| Summary: | 碩士 === 臺北市立教育大學 === 體育學系碩士班 === 95 === The main purpose of this study was to explore the relationships of brand image, brand equity, purchasing involvement, and customer loyalty on consumers of sport shoes. The study adopted questionnaire method, and the sport shoes consumers who played basketball in Taipei Youth Park, Forest Park of Daan, and Tienmu Sports Park Area as the subject. Based on the SPSS 12.0 and LISREL 8.51 package software, the obtained validly data was analyzed by descriptive statistic, confirmatory factor analysis(CFA), repeated measures t-test, one-way RMANOVA, LSD post-hoc comparison method, path analysis, and structural equation modeling(SEM). The results of this study are as follows:
1.The scale of the brand image, brand equity, purchasing involvement, and customer loyalty was verified by confirmatory factor analysis (CFA). The result showed that all scales passed the overall fit measures and intrinsic good-fit test, so the scales were adoptable for having good reliability and validity.
2.The results showed that among those items of brand image, “experiential” was more important than “functional”.
3.The results showed that among those items of brand equity, “brand awareness” was the most important item, the second was “perceived quality”, the third was “brand association”, and the last was “brand loyalty”.
4.The results showed that among those items of purchasing involvement, “rational decision making” was the most important item, the second was “product information”, and the third was “perceived risk”.
5.The results showed that among those items of customer loyalty, “behavioral loyalty” was more important than “attitudinal loyalty”.
6.The result of path analysis showed that except the path of purchasing involvement to customer loyalty, the relationships of others were positive and direct.
7.The result of structural equation modeling showed that the brand image to customer loyalty model did not approach the threshold standards, so the hypothetical model was not adoptable.
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