| Summary: | 碩士 === 立德大學 === 休閒管理研究所 === 97 === Mountain traveling has become a popular outdoor activity in recent years; in order to adapt bad outdoor weather and inconvenience conditions, people demand seriously about functions and qualities of mountainclimbing supplies. Female Taiwanese mountaineer Jiang said that safe mountain climbing activities mainly rely on good quality and function equipments, the importance of mountainclimbing supplies are beyond description. In order to meet consumers’ needs, the manufacturers have devoted to researching and developing; therefore, a variety of brands have also mushroomed.
Taiwanese brands of mountainclimbing supplies have not been established for a long time. Hence, Manufacturers need to face strong competitions and pressure from domestic and international markets. To spotlight the feature of brands and root the image of brands in consumers’ minds, manufacturers have devoted themselves to brands marketing. How to let consumers arise affections for the Taiwanese mountainclimbing supplies and setting up loyalty are interesting issues.
According to research motivation, purposes, research questions, collections, literature reviews and then established research framework and designed questionnaire, the participants of this study were consumers who have ever purchased mountainclimbing supplies. A total of 385 samples were analyzed by crosstable, Chi Square statistical method, an independent sample t-test and frequency. The results showed as follows:
1.Demographics: there was no significant difference between population and the brand loyalty.
2.Information sources: there were significant differences among internet, media, individual experience, and store sales with brand loyalty.
3.Products’ features: there were significant differences among the awareness of colors, styles, qualities, comfortable, fashion and brand of mountainclimbing supplies with brand loyalty.
4.The intentions of consumers purchasing Taiwanese mountainclimbing supplies: the results showed that 321 (83.4%) participants would choose OBM products of Taiwan and that showing people had high confidence in Taiwanese brands and products.
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