Product Involvement of Nike and Adidas Sneaker Consumers in Taiwan’s Ximending Shopping Area and the Influence of Promotional Activities on their Brand Awareness and Purchase Intention

• Main Authors: LIU, MING-HSUAN, 劉名軒
• Other Authors: HSU, CHIEN-LUNG
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/53r9bs

碩士 === 德明財經科技大學 === 行銷管理系 === 105 === This study investigated the product involvement of consumers of Nike and Adidas sneakers, and the influence of promotional activities on their brand awareness and purchase intention. A questionnaire was distributed in the Ximending shopping area between May 13, 2017 and May 28, 2017. The respondents were randomly selected from shoppers on the street and in shops selling sneakers. A total of 400 questionnaires were distributed, with 360 valid responses obtained (90% valid return rate). The data were subsequently analyzed using descriptive statistics, an independent samples t test, a one-way analysis of variance, simple regression analysis, and hierarchical regression analysis. Most sneakers consumers were women, aged 21–30 years, attaining an educational level of college or university, students, having a monthly income of NT$20,000 or lower, and prioritizing Nike in the choice of brands. On average, they bought one to three pairs of sneakers per year, spending no more than NT$3000 for each pair. Both price-based and non-price-based promotional activities significantly affected brand awareness, as did various levels of product involvement. Purchase intention also positively correlates with brand awareness.