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

摘要

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 w e 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 .%基于陕西21所高校1000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。