How Perceived Value Drives Customers to Purchase Brand Sneakers－An Empirical Study of Teenagers.

• Main Authors: Huang, Chun Hui, 黃筠惠
• Other Authors: Chen Hengyi
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/71457561640303274879

碩士 === 高苑科技大學 === 經營管理研究所 === 99 === Abstract The purpose of this study is to develop a customer’s selection model under the drive of the perceived value. First, the proposed model adopts the Delphi Method to identify suitable aspects and criteria to evaluate the customer’s purchase of brand sneakers. The three aspects Utilitarian, Hedonic Value, Service Value and fifteen criteria are drafted. Next, the research model applies the analytic hierarchy process (AHP) to determine the relative weights of evaluative criteria, to rank the alternatives and then to select the optimum brand sneakers. In addition, take the top three brands in Taiwan’s sneaker market－Nike, Adidas and Puma－for example to prove how brand sneakers are selected under the urge of Perceived value by applying this model. According to the results of this study, the aspects customers care about, ordered by the emphases they place, include “Utilitarian” “Hedonic Value” and “Service Value”. The results indicate that the top five criteria in order are “The sneakers can draw other’s attention”. “The sneakers are durable and ventilative”. “People feel comfortable while wearing them to exercise”. “The sneakers are fashionable” and “The sneakers have a mat of an air cushion”. The results of the three brands in order are－Nike, Adidas and Puma. Finally, the model adopts the “Sensitivity Analysis” to discuss whether the sequence of the alternatives will differ as the criteria weights change. The results indicated that make a difference the priority sequence of the substitute project will make a difference with the criteria weight changing. The proposed model will provide teenagers a positive and effective way to select the most suitable brand sneakers, making it highly applicable in academic and commercial fields. Keywords: Perceived value, Delphi Method, Analytic Hierarchy Process (AHP), Performance Sensitivity Analysis (PSA).