臺灣博碩士論文加值系統

伴隨著民眾的平均所得提高、生活型態的改變，運動風氣逐漸高漲，健康意識隨之抬頭，根據體育署調查全國人民的運動狀況，運動人口有顯著性的成長，從 2006 年的 76.9%逐年增加到 2017 年的 85.3%(教育部體育署，2017)，達歷史新高。而女性運動風氣也急起直追，與男性不相上下，女性運動人口顯著成長至 85.0%，已與男性運動人口85.0%相當趨近。
工欲善其事、必先利其器，運動風潮也帶動運動服飾的需求。過去的運動服飾只是單純的排汗涼感功能，隨著紡織技術與科技的結合，運動服飾除了具備運動健身功能之外，更與醫療結合，可以隨時監控個人心跳、呼吸等生理狀況；運動智能衣的控制能夠包含數據儲存跟數據同步，對於運動過後的卡路里消耗，運動過程中的心跳頻率、消費者的呼吸頻率、攝氧量等多項有關於身體健康的指標都能夠一一詳細了解且記錄，在下次運動前可以用在評估接下來運動的強度以及身體所能承受的範圍，成就未來健康管控與運動美感需求。

The target of this research is activewear, trying to find out the motivation factor of purchase intention. Five decision factors are included in the model. Using 5 point Lik-ert scale questionnaire to do the research. Five of the decision factors have statistical significance. The first is “the sport performance value of activewear”. This research has found that customer will care about the performance value of active, for example, dry fast, keep warm, promote blood circulation, et cetera. The second is “the empirical value of activewear”, for example, the brand that one has purchased before is crosso-ver now can increase their purchase intention. The third is “consumer susceptibility to interpersonal influence”, whether peers like it or not will affect customers purchase in-tention. Getting approval by buying or discussing products, and then finally purchase it.

中文摘要iii
英文摘要iv
誌謝辭v
內容目錄vi
表目錄viii
圖目錄xii
第一章　　緒論1
　　第一節　　研究背景與動機1
　　第二節　　研究目的3
　　第三節　　研究架構3
第二章　　文獻探討6
　　第一節　　運動智能衣及其發展趨勢6
　　第二節　　運動智能衣的購買意願(價值觀點模型)11
　　第三節　　研究假說13
第三章　　研究方法17
　　第一節　　問卷設計17
　　第二節　　樣本及抽樣方法18
　　第三節　　結構方程模型18
第四章　　實證結果與分析20
　　第一節　　敘述統計20
　　第二節　　差異分析21
　　第三節　　信度與效度分析22
　　第四節　　路徑分析25
第五章　　結論與建議30
　　第一節　　研究結論及管理意涵30
　　第二節　　研究限制31
　　第三節　　未來研究建議32
參考文獻33
附錄39

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江欣惇、許光麃，(2007)，現代奧運女性運動服裝之演變(1896-1970)〉，身體文化學報，139-155。
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