| Summary: | 碩士 === 康寧大學 === 企業管理研究所 === 106 === The purpose of this study is to make Taiwanese people feel unfamiliar with decathlon products, fearing that their quality and professional skills are not enough, and thus turn to buy other familiar sports brand goods with both quality and price. I hope that through research and quantitative analysis and other related methods to let Decathlon's brand image, quality service , in many sports brands can stand out, taking Tainan Kanong customer as the object of investigation, using the scale of the Likert scale 5-point method design, according to the collected questionnaires, after deducting inappropriate invalid questionnaires, statistical analysis of the data, including the narrative statistical analysis of project analysis, factor analysis and reliability analysis, Correlation and regression analysis. The results show that consumers ' willingness to purchase is significantly influenced by their product image. When the consumer of the product cognitive evaluation changes, advertising endorsement exposure rate and the experience of holding activities caused by advertising effects also affect consumer purchase will, with spokesmen and the use of holding activities to experience product advertising way, so that consumers to product image left a deep impression and recognition.
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