| Summary: | 碩士 === 大葉大學 === 運動事業管理學系 === 98 === The study was aimed at exploring the purchasing intention of bike shoppers in re-lations to brand awareness and brand preference. Subjects, 360 adults over 20 years old, are selected by convenience sampling in central Taiwan. 330 copies of questionnaire have returned and 30 of which are invalid; thus, the valid return ratio is 91%. The re-sults indicate: 1. Among the shoppers’ knowledge to brand awareness, the most signifi-cant factor is brand recognition (M=3.93), the second is brand recall (M=3.68) and brand symbolization (M=3.66). 2. Gender of shoppers is a significant factor in brand preference. 3. There is a significant positive correlation between brand awareness and purchasing intention. 4. Brand awareness and brand preference can predict purchasing intention significantly, and provide 44.1% of the predictability in purchasing intention.
Suggestions were finally proposed for bike industry. To promote the brand aware-ness, the bike industry needs to focus on “brand recall” and “brand symbolization”.
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