近年來，女性已成為消費市場中的主流。對女性而言，參與運動且購買運動服裝是流行趨勢，而運動服裝是女性展現個人風格的方式之ㄧ。因此，本研究目的旨於瞭解女性消費者對運動服裝品牌的使用現況及消費者特性、品牌形象、市場特性、產品特性四個變項對其品牌忠誠度的影響。本研究採隨機抽樣法，抽取亞力山大健身俱樂部台北地區十個分佈點之女性消費者為研究對象，進行問卷調查，有效問卷428份，回收率達85.6％。本研究結果如下：
一、NIKE、adidas及Puma分別為消費者最常使用之品牌；運動用品
店為消費者最常購買運動服裝之地點，且該地點能提供較多品牌
選擇及產品種類齊全較容易引起消費者購買運動服裝。
二、女性消費者對運動服裝品牌忠誠度較高。
三、受試者主要集中於年齡20-29歲、未婚、職業婦女、教育程度在大學校院以上且每月收入在30,000~39,999元之女性消費者。
四、報章雜誌、親朋好友、網際網路及電視廣告會影響女性消費者對
運動服裝品牌忠誠度。
六、產品代言人對消費者運動服裝品牌忠誠度有影響，且高品牌忠誠
度消費者對於此因素有較高的重視。
七、產品形象及企業形象對消費者運動服裝品牌忠誠度沒有影響。
八、品牌知名度及產品包裝會影響消費者運動服裝品牌忠誠度且高品
牌忠誠度消費者較重視此二項因素。
根據研究結果得知，女性消費者對運動服裝具有品牌忠誠度。因此，廠商若能瞭解各變數對女性消費者選購服裝之影響，針對其因素提出有效之行銷策略，對其建立且維持品牌忠誠度而言是極為重要的課題。

The Study of Sportswear Brand Loyalty of Female Consumers

Master’s Thesis, 2006 Shu-Shan Hsu
Advisor: Shih, Chih-Pin, Ed. D.
Abstract

In the recently year, female consumers have became the main stream in the market. It is a trend to join the sports and buy sportswear cause of a way to show one’s personal style. Therefore, it is very important for the dealer to construct and retain the brand loyalty of consumers among the sportswear merchandise.

Goal of the study: To know the use of sportswear and the brand loyalty of female consumers. Discuss the effects of four variables including consumer character, brand image, market character and product character, on the brand loyalty.

Method of the study: The subjects were female consumers sampled from ten Alexander Health Clubs in Taipei using the random sampling method. There were 428 valid copies of questionnaires received and the received rate was 85.6 percent. The data analyses, including descriptive statistics, t test, Chi-square test, and Fisher’s exact test, were implemented using the statistical software SPSS 10.0.

Results of the study:
1. NIKE, adidas, and Puma were the most using brand and higher reputation and comfort made the more purchase for the same brand. Sport shops were the places that consumers preferred to buy the products. It could provide more selections of brand and more complete kinds of the products such that consumers liked to buy.
2. Female consumers had higher brand loyalty of sportswear.
3. The objects were centered on age 20 to 29 years old, single professional females with college above level of education and 30,000 to 39,999 dollars income.
4. The factors of message source, newspapers and magazines, relatives and friends, internet and website, and television adverting would affect the level of brand loyalty of female consumers.

5. The product spokesman would affect the level of brand loyalty of female consumers, and consumers with high level of brand loyalty have paid more attentions on it.
6. The factors product and enterprise image of brand image did not affect the level of brand loyalty.
7. The factors brand reputation and product package affected the level of brand loyalty and consumers with high level of brand loyalty had paid more attentions to the two factors.

Conclusions: According to the study results, female consumers are loyal to the sportswear brand. So, if dealers can know how the variables affect female consumers in choosing sportswear and that become an important task to construct and retain the brand loyalty of consumers.

Key words: consumer character, sportswear, brand loyalty

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