Publication:

高雄市國小學童運動用品忠誠度之探討─以運動鞋為例

中文摘要

台灣地區的運動用品產業從早期的蟄伏期、萌芽期、奠基期而至全盛期，運動用品產業不論在產品品質及生產效率上，都獲得相當大的改善，甚至被列為全球生產高附加價值體育用品之已開發國家，而運動鞋正是當時重要的傳統產業之一。台灣地區運動鞋市場每年有６００多萬雙，金額達４０億左右的營業額，市場競爭激烈。對廠商而言，行銷計劃不只是要建立品牌的知名度，更重要的是要建立起消費者對於品牌的忠誠度。

本研究以高雄市國民小學學童為研究對象，經由抽樣得具代表性樣本383位，以獨立樣本T考驗及單因子變異數分析等統計方法進行研究分析，結果發現：

一、品牌忠誠度現況：高雄市國小學童運動鞋品牌忠誠度普遍偏低，。

二、消費者特性：性別及每個月零用錢的不同在品牌忠誠度間有顯著差異。

三、採購型態：費用來源、購買前所逛過的店數、擁有的運動鞋數量在品牌忠誠度間有顯著差異。

四、產品特性：品質、流行性、運動鞋顏色、款式樣式、運動鞋品牌知名度重視程度的不同在品牌忠誠度間有顯著差異。

五、市場結構：明星代言人及電視廣告重視程度的不同、購買地點的選擇在品牌忠誠度間有顯著差異。

ABSTRACT

Sports goods industry in Taiwan went through different development stages; such as latency stage, emergent stage, foundation-laying stage and full-developed stage. This industry had made tremendous improvement in product quality and production efficiency. Taiwan is even recognized as a developed country in sports shoes production because of the high added value of product. Sports Footwear was one of the most important products of the conventional industry at that time. Sports Footwear market is about 6 million pairs and 4 billions NT in sales record .To producer, the marketing plan is not only for populous brand , but the most of all for the potential consumers.

This subject of the study were 387 students at elementary schools in Kaohsiung,and the data was analyzed by statistics analytical methods such as T-test and One-way Anova . The findings are as following :

1.The current condition of brand loyalty: The brand loyalty of students at elementary school in Kaohsiung is below average.

2.Consumer’s characteristic variables :Analysis of demographic variables showed a correlation between brand loyalty and sex , pocket money of students.

3.Purchasing type variables : There were significant differences between brand loyalty and fee,stores visited before purchasing,quantity of sport shoes.

4.Product characteristic variables : There were significant differences between brand loyalty and quality , fashion , color , style, popularity of sport shoes.

5.Market structure : There were significant differences between brand loyalty and stars,advertisements on TV, choices of purchasing place.