本研究的目的在探討大專羽球運動員選購羽球鞋的各項需求與趨向，及選購羽球鞋各項需求與運動員不同背景的關聯性。希望能夠提供廠商在行銷計畫的競爭分析中成為有價值的資訊，可暸解消費者對產品的需求，及未來經營的重點與行銷策略的依據，進而發展更能滿足消費者的羽球鞋，達到廠商和消費者雙贏的局面。本研究以2004年「成大全國大專院校羽球公開賽」中，參賽的大專院校運動員為研究對象進行調查。以自編之「大專羽球運動員選購羽球鞋行為之問卷」為工具進行問卷調查。結果發現：一、大專羽球運動員在選購羽球鞋上比較看重的是功能性，然後才是價格和品牌。二、在品牌的偏好上，選擇羽球鞋以Yonex及Victor 的品牌為主。不同背景因素運動員對品牌的選擇並無顯著的影響。三、在功能性偏好上，認為羽球鞋最重要的依序是舒適、防滑、避震。不同背景因素運動員對功能性的選擇並無顯著的影響。四、在價格的偏好上，認為羽球鞋理想的選購價格在1001~2000元之間。理想的羽球鞋價格與每週不同練球時數運動員間有顯著的影響。

　　The purpose of this study is to probe into the demands and trends of purchasing badminton shoes for badminton athletes in colleges and the relationship between the demands and backgrounds of the athletes. The results may provide the manufacturers with the worthy information about the competitive analysis of marketing plans, the consumer demand for the products, the focal point of future management, and the basis for marketing tactics. Furthermore, manufactures can develop the badminton shoes that more satisfied consumers with to reach the manufacturers and consumers win-win. The subjects of this study were the athletes who were participant the National Cheng Kung University Badminton Open in 2004. The self-made questionnaire "The Questionnaire of Purchase Behavior of Badminton Shoes for Badminton Athletes in Colleges" was carried on questionnaire investigation. The following results were found: 1. The functionality was the most important issue for badminton athletes in college to purchase badminton shoes. Then will be the price and brand. 2. The mainly brands were Yonex and Victor. There was no significant difference between different backgrounds in the choice of brands. 3. On the functional partiality of badminton shoes, it was comfortable, skidproof, and shockproof that represents the order of importance. There was no significant difference between different backgrounds in the choice of functionality. 4. On the prices of badminton shoes, the ideal price was between 1001 and 2000 NT dollars. There were significant differences between the hours of practice and the choice of prices.