A Study of the Relation of Consumer’s Adidas 101 Basketball Park Experience with Adidas' Brand Image and Purchasing Intention

• Main Authors: Yu-Ling Hsueh, 薛宇伶
• Other Authors: Kong-Ting Yeh
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/21537434949859970244

碩士 === 國立體育大學 === 休閒產業經營學系 === 102 === The era of the marketing emphasize the property and quality of product had been past. People tend to place a high value on experience of the economic state has come, the whole research needs to be given further consideration from consumers’ experience of all marketing department. This study tried to understand whether adidas 101 can exploit opportunities for improving the image of adidas brand and inspire consumers to purchase more adidas' products. Accordingly, the purposes of this study were to discuss the relation of experience marketing, brand image, and the purchasing intention of adidas 101 users. The subjects of this study were adidas 101 users, a questionnaire was applied as the research tool, 388 samples were interviewed to find their opinions as the data. The statistic analysis was SPSS 20.0 software package. By implementing descriptive statistics, independent sample t-test, one-way ANOVA, and pearson correlation analysis. The consequences of this study were: 1.The adidas 101 users tend to be female, students, and young generation. 2.The “Sense Experience” of experiencing marketing, “Symbolic” of brand image, and “Purchasing Intention” were satisfied by the adidas 101 users after their experiencing in this basketball park. 3.There were significant differences among users’ “Gender”, “Age”, “Education Level”, “Averagely Monthly Incomes”, “The Most Purchasing Brand” related to experiencing marketing. 4.There was a significant difference of “The Most Purchasing Brand” of brand image among users. 5.There was a significant difference of “The Most Purchasing Brand” of purchasing intention among users. 6.There were positive relations among “Experiencing Marketing”, “Brand Image”, and “Purchasing Intention”. From the practical point of view, the author of this study suggested that the adidas 101 Park promoters can host more activities at this park to attract more people from various populations to raise the reputation of this facility as well as to raise the brand image of adidas. From the academic point of view, the author suggested the further researchers who are interested in this issue can consider adopting a qualitative together with quantitate analyzing approach, overcoming the limitation of venue, the ration equality of genders, and to find out and compare the non-adidas 101-users’ responses with the users.