本研究主旨在探討桃竹苗大學生購買運動服飾之消費行為，以自編之「運動服飾調查表」進行資料蒐集，共發出450份問卷，有效問卷為400份，回收率為89％。經統計分析後發現如下：（一）大學生運動服飾ㄧ年約有32億8千萬元的市場。（二）NIKE、adidas及Puma為大學生最常使用之運動服飾品牌。（三）大學生購買運動服飾主要考量因素為「舒適程度」。最後本研究對台灣運動服飾三大品牌(NIKE、adidas、PUMA)的滿意度進行分析比較，發現NIKE、adidas在滿意度有顯著差異，其中adidas在「款式不退流行」、「可以讓運動表現更好」顯著高於NIKE。本研究結果期望能提供台灣運動服飾產業擬定行銷策略之參考。

　　The purpose of this study was to investigate the consumption behaviors of collegiate students buying sportswear in Taoyuan, Hsinchu, and Miaoli Area. A self-developed scale entitled “sportswear questionnaire” was managed to collect data. 450 questionnaires were randomly distributed and 400 were valid responded corresponding with a 89% of return rate. After data analysis, the results of the study showed that (1)The annual output value for Sportswear in collegiage market was 3 billion and 28 million dollars; (2)NIKE, adidas and PUMA were collegiate students’ favorite brands; (3)The priority consideration for collegiate students to buy Sportswear is of comfortable. Finally, this study compared the satisfactory degree among three major sportswaer brands and found that: (1) adidas had higher satisfaction on "popular style," and "better performance" than NIKE did. The result of this study, hopefully, could be refered when the development of marketing strategy for sportswear industry.