| Summary |
Student：Huai-Ming Lin, 2006.06
Institute of Traffic and Transportation National Chiao Tung University
Due to the improvement of world economy, the number of sports people has a trend of increase. The prevalent spirit of sports in Taiwan has been made the sales of sporting goods having a high proportion in consumer and sports shoes has the highest proportion in the sales of sporting goods.
Basing on the concept of Attitude-Toward-Object Model, this study hopes to set up a research framework and a model of consumer's purchasing intention. By questionnaire survey and AHP, we hope to get the relative importance of consumer's factors when they are going to buy sports shoes and evaluating the effect of endorsement toward the consumer's purchasing intention.
According to the result of this research, the most important factor of sports shoes are the shape & style and material, the next is the function. About the price, the importance of list price and relating discount are the same. The attractiveness and expertise of a spokesperson is more important than a spokesperson's trustworthiness. A good spokesperson can improve the consumer's preference in product condition especially the time spirit and vogue and also the consumer's acceptance of list price and relating discount in purchasing sports shoes. |
