大学生体育用品的品牌选择及其影响因素研究——基于陕西21所高校大学生的调查分析  

Research on Brand Choice and Its Influence Factors of College Students' Selection on Sporting Goods:Based on the Investigation of 21 College Students in Shaanxi

作　　者：胡效芳[1] 魏冉[2] 孙君厚 

机构地区：[1]陕西师范大学体育学院,陕西西安710062 [2]西安财经学院经济学院,陕西西安710100

出　　处：《统计与信息论坛》2016年第2期95-100,共6页Journal of Statistics and Information

摘　　要：基于陕西21所高校1 000名大学生体育用品品牌选择的李克特量表调查数据,研究了大学生体育用品的品牌选择倾向及其影响因素。研究发现:品牌的高知名度和代言人的高知名度,能够给大学生选择时带来积极影响;体育用品美观性对大学生体育品牌选择具有重要的正面影响,而产品质量、产品售后服务水平等方面对大学生体育用品品牌选择影响不显著;价格水平对大学生体育品牌选择具有显著的负影响;家庭背景与锻炼习惯会对大学生体育用品品牌选择有重要的差异化影响。Based on the survey data from Likert scale about one thousand college students＇ selections on sports goods brands in Shaanxi 21 colleges and universities,this paper discuss the tendency of brand selection on college students sporting goods and it＇s some factors.From the research we can find that brands with higher popularity and famous spokesman will have positive effects on students＇ selections.The fashion of sports goods also has active impacts on the selection.Instead,the quality of products and the level of after-sale service of products have no significant affects on students＇ selections.Higher prices have negative impacts on the selection.Furthermore,family background and exercise habits will have an important effect on college students＇ selection on sporting goods.

关 键 词：大学生 体育用品 品牌选择 李克特量表 因子分析 PROBIT模型 

分 类 号：F224.0[经济管理—国民经济]