The Influence of Brand Identity and Advertising Effect on the Purchasing Behavior

• Main Authors: Chin-sheng Chen, 陳欽盛
• Other Authors: Chien-chiang Lin
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/uua46u

碩士 === 世新大學 === 企業管理研究所(含碩專班) === 96 === Now all the schools in our country have included the physical education in the compulsory courses. Therefore, the sports shoes have become the necessary thing and thus every student must have the need and experience of purchasing sports shoes. Present sports shoes not only have various kinds of fashionable designs and colors but also emphasize their comfort. In addition, sports shoes with different functions are designed for different sports. This makes the students start to choose to wear different sports shoes to attend different sporting activities in the physical education classes. Even when they go shopping or take part in other leisure activities, they gradually replace other kinds of shoes with sports ones. Certainly, whether the students’ purchasing behavior is influenced by the brand identity and the advertising effect is precisely what this study is going to discuss. The aim of this research is to discuss when the senor high school and vocational high school students buy their sports shoes, how the brand identity and the advertising effect influence their purchasing behavior and understand the relations between the brand identity and the advertising effect to confirm the intermediary effect of the brand identity. This research takes the students of the senior high and the vocational high schools in the Taipei area as the objects of the study, and takes the stratified random sampling. 588 questionnaires were sent out and 534 effective ones are retrieved with 90.82% return-rate. The material analysis confirmation is conducted by the statistical methods such as the factor analysis, single factor variant analysis(One-Way ANOVA), Pearson correlated analysis, multiple regression analysis, and hierarchical regression analysis methods. The research has found that the following three influences are significantly positive: (1) the influence of the brand identity on the purchasing behavior, (2) the influence of the advertising effect on the purchasing behavior, and (3) the influence of the advertising effect on the brand identity. Besides, the brand identity has partially intermediary effect on the advertising effect and the purchasing behavior.