近年來國人的生活水準提高，健康意識抬頭，故逐漸強調生活品質而從事休閒運動。當大量人口從事休閒運動，則會帶動運動鞋的買氣，而現在的大學生都喜愛旅遊或休閒運動，他們需要擁有一雙舒適且輕便的運動鞋，因此，運動鞋廠商會將學生視為主要的消費族群。因此，本研究之目的為想要了解大學生購買運動鞋之消費現況，並探討其對運動鞋的品牌形象、品牌忠誠度及品牌識別的看法。本研究共發放500份問卷，回收了452份有效問卷。採次數分配、獨立樣本t檢定、ANOVA分析以及因素分析進行資料處理。研究結果可知：大學生最常穿的運動鞋品牌為NIKE，而ADIDAS次之，購買一雙運動鞋之時間多為6至12個月，最多人之購買價格為2000-2999元，經常購買運動鞋者以及購買價格較高者無論在重視品牌形象、品牌忠誠度、重視品牌名稱及重視代言人等因素上之表現均顯著優於不經常購買運動鞋者以及購買價格較高低者，可自由支配的錢較多者在重視品牌形象、品牌忠誠度、重視品牌名稱等因素上之表現均顯著優於可自由支配的錢較少者。常穿品牌為NIKE、ADIDAS者在重視品牌形象、品牌忠誠度上之表現顯著優於其他品牌。

In recent years, living level of Taiwanese has been improved and the health consciousness has been promoted, so, they have been paying attention to life quality and engaging in leisure activities and sports. When a lot of persons engage in leisure activities and sports, they have to buy sports shoes. Especially, most of college students are fond of travelling or sports, they need a pair of comfortable and light shoes. Hence, manufacturers of sports shoes put emphasis on college students. The purpose of this study is to explore the consuming situations of these students and their viewpoints on brand images, brand loyalty and brand recognition. In this study, we obtained 452 valid questionnaires and used frequency distribution, independent sample t-test, ANOVA and factor analysis to process data. The results are following: the brand of sports shoes worn by most of college students is NIKE, ADIDAS is the second; the period of buying a pair of sports shoes is mostly 6 to 12 months; the purchase price is mostly NT$2000-2999; to the factors of brand images, brand loyalty and brand recognition, persons, who often buy sports shoes and pay higher prices, pay more attention than those who seldom buy sports shoes and pay lower prices; to the factors of brand images, brand loyalty and brand recognition, persons, who own more discretionary money, pay more attention than those who own less; to the factors of brand images, brand loyalty and brand recognition, persons, who often wear sports shoes of NIKE and ADIDAS, pay more attention than those who wear sports shoes of other brands.