| Summary: | 碩士 === 國立成功大學 === 企業管理學系 === 105 === When people are paying more and more attention to their health, running is all the rage in recent years. However, jogging shoes not only can be used for jogging but also become indispensable part of our life. Jogging shoes manufacturers produce a wide range of jogging shoes to attract more consumers to buy jogging shoes. Therefore, this study hopes to find attributes of jogging shoes and discover the best combination of attributes.
This study was conducted by conjoint analysis to investigate which attributes customers prefer most, and IBM SPSS 2.0 was used to analyze the composition of the property level of the utility value and attribute importance weight.
This study not only found that price, brand and appearance style were the top three attributes that consumers prefer regarding jogging shoes, but also showed that “prices” and “brands” were important influencing factors when consumers are buying jogging shoes.
Key words: Conjoint analysis, Product attribute theory, Jogging shoes, Part-worth utility
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