Lifestyle and Brand Image on Sport Footwares Purchase Intention Among Female Elementary Teachers in Miaoli Country

• Main Authors: Ying Ying Cgang, 張迎楹
• Other Authors: Juan Juan Huang
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/79866778695941044953

碩士 === 大葉大學 === 企業管理學系碩士班 === 102 === Because of the rapid growth of sports and leisure population, more and more people need sports shoes. For the serious market competition on sports shoes, the sports shoe manufacturers try hard to impress the consumers and trigger the consumers’ motivation to purchase their products-this reveals an important issue. Previous studies show little about the relationship between the lifestyle of the female elementary school teachers and the brand image of the soports shoes as the variables. As a result, in this thesis, we set up the Nike and the Adidas sneakers as the target products, to discuss how the lifestyle of the female teachers in elementary school and the brand image of the soports shoes influence the female elementary school teachers’ purchase intention. This study uses questionnaires and investigates female elementary school teachers-406 questionnaires are valid and adopt the structural equation modeling (SEM) as an analytical tool. The results show that : (1) the female elementary school teachers who buy NIKE sneakers consider that the quality and the functionality of sports shoes have a significant effect on their purchase intention relationship. (2) the female elementary school teachers who buy Adidas sneakers consider that the functionality and the hallmark of sports shoes have a significant effect on their purchase intention (3) Overall, the female elementary school teachers’ focus on the quality and the functionality of sports shoes shows the reason why they purchase NIKE and Adidas sneakers. The findings of this study provide relative suggestions for the industry reference. Keywords: Lifestyle, brand image, purchase intention