A Study on Elementary School 5-6th Grade Students’ Brand Royalty towards Sport Shoes at Banqiao District, New Taipei City.

• Main Authors: Wang,Meiyen, 王玫燕
• Other Authors: Cheng,Shatung
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/44134514654776878176

碩士 === 國立臺北教育大學 === 體育學系碩士班 === 100 === The Study aimed to explore Banqiao District’s elementary school 5-6th grade students’ brand royalty towards the purchase of sport shoes and discuss the influences of various “consumer characteristics,” “purchase types,” and “product characteristics” on elementary school 5-6th grade students’ brand royalty towards the sport shoes. The subjects of the research were elementary school 5-6th grade students at Banqiao District. The questionnaire survey method was applied and 551 effective samples were collected and the data were analyzed by descriptive statistics, Chi-square test and independent samples t-test. The findings were as follows: 1. The main reason for elementary school 5-6th grade students at Banqiao District to purchase new sport shoes was “worn.” The most-purchased brand was “Nike.” “Durability” was the main consideration for purchasing the brand of sport shoes. The most popular purchase locations were “sporting goods retailers.” The main consideration of the purchase locations was “availability of more brands.” More than 90% of the students shopped around before buying and more than nine out of ten schoolchildren’s parents paid for them. More than half of the students could make their own decision on which brand they wanted to purchase and were highly satisfied with the brands of sport shoes they purchased. 2. Elementary schoo 5-6th grade students’ brand royalty towards sport shoes at Banqiao District was not very high. 3. In terms of the “consumer characteristics,” there were statistically significant brand royalty differences in gender and monthly allowance. 4. Regarding the “purchase types,” there were statistically significant brand royalty differences in “the most-purchased brand of sport shoes,” “the main consideration of the purchase of the brand,” “the number of stores the schoolchildren shopped around before purchase,” “the purchase locations,” “the considerations of the purchase locations” and “the source of expense.” 5. Concerning the “product characteristics,” there were statistically significant brand royalty differences in the degree of emphasis of the four variants including “fashionability,” “colors,” “styles” and “brand awareness.”