A Study of Sportswear Brand Loyalty of Elementary School Physical Education Teachers in New Taipei City

• Main Authors: Shou-Chi Chen, 陳宗熙
• Other Authors: Shao-Tung Cheng, Ph. D.
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/07891758116380127773

碩士 === 國立臺北教育大學 === 體育學系碩士班 === 100 === A Study of Sportswear Brand Loyalty of Elementary School Physical Education Teachers in New Taipei City Abstract The purpose of the study was to understand the sportswear brand loyalty of elementary school physical education teachers in New Taipei City and to discuss the differences between variables on different background of sportswear brand loyalty. The questionnaires were delivered to 400 elementary school physical education teachers in New Taipei City. Overall, 343 were valid for statistical analysis. The data were analyzed by using several statistical methods, including descriptive statistics, independent sample t-test, one-way ANOVA, chi-square. The results of the study were as followed： 1. The subjects from elementary school physical education teachers in New Taipei City, mainly are 31-40 years old married women with master's degree；most of them are part-time physical education teachers but not physical education major. Their monthly disposable average amount are $10,001 -20,000 NTD. They do regular exercise and prefer sports brand Mizuno.2. The consumer characteristics of the subject are：The sports apparel brand that the major portion of the subject used to purchase is NIKE；The most frequently purchased sports apparel brand by the subject is Mizuno；The sports apparel brand “Mizuno” is considered the brand with the highest user satisfaction by the subject；Comfortness is the reason of repurchase of sports apparel from the same brand；If shortage is found on the desired sports apparel, the subject tend not to purchase until the next one in the future；The place that the subject purchase sports apparel is sports goods store because of more selections available.3、The major portion of the subject tends to hold high loyalty upon the sports apparel brand.4、The brand loyalty of the subject towards sports apparvel shows remarkable correlation with the age, education, education background, marriage status, and occupation status of the subject:For the age, the subject at the age of 31~40 years old hold higher brand loyalty than the subject at the age of 41~50 years old；For education, the subject with bachelor degree hold higher sports apparel brand loyalty than that with master degree；For education background, the subject with physical education background have higher sports apparel brand loyalty than with non-physical education background；For occupation status, the subject working as full-time physical education teacher hold higher sports apparel brand loyalty than that working part-time；The brand loyalty of sports apparel and the consumer characteristics of the subject show tangible correlation on purchase frequency and the consideration of repurchase on the same sports apparel brand by statistical analysis. Keywords: Sports apparel, elementary physical education teacher, brand loyalty, buying patterns