女性消費者對於運動用品之品牌意象、涉入及再購意願之研究

The Research on Sports Goods Brand Image, Involvement and Repurchase Intention for female consumers

本研究主要探討女性消費者對於運動品牌意象、涉入及再購意願間關聯性與影響之研究。本研究利用問卷調查的方式針對購買過運動用品之女性消費者為主要研究對象，發放正式問卷550份，扣除36份無效問卷後，有效樣本共為514份，回收使用率93.45%。以描述性統計分析、因素分析、皮爾森相關分析及層級迴歸分析等統計方法作為分析工具。研究結果發現：一、女性消費者對於運動產品品牌意象正向影響再購意願。在女性消費者品質功能中須考量是否符合消費者需求價值，若符合，對消費者意願會提升，進而達到再購意願；二、女性消費者涉入程度對品牌意象與再購意願間具有中介效果。女性消費者會在涉入中，對於品牌意象的品質功能意象及象徵經驗意象有所認識後，對再購意願會有影響。

The research focused on the relationship and influence betweensports goods brand image, involvementand repurchase intentionfor female consumers, and recognized the causal relationship of dimensions between variables. The questionnaire of this study for involved in exploration or adventure recreation female consumers issued 550 questionnaires, and deleted incompleted and not replied questionnaires. A total of 514 usable questionaires were collected, and the responsed rate was 93.45%. Collected data was confirmed by correlation analysis, reliability and validity analysis and regression analysis. The analytical results indicated that: (1) sports goods brand image had a significantly positive influence on repurchase Intention for female consumers ; (2) female consumersinvolvement in the brand image and repurchase intention between the mediating effect.