運動球鞋品牌形象、品牌認同與忠誠度對再購意願影響之研究

Research on the Influence of Sports Shoe Brand Image, Brand Identity and Loyalty on Repurchase Intention

品牌原本只是一個符號，如今已慢慢被廠商賦予特殊的社會象徵及文化意義。現今消費者不僅購買產品本身的功能價值，也購買其所延伸的附屬價值，其中品牌是附屬價值中最重要的部份。因此，在運動用品市場中，運動廠商相當致力於經營品牌，希望賦予其品牌不同的形象與內涵，而這也是消費者是否會購買其產品的重要指標，在這之中，運動廠商所傳達出的品牌訊息，消費者是否能正確的接收，對廠商是個不可忽略的課題。本研究旨在探討UBA大專籃球聯賽籃球選手運動對於球鞋品牌形象、品牌認同與忠誠度對再購意願是否具影響。研究方法採立意抽樣，問卷調查方式，訪問240位籃球選手對品牌中各要素看法，以敘述性統計、差異分析、相關分析及迴歸進行資料分析，研究結果顯示性別與品牌認同，及再購意願具差異，其中男性品牌認同及再購意願皆大於女性|品牌形象越佳，品牌認同越高|品牌認同越高，品牌忠誠度及再購意願也越高。

The brand was originally just a symbol, but now it has been given special social symbols and cultural significance by manufacturers. Nowadays consumers not only purchase the functional value of the product itself, but also purchase the extended subsidiary value, of which the brand is the most important part of the subsidiary value. Therefore, in the sports goods market, sports manufacturers are quite committed to operating brands, hoping to give their brands a different image and connotation, and this is also an important indicator of whether consumers will buy their products. Among them, sports manufacturers convey Whether the consumer can receive the brand message correctly is a question that cannot be ignored for manufacturers.The purpose of this study is to investigate whether the UBA college basketball league basketball player's sports have an impact on the brand image, brand identity and loyalty of the shoes, and the repurchase intention. The research method used intention sampling, questionnaire survey, interviewed 240 basketball players' views on the various elements of the brand, and analyzed the data with narrative statistics, difference analysis, correlation analysis and regression. The research results showed gender and brand identity, and willingness to repurchase There are differences, in which male brand identity and repurchase intentions are greater than females| the better the brand image, the higher the brand identity| the higher the brand identity, the higher the brand loyalty and repurchase willingness.