| Summary: | 碩士 === 南台科技大學 === 應用英語系 === 101 === While the research of sports shoes has been extensively investigated, peer influence on purchase decision is relatively unexplored. This study focuses on the relationship between college students’ attitude and price, brand, peer influence, experience and taste concerning selecting sports shoes. Brand loyalty and brand switching are further divided and compared. Hence, the current study delivered a close-end questionnaire to 410 students at Southern Taiwan University of Science and Technology (STUST) in order to examine their attitudes on these aspects. Collected data were analyzed by means of descriptive analysis, independent sampling t-test, and Pearson correlation analysis. The findings show that peer influence increases when the tendency on exercising is high. Besides, the intensity of the peer influence can alter in different age groups from the students who are 18 to 23. Except form the peer influence, the findings also demonstrate price can be an important determinant which affects the brand loyalty and brand switching. The higher the price is, the lower the brand loyalty become. In terms of the gender differences, female students tend to be more price sensitive and care less about the sports brand than female students.
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