A Study of the Effect of Promotion on Consumer Purchasing Intention for Professional Sports Shoes -The Case of Adult Consumers in Taipei City
|關鍵字:||專業運動鞋;促銷活動;消費者行為;購買意願;Professional Sports Shoes;Promotion;Consumer Behavior;Purchase intention|
In recent years, the people in Taiwan raised their health awareness and spend time exercising. No matter what sports it is, there is still the shoes for that sports. For example, basketball shoes, jogging shoes, spiked shoes and baseball shoes… etc.. As a result, which make the professional shoes market not just for the athletes but for everyone who wants to exercise. Besides, the majority industry in professional sports shoes spend a lot for the market of people who are not athletes. The purpose of this study is to verify the effect of promotion on consumer purchasing intention for professional sports shoes. The study uses Howard-CDM as the framework. And take Taipei grown-up people who go to the sports shoes store as the study objects. And investigate what relation between demographic variable and where news of sports shoes come from, buying motivation, product properties, promotions and purchase intention as well as the relation between promotions and purchase intention. In the study, we get four hundred and eighty four worked questionnaires. Furthermore, we sort out the questionnaires and do the fact analysis, reliability and validity analysis, chi-square test, one-way analysis of variance, post hoc and regression analysis. According to the results, there are some effects in demographic variable and where news of sports shoes come from, buying motivation, product properties, promotions and purchase intention as well as the effects between promotions and purchase intention, all the effects are exist. In the analysis between promotions and purchase intention, there are discounts, coupon and membership card cashback. Above three facets have influence on purchase intention. After analysis is end, we propose some marketing advice for the industry of professional sports shoes. Also propose some direction for people who want to do related study.
|Appears in Collections:||Thesis|