運動品牌形象、購買意願與忠誠度關係及兩岸民眾之比較分析

A Study on the Relations among Brand Image , Purchase Intention and Loyalty for Sporty Brand in Cross-strait

隨著生活品質的提升，國人日益重視健康概念，近年來不論在台灣或在中國運動風氣日益普及，運動人數越來越多，同時也帶來運動用品市場相當龐大的商機，進而帶動運動產業蓬勃發展。本研究主要以運動品牌龍頭──NIKE為例，探討兩岸民眾對運動品牌之品牌形象認知及購買意願及忠誠度之關係，同時探討兩岸民眾之差異，所得之結果不僅對NIKE公司，對於其他運動品牌亦有相當之參考價值。本研究使用立意抽樣進行抽樣，在台灣及大陸各收回150份有效問卷。經過統計分析以及實證結果，研究發現無論在台灣或大陸品牌形象與品牌忠誠度呈正向關係；品牌忠誠度與購買意願亦呈正向關係

As the quality of life has gradually enhanced, people are paying much more attention to the concept of healthy. In addition, the trend towards exercise has become more popular both in Taiwan and China. Also, the population of exercise people has grown increasingly and created a lot of business opportunities. This study focuses on relations among brand image, purchase intention and loyalty for Nike in Taiwan and China, furthermore analysis the difference between Taiwan and China. The results of this study can provide some suggestions not only for Nike but for all sport brands. The research used purposive sampling technique where 150 questionnaires were sent and returned in Taiwan and China. Through statistical analysis, this research get the empirical results: brand image and brand loyalty have a positive relationship; brand loyalty and purchase intention also have positive relationship both in Taiwan and China.