A Research of Sports Brand Image and Advertising Effectivenss on Older Consumers' Purchase Intention

• Main Authors: LI TZU HAN, 李慈涵
• Other Authors: HUANG CHUAN CHUAN
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/07270812516057859105

碩士 === 大葉大學 === 運動健康管理學系 === 103 === The purpose of this study was to examine the influence of sports brand image and advertising effectiveness on older consumers' purchase intention. Subjects were 420 people who aged over 55 by convenient sampling. 420 copies of questionnaire have returned and 20 of which were invalid, the valid returning rate was 95%. A total of 400 valid questionnaire wre retrieved, and the data were analyzed with structural equation model analysis (SEM). The results found that: 1. Sports brand image has positive effect on advertising effectiveness. 2. Sports brand image has positive effect on older consumers' purchase intention. 3. Advertising effectiveness has positive effect on older consumers' purchase intention. Suggestions were finally proposed for sports equipment industy. To promote the sports brand image, the sports equipment industy needs to focus on experiential brand image.