A Study of the Impact of Brand Image on Purchase Intention for Badminton Rackets: A Case of Badminton Clubs' Students of National Universities in Taipei Area
|關鍵字:||品牌形象;購買意願;羽球拍;Howard-Sheth模式;Brand Image;Purchase Intention;Badminton Rackets;Howard-Sheth model|
During recent years, the change of people’s lifestyles and their rising income have resulted in rapidly developing of the sport of badminton around all over the world. Playing badminton has become a popular and common recreation instead of an exclusive entertainment for the noblesse. A lot of people from all over the world have devoted to the sport of badminton because of its strength and beauty with speed, skill, and physical agility. Since 1992, badminton has been listed officially as one of the competitions in Olympic Games. Up to now, more than one million people have joined in playing badminton in Taiwan. Furthermore, the government has also been strongly supports the construction of regional sports centers and is promoting the concept of the universal health. The main purpose of this research is to study whether and how the brand image will affect the purchase intention of badminton rackets for the students in badminton clubs of national universities in Taipei Area. We adopt the Howard-Sheth model as a conceptual framework to study consumer decision process. Demographic factors, purchase brand, information sources, product of attributes of badminton rackets, purchase motivation and brand image are regarded as independent variables. Our samples aim at the students who have joined the badminton clubs and are studying in the national universities in Taipei Area. In this study, we collected 412 valid questionnaires are corrected, and have been used by various statistical methods, such as number of distribution, factor analysis, independent t-test, Person’s chi-square test, One-way ANOVA, Scheffe’ method and Regression Analysis, to test hypothesis. The results show that (1) the demographic variables of badminton rackets consumers have siginificant difference from purchase brand, information resources, product of attributes evaluation criteria, purchase motivation, brand image and purchase intention; (2) the brand image has positive relationship on customer’s purchase intention.