| Summary: | 碩士 === 輔仁大學 === 體育學系碩士班 === 95 === The study mainly focused on the life style of senior and vocational high school students, and discussing the relationship between the purchase decision and consumer behavior for the sports items. Furthermore, we also analyzed student purchase decisions and consumer behaviors and their relationship to lifestyle and population variables. The researcher filed the shopping characteristics of the sport products for senior and vocational high school students in Taichung County, to provide a reference aid for related industries. The following are the research findings:
1.There were 6 main reasons for participating in sport for senior and vocational high school students in Taichung County: Personal Pastime, Active Attitude, Diversify Life, Personal Reasons, Fashion, and Convenience.
2.Different population variables showed variance in purchase decision.
The results showed that male students have more sensible concern of
product choice than female students. Then, students with more disposable
incomes of between 4001 and 5000 NTD had more sensible concern of
product choice than students with disposable incomes of less than 2000
NTD. Furthermore, students who live near coastal towns had more
sensible concern of product choice than students who live in mountain
towns.
3.Different population variables show variance in consumer behaviors. The results showed that male students generally had higher purchase frequencies than female students. Further more, students with disposable incomes of between 2001 and 3000 NTD generally had higher purchase frequencies than students with disposable incomes of less than 2000 NTD. In terms of total money spent, the study showed that male students generally spent more money on each individual purchase than female students. Then, students with disposable incomes of between 2001 and 3000 and between 4001 and 5000 generally spent more money on each individual purchase than students with disposable incomes of less than 1000 NTD.
4.Also, there was certain correlation between the purchase decision of sports products and life style. Most students made their purchase decisions with the primary concern of practical needs.
5.Consumer behavior characteristics: The most popular purchase location was the specialist sports store and purchase frequency averages at one time per month; sports shoes were most commonly purchased and the casual shoes were most commonly purchased sports shoe. Basketballs were mostly purchased out of ball types. Badminton bats were most commonly purchased out of sports equipment.
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