| Summary: | 碩士 === 國立虎尾科技大學 === 工業工程與管理研究所 === 98 === Modern enterprise not only has to continuously improve and innovate its products, but also has to pay more attention to the real needs of the consumers in order to maintain long-term market share and stability. A key factor in business success is the repeat purchase of the consumer which is the so-called brand loyalty. Hence, the study of brand loyalty has received more and more attention recently.
Leisure and sport industries has booming in recent years because of the prevalence, so there is an increasing demand for athletic shoes, especially in college students. More and more college students choose brand athletic shoes in order to show their personal style. Therefore, the main purpose of this study is to find out if the student’s brand loyalty exists in purchasing athletic shoes and to investigate if there are significant differences in consumer’s characteristics on brand trust, market structure, product characteristics and lifestyle. A total of 473 valid questionnaires are obtained, and the SPSS software is used as an analytical tool for data analysis. Data analysis methods include reliability analysis, describes statistical analysis, and one-way ANOVA.
The result of this research shows that there is a significant difference on “advertising” and “price promotion” factors in the market structure between different student’s gender and college; there is a significant difference on “billboard” factors in the market structure between different student’s gender and amount of allowance; there is a significant difference on all the factors except “brand awareness” in the product characteristics between different student’s gender; there is partial significant difference on lifestyle among different consumer’s characteristics; there is partial significant difference on brand trust between different student’s college. Furthermore, this research finds out that the brand loyalty exists in the “amount of allowance” factor in the consumer’s characteristics； the “advertising” factor in the market structure；and the “colors”, “quality”, “durability”, and “comfort” factor in the product characteristics. In conclusion, students have brand loyalty in purchasing athletic shoes.
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