| Summary: | 碩士 === 國立中正大學 === 運動與休閒教育所 === 95 === The purposes of this study were manily aimed at：(1).to understand the features and differences between the types of exercise and consumers behaviors on the preference, ergonomics, and satisfaction for sports bras users.(2).to examine the relationships among the preference for sports bras, ergonomics criterions and consumer satisfaction. The questionary and convenience sampling method wewe used for investigating the consumption behaviors of 453 females from senior high school or college students. This study found that: (1)There were significant differences on the aspects of creativity of products and loyalty of attitude in terms of purchase channel. Department stores and sports shops had higher creativity and loyalty than mart. (2) There was significant difference on the aspects of safety of products in education backgrounds, the higher educated people, the more concerned in safety of products. (3) There were significant differences in terms of performance and comfort of products on frequency of exercises. People who were regular exercise more than 3 times a week stressed the performance and comfort of sports bras. (4) There were significant differences on the aspects of comfort of products, tangible products, and loyalty of attitude in the dimension of prices. Price of NTD 501 or above is higher than NTD 500. (5) After multiple linear regressions, it showed preference of products and ergonomics could be effectively used to predict the customers’ satisfaction, and the total variances were 18.4 %. (6) Path analysis revealed that preference of products and ergonomics had effectively impacts on the customers’ satisfaction, the total effect up to .619, and the main predictor was ergonomics. (7) There were positive relationship among preference, ergonomics and consumer satisfaction on female sports bras.
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