此品牌形象是否良好已成為消費者關鍵購買因素。有鑑於此，本研究將針對球鞋品牌的品牌形象給予消費者的該品牌之形象感受，是否會影響行為意圖。本研究是以國立雲林科技大學籃球場之籃球參與者且有消費過球鞋之行為者為研究對象。以立意抽樣進行問卷施測，總計發出130份問卷，有效問卷122份，回收率達93.8%。研究結果發現：（1）以男性受試者居多；職業以學生居多；所得以5001~10000為多數；參與時間以一年以上人數為最多；球鞋價格以2001~3000元最多。（2）籃球參與者購買球鞋之品牌形象對行為意圖有顯著正向影響。

Taiwan's economic growth rapidly, and industry competition is becoming increasing fierce. Therefore, how stand out in competition, innovation of enterprises in addition to the products, services, companies need to create their own brand image, brands has become a key buying factors for consumers.This study will sneakers brands' brand image, whether the survey would influence consumer behavior intention. The study is targeted at buying sneakers of basketball participants in Yunlin area (Douliu, Huwei, Lunbei), conducted a questionnaire survey for convenience sampling. Study on the total 270 questionnaires questionnaires effectively 257, effective rate for 95.2%. Results found: (1)Consumers to be male, career mostly to the students, monthly income is mostly $5,000 to $10,000, participation time is mostly over a year, the price of the sneakers are mostly $2,001 to $3,000. (2)The brand image of the sneakers basketball participants buy will effect behavior intention.

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