林房儹Lin, Fang-Tsan2017-02-222025-07-302017-02-222017-02-22https://ir.ntus.edu.tw/handle/987654321/70688學位類別：碩士校院名稱：國立臺灣體育學院系所名稱：體育研究所畢業學年度：91年論文頁數：100頁中文摘要 　　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.目　次 第一章　緒論………………………………………………………1 　第一節　研究背景及動機………………………………………1 　第二節　研究目的………………………………………………3 　第三節　研究問題………………………………………………3 　第四節　研究假設………………………………………………4 　第五節　研究對象及範圍………………………………………4 　第六節　研究限制………………………………………………5 　第七節　研究變數及操作性定義………………………………5 第二章　文獻探討…………………………………………………10 　第一節　品牌與品牌忠誠度定義………………………………10 　第二節　品牌忠誠度衡量理論…………………………………12 　第三節　影響品牌忠誠度因素…………………………………21 　第四節　消費者行為理論………………………………………26 　第五節　運動用品產業發展趨勢………………………………29 　第六節　台灣運動鞋產業現況…………………………………32 　第七節　兒童運動用品消費行為特性…………………………34 第三章　研究方法…………………………………………………39 　第一節　研究架構及實施程序…………………………………39 　第二節　抽樣設計與資料蒐集…………………………………41 　第三節　資料分析方法…………………………………………45 第四章　研究結果與討論…………………………………………47 　第一節　次數分配………………………………………………47 　第二節　消費者特性分析………………………………………59 　第三節　採購型態分析…………………………………………62 　第四節　產品特性分析…………………………………………67 　第五節　市場結構分析…………………………………………73 第五章　結論與建議………………………………………………77 　第一節　結論……………………………………………………78 　第二節　建議……………………………………………………85640538 bytesapplication/pdf品牌忠誠度;運動鞋;品牌Brand loyalty;Sport shoes.;Brandthesis