路跑運動參與者對運動鞋消費決策行為之研究－以2012富邦臺北馬拉松賽事為例

Abstract

路跑運動參與者對運動鞋消費決策行為之研究 －以2012富邦臺北馬拉松賽事為例

中文摘要 路跑運動已成為臺灣民眾最常從事的運動項目之一，運動時需要長時間穿著運動鞋，因此，本研究目的便是瞭解路跑運動參與行為對運動鞋消費決策行為間的相關性，並以2012富邦臺北馬拉松賽事的參賽者作為研究對象，採取便利抽樣方式，有效問卷444份，所得資料經描述性統計、信度分析、因素分析、卡方檢定、獨立樣本t檢定、單因子變異數分析法及Scheffe事後考驗法進行資料分析，得知本研究結果為： 一、以「男性」、「20-39歲」、且居住地在「北部」之大學 (專) 「企業上班族」最多。二、路跑運動參與以「1-4年」跑齡、「每周2-3次」頻率、時間以「31分-1小時」及距離「6-10Km」居多，並多會利用「平日晚上」時段運動；在賽事參與行為結果呈現，多因「親朋好友號召」參賽，首次參賽的人數最多。三、運動鞋消費決策行為上，最常穿著及賽事中穿著的運動品牌皆以「Nike」為多數，因「舊鞋損壞換新」的目的購買，並依「自己過往經驗」作為選購運動鞋的主要資訊來源，最常在「連鎖運動用品店」購買，運動鞋產品的「基本性能」最為被重視。四、不同人口統計變項在路跑運動參與行為的14個變項上皆呈現顯著不同的差異。五、不同人口統計變項在運動鞋購買決策行為上，除「最主要的訊息來源」題項中無顯著差異，其他14個變項中皆有顯著差異。六、不同的路跑運動參與行為對運動鞋消費決策行為除「最主要的訊息來源」外，其他變項上皆呈現顯著差異，路跑運動參與的程度對運動鞋消費行為有著非常不同的差異。 本研究結論可作為運動產業或相關領域運用在路跑運動參與者層面，並可利用本分析結論來作為路跑運動市場區隔及行銷策略擬定上之參考。

A Study on Consumer Decision-making Behavior of Sports Shoes for Running Participants in 2012 FUBON Taipei Marathon

Abstract Running has becoming one of the most frequently taken sports for people in Taiwan. When doing the exercises, people have to bear wearing sport shoes for couple of hours. For this reason, the purpose of this study was to know the relativity on the behaviors of partaking running and consumer decision making. Taking the participants of 2012 Fubon Taipei Marathon as the research objects, and using convenience sampling, 444 questionnaires were efficitively retrieved and being analyzed by descriptives statistics, reliability analysis, factor analysis, chi-square test, t test、one-way ANOVA and Scheffe’s method. The conclusion went as follows:

Firstly, the majority lied in the categories of male, 20-39 year old, colleage graduated, business worker, and live in northern Taiwan. Secondly, running participation showed a majority in running history between 1-4 years, frequency in 2-3 times per week, time for 30 minutes to 1 hour, distance from 6-10 kilometers, and mostly using weekday nights to do. The race participating behavior showed the results that friends or family are usually the motivation, and the first time participants had the largest quantities. Thirdly, for the sport shoes consumer desion-making behavior, Nike won the pole on the sports brands for either daily wear or racing wear. Old shoes replacement was the purchasing purpose, and was based on one's own experience as the information resource when doing the purchase. Usually purchase at sports goods chain retail stores, and the basic functions of the product were the main consideration. Fourthly, different demographic variables on the 14 behavior variables displayed noticeable differences. Fifthly, different demographic variables on sport shoes purchasing decision-making also showed noticeable divergence on the 14 variables, except for the main information resource item. Sixthly, different participating behaviors on the running had remarkable divergence on the variables to sport shoes purchasing decision-making, except for the main information resource item. There was a discrepancy in the depth of running participation and sport shoes decision-making behavior. The results of this study can be used in sport field or related field with the use on the running participants aspect. The analysis results can be seen as a reference for drafting the running market segmentation and marketing strategies.