The Effects of Athletic Wear Store Image on Taiwanese Consumer Perceived Product Quality

Abstract

Taiwan is becoming a more physically active society, and therefore becoming a bigger market for athletic apparel companies. Research on marketing athletic apparel to Taiwanese consumers would be valuable to any company wanting to enter the Taiwanese market. This study focuses on one aspect of marketing athletic apparel in Taiwan: store image’s relation to perceived product quality. Three different store types (general store, department store, and brand store) were used to test the relationship between store image and perceived product quality. Through this study the significant store image variables were found for each store. Merchandise and Store Atmosphere were found to have significant, positive relationships to Store Image. Out of the four store image variables tested only those two had significant relationships in this study. Store Image was also found to have a significant, positive relationship to Perceived Product Quality. The relationship between these two dependent variables was the strongest found in this study. Statistical differences were also found among store image variables, store image, and perceived product quality in different store types. General stores were found to be more convenient while, department stores and brand stores were found to have higher likability.