臺灣博碩士論文加值系統

　　在現今網路發達的時代，行銷人員能夠輕易地透過多元且創新的方式提供消費者大量的商品資訊，企業若能精準的掌握不同消費者之購買風格，切中消費者購買風格之關鍵因素，必能創造更有效率之行銷手法，本研究主要目的：(1)發掘國內運動商品購買決策風格; (2)探討國內運動商品購買決策風格與性別及價值系統與生活型態之關係。本研究以曾購買運動商品之消費者為研究對象，透過網路問卷進行資料蒐集，回收有效問卷1166份，藉由因素分析與迴歸分析來進行分析。
　　本研究經參考過去文獻與前測分析結果萃取出9項運動商品購買決策風格，分別為品質導向、品牌取向、流行性、享樂主義、價格取向、衝動性、決策困擾、習慣及品牌忠誠及名人代言，接著納入性別及價值系統與生活型態，並將價值系統與生活型態分為傳統保守與現代開放，整合探討各運動商品購買決策風格與性別及價值系統與生活型態之關聯性發現(1)現代開放對於品質導向呈現明顯的正向關係；(2)性別對於品質導向與衝動性有明顯的影響；(3)性別與傳統保守的交互效果對流行性與享樂主義呈現明顯的正向關係，而性別與現代開放的交互效果對習慣及品牌忠誠與名人代言呈現明顯正向關係。

This thesis aims to explore the purchasers’ decision-making styles for sport products, and the relationship among purchasers’ decision-making styles, gender, value system and lifestyles, involving tradional and modern trends. Questionnaires, are utilized to collect a total of sample size 1,166 people who used to purchase sport products. A moderated regresssion analysis is used to analyze the data. The results shows that: Firstly, the purchaser styles can be classified into nine fators: Quality, Brand, Fashion, Recreation, Price, Impulse, Confusion, Habit, and Endorsement. Secondly, modern value systems and lifestyle was positively related to Quality. Thirdly, gender has a significant impact on Quality and Impulse. Last, gender and traditional value system and lifestyle has interaction effect on each other and negatively associated with Fashion and Recreation. Furthermore, there is interaction between gender modern value systems and lifestyle positively relating to Habit and Endorsement.

中文摘要 I
英文摘要 II
圖次 V
表次 VI
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 運動商品 5
第二節 購買決策風格 5
第三節 價值系統與生活型態 10
第四節 運動商品購買決策風格與性別、 價值系統與生活型態之相關性 15
第三章 研究方法 17
第一節 研究架構 17
第二節 操作性定義之衡量 18
第三節 資料蒐集方法 23
第四節 資料分析方法 25
第五節 預試分析 26
第四章 資料分析 35
第一節 敘述性統計分析 35
第二節 效度與信度分析 39
第三節 相關分析 45
第四節 迴歸分析 47
第五節 研究結果 54
第五章 結論與建議 56
第一節 研究發現與意涵 57
第二節 研究貢獻 58
第三節 研究限制與未來建議 61
參考文獻 63
附錄 69
附錄1預試問卷 69
附錄2 正式問卷 72
著作權聲明 77

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