| Summary: | 碩士 === 大葉大學 === 管理學院碩士在職專班 === 100 === The purpose of this study was to investigate the relationship among lifestyle, preferences of product attribute, and consumer behavior on sportswear consumers. The study used questionnaire as the method, subjects were customers who ever bought sportswear. The content of the questionnaires includes background variables, lifestyle, preferences of product attribute, and consumer behavior. A total of 400 questionnaires were distributed and 335 were returned (83.75% response rate). The valid samples are 331 out of 335 (98.8% valid rate). The statistical techniques are descriptive statistics, independent-samples t-test, one-way ANOVA, Scheffe’s posterior comparisons and multiple regression analysis.
The results are summarized as follows:
1. Sportswear consumers’ lifestyles in Changhua County could be divided into five groups: leisure time exercise, fashion, tradition, pinch pennies, and self-discipline. The most-valued preference of product attribute for sportswear is its basic function, satisfaction is the second, and convenience is the last.
2. Different background variables display significant differences among lifestyle, preferences of product attribute, and consumer behavior.
3. Different consumer behaviors display significant differences between lifestyle and preferences of product attribute.
4. Sportswear consumers’ lifestyles could positively predict preferences of product attribute on sportswear consumers.
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