A study of consumer behavior on basketball shoes-An application of means-end chain

• Main Authors: Wang, Sheng-Yu, 王勝裕
• Other Authors: Chu, Wen-Tseng
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/14432997346277896629

碩士 === 國立臺灣師範大學 === 運動與休閒管理研究所 === 100 === The purpose of this research is using Means-End Chain to understand sport involvement and consumer behavior in terms of basketball shoes purchasers in Taiwan, and further discusses their relationship. The Means-End Chain uses laddering to conduct the interview and the questionnaire is based on the content of interview by means of content analysis method. Moreover, the measure of sport involvement for basketball shoes purchaser is based on these references of McIntrye (1989), Lin Tzu Yang(2009) and Tai Hsiu Hui(2010) on the research of measure involvement dimension. The interviewees are mainly aimed at the basketball players who have ever purchased basketball shoes within one year. There are 20 interviewees involvement in this research. In addition, this research released 600 questionnaires in total for the subject of basketball involvement who has ever bought basketball shoes within three years. There are 566 questionnaires are valid. Firstly, the result of this research shows the basketball purchaser is mainly 20 to 29 years old university male students. And most of these students get their monthly income less than 10000 dollars. Besides, they usually play basketball 1 to 2 times per week, and they are affordable to purchase one pair of 2,001 to 3,000 dollars basketball shoes. Moreover, the maximized amounts of purchased basketball shoes for these university male students are two pairs within three years. Secondly, different frequency on playing basketball weekly,the acceptance of product specialty reflect great discrepancy on the basketball shoes's prices.The importance of purchasing results has great discrepancy on buying basketball shoes in the past 3 years. The importance of personal value shows great discrepancy on price acceptance and buying how many shoes in the past 3 years. The involvment of basketball reflects great discrepancy on frequency of playing basketball weekly, acceptance of shoe's prices and how many shoes has bought in the past 3 years.Thirdly, different level of basketball involvement to basketball shoes consumers lead to obvious diversity on products properties, consumption feedback and personal value.Fourth, the products properties of basketball shoes and consumption feedback are positively related. In addition, the products properties and consumption feedback are positively related to personal value. Obviously, these results are correspond with Means-End Chain which proposed by Gutman in 1982. To sum up, the measure of basketball involvement results in the positive effect on products properties, consumption feedback and personal value. It means the measure of basketball involvement and Means-End Chain is positively related. This research is expected to provide practical suggestions for basketball shoes retailers on marketing strategy. Furthermore, consumers can realize the real value of basketball expenditure.