The Effect of Symbolic Consumption on Three Majority Sport Brand in Taiwan－The Sample from the Student of Department of Business Management of NYUST
| Autor: | Yen-Liang Liu, 劉彥良 |
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| Rok vydání: | 2015 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 103 The study aims to discuss how sports brands like NIKE, ADIDAS and PUMA express their symbol meanings to the consumers by their products and under the condition of symbolic consumption in order to successfully promote their products. The study also discusses the relationship among consumer living style, purchasing motivation and symbolic consumption. The study hopes to understand the effevtiveness of symboluic consumption of three sports brand in Taiwan by discussing different consumers’ consuming formats of different sports brands, their symbolic meanings behind the brands, and the applications of symbolic consumption in Taiwan sports and leisure industry. The study uses questionnaire survey method for quantitative analysis and in-depth interview method for qualitative analysis. The interviewing objects are the students of business administration in YunTech. The study hopes to infer the overall market structure of the undergraduates’ sports brand in Taiwan by the results. There are 209 valid questionnaires received. The study uses descriptive statistics, reliability analysis, factor analysis, one way ANOVA, Pearson correlation coefficient analysis, multiple regression analysis to test the hypotheses and discuss the empirical results. For the qualitative part, the study interviews 152 students of business administration department in Taiwan. The study finds that 80 percent of the interviews consider symbolic consumption when purchasing sports brands. Among the three brands, consumers think NIKE creates the most successful symbolic consumption, ADIDAS being the second and PUMA the last. Moreover, there is positively significant relationship among consumer life style, purchasing motivation and symbolic consumption. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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