| Summary: | 碩士 === 淡江大學 === 國際貿易學系 === 90 === Following the economic development of Taiwan area, the national income has increased rapidly. People have more leisure time to spend in outdoors activities. As a result of the combination of sports and fashion, sports shoes have become a symbol of fashion , leisure, comfort, and life temperament .
This study distributed and collected questionnaires from students of universities in Taipei County. Using stratified proportion sampling method, 632 effective questionnaires are received. Based on lifestyle variables, factor analysis, cluster analysis and discriminant analysis are applied to segment the market into several homogeneous clusters. Furthermore, this study has applied the multivariate analysis of variance to analyze whether or not these clusters have significant differences in product attributes and information sources. Using chi-test analyzes to test the buying and using situation of product and demographic variables.
Main findings of this study are as follows：
1、With the life style variables, the sports shoes market can be segmented into three clusters: the deep-thought group, the fashion group, and conservative group.
2、There are significant differences in product attributes , information sources, and product buying and using situation.
3、There are significant difference in demographic variables.
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