The Study among Brand Image, Involement, Customer Satisfaction and Conspicuous Consumption on Brand-Name Sports Shoes Purchase Intention

• Main Authors: LO,CHIH-TAO, 羅志滔
• Other Authors: LIN,YU-RU
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/15007539391343002406

碩士 === 育達科技大學 === 行銷與流通管理所 === 105 === Staying in a healthy statement has become most people’s concern; therefore, exercising starts playing an important role in our lives. Based on this fact, businessmen have developed many different kinds of exercising stuff, including clothes and accessories. The industry has grown day by day. The study is in connection with the willing of buying sports shoes in every aspect. When it comes to buy a pair of sports shoes, it’s always a hard decision to make. No matter the brand or the unfamiliarity of the product, they are all extremely confusing to the purchasers. Therefore, the multiple factors of buying sports shoes is the main purpose of the study. It is quite common to purchase sports shoes by brand or interests to most customers. Furthermore, there is a growing fact that more and more people are showing off their wealth by buying higher price sports shoes. This study is mainly about how the performance of brand-named sports shoes, the involvement and the satisfaction of the purchasers have influences on the customers. Since there are so many distracting factors, picking up a pair of sports shoes is no longer for wearing but showing their value as well. The study is based on people who have interests in purchasing the brand-named sports shoes. 400 questionnaires were distributed, 379 copies were recovered, and 348 valid questionnaires were returned. The returning rate has reached 94.75% and effective questionnaire recycling rate was up to 87%. The following trustable data, such as the reliability analysis, regression analysis, one-sample T test and Analysis of variance were all analyzing by SPSS 22.0 statistical software. The results can be offered to consumers as suggestions.