目前市面上運動鞋多用「成本定價法」來決定售價，排除品牌及外型，影響消費者願付價格(willingness to pay, WTP)的主要因素便是舒適度，本研究即在探討舒適度與價格的關聯性。研究共招募15名男性及16名女性羽球校隊大專生，其中包含9位體資、體保生，每位參與者至少接受過兩年以上羽球訓練。本研究共有三雙不同的受測鞋 (A、B、D) 及一雙控制鞋(C)，過程中使用視覺類比量表評估舒適度以及願付價格問卷，實驗依照C-S1-C-S2-C-S3的順序以盲測的方式隨機請參與者進行試穿，感受後填寫舒適度量表及願付價格問卷。實驗共兩回合，第一回合以兩份問卷分別進行實驗，第一輪先填寫舒適度評分，第二輪填寫願付價格問卷；第二回合則是兩份問卷同時進行。結果發現，舒適度評分與願付價格僅有低相關性；體資生、體保生在「舒適度與願付價格」正相關的比例較高，而願付價格似乎受到參與者購買羽球鞋預算之影響。低階款鞋不論舒適度或是願付價格都有較高的評價，參與者對中、高階款鞋接受價格較實際市售來的低。本研究推測消費者在購買鞋子時除了舒適度外亦有其他考量因素，綜合本研究結果建議廠商使用「價值定價法」，如以消費者試穿的舒適度給分，來決定商品的價格。

Comfort is one of the important influencing factors when consumers condition shoes’ willingness to pay (WTP). This research was looking for the relationship between comfort and price. Perceived comfort and willingness to pay were collected from Visual Analogue Scales (VAS) and questionnaire of 15 males and 16 females from university badminton school team player with three different experimental shoes (A,B and D) and one control shoes (C). The test was blind and random, participants were asked to try on shoes for the sequence C-S1-C-S2-C-S3 for two sessions. The result shows that they have low correlation between comfort and WTP. Shoes with lower price got higher score and value than middle price and high price. With middle and high price shoes, participant can only accepted lower than market value. Students by recommendation for badminton have higher positive correlation and WTP seems to be affected by budget. This research surmise there are few influencing factors when buying shoes except comfort and recommend company can use “Value-based Pricing” to decide commodity price.

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網路資料：
1. 9 Factors that Affect a Customer's Willingness to Pay
https://blog.blackcurve.com/9-factors-that-affect-a-customers-willingness-to-pay
2. Willingness To Pay (WTP) Defined
https://www.cleverism.com/lexicon/willingness-to-pay/
3. Athletic Footwear Market Size, Share, & Trends Analysis Report By Category (Running Shoes, Sports Shoes, Aerobic Shoes, Walking Shoes, Trekking Shoes), By Gender, By Retail Channel, And Segment Forecasts, 2018 - 2025
https://www.grandviewresearch.com/industry-analysis/athletic-footwear-market
4. 美國報告：2025年全球運動鞋市場規模
https://kknews.cc/zh-tw/news/lqo3m49.html