查詢結果分析
來源資料
頁籤選單縮合
題名 | 運動用品消費行為及品牌忠誠度之研究=Research of Sports Goods Consumption Behaviors and Brands Loyalty |
---|---|
作者 | 洪大程; Hung, Ta-cheng; |
期刊 | 輔仁大學體育學刊 |
出版日期 | 20030500 |
卷期 | 2 2003.05[民92.05] |
頁次 | 頁79-95 |
分類號 | 489.76 |
語文 | chi |
關鍵詞 | 運動用品; 消費行為; 品牌忠誠度; Sports goods; Consumption; Behaviors; Brands loyalty; |
中文摘要 | 本研究之主要目的在於了解消費者選購運動用品之購買特性及評估標準,並探討忠誠度不同的清費者在消費者特性及生活型態的差異情形,以幫助企業在訂定行銷策略時,更能夠掌握消費者的採購特性。本研究以自編「運動用品消費行為及品牌忠誠度問卷」做為資料蒐集之工具,以方便取樣臺北市126名市為對象。所使用之資料分析方法包括描述性統計及卡方檢定,統計的顯著水準以α=.05為標準。 本研究獲得的結論如下: (一) 運動用品的消費者重視品牌知名度,對於產品以款式為最重要。 (二) 運動用品的消費特性為,沒有採購固定品牌的傾向,對於運動用品為多元需求,採購金額不高。 (三) 消費者的生活型態為,購買商品的資訊來源為透過朋友,採購時有至體育用品店購買、季節性採購及偏好無彩色…等特性,並且有觀賞籃球賽的習慣。 (四) 運動鞋、運動背包至體育用品店購買的消費者,沒有採購固定品牌的傾向,容易被體育用品店環境影響採購的品牌。 (五) 運動服裝消費者專賣店購買的消費者、或是有觀賞比賽習慣的消費者、或是有觀賞籃球賽的習慣的消費者、或是有觀賞其他球賽習慣的消費,沒有採購固定品牌的傾向,容易被上述環境影響採購的品牌。 |
英文摘要 | The purposes of this research were to investigate consumers’ purchasing behaviors and examined the influences of customers’ brands loyalty. In addition, the research examined the influences of customers’ brands loyalty; hope to provide marketing strategy of sport goods for INC. We use questionnaires to collect information of sports goods consumption behaviors and customers’ brands loyalty. A total of 126 people were involved in this investigation. The data were treated through the use of descriptive analysis and kai-Square analysis. Alpha coefficient was set at .05 for all computations. Results of this research are: 1. customers think that popularity of brands and styles of products are important. 2. Customers aren’ t loyal to peculiar products or brands, have variety needs and prefer lower prices products. 3. Consumers’ sport goods information is informed by friends, they like to see basketball games, shop in sports goods stores and prefer to seasonal shopping, non-colored products and so on. 4. Customers like to buy sports shoes and sports bags in sports stores, aren’t loyal to peculiar products or brands. 5. Customers of sports clothes aren’t loyal to peculiar products or brands, prefer to buy in sports boutique and have habit seeing basketball games. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。