本研究目的在於瞭解不同生活型態之高屏地區大學生對於運動用品品牌形象及品牌權益之影響。對象為高屏地區之大學生，總計發出700份問卷，有效問卷589份，有效回收率為84.14％。以描述性統計、項目分析、因素分析、信度分析及徑路分析等統計分析方法進行資料之分析。分析結果：一、在人口統計變項部分，以女性；年齡在20歲以下；每月可用零用金額以3,000元以下；休閒學院之學生；以選擇NIKE品牌者居多。二、生活型態、品牌形象、品牌權益三者間有顯著相關。

The purpose of this study was to discuss different demographic variables the relationship among life-style, brand image, brand equity of college students. The subjects were the college students in the Kaohsiung and Ping-Tung Area. The questionnaire sends out 700, the effective questionnaire was 589; the rate of recovery rate was 84.14%. The statistical analysis: descriptive statistics, factor analysis and reliability analysis and path analysis were used for data analysis. The results were followed: 1. Demographic characteristics of college students in the Kaohsiung and Ping-Tung area were female, the majority by under 20 years, available amount of petty cash was mostly the under 3,000 every month, the department was mostly student of recreation college, the sport goods brands chosen mainly on Nike. 2. There were significant relationship among life-style, brand image and brand equity.