The Influence of Brand Knowledge, Consumption Value on Purchase Intention - An Example of sportswear brand.

• Main Authors: TZU-CHIEH CHOU, 周子傑
• Other Authors: Meng - Jang Lin
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/59hsuj

碩士 === 朝陽科技大學 === 企業管理系 === 104 === In these years, with the incoming trend of sports and leisure industry, the industry in Taiwan also shows the great accomplishment. While the policy of two-day weekend implements, people’s leisure time becomes more. Also, the international trend and national policy promote, they prompt Taiwan sports and leisure industry. The sports business constantly spring up because of this promotion. In sports leisure industry, consumers advocate and trust the sport brands; the sport brands own 73% of global sport apparel market. Therefore, this study thinks the sport apparel has a big business opportunity and decides to investigate the effect of brand knowledge and consumption value to purchase intention by sport apparel brand. The objects of study are the consumers who have bought sport apparel in Taichung. This study uses the convenience sampling, distributes 405 copies, responses 398 copies, gets 380 valid copies so has the valid response rate 93%. This study uses descriptive statistics, reliability analysis, validity analysis, factor analysis, correlation analysis and regression analysis to verify hypothesis. The study results are as follows: 1. The sport apparel brand reputation has significant influence to consumption value. 2. The sport apparel brand image has significant influence to consumption value. 3. The consumption value has significant influence to consumers’ purchase intention. 4. The sport apparel brand reputation has significant influence to consumers’ purchase intention. 5. The sport apparel brand image has significant influence to consumers’ purchase intention.