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題 名 | 大學生購買運動鞋需求動機及影響購買意圖因素之研究--以臺南縣市大學生為例=The Study on Demand Motivation of Purchasing Sneakers and Influential Factors of Purchase Intention among College Students--A Case Study of College Students in Tai Nan County |
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作 者 | 黃啟明; | 書刊名 | 遠東學報 |
卷 期 | 22:4 民94.12 |
頁 次 | 頁449-457 |
分類號 | 496.34 |
關鍵詞 | 需求動機; 購買意圖; Demand motivation; Purchase intention; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究目的如下,一、瞭解台南縣市大學生購買運動鞋的需求動機及影響購買意圖 因素之現況。二、比較台南縣市不同變項之大學生,購買運動鞋需求動機與影響購 買意圖因素差異之情形。研究對象以台南縣市大專院校學生為母群體,台南縣市地 區共計有十五所大專院校,採用分層隨機抽樣,以學校為分層類別,每學校隨機抽 取 35 位受試者,回收剔除無效問卷後,有效問卷計 484 份,回收有效率為 92%。經 以描述統計、獨立樣本 t 考驗及單因子變異數分析進行本研究各項問題之考驗,所 得結論如下: (一)台南縣市大學生購買運動鞋需求動機以「求美需求」為最高,其次為「求實、 求廉需求」和「名牌需求」。影響購買意圖因素依序以「產品屬性」為最強烈的原因, 其次為「生活需求」、「廣告促銷」、「知覺風險」、「重要他人」及「市場結構」。 (二)台南縣市不同性別大學生購買運動鞋需求動機方面有差異存在,男性學生在「癖 好需求」及「求新需求」高於女性,女性則在「求美需求」高於男性;在購買意圖 影響因素方面亦有差異存在,女性受到「重要他人」及「廣告促銷」的影響程度高 於男性。不同零用金之大學生在需求動機上有差異存在,零用金較多之大學生在「求 新需求」及「名牌需求」上高於零用金較少之學生;而在購買意圖影響因素方面則 皆無差異存在。有無固定參與體育性活動之大學生在需求動機上有差異存在,固定 參與體育性活動之大學生在「癖好需求」、「求新需求」及「名牌需求」高於無固定 參與體育性活動之大學生;在影響購買意圖因素方面,固定參與體育性活動之大學 生受到「市場結構」及「生活需求」影響高於無固定參與體育性活動之大學生。 |
英文摘要 | The purposes of this study were to explore the conditions regarding demand motivations of purchasing sneakers and influential factors of purchase intention among college students in Tai Nan county and to compare the differences of those among college students with different variables. The population were college students from 15 colleges in Tai Nan county. The subjects were selected by stratified sampling based on school stratification. There were 35 participants from each school. A total of 484 valid questionnaires were collected and the valid rate of survey is 92%. Descriptive statistics, independent sampling t test and one way ANOVA were applied to analyze collected data. The findings of this research were as follows: 1.The highest demand motivation of purchasing sneakers was “beauty demand”, then “practical and inexpensive demand” and “famous brand demand”. The highest influential factor of purchase intention was “product characteristics”, then “living demand” “commercial promotion” “consciousness risk” “significant others” and “market structure”. 2.There was difference in demand motivation of purchasing sneakers between different gender college students in Tai Nan County. The “favorite hobby” and “latest demand” of male students were higher than those of female students. The “beauty demand” of female students was higher than that of male students. There was difference in purchase intention between two genders as well. The female students were more easily affected by “significant others” and “commercial promotion” than male students. There was difference among students with different pocket money. The “ latest demand ” and “ famous brand demand” of students with more pocket money were higher than those of students with less pocket money. There was difference in demand motivation between students joining regular physical activity and without joining regular physical activity. The “ favorite hobby demand” “latest demand” and “famous brand demand” of students joining regular physical activity were higher than those of students without joining physical activity. About influential factors of purchase intention, students joining regular physical activity were more easily affected by “market structure” and “living demand” than students without joining physical activity. |
本系統中英文摘要資訊取自各篇刊載內容。