本研究以運動鞋市場為研究對象，選定耐吉（N i k e）、愛迪達（A d i d a s）、銳跑（R e e b o k）、紐巴倫斯（New b a l a n c e）、康威士（C o n v e r s e）等五類運動鞋品牌為範圍。本研究採用簡單隨機抽樣法，以淡江大學學生為抽取研究對象，本研究之主要目的有二：
1.以理論觀點區分出運動鞋消費者為高、低品牌忠誠族群，以確認是否存在品牌忠誠度，進而分析品牌忠誠度之影響因素。 2.探討『消費者特性』、『購買型態』、『產品屬性特色』與『運動鞋品牌忠誠度』之關係，進而找出關鍵影響因素，以確立運動鞋品牌行銷組合之策略。 The loyalty of consumers is the key for the successful business activity. Therefore enterprises need to notice consumers demand to control the market revenue. Kotler mentioned that today most companies try their best to get the loyalty from consumers because it costs more to attract new consumers than keep the old consumers. Therefore how to get the consumers back is the hot issue in the marketing area.
The research uses the simple random sample of students in the Tamkang University to explore the loyalty of consumers in the sneakers market. The sneakers market is focused on the five famous sneakers brand, Nike, Adidas, New balance, Reebok, Converse, in this research. There are two objectives in this study. It is as following.
1 Based on the questionnaire the researcher can divide two groups of consumers. One is high loyalty to the sneakers brand. The others are low loyalty to it. According to these data, the research analyzes the elements of affecting the loyalty of consumers.
2 Exploring the relation among the Consumer Characteristics、Purchasing Styles、Product Attributes and Brand Loyalty of Sports Shoes to make the marketing strategy of sneakers brands.