The Influence of Adolescent's Life-Style on Sports Brand Image and Purchase Intension

• Main Authors: Ching-Ju He, 何靜如
• Other Authors: Li-Chuan Chu
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/84674086781531478852

碩士 === 南華大學 === 企業管理學系管理科學碩博士班 === 103 === 　　Due to rapid information transmission and change of the value nowadays, sport merchandise not only has sports function, but also represent a kind of fashion. This study adopted the methodology of questionnaire to investigate the relationship among Adolescent’s life style, brand image and purchase intension. 　　This study utilizes one-way analysis of variance, independent-samples T test and multiple regression analysis to complete the associated research. The results of the analyses are described as follow: 1. Individual characteristics showed partially significant difference in the life style, brand imageand purchase intension. 2. Adolescent’s life style has significantimpacts on brand image.3.Brand image has significantimpacts on purchase intension. 4. Adolescent’s life style has significantimpacts on purchase intension. 5. Brand image in adolescent’s life style between purchase intension with a partial mediating effect. 6.Advertising endorser not has interference effect in sportsbrand image purchase intension.