The Study on the Exercise Intention of College Student Affects the Purchasing of Brand Sports Shoes

• Main Authors: Li-Heng Liang, 梁立衡
• Other Authors: 黃琮琪
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/04178284299736679180

博士 === 國立中興大學 === 應用經濟學系所 === 103 === Purposes: In order to study people regular exercise habits, found that college is the most important period to develop, and the classroom can’t be extended to the next exercise everyday life, so this research study after school sport of college students locked in, and we Students understand that during exercise will choose their preferred brand of sports shoes, therefore resulting architecture design concept, with every choice behavior for college students after school sports, analyze their association with the intent of the campaign, with its deeper Students understand the movement behavior and brand and product characteristics of the relevance of why. Method: For active Taiwanese college students conducted a questionnaire survey, a total of 356 copies of sampling results, net of invalid questionnaires to 350 copies of valid questionnaires, the effective rate was 98.4%. methods for the Multiple-choice model, using cross-comparison, binary logistic and Multi-logistic model, and the path structure equations of motion intent empirical analysis of the associated infrastructure. Statistical tools using SPSS version 21, Excel 2010 and Amos 20. Result: more men than women have the habit of regular exercise, and regular exercise choice is significantly higher than that of men women and women college students prefer the more static movement, above, preference for product features about two-thirds of the performance-oriented, diversified color about three percent, while licensing and joint models accounted for about one percent, after meeting the basic needs of performance, found that men would seek additional value from licensing and joint models, and Women tend to diversify the color of sneakers, Exercise intention empirical results can significantly predict the behavior of regular exercise, the intention of the erratic movement of college students affected by attitudes and perceived behavioral control, rather than the strong influence attitudes, there are college students in regular exercise only influenced by perceived behavioral control, and the degree of influence than those without regular exercise are important factors should not be a sustained campaign of attitude displayed, perceived behavioral control is really important variables. Conclusion: wearing brand sneakers will not affect the sport of college students, but students generally prefer performance-oriented sports have higher intentions, Nike sneakers compared to the influence of subjective norms in turn causes the user to use Nike Adidas, studies have shown that users will be more emotional and rational bias will tend Adidas Nike, Puma and some of it is less subject to erratic movement of love.