本研究旨在分析品牌熟悉度、商品特性對消費者（大學生族群）購買運動鞋相似品的意願及忠誠度之影響，並探討個人特質對於品牌熟悉度、商品特性與購買意願間的干擾效果。本研究蒐集348份問卷並進行焦點團體訪談法，以統計方法分析後，獲得以下研究發現：（一）品牌熟悉度、商品特性對於消費者購買運動鞋相似品的意願有顯著正向影響，購買意願對於消費者忠誠度也有顯著正向影響；（二）購買意願對品牌熟悉度（廣告與商品熟悉度）與忠誠度間，具有顯著中介效果，購買意願對商品特性（品牌功能性、低風險性）與忠誠度間，亦有顯著中介效果；（三）在大學生族群對運動鞋相似品的購買行為中，消費者追求獨特性的特質與品牌知覺的關聯性較大，即品牌塑造和個人特質（干擾效果）的結合，有助於提高消費者的購買意願。

This paper aims to analyze the influences of brand familiarity and product features on the purchase intension and loyalty of university students for lookalike sport shoes. Personality attribute is also employed as a moderating variable. Based on the surveyed-questionnaire method and focus group interview, this study received 348 valid samples and then analyzed the data with quantitative method. The empirical results show that, first of all, both brand familiarity and product attribute have significantly positive influences on the purchase intention of university students. Also, university students' purchase intention has significantly positive influences on their brand loyalty. Second, university students' purchase intentions have significant mediating effect on both relationships among brand familiarity (advertisement and product familiarity) and loyalty, and among product attribute (function and low-risk) and loyalty. Third, in the purchasing behaviors of university students for lookalike sport shoes, pursuing uniqueness of consumer is highly corrected with brand consciousness. Thus it can increase consumer's purchase intention due to the brand-molding combines with personality attribute (moderating variable).