頁籤選單縮合
題名 | 籃球運動鞋廣告代言人對購買意願與忠誠度之影響研究--以嘉義縣協志商工學生為例=A Study of How Influence Basketball Shoes Advertising Spokesman Affected Purchase Intention and Loyalty--Taking Sieh Chih Vocational High School Student's in Chiayi |
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作 者 | 陳明智; 賴永僚; 張志銘; 張英智; | 書刊名 | 運動與遊憩研究 |
卷期 | 10:3 2016.03[民105.03] |
頁次 | 頁100-115 |
分類號 | 496.34 |
關鍵詞 | 購買意願; 代言人; 運動鞋; Purchase intention; Spokesperson; Sports shoes; |
語文 | 中文(Chinese) |
中文摘要 | 本研究旨在探討學生在籃球運動鞋的購買行為上,是否受到廣告代言人的影響進而對品牌購買滿意度與忠誠度之間的關係研究。本研究之正式問卷研究對象以協志工商校之學生為主,問卷發放對象以一年級105份、二年級105份、三年級105份及綜高部105份共計420份,回收416份,扣除無效問卷16份,有效問卷400份,有效問卷率為96.15%。經SPPS 12.0版之軟體統計進行描述性統計、多元迴歸分析、階層迴歸等分析得到如後結論:探討出內在性購買意願及外在性購買意願愈高,愈能提高購買忠誠度表現,當內在性購買意願愈低時,就愈要提高廣告代言人的專業性表現,如此才能有效提高購買的忠誠度表現。本研究之結論以此提供相關籃球公司及未來研究者參考。 |
英文摘要 | In Taiwan PE is a compulsory course in school. Therefore sports shoes for students, has become essential supplies. The students usually wear sports shoes when they go shopping or participate in many activities. The purpose of this study is to analyze the impact of sports shoes advertising spokesperson for the purchase intention of high school students. The analysis is performed in the questionnaire survey to collect information. The topic of the questionnaire survey is "The impact of sports shoes advertising spokesperson for the purchase intention of high school students." The main contributions of the paper are as follows; (1) as the number of the whole customers' willingness to buy rises, the purchase loyalty rises as well, (2) the willingness to buy of some of the students from Sieh Chih Vocational High School is influenced by the advertising spokesperson. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。