The Relationship between the Brand Image of Sports Shoes and the Willingness to Purchase– An Exploratory Study in Hsinchu Area

• Main Authors: CHANG, YUN-HSUAN, 張筠萱
• Other Authors: WANG, MING-LANG
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/755u22

碩士 === 中華大學 === 工業管理學系 === 107 === In recent years, fitness and sport become more and more popular among people worldwide to make them healthy. Population of loving fitness and sport is getting increasing year by year. As we can see, streams of loving sport love to participate various of marathons which are held in playground of schools, public gardens or lakesides by any official or private institution, that rages also move development of sport shoes manufacturers forward and attract spotlight on. Large industries embed spirits and ideals in commercial trades to promote sport shoes, meanwhile, in order to make consumers impressive of their commercial brands effectively, and then to win purchase intentions. The purpose of research is to investigate how is influence of brands of sport shoes on purchase intentions by general consumers. And get correlation further between brands of sport shoes and purchase intentions with analysis of consuming behavior. According to background and motive of the research, we develop various image concepts of commercial brands for the framework of the research on basis of Park, Jaworski and Maclnnis (1986) theories of various customers' benefits. So we may distinguish 「Image of functionality brands」「Image of symbolic brands」 and 「Image of experiential brands」, which are 3 major factors of the framework of the research, to discuss how is influence of brands of sport shoes on purchase intentions, we adopt the viewpoint of Schiffman & Kanuk (2000) to evaluate the possibility of why consumers purchase some specific of products by the definition of purchase intentions, in other words, that means the probability of go-to-buying might be getting higher if purchase intention is higher. According to the summary of the research, Image of brands is positively correlative to purchase intentions that mean purchase intention will become higher if images of sport shoes brands are higher than others. The purpose of research is performed with questionnaires which are completed via network platform that could make us to collect lots of related data from various groups of consumers, so total 189 effective questionnaires are collected. My Indictors are based on 5 Likert Rating Scale with applying SPSS 22.0 statistics software to perform analysis and investigation on correlation of variety items, and then get interpretation by the summary. The results of this study are：1.image of functionality brands is positively correlative to purchase intention, 2.image of symbolic brands is positively correlative to purchase intention and 3.image of experiential brands is positively correlative to purchase intention.