초록

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Abstract ▼ AI-Helper

The purpose of this study was to segment athletic shoes consumers by decision-making factors and to define the segments obtained on the basis of the proticipants' characteristics including purchasing behavior, demographic profiles, sport participation and cognitive advertising types. By a proportion...

The purpose of this study was to segment athletic shoes consumers by decision-making factors and to define the segments obtained on the basis of the proticipants' characteristics including purchasing behavior, demographic profiles, sport participation and cognitive advertising types. By a proportionate quota sampling method, a total of 1,582 usable data were selected. Multiple steps were taken to analyze the data: a) an exploratory factor analysis to explain 10 decision-making variables in purchasing athletic shoes and 8 cognitive advertising variables; b) a cluster analysis to segment the participants;; c) ANOVA test to investigate the differences among the segments on the cognitive advertising types; and d) a cross-tabulation analysis with Chi-square to determine any significant segment descriptors among the purchasing behavior, sport partivipation, and demographic variables. In result, three decision-mating factors and three advertising type factors were obtain, and a set of four segments was identified on the basis of three decision-making factors.

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