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| 題名: | 探討運動品牌聯名款是否影響購買意願之因素
To Explore Whether the Joint Brand of Sports Brands Affect the Purchase of the Factors |
| 作者: | 謝建騰
楊琦琦 |
| 貢獻者: | 紡工系 |
| 關鍵詞: | 品牌聯名
消費者屬性重視度
運動品牌
品牌形象
品牌忠誠度
Brand Joint
Importance of Consumer
Sports Brand
Brand Value
Brand Loyalty |
| 日期: | 2018-11 |
| 上傳時間: | 2020-02-26 13:26:48 (UTC+8) |
| 摘要: | 行現代人的消費方式和觀念一直在變化，使各個運動品牌競爭越來越激烈，價格差距也越來越小，品牌和產品風格慢慢受到重視，產品的功能屬性和品質及服務態度在消費者心中越來越重要；探討運動品牌聯名款之品牌形象、品牌忠誠度、球鞋屬性重視度對消費者購買意願行為之影響關係，並探討不同人口統計變項對於主要研究構面是否有顯著差異關係存在；以一般民眾為對象，採用網路問卷形式，問卷發放時間:2016年7月24日至9月26日透過網路發放調查，問卷總計發出561份，有效問卷511，回收率91.1%；利用統計軟體，信度皆在0.7以上，且達到KMO達0.7以上，具建構效度，並使用其T檢定及變異數分析等統計方法進行檢驗，探討運動品牌聯名款是否影響購買意願之因素。研究結果發現:不同背景變項對運動品牌聯名款球鞋消費者屬性重視度、品牌形象、品牌忠誠度有顯著之差異。
Modern people's consumption patterns and concepts have been changing, so that brings competition more intensely among all sports brand. The price gap is getting closer or similar , brand and product styles have caught consumers’ attention gradually. Products’ functions, qualities and services affect consumers’ brand loyalty. On the other hand, brand loyalty and attribute to the importance of sneakers to consumers' willingness to purchase, and to explore whether there are significant differences between different demographic variables in the main research areas; including general public for the study, questionnaires had been sent out from July 24 to September 26, 2016. A total of 561 questionnaires were collected through the Internet. The effective questionnaires are 511 and the recovery rate is 91.1%. By using statistical software, the reliability of all above 0.7, to reach KMO 0.7 or more, with constructed validity, T test and analysis of variance statistical methods such as testing to explore whether the impact of joint sports brand will purchase. The results were found: there were significant differences in consumer attributes, brand image and brand loyalty of sports brand co-branded shoes with different background variables. |
| 關聯: | 華岡紡織工程期刊 Vol.25, No.1, 2018-11, p.7-15 |
| 顯示於類別: | [紡織工程學系] 學報-華岡紡織期刊
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